Running Towards a Better Brand Attitude: How Gamifcation in Nike Run Club Can Help?
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2024-12-11
Autores
Lopes, João M.
Silva, Luis Filipe
Massano-Cardoso, Ilda
Galhardo, Ana
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Springer Nature
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The dynamics of the knowledge-based economy are intrinsically linked to the con cept of gamifcation, which has been increasingly discussed in the context of companies’ marketing strategies. It is therefore necessary to understand how gamifcation can be strategically applied in diferent contexts to increase the performance and competitiveness of companies. This paper aimed to analyze how gamifcation impacts customers’ intention to participate in the gamifcation process and how this strategy infuences customers’ attitudes towards the brand. Multiple linear regression analyses were conducted in a sample of 238 Portuguese consumers using the Nike Run Club application. The study revealed that gamifcation can be an efective tool to increase users’ interaction with brands. Perceived usefulness, perceived social infuence, engagement intention and gamifcation performance were identifed as the main predictors of gamifcation on brand attitude. Furthermore, social interaction is a key factor for the success of game systems, which should promote interaction between communities of players to share functionality and solve task problems. It was observed that attitude towards the brand is positively infuenced by factors such as usefulness, perceived ease of use, social infuence, intention to get involved, and gamifcation of performance, especially when these are mediated by the sensation of pleasure. This fnding points to the importance of these elements in shaping consumers’ perceptions of brands. To maximize engagement with brands, gamifcation tools should allow sharing content and tasks, promoting discussions and broadening the connection between the gamers community. It is important to consider technological resources and innovation in the design of gamifcation tools, as well as to meet the diferent expectations of consumers, allowing diferent tasks and high connection between diferent information-sharing channels. This study contributes to the development of knowledge in gamifcation on brand attitude. Practical implications have been suggested to guide companies in implementing a successful gamified marketing strategy.
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Lopes, J.M., Silva, L.F., Massano-Cardoso, I. et al. Running Towards a Better Brand Attitude: How Gamification in Nike Run Club Can Help?. J Knowl Econ (2024). https://doi.org/10.1007/s13132-024-02398-7