Rodrigues, Ivo; Lopes, João M.; Borges, Ana; Oliveira, … - In: Administrative Sciences : open access journal 11 (2021) 3, pp. 1-20
This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand … engagement tools can have a positive impact on the brand attitude. On the practical side, it contributes as a consultation tool … for brands, application designers, and marketers when defining engagement strategies, allowing a better understanding of …