Longitudinal perceptions of gamied loyalty programs
EEG Investiga27 Marras 2024

Longitudinal perceptions of gamied loyalty programs

Lopes, J. V., & Casais, B. (2024). Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys. Journal of Research in Interactive Marketing. doi: 10.1108/jrim-10-2023-0383


Os programas de fidelização gamificados (PFGs) combinam elementos de jogo com recompensas para envolver consumidores. Este episódio analisa o estudo de caso da aplicação "Yorn Shake It" da Vodafone, que utiliza desafios e recompensas para motivar utilizadores. Inicialmente, as recompensas atraem pelo incentivo extrínseco, mas a motivação depende do equilíbrio entre o desafio, o entretenimento e a perceção de justiça das recompensas. O estudo revela que a lealdade pode ser superficial se for baseada apenas em prêmios. PFGs eficazes devem alinhar recompensas e desafios para manter o interesse e promover um vínculo genuíno com a marca.

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