4. Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys

4. Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys

Lopes, J. V., & Casais, B. (2025). Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys. Journal of Research in Interactive Marketing, 19(2), 268–286. https://doi.org/10.1108/JRIM-10-2023-0383


This study examines users’ perceptions of gamified loyalty programs (GLPs) in mobile applications, focusing on Vodafone’s “Yorn Shake It” app. Using a longitudinal qualitative approach, the authors followed five Portuguese users over one month to understand how motivations evolve with repeated interaction. The findings show that initial engagement is largely driven by extrinsic motivation, such as winning physical prizes or bonus data, although some users are intrinsically motivated by fun and collecting elements. Over time, motivations shift: some users begin to value the playful mechanics and enjoyment of the game, while others become disengaged due to repetitive challenges or unattractive rewards, interacting in an automatic or indifferent manner. Rewards play a dual role, acting not only as extrinsic incentives but also as feedback that satisfies intrinsic needs for autonomy and competence. Sustained engagement depends on a balanced relationship between challenge and reward. Strong brand engagement emerges mainly when users value the hedonic experience, whereas reward-driven loyalty tends to be fragile and easily replaced by better offers.

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Avsnitt(108)

20. A Discomforting Pedagogy of Poverty: Discourses, Representations and Vulnerabilities

20. A Discomforting Pedagogy of Poverty: Discourses, Representations and Vulnerabilities

Hutton, M., & Heath, T. (2025). A Discomforting Pedagogy of Poverty: Discourses, Representations and Vulnerabilities. Sociology. https://doi.org/10.1177/00380385251380772This article proposes a “pedag...

20 Mars 10min

19. Exploring the longitudinal impact of entrepreneurial education on entrepreneurial competences and intentions: evidence of an asymmetric polarization effect

19. Exploring the longitudinal impact of entrepreneurial education on entrepreneurial competences and intentions: evidence of an asymmetric polarization effect

Almeida, D. C., Afonso, P., Ferreira, L. P., & Soares, A. M. (2026). Exploring the longitudinal impact of entrepreneurial education on entrepreneurial competences and intentions: evidence of an asymme...

10 Mars 5min

18. Framework for cross-border governance: from cross-border critical factors to sustainable development

18. Framework for cross-border governance: from cross-border critical factors to sustainable development

Krüger, C., Pennabel, A. F., Paschoalotto, M. A. C., Guimarães, F. H. C. B., Medeiros Kruger, N. R., Meneguzzo, M., Passador, C. S., & Ferreira Caldana, A. C. (2024). Framework for cross-border govern...

6 Mars 11min

17. Do earnouts create the right incentives? Earnings management around earnout-based acquisitions

17. Do earnouts create the right incentives? Earnings management around earnout-based acquisitions

Coelho, A. P., & Loureiro, G. (2025). Do earnouts create the right incentives? Earnings management around earnout-based acquisitions. Journal of Financial Research. https://doi.org/10.1111/jfir.70007T...

3 Mars 13min

16. 30th birthday celebrations: Views from the top about future management research and practice

16. 30th birthday celebrations: Views from the top about future management research and practice

Ratten, V., Newman, A., Palacios-Marqués, D., Mckeown, T., Casais, B., Prentice, C., Nuñez-Sánchez, J. M., Liñán, F., Stanton, P., Le, H., Aseri, M. A., & Walton, S. (2026). 30th birthday celebrations...

24 Feb 11min

15. Between promise and practice: a scoping review of the democratic outcomes of youth participation in local governance

15. Between promise and practice: a scoping review of the democratic outcomes of youth participation in local governance

Ramos, F., Tavares, A. F., & da Cruz, N. F. (2026). Between promise and practice: a scoping review of the democratic outcomes of youth participation in local governance. Children and Youth Services Re...

20 Feb 12min

14. Science and productivity in European firms: how do regional innovation modes matter?

14. Science and productivity in European firms: how do regional innovation modes matter?

Barbosa, N., & Faria, A. P. (2026). Science and productivity in European firms: how do regional innovation modes matter? European Planning Studies, 34(1), 84–106. https://doi.org/10.1080/09654313.2025...

17 Feb 5min

13. Balancing the double-edged sword of artificial Intelligence: Job demands, resources, and Work–Life balance

13. Balancing the double-edged sword of artificial Intelligence: Job demands, resources, and Work–Life balance

Pinho, J. C., Fontes, A., & Santos, G. G. (2026). Balancing the double-edged sword of artificial Intelligence: Job demands, resources, and Work–Life balance. Computers in Human Behavior Reports, 21, 1...

13 Feb 9min

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