This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand attitude. To accomplish this, this research was developed using a quantitative methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses were tested by a structural equation modeling (SEM). A questionnaire was applied to Portuguese consumers who use the “Nike Run Club” application, from which 203 valid responses were received. The results confirm the influence of social circles and their impact on the intention to interact with the brand. For theoretical contributions, this research contributes to the existing literature and academic knowledge in the areas of marketing and gamification, providing a suggestion for the TAM model to be used in this type of research. It also contributes to a better understanding of the relationship between gamification and marketing, demonstrating that the use of gamified applications as 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 the factors that may or may not influence the public’s relationship with the brands and what dynamics they should use in the development of new Gamified marketing solutions.

中文翻译：

---

游戏化应用程序如何推动参与度和品牌态度？Nike Run Club 应用案例

本研究旨在分析游戏化应用程序作为促进参与度和品牌态度的工具的可行性。为了实现这一点，这项研究是使用定量方法进行的。进行了验证性因素分析 (CFA)，并通过结构方程模型 (SEM) 测试了模型假设。对使用“Nike Run Club”应用程序的葡萄牙消费者进行了问卷调查，共收到203份有效回复。结果证实了社交圈的影响及其对与品牌互动意图的影响。对于理论贡献，本研究对营销和游戏化领域的现有文献和学术知识做出了贡献，为 TAM 模型在此类研究中的使用提供了建议。它还有助于更好地理解游戏化和营销之间的关系，证明使用游戏化应用程序作为参与工具可以对品牌态度产生积极影响。在实践方面，它在定义参与策略时作为品牌、应用程序设计人员和营销人员的咨询工具做出了贡献，从而更好地了解可能会或可能不会影响公众与品牌关系的因素以及他们应该在哪些动态中使用开发新的游戏化营销解决方案。