The Behavioural Effectiveness of Gamified Social Marketing within Well-being Mobile Apps

Friday, July 10, 2026 at 3:25 PM–3:45 PM CEST

Room B2 (Entrance Level)

Proposed Conference Track

Submission Format

Programme Listing

This session explores how achievement-, social-, and immersion-related gamification affordances shape psychological and behavioural outcomes in gamified well-being apps. Guided by Self-Determination Theory, the Technology Acceptance Model, and Expectation-Confirmation Theory, it shows that achievement visualization and narrative strengthen outcomes, cooperation supports health behaviour, and interactivity and rewardability may hinder outcomes, offering practical guidance for designing effective, user-centered gamified mobile apps.

Primary Contact

Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS - Centre for Research in Business, Markets & Society, University of Minho

Presenters

Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS - Centre for Research in Business, Markets & Society, University of Minho

Authors

Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS - Centre for Research in Business, Markets & Society, University of Minho

Beatriz Casais, School of Economics, Management and Political Science, University of Minho; iBMS - Centre for Research in Business, Markets & Society, University of Minho; CICS.NOVA.UMinho, University of Minho