European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
Proposed Conference Track
7. AI, Digital and technological impact on social behaviour
Submission Format
20 Minute Oral Presentation
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
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