Article related to AI gamification published in "Psychology and Marketing"

Wednesday, November 8, 2023 - 15:27

When Maria Levi Silva – a student of the Master in Management programme - first embarked on her master's thesis under the guidance of Susana Costa e Silva and Roberta De Cicco, she could never have imagined that her work would one day be published in a prestigious marketing research journal like Psychology & Marketing.

This article, “How gamifying AI shapes customer motivation, engagement, and purchase behaviour”, wouldn't have been possible without the contributions of the co-authors, who took the research from its initial stages and transformed it into the remarkable study it is today.

The teamwork of Maher Georges Elmashhara, Roberta De Cicco, Susana Costa e Silva, Maik Hammerschmidt, and Maria Levi Silva, extended to the editors and reviewers of Psychology & Marketing, made this paper possible.

The article “How Gamifying AI shapes customer motivation, engagement, and purchase behaviour” can be read here.

Católica Porto Business School IA Psychology & Marketing