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This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).

A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.

Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.

This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.

By integrating stimulus-organism-response theory and uses and gratifications theory, this study explored the salient gamification factors that satisfy the gratifications of conference attendees in the context of an event gamification mobile app and their relationships with conference engagement, continuance intention and word-of-mouth.

The questionnaire was developed in Qualtrics and administered on a gamification application called Goosechase during an annual hospitality conference. The proposed hypotheses were tested using the partial least square-structural equation modeling (PLS-SEM).

The gratifications of social presence, education and entertainment through a gamification mobile app influences attendees’ engagement during the conference while achievement gratification does not. Positive effects of conference engagement on their continuous intention and WOM have been also validated.

By adopting a unique integrated approach that utilizes UGT and S-O-R framework, while considering conference engagement as work-related engagement, this study offers a fresh perspective on gamification apps and discusses its theoretical and practical implications in depth.

In the digital age, emerging technologies have affected every industry. Information and communications technology and digital technologies have transformed traditional supply chains into smart and more resilient ones, enabling effective management of challenges. Given the importance of the two topics, namely sustainable supply chain management and Industry 4.0 in supply chain management, on the one hand, and the dearth of theoretical research performed in this area on the other, this study aims to propose a conceptual model on a sustainable digital supply chain management in manufacturing companies.

This study utilized a qualitative approach. First, an in-depth review of the relevant literature was done. Then, following a multi-grounded theory methodology, relevant data were gathered by reviewing 92 papers and conducting nine semi-structured interviews with industry experts. These data were analyzed using the MAXQDA software.

A total of 41 concepts, ten sub-components and three main components (dimensions) were extracted, and the proposed conceptual model was presented. Finally, based on this conceptual model, three propositions were suggested.

Considering that the present study was performed in the context of Iranian manufacturing companies, caution should be exercised in relation to the generalizability of the obtained results. Also, due to the problems in the digital technology infrastructure and the limited use of these technologies by manufacturing companies (emphasized by the interviewees), this study focused on the theoretical dimension of using digital technologies by these companies.

The proposed comprehensive model can help academicians as well as practitioners to focus better and explore the variables and constructs of the model, paving the way toward successful implementation of digital technologies in the manufacturing supply chain.

To the best knowledge of the authors, this study is among the first of its kind which presents a holistic and comprehensive digital supply chain model aimed at guiding companies to consider sustainability from all the main dimensions and their relevant indicators.