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This study aims to analyze the innovation overview of the Brazilian industrial sector using data published by innovation survey – PINTEC. The aim was to provide a macro and updated diagnosis of the innovation scenario in Brazil and build reflections for further studies.

The authors used information from the years 1998–2014 covered by PINTEC to analyze innovation indicators, namely, innovation types, problems and obstacles, novelty degree, established partnerships and interactions, as well as governmental incentives. This study is exploratory; thus, descriptive methods were used for data presentation through analyses and presented through figures and tables.

The results show that innovation of the Brazilian industrial sector is concentrated mainly in the acquisition of machinery and equipment, innovations that already exist in national or global markets, interactions for the innovation process with suppliers and governmental support for financing machinery and equipment acquisitions.

This study has relevance, as its results provide important subsidies for policy-makers to incorporate the needs and overcome challenges of innovation in Brazil.

In this work, the author verified the effect of interactivity and social presence on engagement with bank customers, how much these relationships affect the experience with the brand and their effect on satisfaction and loyalty, while highlighting the differences between the digital service channels (websites and apps).

The author conducted a survey, collecting responses from 390 users of banking websites and mobile banking. Structural equation modeling (SEM) analyzed the data, with the use of the PLS-MGA group method.

Results reveal the positive effects of interactivity and social presence on brand engagement and positive associations between brand engagement, brand experience, satisfaction and loyalty. The results also reveal that brand experience completely mediates the effect of brand engagement on satisfaction and that the effect of social presence on engagement is higher for users of banking websites versus users of mobile banking apps.

There is a possibility of different results in cultures where the use of IT and the use of digital platforms of banking technology are less intense. Furthermore, other segments, besides banking, could be an opportunity to improve knowledge about these effects.

This study contributes to practice by showing the importance of interactive elements and social presence in digital channels to generate engagement with the brand, resulting in more positive experiences that increase bank customer satisfaction and loyalty.

This study confirms the relationships between interactivity, social presence and engagement, also confirming that social presence mediates the relationship between interactivity and brand engagement.

An important original contribution is the effect of engagement as an antecedent of the experience with the brand, which results in elevated satisfaction and loyalty of the bank customer.