Gamification of the Strava application and the engagement of Sun Runners group runners
DOI:
https://doi.org/10.12662/2359-618xregea.v14i1.p120-137.2025Keywords:
Strava app, game marketing, engagement marketing, experiential marketingAbstract
This study focused on a group of amateur athletes who use the Strava app for self-monitoring to identify how gamification used in the Strava app can engage runners from the Sun Runners group to do their physical activities and improve their performance. A descriptive and qualitative approach was used, with a questionnaire being applied to the 64 runners in the group and an analysis of the Strava app's features. The results show that the segments, training, awards, maps, and challenges features are the most effective in helping athletes achieve their training goals. In addition, the feedback and performance analysis features contribute to the continuous improvement of runners' performance. It is concluded that gamification in Strava stimulates user engagement in the running and promotes the search for personal improvement.
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