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CONTACTO

Sara Catalán Gil received her PhD from the University of Zaragoza and is Associate Professor of Marketing at the Department of Marketing Management and Market Research at the University of Zaragoza.

Her research interests focus on gamification and the application of gamification in different subjects (customers, workers, users, students) and sectors (marketing, tourism, human resources, mobile apps, education). Her research has been published in international scientific journals of high impact, such as Journal of Business Research, International Journal of Hospitality Management, Computers & Education and Internet Research, among others, and has been presented in key fórums, such as EMAC, AEMARK and ACEDE.

Address: Facultad de Economía y Empresa. Campus Paraíso. Gran Vía, 2. CP: 50005, Zaragoza
Internal phone number: 844722
External phone number: 876 554 722
E-mail: scatala@unizar.es

Articles in journals:

  1. Buil, I., Catalán, S., and Oliveira, T. (in press). Encouraging altruistic user-generated content in gamified review platforms, Internet Research (ahead-of-print).
  2. Catalán, S., and Marchan, J. (2024). Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective, Revista Galega de Economía, Vol. 33, pp. 9593.
  3. Bitrián, P., Buil, I., Catalán, S., and Merli, D. (2024). Gamification in workforce training: Improving employees’ self-efficacy and information security and data protection behaviours, Journal of Business Research, Vol. 179, 114685.
  4. Bravo, R., Catalán, S., and Pina, J.M. (2023). The impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application, Journal of Hospitality and Tourism Technology, Vol. 14, pp. 925-940.
  5. Bitrián, P., Buil, I., Catalán, S., and Hatfield, S. (2023). The use of gamification strategies to enhance employees’ attitudes towards e-training systems, The International Journal of Management Education, Vol. 21, 100892.
  6. Bitrián, P., Buil, I., and Catalán, S. (2023). The motivational power of mobile gamified exercise apps, Management Letters / Cuadernos de Gestión, Vol. 23, pp. 21-36.
  7. Buil, I., Catalán, S., and Wallace, E. (2023). Altruistic and egoistic motivations to engage with contact-tracing apps: Lessons learned from the Covid-19 pandemic, Management Letters / Cuadernos de Gestión, Vol. 24, pp. 7-20.
  8. Bitrián, P., Catalán, S., and Marchan, J. (2022). Boosting brand engagement and loyalty through gamified loyalty programmes, UCJC Business and Society Review, Vol. 19, 75.
  9. Bitrián, P., Buil, I., and Catalán, S. (2021). Making finance fun: the gamification of personal financial management apps, International Journal of Bank Marketing, Vol. 39, pp. 1310-1332.
  10. Bravo, R., Catalán, S., and Pina, J.M. (2021). Gamification in tourism and hospitality review platforms: How to R.A.M.P. up users’ motivation to create content, International Journal of Hospitality Management, Vol. 99, 103064.
  11. Bitrián, P., Buil, I., and Catalán, S. (2021). Enhancing user engagement: The role of gamification in mobile apps, Journal of Business Research, Vol. 132, pp. 170-185.
  12. Bravo, R., Catalán, S., and Pina, J.M. (2021). Understanding how customers engage with social tourism websites, Journal of Hospitality and Tourism Technology, Vol. 12(1), pp. 141-154.
  13. Bitrián, P., Buil, I., and Catalán, S. (2020). Gamification in sport apps: The determinants of users’ motivation, European Journal of Management and Business Economics, Vol. 29(3), pp. 365-381.
  14. Wallace, E., Buil, I., and Catalán, S. (2020). Facebook and luxury fashion brands: self-congruent posts and purchase intentions, Journal of Fashion Marketing and Management, Vol. 24(4), pp. 571-588.
  15. Bitrián, P., Buil, I., and Catalán, S. (2020). Flow and business simulation games: A typology of students, The International Journal of Management Education, Vol. 18 (1), pp. 100365.
  16. Buil, I., Catalán, S., and Martínez, E. (2020). Understanding applicants’ reactions to gamified recruitment, Journal of Business Research, Vol. 110, pp. 41-50.
  17. Buil, I., Catalán, S., and Martínez, E. (2020) Engagement in business simulation games: A self-system model of motivational development, British Journal of Educational Technology, Vol. 51, pp. 297-311.
  18. Bravo, R., Catalán, S., and Pina, P. (2020). Intergenerational differences in customer engagement behaviours: An analysis of social tourism websites, International Journal of Tourism Research, Vol. 22, pp. 182-191.
  19. Catalán, S. and Martínez, E. (2020) ¿Influyen las partidas jugadas en la efectividad de los advergames? El papel de la familiaridad con la marca, Cuadernos de Gestión, Vol. 20(2), pp. 149-168.
  20. Buil, I., Catalán, S., and Ortega, R. (2019). Gamification and motivation: New tools for talent acquisition, UCJC Business & Society Review, Vol. 63, pp. 146-179.
  21. Catalán, S., Martínez, E., and Wallace, E. (2019) The role of flow for mobile advergaming effectiveness, Online Information Review, Vol. 43(7), pp. 1228-1244.
  22. Catalán, S., Martínez, E., and Wallace, E. (2019) Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity, Journal of Product and Brand Management, Vol. 28 (4), pp. 502-514.
  23. Bravo, R. Catalán, S., and Pina, J.M. (2019) Analysing teamwork in higher education: an empirical study on the antecedents and consequences of team cohesiveness, Studies in Higher Education, Vol. 44 (7), pp. 1153-1165.
  24. Buil, I., Catalán, S., and Martínez, E. (2019). Encouraging intrinsic motivation in management training: The use of business simulation games, The International Journal of Management Education, Vol. 17, pp. 162-171.
  25. Buil, I., Catalán, S., and Martínez, E. (2019). The influence of flow on learning outcomes: An empirical study on the use of clickers, British Journal of Educational Technology, Vol. 50 (1), pp. 428-439.
  26. Catalán, S. and Martínez, E. (2018). Favorecer el ‘estado de flow’: La clave de los juegos de simulación empresarial, Journal of Management and Business Education, Vol. 1 (2), pp. 140-159.
  27. Buil, I., Catalán, S., and Martínez, E. (2018) Exploring student´s flow experiences in business simulation games, Journal of Computer Assisted Learning, Vol. 34, pp. 183-192.
  28. Buil, I., Catalán, S., and Martínez, E. (2016) Do Clickers Enhance Learning? A Control-Value Theory Approach, Computers & Education, Vol. 103, pp. 170-182.
  29. Buil, I., Catalán, S., and Martínez, E. (2016) The importance of corporate brand identity in business management. An application to the UK banking sector, BRQ Business Research Quarterly, Vol. 19 (1), pp. 3-12.

Book chapters:

  1. Catalán, S., Pina, J.M. y Utrillas, A. (2018). Estudio del nivel de satisfacción de los miembros de un equipo de trabajo, La difusión de la innovación docente: retos y reflexiones (pp. 35-40). Vicerrectorado de Política Académica de la Universidad de Zaragoza.
  2. Buil, I., Catalán, S. y Martínez, E. (2017). Gamificando la docencia en Marketing: un estudio sobre el uso de los clickers en clase, Buenas prácticas en la docencia universitaria con apoyo de TIC. Experiencias en 2016 (pp. 121-126). Zaragoza: Prensas de la Universidad de Zaragoza.
  3. Buil, I., Catalán, S. y Martínez, E. (2016). El aprendizaje a través de juegos de simulación desde la Teoría del Flow, Buenas prácticas en la docencia universitaria con apoyo de TIC. Experiencias en 2015 (pp. 103-108). Zaragoza: Prensas de la Universidad de Zaragoza.

Master’s Degree in Customer Experience

Master’s Degree in Management, Strategy and Marketing:

Bachelor’s Degree in Business Administration:

Bachelor’s Degree in Business Administration (in English):

Bachelor’s Degree in Marketing and Market Research

Bachelor’s Degree in Finance and Accounting:

Bachelor’s Degree in Economics: