CONTACT
Paula Bitrián Arcas is Assistant Professor of Marketing at the University of Zaragoza.
Her research focuses on the use of gamification in different contexts. Her work has been published in international journals such as Journal of Business Research, International Journal of Bank Marketing and The International Journal of Management Education, among others, and has been presented in key conferences, such as EMAC, AEMARK and ACEDE.
Address: Facultad de Economía y Empresa. Campus Paraíso. Gran Vía, 2. CP: 50005, Zaragoza
External phone number: 876 554 636
E-mail: pbitrian@unizar.es
Journal articles:
Bitrián, P., Buil, I., Catalán, S. y Merli, D. (2024), “Gamification in workforce training: improving employees’ self-efficacy and information security and data protection behaviours”, Journal of Business Research, Vol. 179, pp.114685 [19 pp.]. ISSN 0148-2963.
Bitrián, S., Buil, I., Catalán, S., y Hatfield, S. (2023), “The use of gamification strategies to enhance employees’ attitudes towards e-training systems”, International Journal of Management Education, 21-3, pp.100892. ISSN 1472-8117.
Bitrián, P., Buil, I. y Catalán, S. (2023), “The motivational power of mobile gamified exercise apps”, Management Letters / Cuadernos de Gestión, Vol. 23 (2), pp. 21-36. ISSN 1131-6837.
Bitrián, P., Catalán, S., and Marchan, J. (2022). “Boosting brand engagement and loyalty through gamified loyalty programmes”, UCJC Business and Society Review, 19-4, pp.144-181. ISSN 2659-3270.
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. ISSN 0148-2963.
Bitrián, P., Buil, I., & Catalán, S. (2021). Making finance fun: the gamification of personal financial management apps, International Journal of Bank Marketing, 39-7, pp.1310-1332. ISSN 0265-2323.
Bitrián, P., Buil, I., and Catalán, S. (2020). Gamification in sport apps: The determinants of users’ motivation, European Journal of Management and Business Economics, 29-3, pp.365-381. ISSN 2444-8451.
Bitrián, P., Buil, I., and Catalán, S. (2020). Flow and business simulation games: A typology of students, The International Journal of Management Education, 18-1, pp.100365 [9 pp.]. ISSN 1472-8117.
Book chapters:
Bitrián, P. y Catalán, S. (2023). ¡Free-riders, no! Implantación de un sistema para la evaluación de la participación en un equipo de trabajo. Buenas Prácticas en la docencia universitaria con apoyo de TIC: experiencias en 2022 (pp. 27- 33). Universidad de Zaragoza. ISBN 978-84-1340-668-8.
Bitrián Arcas, Paula; Catalán Gil, Sara. 2021. Resultados de una experiencia con Socrative: efectos sobre el engagement y el aprendizaje. En: Buenas prácticas en la docencia universitaria con apoyo de TIC. Experiencias en 2020, Prensas de la Universidad de Zaragoza, pp.129-135. ISBN 978-84-1340-342-7.
Bitrián Arcas, Paula; Catalán Gil, Sara. 2021. La gamificación en apps de deporte. En: La digitalización como herramienta optimizadora de objetivos económicos, sociales y culturales, Egregius Ediciones, pp.145-171. ISBN 978-84-18167-60-7.
TEACHING
Bachelor’s Degree in Business Administration:
Bachelor’s Degree in Business Administration (in English):
Bachelor’s Degree in Marketing and Market Research
- Introduction to Market Research
- Commercial Simulation
- Introduction to Marketing
- Pricing
Bachelor’s Degree in Finance and Accounting: