PurposeIn 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).Design/methodology/approachThe 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.FindingsResults 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.Research limitations/implicationsThere 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.Practical implicationsThis 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.Social implicationsThis study confirms the relationships between interactivity, social presence and engagement, also confirming that social presence mediates the relationship between interactivity and brand engagement.Originality/valueAn 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.

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Purpose: This study aimed to identify the current direction of research on interactivity and engagement, specifically in the field of marketing, evaluating in-depth the main themes and methods of studied research, indicating new directions for future research.Method: From journals listed in the Web of Science, a systematic review of the literature was carried out through textual statistics analysis with the Iramuteq software.  We conducted an in-depth analysis of 40 articles on the subject of engagement and interactivity.Results: We identified that the theme is studied in several environments, such as online environment, social communities, social media ads, games advertising and mobile telephony. The textual analysis indicates that the most frequent relation is related to the studies of branding. This work also identified that most of the research was carried out in the United States, and the most used approach was quantitative, primarily with the use of structural equation modeling.Theoretical contributions: This work contributes to consolidate the academic research in interactivity and engagement in the field of marketing. It shows that interactivity is directly related to engagement and its cognitive and affective commitment, generating an active relationship with technology, which influences satisfaction, trust and commitment.Originality/relevance: This study presents the most recent studies and presents relevant research gaps on the topic of engagement and interactivity, reinforcing its current relevance and increasing importance in marketing research.

Objective: To carry out a mapping of studies on innovation and public policies, presenting an overview of the scientific discussion on the topic to suggest proposals for future studies.Design / methodology / approach: A bibliometric study, through exploratory factor analysis, with the objective of identifying the path that the phenomenon takes. For this, we use the techniques of citation, co-citation and bibliographic coupling.Originality: Given the economic, social and technological importance of innovation, public policies appear as engines of the development of innovation, thus reinforcing the need to identify unexplored paths through the mapping of studies on the theme to identify unexplored paths.Results: We identified the basis on which the theme studied was developed. Thus, three factors were observed: Economic Development, Innovation Ecosystems and State Participation. In the coupling analysis, we identified four factors, namely: Entrepreneurship, Changes in Public Policies, Networks and Clusters and Knowledge Source. Looking to the future, some study trends were presented, highlighting a new research agenda.Theoretical and methodological contributions: We present some study trends on innovation and public policies, warranting a new research agenda.Management contributions: This research enables managers and decision makers to understand the aspects regarding the theme, so that they can develop strategic innovation actions with the support of public policies.

Objective: Our main purpose with this technical report was to propose actions for a retail shoe trade that result in equalization among the varieties of products offered, stock level and invested capital. Method: It is a qualitative research conducted using the strategy of a case study in a small footwear retail in São Paulo. Relevance: We examined isomorphic characteristics in a small footwear retail trade, illustrate management details in the industry, and propose actions to improve the business. Results: We found evidences about the main problems in store management: excess of variety of products offered, a high level of inventory and a high value in the capital invested. Theoretical / methodological Contributions: With this report we highlighted the main problems observed in the management actions of a small shoe retail store in São Paulo, and offered an alternative to the current management model.