Figueiredo, RonnieLima, Paulo Augusto de2026-05-282026-05-282026-01-212026-01-21http://hdl.handle.net/10362/203530This work project develops an agent-based model to examine how behavioural feedback, strategic adaptation, and governance rules interact in a token-based coalition loyalty platform. The model simulates heterogeneous consumers, adaptive merchants, and a shared points economy, allowing participation and performance to emerge endogenously over time. Using the Compro no Fundão platform as a reference context, the study investigates how incentive design and decision-making structures influence merchant retention, consumer engagement, and sustainability. The findings demonstrate the value of simulation-based analysis for anticipating coordination challenges in digital loyalty ecosystems.engAgent-based modelCoalition loyalty programDigital platformStakeholder participationToken economymaster thesis204242401