Economics at your fingertips  

The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities

Thomas Leclercq, Wafa Hammedi and Ingrid Poncin

Journal of Interactive Marketing, 2018, vol. 44, issue C, 82-101

Abstract: Despite the increasing use of gamification mechanics to engage customers in firms' activities, the risks related to such use remain unclear. To address this knowledge gap, this research examines the impacts of losing a challenge, which is a phenomenon experienced by the majority of customers involved in gamified settings but underexplored in literature. We investigate the context of co-creation communities by combining two widely used gamification mechanics, competition and cooperation. Results from three laboratory experiments and one field experiment show that win/lose decisions weaken the benefits of gamification and, in the case of losing a competition, have negative impacts on customer experience and engagement. They also demonstrate that customers' levels of prior engagement with the community moderate the negative impacts of losing a competition. Supported by equity theory, this research questions the effectiveness of gamification mechanics, identifies their limits, and provides guidelines on how to properly implement them.

Keywords: Gamification; Engagement; Co-creation; Online community (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2019-01-19
Handle: RePEc:eee:joinma:v:44:y:2018:i:c:p:82-101