Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors

Denis Darpy and Damien Renard ()
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Viral campaigns widely use online promotional games. Although antecedents of the extrinsic value of participation are discussed in the literature, few studies have focused on the intrinsic value of playing a promotional game. This study examines two dimensions of online game control: the amount of skill required and the ability to influence the odds of winning. A new typology of online promotional games is then proposed and tested using a sample of 146 real online promotional games. When a game mobilizes the players' skill, word of mouth increases.

Keywords: Interactive; WOM; Online (search for similar items in EconPapers)
Date: 2013-06
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Published in European Marketing Academy 42th Annual Conference - EMAC 2013, Jun 2013, Istanbul, Turkey

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01514123

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