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Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors

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Date
2013-06
Dewey
Marketing
Sujet
Interactive; WOM; Online
JEL code
M.M3.M31; M.M3.M37
Conference name
European Marketing Academy 42th Annual Conference - EMAC 2013
Conference date
06-2013
Conference city
Istanbul
Conference country
Turkey
URI
https://basepub.dauphine.fr/handle/123456789/13068
Collections
  • DRM : Publications
Metadata
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Author
Darpy, Denis
1032 Dauphine Recherches en Management [DRM]
Renard, Damien
Type
Communication / Conférence
Abstract (FR)
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.

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