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Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors

Darpy, Denis; Renard, Damien (2013-06), Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors, European Marketing Academy 42th Annual Conference - EMAC 2013, 2013-06, Istanbul, Turkey

Type
Communication / Conférence
Date
2013-06
Conference title
European Marketing Academy 42th Annual Conference - EMAC 2013
Conference date
2013-06
Conference city
Istanbul
Conference country
Turkey
Metadata
Show full item record
Author(s)
Darpy, Denis
Dauphine Recherches en Management [DRM]
Renard, Damien
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.
Subjects / Keywords
Interactive; WOM; Online
JEL
M31 - Marketing
M37 - Advertising

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