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What Makes Online Promotional Games Go Viral? Comparing the Impact of Player Skills Versus Incentive Rewards on Game Recommendation

hal.structure.identifier
dc.contributor.authorRenard, Damien
hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorDarpy, Denis
dc.date.accessioned2017-07-21T13:10:39Z
dc.date.available2017-07-21T13:10:39Z
dc.date.issued2017
dc.identifier.issn0021-8499
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/16621
dc.language.isoenen
dc.subjectMarketingen
dc.subjectviralen
dc.subjectpromotional gameen
dc.subject.ddc658.8en
dc.subject.classificationjelD.D1.D10en
dc.subject.classificationjelM.M3.M31en
dc.titleWhat Makes Online Promotional Games Go Viral? Comparing the Impact of Player Skills Versus Incentive Rewards on Game Recommendationen
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenTo encourage viral spread, companies attempt to create captivating and compelling online games. The present research examines the effects of requiring players to use skills when playing a game and rewarding players who recommend the game to others. Accordingly, the authors use two methods: an experiment and a field study. In the initial study, they find that calling upon players’ skills during the game experience positively affects the intention to invite friends to join the game. When marketers add a system of incentives, players are no longer motivated to invite friends to join the game. From an existing viral promotional game database, the authors replicate the study and confirm the results.en
dc.relation.isversionofjnlnameJournal of Advertising Research
dc.relation.isversionofjnlvol57en
dc.relation.isversionofjnlissue2en
dc.relation.isversionofjnldate2017-06
dc.relation.isversionofjnlpages173-181en
dc.relation.isversionofdoi10.2501/JAR-2017-024en
dc.subject.ddclabelMarketingen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.ssrncandidatenonen
dc.description.halcandidateouien
dc.description.readershiprechercheen
dc.description.audienceInternationalen
dc.relation.Isversionofjnlpeerreviewednonen
dc.relation.Isversionofjnlpeerreviewednonen
dc.date.updated2017-06-30T13:19:43Z
hal.identifierhal-01567005*
hal.version1*
hal.author.functionaut
hal.author.functionaut


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