Title :

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

Author(s) :

Leclercq, Thomas [Auteur]
Laboratoire d'éthique médicale et médecine légale [LEM]
Lille économie management - UMR 9221 [LEM]
Hammedi, Wafa [Auteur]
Poncin, Ingrid [Auteur]
Université Catholique de Louvain = Catholic University of Louvain [UCL]

Journal title :

Journal of Interactive Marketing

Pages :

82-101

Publisher :

Elsevier

Publication date :

2018-11

ISSN :

1094-9968

English keyword(s) :

Gamification
Engagement
Co-creation
Online community

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [en]

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 ...
Show more >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.Show less >

Language :

Anglais

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL