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Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses

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  • Zhao, Zhenzhen
  • Renard, Damien

Abstract

When designing a viral promotional advergame (VPA) (which combines a promotional game and an advergame in a viral marketing campaign), marketers focus on game schemes and prizes to trigger players' intrinsic and extrinsic motivations and elicit certain behavioral responses, such as sharing personal data and forwarding the game. A field study examines factors that lead to behavioral responses in VPAs. The results show that players who perceive more playfulness tend to increase their game forwarding and personal data sharing behaviors. The perceived value of prizes also relates positively to game forwarding but not to personal data sharing. Finally, the results show that prior brand attitudes moderate the effect of the perceived value of prizes on game forwarding behavior.

Suggested Citation

  • Zhao, Zhenzhen & Renard, Damien, 2018. "Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 94-103.
    • Handle: RePEc:eee:joinma:v:41:y:2018:i:c:p:94-103
    DOI: 10.1016/j.intmar.2017.09.004
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    2. Sreejesh, S. & Ghosh, Tathagata & Dwivedi, Yogesh K., 2021. "Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising," Journal of Business Research, Elsevier, vol. 132(C), pages 88-101.
    3. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).

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