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

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  • Leclercq, Thomas
  • Hammedi, Wafa
  • Poncin, Ingrid

Abstract

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.

Suggested Citation

  • Leclercq, Thomas & Hammedi, Wafa & Poncin, Ingrid, 2018. "The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 82-101.
    • Handle: RePEc:eee:joinma:v:44:y:2018:i:c:p:82-101
    DOI: 10.1016/j.intmar.2018.04.004
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    3. Wolf, Tobias & Jahn, Steffen & Hammerschmidt, Maik & Weiger, Welf H., 2021. "Competition versus cooperation: How technology-facilitated social interdependence initiates the self-improvement chain," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 472-491.
    4. Hammedi, Wafa & Leclercq, Thomas & Poncin, Ingrid & Alkire (Née Nasr), Linda, 2021. "Uncovering the dark side of gamification at work: Impacts on engagement and well-being," Journal of Business Research, Elsevier, vol. 122(C), pages 256-269.
    5. Thomas Leclercq & Ingrid Poncin & Wafa Hammedi, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Post-Print hal-02510199, HAL.
    6. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Kamal Basha, Norazlyn & Liu, Yide, 2021. "Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
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    10. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Carlota Lorenzo-Romero & Efthymios Constantinides, 2019. "On-line Crowdsourcing: Motives of Customers to Participate in Online Collaborative Innovation Processes," Sustainability, MDPI, vol. 11(12), pages 1-16, June.
    12. Chaïma Siala & Abdelmajid Amine, 2022. "Le rôle du retour d’expérience dans la « gamification » des campagnes de crowdsourcing," Post-Print hal-03709625, HAL.
    13. Schweitzer, Fiona & Mai, Robert, 2022. "Does one rotten apple always spoil the barrel? The role of perceptions of empowerment when consumers observe destructive others in online co-creation activities," Journal of Business Research, Elsevier, vol. 152(C), pages 436-446.
    14. Madanaguli, Arun & Dhir, Amandeep & Talwar, Shalini & Clauss, Thomas & Kraus, Sascha & Kaur, Puneet, 2023. "Diving into the uncertainties of open innovation: A systematic review of risks to uncover pertinent typologies and unexplored horizons," Technovation, Elsevier, vol. 119(C).
    15. Maria Elena Latino & Marta Menegoli & Fulvio Signore & Maria Chiara De Lorenzi, 2023. "The Potential of Gamification for Social Sustainability: Meaning and Purposes in Agri-Food Industry," Sustainability, MDPI, vol. 15(12), pages 1-18, June.
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    18. João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.

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