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Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors

Author

Listed:
  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Damien Renard

Abstract

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.

Suggested Citation

  • Denis Darpy & Damien Renard, 2013. "Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors," Post-Print hal-01514123, HAL.
    • Handle: RePEc:hal:journl:hal-01514123
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    Keywords

    Interactive; WOM; Online;
    All these keywords.

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