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juin 2013
- handle: 10670/1.c5llbb
- hal: hal-01514123
Mots-clés
Interactive WOM OnlineSujets proches
Amusements Children--Recreation Games for children Pastimes Primitive games Recreations Games, Primitive Children's games Skill Abilities Talent Aptitude Talents Proficiency Skills divertissement jeuxCiter ce document
Denis Darpy et al., « Impact of Online Promotional Game Mechanics on Word of Mouth Behaviors », HALSHS : archive ouverte en Sciences de l’Homme et de la Société, ID : 10670/1.c5llbb
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Résumé
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.