The impact of gamification on word-of-mouth effectiveness: Evidence from Foursquare

Lei Wang, Kunter Gunasti, Ram Gopal, Ramesh Shankar, Joseph Pancras

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Scopus citations

Abstract

Companies are encouraging and incentivizing contributors of online word-of-mouth (WOM) through gamification elements such as badges, mayorships, points, and such. We study how gamification elements, which capture and signal contributors' accumulated expertise, affect consumers' perception of contributors' knowledge, and therefore the perceived effectiveness of their contributed WOM. We focus on two specific gamification elements on Foursquare: badges, which signal breadth of knowledge, and mayorships, which signal depth of knowledge. Using experiments conducted on Amazon Mechanical Turk, we find: (1) badges and mayorships that appear alongside contributors' online WOM, provide a unique way to signal WOM contributors' knowledge and therefore have an impact on the perceived effectiveness of such WOM; (2) the impact of badges on perceived WOM effectiveness is higher than that of mayorships. Our findings have important implications for the ongoing research on the impact of gamification and also suggest ways for firms to benefit from gamification.

Original languageEnglish (US)
Title of host publicationProceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017
EditorsTung X. Bui, Ralph Sprague
PublisherIEEE Computer Society
Pages743-752
Number of pages10
ISBN (Electronic)9780998133102
StatePublished - 2017
Event50th Annual Hawaii International Conference on System Sciences, HICSS 2017 - Big Island, United States
Duration: Jan 3 2017Jan 7 2017

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2017-January
ISSN (Print)1530-1605

Conference

Conference50th Annual Hawaii International Conference on System Sciences, HICSS 2017
Country/TerritoryUnited States
CityBig Island
Period1/3/171/7/17

All Science Journal Classification (ASJC) codes

  • Engineering(all)

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