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On Social Contagion in Gamification: The Power of Influencers in a Location-Based Gameful System

Published: 06 October 2021 Publication History

Abstract

Social connections shape our behaviour because of peer pressure and social contagion. This phenomenon is amplified in online networks by particularly influential individuals: influencers. Although this concept originated in social media, recent research shows how influencers can also exist in games and affect players' long-term retention. Prolonged retention caused by influencers could benefit gameful systems, especially if the system's goal is positive behavioural change. Retention is desirable because it can aid in internalizing new habits. Therefore, we investigated retention influencers' presence within a location-based persuasive gamified system (Play&Go) and their influence on other behaviours (i.e., the pursuit of a gamification goal), via social network analysis techniques. Results show how retention influencers exist in Play&Go and how studying different influence types (which push the systems' goals) may lead to different influencer groups. Our findings emphasize the importance of social mechanics in location-based gamification and discuss the value of understanding a player community to improve game design.

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  • (2023) Towards Understanding Metaverse Engagement via Social Patterns and Reward Mechanism: A Case Study of Nova Empire IEEE Transactions on Computational Social Systems10.1109/TCSS.2022.321167910:5(2165-2176)Online publication date: Oct-2023
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cover image Proceedings of the ACM on Human-Computer Interaction
Proceedings of the ACM on Human-Computer Interaction  Volume 5, Issue CHI PLAY
CHI PLAY
September 2021
1535 pages
EISSN:2573-0142
DOI:10.1145/3490463
Issue’s Table of Contents
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Published: 06 October 2021
Published in PACMHCI Volume 5, Issue CHI PLAY

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  1. gamification
  2. influence
  3. online communities
  4. social network analysis

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  • (2023) Towards Understanding Metaverse Engagement via Social Patterns and Reward Mechanism: A Case Study of Nova Empire IEEE Transactions on Computational Social Systems10.1109/TCSS.2022.321167910:5(2165-2176)Online publication date: Oct-2023
  • (2022)What Do Users Think of Promotional Gamification Schemes? A Qualitative Case Study in a Question Answering WebsiteProceedings of the ACM on Human-Computer Interaction10.1145/35551246:CSCW2(1-34)Online publication date: 11-Nov-2022

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