Extending the TAM for a World-Wide-Web context
Information and Management
Trust in Electronic Environments
HICSS '03 Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS'03) - Track 9 - Volume 9
Consumer behavior in online game communities: A motivational factor perspective
Computers in Human Behavior
Identity management: multiple presentations of self in facebook
Proceedings of the 2007 international ACM conference on Supporting group work
In polite company: rules of play in five Facebook games
ACE '08 Proceedings of the 2008 International Conference on Advances in Computer Entertainment Technology
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Marketing Science
Twitter power: Tweets as electronic word of mouth
Journal of the American Society for Information Science and Technology
An empirical study of the factors affecting social network service use
Computers in Human Behavior
Why do people play social network games?
Computers in Human Behavior
Online social networks: Why do students use facebook?
Computers in Human Behavior
Trust and TAM in online shopping: an integrated model
MIS Quarterly
Determinants of E-WOM influence: the role of consumers' internet experience
Journal of Theoretical and Applied Electronic Commerce Research
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Social network games (SNGs) are part of the highly evolving marketing and e-commerce channel of social network sites (SNSs). Marketers in SNGs offer economic incentives of game currency or virtual goods in exchange for consumer interactions with ads, often encouraging consumers to forward marketer-generated messages broadly to social networks. This study investigates factors that lead consumers to engage in these marketer-generated electronic word of mouth (eWOM) behaviors. Social factors, and game factors with intrinsic and extrinsic benefits, are studied within extensions of the Technology Acceptance Model (TAM). Survey data from 158 participants who play games on Facebook were analyzed using structural equation modeling. Normative influence positively impacted eWOM behaviors of opinion passing, or forwarding the message, and opinion giving, which is a persuasion attempt. Game enjoyment negatively influenced opinion passing, and economic incentive positively impacted both eWOM behaviors. Opinion passing significantly enhanced attitudes toward advertising, which in turn, positively influenced brand attitudes. Outcomes suggest marketers may increase brand awareness among eWOM senders through campaigns in SNGs, resulting from enhanced positive attitudes toward SNG advertising. However, applicable to SNGs and other games with advertising, marketers must balance appeal of economic incentives with low disruption to play experiences.