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On crowdfunding platforms, the success of campaigns relies on the ability of projects to attract backers. While backers' motivations have been examined, the dynamics existing among the distinct profiles of backers remain underexplored. Combining quantitative and qualitative methods, this research offers a typology of backers' profiles and shows how these profiles contribute to the success of a crowdfunding campaign. Informed by the sociological theory of cooperation, these results explain how backers with different profiles influence each other's decisions to support crowdfunding campaigns. We provide guidelines to project leaders and platforms to attract backers with the best profiles at the best moment to optimise the campaign's success strategy. We also help crowdfunding platform managers build their crowd of backers and optimise their number of funded projects. [ABSTRACT FROM AUTHOR]

Personalisation enables companies to learn from their customers' online data and to adapt their content accordingly. However, although customers may value personalisation, they may also have negative perceptions of it. The literature identifies these contradictory but interrelated perceptions as a paradox. This qualitative research investigates the process underlying the triggering and management of the paradoxical tensions of personalisation. In light of paradox theory, our contributions are threefold. First, we identify the different paradoxes that personalisation triggers and their triggering mechanism. Second, we emphasise how customers manage these tensions by adopting resolution and acceptance strategies. Third, we identify the levers that companies can use to mitigate these paradoxical tensions. [ABSTRACT FROM AUTHOR]

Though digital platforms (e.g., social media) are often used to promote unhealthy, calorie‐dense foods, the dynamics characterizing consumers' engagement with healthy nutrition‐based content (e.g., as stimulated trough gamification) on these platforms remains tenuous, warranting further exploration. Addressing this gap, we deploy a qualitative field study and two experiments to show that challenge, a gamification mechanic that relies on rewarding incremental behavioral (e.g., food choice) improvements, shapes consumers' enjoyment of, and engagement with, digital healthy food‐based content. Study 1 (n = 95) shows that challenge induces consumer enjoyment, boosting their engagement with healthy food‐related digital content. Study 2 (n = 94) corroborates these findings by revealing a serial mediation effect of gamification‐based challenge on consumers' enjoyment of, and engagement with, healthy food‐based content. Extending Study 1, we also identify engagement's positive effect on consumers' app reuse intent. Moreover, we identify a moderating role of consumers' stage of change‐based action (i.e., readiness to act on their health), which strengthens the association of gamification‐based challenge/enjoyment. Overall, the findings substantiate gamification's role in boosting consumers' engagement with digital healthy food‐based content. We conclude by deriving pertinent implications from our analyses. [ABSTRACT FROM AUTHOR]

While online communities may enhance firm performance, they commonly fail to retain members. To address this challenge, scholars and managers call for the use of gamification. However, despite gamification's growing use in online communities, insight into its effect on member experience and behaviours remain limited. We hypothesise that gamification affects member-perceived distributive and procedural justice. In experimental studies, we assess the impact of in-gamification perceived justice on member contributions. We find that while high in-gamification perceived procedural justice acts as a necessary prerequisite for member contributions, high distributive justice can reduce game-related uncertainty, thereby rendering gamified practices less fun, particularly for low-engaged community members that tend to value rewards. We add to the literature by (a) pinpointing the core role of perceived justice in the persistence of online communities, and (b) unveiling that high distributive justice can lead gamification to backfire in online communities by affecting member experience and contributions. [ABSTRACT FROM AUTHOR]