...Isabel Buil; Sara Catalán; Tiago Oliveira Purpose This study proposes and tests a model to analyse whether achievement, social and immersion motivational affordances embedded in gamified review platforms motivate consumers to altruistically create content in the post-consumption stage. Design...

... literature provides scant knowledge on behavioral predictors of in-app purchases in freemium gamified services. The research examines highly interactive consumers' in-app behaviors using competition-based motivational affordances, daily usage behavior and social competition motivation that convert them...