Rising to the challenge: A model of contest performance
2011 (English)In: Journal of Financial Services Marketing, ISSN 1363-0539, Vol. 16, 263-274 p.Article in journal (Refereed) Published
Contests are a ubiquitous form of promotion widely adopted by financial services advertisers, yet, paradoxically, academic research on them is conspicuous in its absence. This work addresses this gap by developing a model of contest engagement and performance. Using motivation theory, factors that drive participant engagement are modeled, and engagement's effect on experience and marketing success of the contest specified. Measures of contest performance, in-contest engagement and post-contest enduring interest are included. From the model, propositions are developed. Overall, the model provides financial service marketers with a theory-based foundation for designing and operating successful contests.
Place, publisher, year, edition, pages
2011. Vol. 16, 263-274 p.
contest; competition; motivation theory; advertising; promotion
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-60145DOI: 10.1057/fsm.2011.18ScopusID: 2-s2.0-84856447440OAI: oai:DiVA.org:kth-60145DiVA: diva2:477336
This is a post-peer-review, pre-copyedit version of an article published in Journal of Financial Services Marketing. The definitive publisher-authenticated version: Journal of Financial Services Marketing (2011) 16, 263–274, is available online at: http://www.palgrave-journals.com/fsm/journal/v16/n3/abs/fsm201118a.html
QC 201201192012-01-192012-01-132012-01-19Bibliographically approved