Examining the dark side of using gamification elements in online community engagement: an application of PLS-SEM and ANN modeling
Benchmarking: An International Journal
ISSN: 1463-5771
Article publication date: 18 July 2022
Issue publication date: 1 December 2023
Abstract
Purpose
The negative influence of gamification on online communities has received little attention in the available literature. The study examines the adverse effects of gamification during engaging in online communities.
Design/methodology/approach
Gap-spotting methods were used to develop the research questions, followed by model development using the social exchange and social-network theories. Data were collected from 429 samples. The study applied partial least squares structural equation modeling to test the research hypotheses followed by ANN application.
Findings
The study identified five factors related to gamification that have a significant adverse effect on the mental and emotional well-being of the users. Furthermore, the results of PLS-SEM were then compared through an artificial neural network (ANN) analytic process, revealing consistency for the model. This research presents a theoretical contribution by providing critical insights into online gamers' mental and emotional health. It implies that gamification can even bring mental and emotional disturbance. The resulting situation might lead to undesirable social consequences.
Practical implications
The result highlights the managerial and social relevance from the perspective of a developing country. As respondents are becoming more engrossed in online gaming, managers and decision-makers need to take preventive measures to overcome the dark side of online gaming.
Originality/value
The present study shows that the dark side of gamification has some adverse effects on human mental and emotional health. The study's findings can be used to improve gamification strategies while engaging online communities.
Keywords
Acknowledgements
The authors declare that there are no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Citation
Srivastava, G., Bag, S., Rahman, M.S., Pretorius, J.H.C. and Gani, M.O. (2023), "Examining the dark side of using gamification elements in online community engagement: an application of PLS-SEM and ANN modeling", Benchmarking: An International Journal, Vol. 30 No. 9, pp. 2921-2947. https://doi.org/10.1108/BIJ-03-2022-0160
Publisher
:Emerald Publishing Limited
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