User snowball effect: word-of-mouth communication mechanism on console games
This study establishes a theoretical model for the WOM snowball effect in console gaming, highlighting the self-reinforcing nature of user communication. The results provide practical insights for game companies to design resonant marketing strategies that stimulate organic sharing and enhance brand influence.
Authors
- Anqi Jiang (ORCID: https://orcid.org/0009-0001-8739-1221)
- Gengan Wu
- Lin Dai (ORCID: https://orcid.org/0000-0002-0802-6884)
- Wěipéng Huáng (ORCID: https://orcid.org/0000-0003-4620-6912)
- Jingjing Liu (ORCID: https://orcid.org/0000-0001-8333-5233)
Institutions
- Huaqiao University (CN)
Publication Details
- Journal
- BMC Psychology
- Published
- 2025-12-04
- DOI
- https://doi.org/10.1186/s40359-025-03712-x
- Primary Topic
- Digital Games and Media
- Type
- article
- Field-Weighted Citation Impact
- 0.00