Tobias Mutter

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This paper describes our research which empirically investigates the applicability of the goal-gradient hypothesis to the activation of user contributions on a popular German Question & Answer community through badges. The goal-gradient hypothesis states that the motivation to reach a goal increases with proximity to the goal. The issue – of interest to(More)
In a natural experiment on a popular German Question & Answer community we investigate the applicability of the small-area hypothesis to the activation of user contributions through virtual rewards in the form of badges. Koo and Fishbach’s small-area hypothesis states that individuals in pursuit of a goal exhibit stronger motivation when they focus on(More)
Many operators of online communities severely struggle with overcoming the nonparticipation of users and with persuading users to contribute to their platform’s online activities. However, a critical mass of active members who are willing to contribute is necessary in order to make an online community interesting and appealing to existing and potential new(More)
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