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Customers can raise various aspects of concerns and anxieties during their participation in gamified social mobile marketing campaigns. To gain insights into how to address these anxieties, this research explores the impact of group-formation gamification mechanisms on users’ emotional anxiety and their intentions to participate in such campaigns. A research model depicting group-formation gamification strategies, user anxieties and participation intentions in gamified social mobile marketing campaigns was proposed and examined through experiments involving 232 participants, which were triangulated by electroencephalogram (EEG) tests and follow-up interviews. The results of this study showed that compared with weak-tie group-formation mechanisms, strong-tie mechanisms can result in a lower level of user emotional anxiety, including reductions in user manipulation anxiety, user privacy anxiety and social image anxiety, which in turn led to higher user intentions to participate in the gamified social mobile marketing campaign. Moreover, it was found that user gender and disposable incomes had significant moderating effects on user anxiety during their interactions with the campaign.

Strong tie or weak tie? Exploring the impact of group-formation gamification mechanisms on user emotional anxiety in social commerce