148935 20260410135821.0 doi 10.1108/INTR-02-2024-0211 sideral 142046 ART-2026-142046 eng Buil, Isabel Universidad de Zaragoza (orcid)0000-0001-6631-8909 Encouraging altruistic user-generated content in gamified review platforms 2026 Access copy available to the general public Unrestricted Purpose: This study proposes and tests a model to analyse whether achievement, social and immersion motivational affordances embedded in gamified review platforms motivate consumers to altruistically create content in the post-consumption stage. Design/methodology/approach: We used data from a sample of 343 reviewers and employed SmartPLS to test the research model. Findings: Findings revealed that, while achievement affordances (i.e. points, levels and badges) have no significant effect, immersion affordances (i.e. avatars) and more especially, social affordances (i.e. receiving helpful votes from readers and having followers) are key for review platforms, as they drive consumers to develop pure, reciprocal and competitive forms of altruism, which, in turn, motivate them to create content. Research limitations/implications: This study examines the antecedents and consequences of altruistic purpose in the context of gamified review platforms by proposing research questions aimed at eliciting the effects of achievement, social and immersion affordances on altruism, and by providing the first empirical evidence for these paths. Practical implications: This study provides practical guidance on how review platforms can implement social and immersion affordances to foster altruism and, ultimately, promote user-generated content in the form of comments, photos and videos. Originality/value: To the best of the authors’ knowledge, the current study is the first to develop a model to predict whether gamification affordances promote forms of altruism that result in user-generated content. The findings will improve practitioners’ strategies by focussing on social and immersion motivational affordances. info:eu-repo/grantAgreement/ES/DGA/S54-23R info:eu-repo/semantics/openAccess by-nc https://creativecommons.org/licenses/by-nc/4.0/deed.es 6.8 2024 COMPUTER SCIENCE, INFORMATION SYSTEMS 21 / 258 = 0.081 2024 Q1 T1 BUSINESS 39 / 316 = 0.123 2024 Q1 T1 TELECOMMUNICATIONS 18 / 120 = 0.15 2024 Q1 T1 2.11 2024 Communication 2024 Q1 Sociology and Political Science 2024 Q1 Economics and Econometrics 2024 Q1 13.4 2024 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Catalán, Sara Universidad de Zaragoza (orcid)0000-0001-5268-1723 Oliveira, Tiago 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 36, 1 (2026), 263-291 Internet res. Internet Research 1066-2243 1316034 http://zaguan.unizar.es/record/148935/files/texto_completo.pdf Postprint 1035418 http://zaguan.unizar.es/record/148935/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:148935 articulos driver 2026-04-10-13:53:48 ARTICLE