This study examines the impact of gamification on doctor engagement within an online health community, Good Doctor, by tracking 2,106 doctors over a year. It focuses on how gamification elements like profile embellishment, popularity indicators (points, virtual gifts) influence doctors' participation both instrumentally (health service provision) and socio-emotionally. The findings reveal that gamification significantly boosts long-term engagement, with virtual gifts and points enhancing both forms of participation and customization specifically increasing instrumental participation.
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Yang, Xuejie, et al. "Medical practice in gamified online communities: Longitudinal effects of gamification on doctor engagement." Information & Management (2023): 103906.
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