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Ready to Win? Generating High-Quality Leads Through Online Sweepstakes and Contests

Online sweepstakes are an effective means to generate leads. However, the quality of these leads is disputable, resulting in an increasing number of companies beginning to question the focus of their sweepstakes and contests. Astonishingly, the available literature offers very little information on acquiring attractive consumer segments through online sweepstakes and contests. The present study shows that companies should concentrate on the segment “Players” and, regarding contest development, especially heed the task of the contest as well as the prize type. Furthermore, it illustrates that intelligent tuning of prize value and participation conditions may deter “Prize Maximizers” and “Data Minimizers.”