Experiential value is an important driver of customer repeat behavior and is necessary for achieving sustained behaviour. Understanding the value gained by consumers is particularly important when adopting innovative techniques, such as new technology. Social marketing practice is increasingly using the technology of mobile games (mgames), yet there is little scholarly research to explain how these games can create experiential value for the user, or which game attributes influence this value. The current research employs a two-study research design examining four social marketing m-games in four focus groups (n=23) and an online survey (n=497). A key finding is the importance of achieving a balance between entertainment value and behaviour value through the use of key game attributes relating to disguise and performance. The esearch offers a contribution to address current managerial problems faced by social marketing practitioners looking to employ m-games to achieve behavioural outcomes.
2015 Australian and New Zealand Marketing Academy Conference (ANZMAC): Innovation and Growth Strategies in Marketing, Sydney, Australia 30 November - 2 December 2015
Proceedings of the 2015 Australian and New Zealand Marketing Academy Conference / Ashish Sinha, Jack Cadeaux and Tania Bucic (eds):