Abstract
Balancing Entertainment and Behaviour value: M-games as a Social marketing Agent of Change
Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, p.627
Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of Change, 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
2014
Abstract
In a marketplace where millions of dollars are spent on the design of mobile games (mgames), social marketers are now using this technology as a tool for behaviour change. Despite high expenditure by governments and non-profits on social marketing m-games, little is known about their effectiveness in terms of creating value. Value creation has been demonstrated to have an important impact on satisfaction and behaviour. This paper reports the results of a qualitative study involving four focus groups with 23 participants to reveal two categories of experiential value, entertainment and behaviour. Additionally, it was discovered that entertainment could be characterised by amusement and social value dimensions. Whereas, behaviour could be made up of information, simulation and distraction value dimensions. The categories of value, as well as the dimensions of information, simulation and distraction are entirely new to the social marketing literature and thus represents a unique contribution to social marketing.
Details
- Title
- Balancing Entertainment and Behaviour value: M-games as a Social marketing Agent of Change
- Authors
- Rory Mulcahy (Author) - Queensland University of TechnologyRebekah Russell-Bennett (Author) - Queensland University of TechnologyKerri-Ann Kuhn (Author) - Queensland University of Technology
- Contributors
- Sharyn Rundle-Theile (Editor)Krzysztof Kubacki (Editor)Denni Arli (Editor)
- Publication details
- Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, p.627
- Conference details
- Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of Change, 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2014
- ISSN
- 1447-3275
- Copyright note
- Copyright © 2014 ANZAM. Reproduced with permission of the publisher.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449275802621
- Output Type
- Abstract
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