Influencing Experiential Value through Social Marketing M-Games

Rory Mulcahy; Rebekah Russell-Bennett; Kerri-Ann Kuhn; Nadia Zainnudin

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Influencing Experiential Value through Social Marketing M-Games

Abstract

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Influencing Experiential Value through Social Marketing M-Games

Rory Mulcahy, Rebekah Russell-Bennett, Kerri-Ann Kuhn and Nadia Zainnudin

Proceedings of the 2015 Australian and New Zealand Marketing Academy Conference

Australian and New Zealand Marketing Academy Conference (ANZMAC): Innovation and Growth Strategies in Marketing, 2015 (Sydney, Australia, 30-Nov-2015–02-Dec-2015)

2015

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Abstract

Marketing

m-games

experiential value

game attributes

social marketing

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.

Details

Title: Influencing Experiential Value through Social Marketing M-Games
Authors: Rory Mulcahy (Author) - Queensland University of Technology
Rebekah Russell-Bennett (Author) - Queensland University of Technology
Kerri-Ann Kuhn (Author) - Queensland University of Technology
Nadia Zainnudin (Author) - University of Wollongong
Contributors: Ashish Sinha (Editor)
Jack Cadeaux (Editor)
Tania Bucic (Editor)
Publication details: Proceedings of the 2015 Australian and New Zealand Marketing Academy Conference
Conference details: Australian and New Zealand Marketing Academy Conference (ANZMAC): Innovation and Growth Strategies in Marketing, 2015 (Sydney, Australia, 30-Nov-2015–02-Dec-2015)
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Date published: 2015
ISSN: 1441-3582
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99449231902621
Output Type: Abstract

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