Conference paper
Disguising the Performance of M-games in Social Marketing
Proceedings of the 4th World Social Marketing Conference, pp.74-75
World Social Marketing Conference (WSMC), 4th (Sydney, Australia, 19-Apr-2015–21-Apr-2015)
World Social Marketing
2015
Abstract
Despite the explosion of mobile games (m-games) and the uptake of games as a social marketing tool for behaviour change, little is known about which game attributes (design factors within a game) are preferred by consumers for social marketing m-games. This research reports the findings of four focus groups (n=23) to propose three new categories of game attributes along with seven preferred game attributes for social marketing m-games. These results provide a unique contribution to social marketing theory given the goal of a social marketing m-game game is both entertainment and behaviour change. Further, the findings suggest strategies for practitioners seeking to develop, design and build social marketing m-games.
Details
- Title
- Disguising the Performance of M-games in Social Marketing
- Authors
- Rory Mulcahy (Author) - Queensland University of Technology
- Additional notes
- Awarded Best Student Paper
- Publication details
- Proceedings of the 4th World Social Marketing Conference, pp.74-75
- Conference details
- World Social Marketing Conference (WSMC), 4th (Sydney, Australia, 19-Apr-2015–21-Apr-2015)
- Publisher
- World Social Marketing
- Date published
- 2015
- Organisation Unit
- School of Business and Creative Industries; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449266202621
- Output Type
- Conference paper
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