Journal article
Designing gamified transformative and social marketing services: An investigation of serious m-games
Journal of Service Theory and Practice, Vol.28(1), pp.26-51
2018
Abstract
Purpose - The purpose of this paper is twofold: 1) to extend transformative service and social marketing practitioners' and academics' understanding of how gamification and serious m-games are designed, and 2) to model the effects of game design elements on key transformative service and social marketing outcomes, satisfaction, knowledge and behavioural intentions. Design/methodology/approach - The research adopted a two-study, mixed-method research design, encompassing focus groups (n=21) and online surveys (n=497), using four current marketplace serious m-games. Study 1 was qualitative and the data were analyzed in two cycles using an inductive and deductive approach. Study 2 was quantitative and the data were analyzed using PLS-SEM. Findings - The qualitative results of Study 1 discovered a five game design element framework for serious m-games. In Study 2, a conceptual model and hypothesized relationships were tested at a full sample level and by each serious m-game. Results show different significant relationships for each serious m-game and moderate to high levels of explanation for satisfaction and knowledge, and low to high levels of explained variance for behavioural intentions. The findings are therefore robust across four different serious m-games, but also demonstrate the nuances of the relationships. Originality/value - This research contributes to two service research priorities: 1) leveraging technology to advance services, and 2) improving well-being through transformative services. This research demonstrates gamification through serious m-games is one form of technology that can be designed to create a satisfying and knowledge creating service experience, which can also influence intentions to perform health and well-being behaviours.
Details
- Title
- Designing gamified transformative and social marketing services: An investigation of serious m-games
- Authors
- Rory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawRebekah Russell-Bennett (Author) - Queensland University of TechnologyNadia Zainuddin (Author) - University of WollongongKerri-Ann Kuhn (Author) - Queensland University of Technology
- Publication details
- Journal of Service Theory and Practice, Vol.28(1), pp.26-51
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2018
- DOI
- 10.1108/JSTP-02-2017-0034
- ISSN
- 2055-6225
- Copyright note
- Copyright © 2018 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99451301302621
- Output Type
- Journal article
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- Collaboration types
- Domestic collaboration
- Web Of Science research areas
- Business
- Management