Gaming Attribute Preferences in Social Marketing Programs: Meaning Matters More than Rewards

Timo Dietrich; Rory Mulcahy; Kathy Knox

doi:10.1108/JSOCM-06-2017-0038

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Gaming Attribute Preferences in Social Marketing Programs: Meaning Matters More than Rewards

Journal article

Open access

Peer reviewed

Gaming Attribute Preferences in Social Marketing Programs: Meaning Matters More than Rewards

Timo Dietrich, Rory Mulcahy and Kathy Knox

Journal of Social Marketing, Vol.5(3), pp.280-296

2018

DOI: https://doi.org/10.1108/JSOCM-06-2017-0038

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Abstract

social marketing

gamification

serious games

taxonomy

gaming attributes

Purpose: There is growing evidence that serious games can be an effective tool in social marketing programmes. Although multiple (serious) game attribute frameworks exist, there is limited knowledge about which game attributes are applicable for sensitive social marketing issues. This research aims to fill this gap by compiling a taxonomy of game attributes for serious games based on the existing literature and investigating which of the game attributes users prefer in the context of an alcohol programme targeted at adolescents. Design/methodology/approach: Three serious games were administered to a sample of adolescents as part of a larger trial. Game feedback data from 640 participants are coded and compared using the synthesised classification taxonomy of reward-based and meaningful game attributes. Findings: Meaningful game attributes are more frequently preferred than reward game attributes across all three serious games. Research limitations/implications: This study examined serious games targeting only one specific context (alcohol) in one market segment (Australian adolescents) on one gaming platform (online). Practical implications: This study proposes that meaningful game attributes are more important than reward game attributes when designing serious games for (alcohol) social marketing programmes. Nevertheless, social marketers must also recognise that reward-based game attributes are important attributes, as they are essential for making and motivating gameplay. Originality/value: This research is the first social marketing study that provides insight into game attributes which are preferred by users of serious games or gamified technology in social marketing programmes.

Details

Title: Gaming Attribute Preferences in Social Marketing Programs: Meaning Matters More than Rewards
Authors: Timo Dietrich (Author) - University of Queensland
Rory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Kathy Knox (Author) - Griffith University
Publication details: Journal of Social Marketing, Vol.5(3), pp.280-296
Publisher: Emerald Group Publishing Ltd.
Date published: 2018
DOI: 10.1108/JSOCM-06-2017-0038
ISSN: 2042-6763
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: 99450919702621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Business