Files and links (2)
Transformative gamification services for social behavior brand equity - A hierarchical model416.68 kB
Accepted VersionCC BY-NC V4.0, Open Access
Journal article
Transformative gamification services for social behavior brand equity: A hierarchical model
Journal of Service Theory and Practice, Vol.29(2), pp.122-141
2019
Abstract
Purpose: The first aim of this study was to test a hierarchical model with interrelationships between social support, value, and brand equity to examine the effect of a transformative gamification service on users' well-being behaviors. The second aim of the study was to demonstrate the usefulness of brand equity to measure social behavior brands encouraged via transformative gamification services. Design/Methodology/Approach: Data were collected (N=351) via users of a transformative gamification service delivered via mobile in Iran. Structural equation modeling was used to test the model. Findings: The results revealed the hierarchical model had a superior fit to the data over rival models measuring constructs at lower orders. The results also reveal value mediates the relationship between social support and brand equity for a social behavior. Originality and Value: This is the first study to hierarchically test a model for transformative gamification services. Furthermore, it begins to shed light on the antecedents of value created within transformative gamification services, which to date have not been thoroughly explored. Finally, the study demonstrates brand equity is applicable beyond commercial campaigns and services and can be used to measure social (well-being) behaviors.
Details
- Title
- Transformative gamification services for social behavior brand equity: A hierarchical model
- Authors
- Afshin Tanouri (Author)Rory Mulcahy (Author) - University of the Sunshine Coast - USC Business SchoolRebekah Russell-Bennett (Author)
- Publication details
- Journal of Service Theory and Practice, Vol.29(2), pp.122-141
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2019
- DOI
- 10.1108/JSTP-06-2018-0140
- ISSN
- 2055-6225; 2055-6225
- Copyright note
- Copyright (C) 2019. The author accepted version is made available under Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). The final definitive version is available at: https://doi.org/10.1108/JSTP-06-2018-0140
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450751702621
- Output Type
- Journal article
- Research Statement
- false
Metrics
20 File views/ downloads
188 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Business
- Management