A game of balance and disguise: Examining experiential value and game attributes in social marketing m-games

Mulcahy, Rory Francis (2015) A game of balance and disguise: Examining experiential value and game attributes in social marketing m-games. PhD thesis, Queensland University of Technology.

Abstract

Experiential value is an important driver of customer repeat behaviour 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 (behaviour change) practice is increasingly using the technology of mobile games (m-games), 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. A key finding of this thesis 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 research offers a contribution to address current managerial problems faced by social marketing practitioners looking to employ m-games to achieve behavioural outcomes.

Impact and interest:

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73 since deposited on 27 Oct 2015
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ID Code: 87830
Item Type: QUT Thesis (PhD)
Supervisor: Russell-Bennett, Rebekah, Kuhn, Kerri-Ann, & Zainuddin, Nadia
Keywords: m-games, experiential value, game attributes, social marketing, technology
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 27 Oct 2015 05:45
Last Modified: 27 Oct 2015 05:45

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