Balancing entertainment and behaviour value: M-games as a social marketing agent of change

Mulcahy, Rory, Russell-Bennett, Rebekah, & Kuhn, Kerri-Ann (2014) Balancing entertainment and behaviour value: M-games as a social marketing agent of change. In Rundle-Thiele, Sharyn, Kubacki, Krzysztof, & Arli, Denni (Eds.) Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference: Agents of Change, ANZMAC, Brisbane, Qld, p. 627.


In a marketplace where millions of dollars are spent on the design of mobile games (m-games), social marketers are now using this technology as a tool for behaviour change. Despite high expenditure by governments and non-profits on social marketing m-games, little is known about their effectiveness in terms of creating value. Value creation has been demonstrated to have an important impact on satisfaction and behaviour. This paper reports the results of a qualitative study involving four focus groups with 23 participants to reveal two categories of experiential value, entertainment and behaviour. Additionally, it was discovered that entertainment could be characterised by amusement and social value dimensions. Whereas, behaviour could be made up of information, simulation and distraction value dimensions. The categories of value, as well as the dimensions of information, simulation and distraction are entirely new to the social marketing literature and thus represents a unique contribution to social marketing.

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ID Code: 92197
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: experiential value, mobile games, technology, social marketing
ISBN: 1447-3275
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 The authors
Deposited On: 02 Feb 2016 23:07
Last Modified: 07 Feb 2016 05:44

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