Social marketers playing to win? Experiential value creation in social marketing mobile games
Mulcahy, Rory & Kuhn, Kerri-Ann (2014) Social marketers playing to win? Experiential value creation in social marketing mobile games. In International Social Marketing Conference 2014, 17 - 18 July 2014, Melbourne, Vic.
The rapid change of technological trends in the marketplace has increased the difficulty for social marketers to reach consumers using traditional marketing channels (Della et al., 2008). Traditionally, social marketing interventions have typically used more conventional supporting products and services such as water counters for water conservation or condoms for sex safety. However, recently social marketers are witnessing the diminishing effectiveness of more traditional social products and services in encouraging the uptake and maintenance of behaviour. In light of the technological trends in the marketplace and diminishing effect of previous social products and services (Lefebvre, 2009), social marketers have been encouraged to look to alternate means of delivering valuable offerings...
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|Item Type:||Conference Paper|
|Keywords:||experiential value, value creation, mobile games, technology|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2014 [please consult the author]|
|Deposited On:||21 Jan 2016 22:24|
|Last Modified:||29 Jan 2016 16:05|
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