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...

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

19 since deposited on 21 Jan 2016
19 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 92198
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
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

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page