Disguising the performance of M-games in social marketing

Mulcahy, Rory (2015) Disguising the performance of M-games in social marketing. In Proceedings of the 4th World Social Marketing Conference, Sydney, NSW, pp. 74-76.

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Despite the explosion of mobile games (m-games) and the uptake of games as a social marketing tool for behaviour change, little is known about which game attributes (design factors within a game) are preferred by consumers for social marketing m-games. This research reports the findings of four focus groups (n=23) to propose three new categories of game attributes along with seven preferred game attributes for social marketing m-games. These results provide a unique contribution to social marketing theory given the goal of a social marketing m-game game is both entertainment and behaviour change. Further, the findings suggest strategies for practitioners seeking to develop, design and build social marketing m-games.

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ID Code: 92596
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: social marketing, mobile games, game attributes
ISBN: 9780957683013
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 [please consult the author]
Deposited On: 02 Feb 2016 23:23
Last Modified: 06 Feb 2016 20:09

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