• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Gaming attribute preferences in social marketing programmes: Meaning matters more than rewards

    Thumbnail
    View/Open
    KnoxPUB228.pdf (343.7Kb)
    Author(s)
    Dietrich, Timo
    Mulcahy, Rory
    Knox, Kathy
    Griffith University Author(s)
    Dietrich, Timo H.
    Year published
    2018
    Metadata
    Show full item record
    Abstract
    Purpose – There is growing evidence that serious games can be an effective tool in social marketing programmes. Although multiple (serious) game attribute frameworks exist, there is limited knowledge about which game attributes are applicable for sensitive social marketing issues. This research aims to fill this gap by compiling a taxonomy of game attributes for serious games based on the existing literature and investigating which of the game attributes users prefer in the context of an alcohol programme targeted at adolescents. Design/methodology/approach – Three serious games were administered to a sample of adolescents ...
    View more >
    Purpose – There is growing evidence that serious games can be an effective tool in social marketing programmes. Although multiple (serious) game attribute frameworks exist, there is limited knowledge about which game attributes are applicable for sensitive social marketing issues. This research aims to fill this gap by compiling a taxonomy of game attributes for serious games based on the existing literature and investigating which of the game attributes users prefer in the context of an alcohol programme targeted at adolescents. Design/methodology/approach – Three serious games were administered to a sample of adolescents as part of a larger trial. Game feedback data from 640 participants are coded and compared using the synthesised classification taxonomy of reward-based and meaningful game attributes. Findings – Meaningful game attributes are more frequently preferred than reward game attributes across all three serious games. Research limitations/implications – This study examined serious games targeting only one specific context (alcohol) in one market segment (Australian adolescents) on one gaming platform (online). Practical implications – This study proposes that meaningful game attributes are more important than reward game attributes when designing serious games for (alcohol) social marketing programmes. Nevertheless, social marketers must also recognise that reward-based game attributes are important attributes, as they are essential for making and motivating gameplay. Originality/value – This research is the first social marketing study that provides insight into game attributes which are preferred by users of serious games or gamified technology in social marketing programmes.
    View less >
    Journal Title
    Journal of Social Marketing
    Volume
    8
    Issue
    3
    DOI
    https://doi.org/10.1108/JSOCM-06-2017-0038
    Copyright Statement
    © 2018 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Sociology
    Social marketing
    Gamification
    Serious games
    Taxonomy
    Gaming attributes
    Publication URI
    http://hdl.handle.net/10072/381804
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander