dc.contributor.author | Dietrich, Timo | |
dc.contributor.author | Mulcahy, Rory | |
dc.contributor.author | Knox, Kathy | |
dc.date.accessioned | 2019-06-26T06:04:13Z | |
dc.date.available | 2019-06-26T06:04:13Z | |
dc.date.issued | 2018 | |
dc.identifier.issn | 2042-6763 | |
dc.identifier.doi | 10.1108/JSOCM-06-2017-0038 | |
dc.identifier.uri | http://hdl.handle.net/10072/381804 | |
dc.description.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 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. | |
dc.description.peerreviewed | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Emerald Group | |
dc.publisher.place | United Kingdom | |
dc.relation.ispartofpagefrom | 280 | |
dc.relation.ispartofpageto | 296 | |
dc.relation.ispartofissue | 3 | |
dc.relation.ispartofjournal | Journal of Social Marketing | |
dc.relation.ispartofvolume | 8 | |
dc.subject.fieldofresearch | Sociology | |
dc.subject.fieldofresearchcode | 4410 | |
dc.subject.keywords | Social marketing | |
dc.subject.keywords | Gamification | |
dc.subject.keywords | Serious games | |
dc.subject.keywords | Taxonomy | |
dc.subject.keywords | Gaming attributes | |
dc.title | Gaming attribute preferences in social marketing programmes: Meaning matters more than rewards | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.rights.copyright | © 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. | |
gro.hasfulltext | Full Text | |
gro.griffith.author | Dietrich, Timo H. | |