Skip to main content
placeholder image

Designing gamified transformative and social marketing services: An investigation of serious m-games

Journal Article


Abstract


  • Purpose – The purpose of this paper is twofold: first, to extend transformative service and social marketing

    practitioners’ and academics’ understanding of how gamification and serious m-games are designed,

    and second, to model the effects of game design elements on key transformative service and social marketing

    outcomes, satisfaction, knowledge, and behavioural intentions.

    Design/methodology/approach – The research adopted a two-study, mixed-method research design,

    encompassing focus groups (n¼21) and online surveys (n¼497), using four current marketplace serious

    m-games. Study 1 was qualitative and the data were analysed in two cycles using an inductive and deductive

    approach. Study 2 was quantitative and the data were analysed using PLS-SEM.

    Findings – The qualitative results of Study 1 discovered a framework of five game design elements for

    serious m-games. In Study 2, a conceptual model and hypothesised relationships were tested at a full sample

    level and by each serious m-game. Results show different significant relationships for each serious m-game

    and moderate to high levels of explanation for satisfaction and knowledge, and low to high levels of explained

    variance for behavioural intentions. The findings are therefore not only robust across four different serious

    m-games, but also demonstrate the nuances of the relationships.

    Originality/value – This research contributes to two service research priorities: leveraging technology to

    advance services, and improving well-being through transformative services. This research demonstrates

    that gamification through serious m-games is one form of technology that can be designed to create a

    satisfying and knowledge-creating service experience, which can also influence intentions to perform health

    and well-being behaviours.

UOW Authors


  •   Mulcahy, R (external author)
  •   Russell-Bennett, Rebekah (external author)
  •   Zainuddin, Nadia
  •   Kuhn, Kerri-Ann (external author)

Publication Date


  • 2018

Citation


  • Mulcahy, R. Francis., Russell-Bennett, R., Zainuddin, N. & Kuhn, K. (2018). Designing gamified transformative and social marketing services: An investigation of serious m-games. Journal of Service Theory and Practice, 28 (1), 26-51.

Scopus Eid


  • 2-s2.0-85040253123

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1364

Has Global Citation Frequency


Number Of Pages


  • 25

Start Page


  • 26

End Page


  • 51

Volume


  • 28

Issue


  • 1

Place Of Publication


  • United Kingdom

Abstract


  • Purpose – The purpose of this paper is twofold: first, to extend transformative service and social marketing

    practitioners’ and academics’ understanding of how gamification and serious m-games are designed,

    and second, to model the effects of game design elements on key transformative service and social marketing

    outcomes, satisfaction, knowledge, and behavioural intentions.

    Design/methodology/approach – The research adopted a two-study, mixed-method research design,

    encompassing focus groups (n¼21) and online surveys (n¼497), using four current marketplace serious

    m-games. Study 1 was qualitative and the data were analysed in two cycles using an inductive and deductive

    approach. Study 2 was quantitative and the data were analysed using PLS-SEM.

    Findings – The qualitative results of Study 1 discovered a framework of five game design elements for

    serious m-games. In Study 2, a conceptual model and hypothesised relationships were tested at a full sample

    level and by each serious m-game. Results show different significant relationships for each serious m-game

    and moderate to high levels of explanation for satisfaction and knowledge, and low to high levels of explained

    variance for behavioural intentions. The findings are therefore not only robust across four different serious

    m-games, but also demonstrate the nuances of the relationships.

    Originality/value – This research contributes to two service research priorities: leveraging technology to

    advance services, and improving well-being through transformative services. This research demonstrates

    that gamification through serious m-games is one form of technology that can be designed to create a

    satisfying and knowledge-creating service experience, which can also influence intentions to perform health

    and well-being behaviours.

UOW Authors


  •   Mulcahy, R (external author)
  •   Russell-Bennett, Rebekah (external author)
  •   Zainuddin, Nadia
  •   Kuhn, Kerri-Ann (external author)

Publication Date


  • 2018

Citation


  • Mulcahy, R. Francis., Russell-Bennett, R., Zainuddin, N. & Kuhn, K. (2018). Designing gamified transformative and social marketing services: An investigation of serious m-games. Journal of Service Theory and Practice, 28 (1), 26-51.

Scopus Eid


  • 2-s2.0-85040253123

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1364

Has Global Citation Frequency


Number Of Pages


  • 25

Start Page


  • 26

End Page


  • 51

Volume


  • 28

Issue


  • 1

Place Of Publication


  • United Kingdom