scholarly journals A gamified approach to promoting empathy in children

2020 ◽  
Vol 10 (3) ◽  
pp. 321-337 ◽  
Author(s):  
Pamela Saleme ◽  
Timo Dietrich ◽  
Bo Pang ◽  
Joy Parkinson
Keyword(s):  
Social Marketing ◽  
Thematic Analysis ◽  
Game Design ◽  
Cognitive Theory ◽  
Marketing Research ◽  
Cognitive Empathy ◽  
Mixed Method Research ◽  
Content Type ◽  
Pilot Programme ◽  
Social Marketing Programme

Purpose Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied to social marketing programme design. This paper aims to demonstrate the application of gamification to a social marketing pilot programme designed to increase children’s empathy and empathic behaviour. Design/methodology/approach Informed by social cognitive theory (SCT), a mixed-method research design was adopted using pre- and post-programme surveys (n = 364) to assess effectiveness using paired samples t-test. Qualitative data included observations, participant’s questions and a feedback activity at the end of the programme. A thematic analysis was undertaken to examine the data and detect meaningful insights. Findings Children’s affective empathy and empathic behaviour outcomes were improved following the pilot programme. However, no effects were observed for cognitive empathy and social norms. Thematic analysis revealed three themes to further improve the game: developmentally appropriate design, user experience and game design. Research limitations/implications Findings demonstrated challenges with the application of SCT outlining a disconnect between the design of the gamified programme and theory application. Practical implications This study provides initial evidence for the application of innovative gamification technologies to increase empathy in children. Originality/value To the best of the authors’ knowledge, this paper is the first to examine how a gamified social marketing programme can increase empathy in children.

scholarly journals Designing gamified transformative and social marketing services

2018 ◽  
Vol 28 (1) ◽  
pp. 26-51 ◽  
Author(s):  
Rory Francis Mulcahy ◽  
Rebekah Russell-Bennett ◽  
Nadia Zainuddin ◽  
Kerri-Ann Kuhn
Keyword(s):  
Social Marketing ◽  
Game Design ◽  
Research Priorities ◽  
Well Being ◽  
Service Research ◽  
Mixed Method Research ◽  
Content Type ◽  
Design Elements ◽  
Behavioural Intentions ◽  
Significant Relationships

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 (n=21) and online surveys (n=497), 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.

Shaping social marketing research: a retrospective of the journal of social marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Farrukh ◽  
Ali Raza ◽  
Fanchen Meng ◽  
Yihua Wu ◽  
Zhouyang Gu
Keyword(s):  
Social Marketing ◽  
Marketing Research ◽  
Content Type ◽  
Bibliographic Data ◽  
Increasing Trend ◽  
The Usa ◽  
Number Of Citations ◽  
Developed World ◽  
Bibliometric Approach

Purpose This paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020. Design/methodology/approach The bibliometric approach is used to present publication characteristics. For so doing, the bibliographic data was extracted from the Scopus database. Findings The results show an increasing trend in the publication and in the number of citations. Moreover, the findings also revealed that although JSOCM received publications worldwide, countries from the developed world such as Australia and the USA are the most productive countries. Originality/value As the first retrospection of the journal, this study not only educates and enriches JSOCM’s global readers and aspiring contributors but may also be helpful to its editorial board, as it provides several inputs to navigate the way forward.

The internationalisation of social marketing research

2015 ◽  
Vol 5 (4) ◽  
pp. 357-376 ◽  
Author(s):  
V. Dao Truong ◽  
Nam V.H. Dang ◽  
C. Michael Hall ◽  
X. Dam Dong
Keyword(s):  
Social Marketing ◽  
Marketing Research ◽  
Developed Countries ◽  
International Perspective ◽  
Marketing Concept ◽  
Research Attention ◽  
Content Type ◽  
The Social ◽  
And Diffusion ◽  
Different Levels

Purpose – This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, significance and diffusion as a concept has not been examined from an international perspective. Design/methodology/approach – A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research. Findings – Different levels and dimensions of internationalisation were identified but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries. Originality/value – This is arguably the first paper to explore the nature and significance of the degree of internationalisation of social marketing research.

Best practices in social marketing among Aboriginal people

2014 ◽  
Vol 4 (2) ◽  
pp. 155-175 ◽  
Author(s):  
Judith Madill ◽  
Libbie Wallace ◽  
Karine Goneau-Lessard ◽  
Robb Stuart MacDonald ◽  
Celine Dion
Keyword(s):  
Social Marketing ◽  
Aboriginal People ◽  
Marketing Research ◽  
Future Research ◽  
Content Type ◽  
Call To Action ◽  
Aboriginal Populations ◽  
Wide Range ◽  
Important Field ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to identify, summarize and assess literature focused on developing social marketing programs for Aboriginal people. Design/methodology/approach – The authors conducted a literature search and review of research papers concerning social marketing and Aboriginal populations over the period 2003-2013. Findings – The research reveals very little published research (N = 16). The literature points to a wide range of findings including the importance of segmenting/targeting and avoiding pan-Aboriginal campaigns; cultural importance of family and community; the importance of multi-channels; universal value of mainstream and Aboriginal media outlets, use of print media, value of elders and story-telling for message dissemination; increasingly important role of Internet-based technology; need for campaign development to reflect Aboriginal culture; and importance of formative research to inform campaign development. Social implications – Considerable research is warranted to better develop more effective social marketing campaigns targeted to Aboriginal audiences to improve health outcomes for such groups across the globe. Originality/value – This paper provides a baseline foundation upon which future social marketing research can be built. It also acts as a call to action for future research and theory in this important field.

scholarly journals Green consumption practices for sustainability: an exploration through social practice theory

2020 ◽  
Vol 10 (2) ◽  
pp. 197-213 ◽  
Author(s):  
Amanda Beatson ◽  
Udo Gottlieb ◽  
Katrina Pleming
Keyword(s):  
Social Marketing ◽  
Social Practice ◽  
Practice Theory ◽  
Marketing Research ◽  
Perceived Barriers ◽  
Social Practice Theory ◽  
Content Type ◽  
Green Consumption ◽  
Household Products ◽  
Consumption Practices

Purpose By applying social practice theory to green consumption, this paper extends our understanding of consumer insight on green consumption processes beyond linear decision-making. The purpose of this paper is to provide knowledge about how best to mitigate perceived barriers to green consumption processes including the purchase and disposal of household products and to contribute to current discourse about widening social marketing research beyond a predominant focus on individuals’ behaviours. Design/methodology/approach Thematic content analysis exploring the lived experiences of participants’ green consumption was undertaken by conducting 20 in-depth interviews of Australian consumers. These interviews were analysed through a social practice lens. Findings The research identified six emergent social practice themes of green consumption. By using social practice theory, a different paradigm of social research than the linear models of behaviour is used. This unconventional investigation into the green consumption process, including the purchase and disposal of household products, extends literature past the attitude–behaviour gap and highlights the importance of aligning green consumption processes with social practice. Originality/value By integrating social practice theory into the marketing discipline, this paper explores consumption as part of sustainable marketing and provides suggestions about how best to mitigate perceived barriers to green consumption processes. These insights have relevance to micro-, meso- and macro-levels of social marketing, and can help alter consumption practices making them more sustainable.

scholarly journals Rewiring the STEM pipeline - a C-B-E framework to female retention

2020 ◽  
Vol 10 (4) ◽  
pp. 427-446 ◽  
Author(s):  
Carina Roemer ◽  
Sharyn Rundle-Thiele ◽  
Bo Pang ◽  
Patricia David ◽  
Jeawon Kim ◽  
...  
Keyword(s):  
Social Marketing ◽  
Self Efficacy ◽  
Role Models ◽  
Scientific Paper ◽  
Outcome Evaluation ◽  
Repeated Measure ◽  
Content Type ◽  
Pilot Programme ◽  
Stem Pipeline ◽  
Stem Students

Purpose Females are underrepresented in Science, Technology, Engineering and Mathematics (STEM), both in the workforce and in universities. Low self-efficacy and limited access to role models are key factors preventing retention of female STEM students enrolled in university degrees. This paper aims to report on one social marketing pilot programme that was co-designed to increase self-efficacy in females currently enrolled in STEM programmes. Design/methodology/approach The Co-create, Build and Engage (C-B-E) framework was applied. Process and outcome evaluations were conducted using a repeated measure design to assess pilot programme effectiveness. Findings A significant increase in self-efficacy and high satisfaction rates were observed for STEM students that attended the bias literacy workshop. Social advertisements raised awareness for available STEM specific university services. Originality/value This paper outlines the application of the C-B-E framework. To the best of the authors’ knowledge, this study delivers the first scientific paper reporting an outcome evaluation for a social marketing programme seeking to retain women enrolled in university STEM degrees.

Vedantic applications of augmented reality for strategic social marketing campaigns in India

2018 ◽  
Vol 10 (3) ◽  
pp. 256-273
Author(s):  
Amrita Joshi
Keyword(s):  
Augmented Reality ◽  
Social Marketing ◽  
Marketing Research ◽  
Content Type ◽  
Multimodal Analysis ◽  
Spatio Temporal ◽  
Philosophical Texts ◽  
Propositional Structures ◽  
Social Marketing Campaigns ◽  
Social Outreach

Purpose Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing. Design/methodology/approach Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework. Findings AR is defined vis-à-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns. Research limitations/implications The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis. Practical implications While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information. Originality/value This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.

Are leadership values different across generations?

2014 ◽  
Vol 33 (10) ◽  
pp. 977-990 ◽  
Author(s):  
Mark J. Ahn ◽  
Larry W. Ettner
Keyword(s):  
Generation X ◽  
Thematic Analysis ◽  
Organizational Sustainability ◽  
Mixed Method Research ◽  
Good Judgment ◽  
Moral Foundation ◽  
Mba Programs ◽  
Content Type ◽  
Mba Students ◽  
Leadership Values

Purpose – The popular use of labels such as Baby Boomers, Generation X, Generation Y and Millennials suggests that the nature of effective leadership changes over time in response to the prevailing modern context. Using a values-based leadership lens, defined as the moral foundation underlying stewardship decisions and actions of leaders, the purpose of this paper is to explore the alternative notion that fundamental leadership ideals – from antiquity to modern executives to MBA students – are timeless in nature. Design/methodology/approach – Using a thematic analysis approach, The Aeneid was coded for key leadership themes (integrity, good judgment, leadership by example, decision-making, trust, justice/fairness, humility, and sense of urgency); and a mixed-method research framework was employed to juxtapose the leadership lessons identified to the demands of modern leadership. Deductive thematic analysis was utilized to examine key themes from responses of 13 multi-sectoral leaders (for profit, non-profit, government) and 137 MBA students (from three MBA programs in differing regions). Findings – Whether viewed qualitatively or quantitatively, or across sectors, the findings of this study affirm the explicit relevance of The Aeneid to the demands of modern leadership. Additionally, it was found that the way managers ranked leadership values was not significantly different from how MBA students ranked the same values. Moreover, the authors found integrity to be a superordinate value – without which the remaining values have far less significance. Originality/value – This research highlights a leadership paradox – while managerial traits are an important consideration for the prevailing operational context in the short term, a values-based approach to hiring, promoting and retaining leaders may be superior in achieving organizational sustainability and performance. This study illustrates the practical contemporary relevance of The Aeneid specifically, and illustrates a humanities laden and values-based approach to reflecting on leadership effectiveness generally.

scholarly journals Integrating Theory in Co-design: An Abductive Approach

2021 ◽  
Vol 29 (1) ◽  
pp. 66-77
Author(s):  
Erin Hurley ◽  
Timo Dietrich ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Cognitive Theory ◽  
Design Process ◽  
Social Marketing ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Expert Knowledge ◽  
Future Research ◽  
Abductive Inference ◽  
Design Framework ◽  
Research Recommendations

Co-design empowers people, giving them a voice in social marketing program design; however, approaches have mostly excluded expert knowledge. An abductive approach to co-design allows for inclusion of expert knowledge, providing theoretical guidance while simultaneously investigating user views and ideas extending understanding beyond known effective approaches. We use the seven-step co-design framework and outline how an abductive inference can be applied to co-design. Social cognitive theory constructs were integrated into the seven-step co-design process. The abductive approach to co-design was tested in two co-design sessions involving 40 participants. Findings demonstrate that theory can be successfully integrated into the seven-step co-design process through utilization of theory-mapped activity cards. This article provides guidance on how theory can be incorporated into ideation and insight generation. Limitations and future research recommendations are provided.

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