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.

scholarly journals Commentary: transformative service research and social marketing – converging pathways to social change

2019 ◽  
Vol 33 (6) ◽  
pp. 633-642 ◽  
Author(s):  
Rebekah Russell-Bennett ◽  
Raymond P. Fisk ◽  
Mark S. Rosenbaum ◽  
Nadia Zainuddin
Keyword(s):  
Social Marketing ◽  
Research Agenda ◽  
Theory Development ◽  
Well Being ◽  
Research Progress ◽  
Service Research ◽  
Structural Barriers ◽  
Conceptual Approach ◽  
Content Type ◽  
Common Interests

Purpose The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda. Design/methodology/approach The paper offers a conceptual approach and research agenda by comparing and contrasting the two marketing fields of transformative service research and social marketing. Findings Specifically, this paper proposes three opportunities to propel both fields forward: 1) breaking boundaries that inhibit research progress, which includes collaboration between public, private and nonprofit sectors to improve well-being; 2) adopting more customer-oriented approaches that go beyond the organizational and individual levels; and 3) taking a non-linear approach to theory development that innovates and co-creates solutions. Originality/value This paper presents the challenges and structural barriers for two subfields seeking to improve human well-being. This paper is the first to bring these subfields together and propose a way for them to move forward together.

Consumer well-being research: integrating social marketing and service research

2019 ◽  
Vol 10 (1) ◽  
pp. 125-138
Author(s):  
Raechel Johns
Keyword(s):  
Social Marketing ◽  
Behavioural Change ◽  
Well Being ◽  
Service Research ◽  
Limited Attention ◽  
Extensive Literature ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
Service Ecosystem

Purpose While social marketing (SM) literature has increasingly incorporated service literature into the field, social marketers have paid limited attention to transformative service research (TSR). Similarly, transformative service researchers have neglected to incorporate the more traditional body of literature – SM – into their research. This paper aims to provide an extensive literature review and comparison of the bodies of literature, cautioning researchers to consider both fields of research or risk their work not being as relevant as research incorporating both literature bodies. Social value co-creation is considered as a middle-ground between the two bodies of literature. Design/methodology/approach This paper expands on the conceptual discussion of TSR and the more advanced empirical academic literature on SM. Framed within a context of anti-smoking, this paper explores the differences between SM and TSR, within the service ecosystem. Findings This paper highlights three key differences between SM and TSR. Firstly, SM focuses on changes only within a not-for-profit context, while TSR focuses on changes which may be related to both not-for-profit and for-profit objectives. Secondly, SM broadly appears to take a behavioural change from implementation perspective, with an upstream approach; while in contrast, TSR focuses more on interaction for consumer and employee well-being. Finally, when considering the service ecosystem, SM and TSR both operate at all three levels (micro, meso and macro) but may focus on different levels, depending on the initiative. Originality/value With the emergence of TSR, further understanding of this body of literature is necessary; otherwise, social marketers may risk their research losing ground to other bodies of literature.

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.

The use of gamification mechanics to increase employee and user engagement in participative healthcare services

2017 ◽  
Vol 28 (4) ◽  
pp. 640-661 ◽  
Author(s):  
Wafa Hammedi ◽  
Thomas Leclerq ◽  
Allard C.R. Van Riel
Keyword(s):  
Game Design ◽  
Social Dynamics ◽  
Well Being ◽  
Healthcare Services ◽  
Service Research ◽  
User Engagement ◽  
Content Type ◽  
Service Employees ◽  
Positive Effects ◽  
The Individual

Purpose Gamification introduces game-like properties into routine service processes to make them more engaging for service employees and users alike. The purpose of this paper is to investigate the effects of gamification mechanics, or game design principles, on user engagement in gamified healthcare services. Design/methodology/approach Through observations, interviews and the study of desk materials, two cases of gamified healthcare services, each using different game mechanics, are analyzed. Findings Gamification mechanics produce four distinct experiential outcomes in patients: challenge, entertainment, social dynamics, and escapism. Patient engagement can be stimulated through these outcomes. However, to fully enjoy the benefits of gamified services, users are often expected to acquire and use new skills. The relative absence of these skills (or difficulties in acquiring them), depending on users’ medical predispositions and age, may defer or negatively moderate the positive effects of gamification on engagement. In the case of progressively decreasing capabilities (e.g. in the case of aging users or users with degenerative diseases, whose physical or mental disabilities may be emphasized by the mechanics), it is recommended that health professionals adapt the mechanics accordingly or search for alternative options to increase patient well-being. Research limitations/implications The study was conducted in healthcare, and caution must be exercised in generalizing the findings to other domains. However, the finding that gamified service users’ disabilities - or the lack of required abilities – may negatively impact the encouraging or engaging effects of the use of gamification appears to be relatively universal. Originality/value This study contributes to service research, specifically in the healthcare domain, by providing insight into employees’ and users’ motivations for using gamified service processes, the experiential impact of gamification mechanics, the individual factors that influence users’ gamified experience and multiple forms of cognitive, emotional and behavioral engagement outcomes. A research agenda is developed.

A continuum of transformative service exchange: insights for service and social marketers

2019 ◽  
Vol 33 (6) ◽  
pp. 671-686 ◽  
Author(s):  
Josephine Previte ◽  
Nichola Robertson
Keyword(s):  
Social Change ◽  
Text Mining ◽  
Social Marketing ◽  
Large Data ◽  
Well Being ◽  
Service Research ◽  
Content Type ◽  
Service Exchange ◽  
High Level

Purpose Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being. However, the mechanism via which such improved well-being results or so-called “transformation” occurs, is not well understood. The purpose of this paper is to examine the claims made in the TSR literature to identity the themes and scholarly meaning of “transformative” service exchange; ascertain the mechanisms used in service contexts to realize transformation, including to motivate long-term, sustainable societal change; and develop a transformative service exchange continuum to guide research and managerial approaches that aim to create uplifting social change. The authors recommend their continuum as a framework to inform how social marketing and service scholars design service solutions to address wicked social problems. Design/methodology/approach This paper presents a qualitative study where Leximancer, a text-mining tool, is used to visualize the structure of themes and concepts that define transformative service exchanges as explained and applied in the literature. Additionally, a profiling analysis of transformation as it is discussed in the TSR literature is used to identify the mechanisms that service marketers have developed to establish current theorization of service thinking for social change. These qualitative phases of analysis then inform the development of the transformative service exchange continuum. Findings A scoping review identified 51 articles across 12 journals, based on this study’s selection criteria for identifying transformative service exchanges. The Leximancer analysis systematically and efficiently guided the authors’ interpretation of the large data corpus and was used in the identification of service themes. The use of text-mining software afforded a detailed lens to enrich the authors’ interpretation and clarification of six high-level concepts for inclusion on a transformative service exchange continuum. Originality/value This paper aims to unpack the meaning of transformative service exchange by highlighting the mechanism(s) used by researchers when designing social change outcomes. It contributes to TSR via the development of the continuum across micro, meso and macro levels. The temporal nature of transformative service exchanges is also elucidated. This continuum integrates current TSR studies and can guide future service studies in the TSR and social marketing domains.

Exploring value destruction in social marketing services

2017 ◽  
Vol 7 (4) ◽  
pp. 405-422 ◽  
Author(s):  
Cheryl Leo ◽  
Nadia Zainuddin
Keyword(s):  
Social Marketing ◽  
Well Being ◽  
Structured Interview ◽  
Service Research ◽  
Marketing Theory ◽  
Firm Resources ◽  
Content Type ◽  
Depth Interview ◽  
Interview Guide ◽  
Service Experiences

Purpose This paper seeks to draw from services marketing theory as an alternative and under-used pathway to social and behaviour change for the achievement of societal well-being. Social marketing services are an important part of social change programmes as they contribute towards service users’ health, well-being, and the fulfilment of social marketing goals. However, value destruction can occur in users’ service experiences, leading to a decline rather than improvement of their well-being. The purpose of this paper is to understand the nature of the value destruction process and identify the outcomes in social marketing services from a consumer’s perspective. Design/methodology/approach A qualitative exploratory study using a focus group (n = 4) and individual depth interview (n = 4) methods was undertaken. The discussions were guided by a semi-structured interview guide and were audio recorded and transcribed verbatim. Findings Thematic analysis of the data revealed two value destruction processes: incongruent resource application and misuse of firm resources. The value destruction processes suggest three types of outcomes: reduced usage of the service, termination of service and strategic behavioural actions. Originality/value This study is the first to examine value destruction processes and outcomes in social marketing services from a consumer’s perspective. This study contributes towards the small but growing body of research on value destruction in both commercial and social marketing by challenging the assumption that value creation is always positively valenced and responding to critique that there is currently insufficient focus on value destruction in service research and its impact on well-being.

Commentary: future directions of the service discipline

2020 ◽  
Vol 34 (3) ◽  
pp. 279-289 ◽  
Author(s):  
Ruth N. Bolton
Keyword(s):  
New Technology ◽  
Research Priorities ◽  
Well Being ◽  
Societal Implications ◽  
Service Research ◽  
Future Research ◽  
Service Discipline ◽  
Service Workers ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to suggest some ways that service scholars can shape the future of the service discipline by building knowledge that is useful to businesses, individuals, communities, institutions, society and the bio-environment. Design/methodology/approach This paper explicitly considers how global trends are likely to influence future research challenges in the service discipline. Then, service research priorities are identified by drawing upon the principles of responsible research in business and management (RRBM) (www.rrbm.net). Findings The paper identifies and analyzes many future service challenges arising from socioeconomic, demographic, technology and service systems, environmental and social changes. These changes are categorized as favorable and unfavorable in their effect on the well-being of people, organizations, society and the environment. Research limitations/implications This paper advocates more study of sustainability in service ecosystems, automation and the nature of service work, inclusion, equality and well-being of service workers; service in subsistence markets and the societal implications of new technology and big data. Practical implications The paper provides guidance for service marketers regarding research questions that are important to society and will need to be addressed by the year 2050. It translates the principles of RRBM into useful approaches to service marketing challenges that can be followed by all service researchers. Social implications This paper discusses important societal issues such as individual and societal needs for privacy, security and transparency; the ethical sourcing and treatment of service workers and the impact of service actions on environmental outcomes. Originality/value The conceptual framework integrates knowledge about service research in a new way, with insights for future service researchers, managers and public policymakers.

Customer delight during a crisis: understanding delight through the lens of transformative service research

2020 ◽  
Vol 32 (1) ◽  
pp. 129-141 ◽  
Author(s):  
Donald C. Barnes ◽  
Jessica Mesmer-Magnus ◽  
Lisa L. Scribner ◽  
Alexandra Krallman ◽  
Rebecca M. Guidice
Keyword(s):  
Critical Incident ◽  
Service Providers ◽  
Psychological Theory ◽  
Well Being ◽  
Service Research ◽  
Service Encounters ◽  
Need Fulfillment ◽  
Content Type ◽  
Customer Delight ◽  
Service Experiences

PurposeThe unprecedented dynamics of the COVID-19 pandemic has forced firms to re-envision the customer experience and find new ways to ensure positive service encounters. This context has underscored the reality that drivers of customer delight in a “traditional” context are not the same in a crisis context. While research has tended to identify hedonic need fulfillment as key to customer well-being and, ultimately, to invoking customer delight, the majority of studies were conducted in inherently positive contexts, which may limit generalizability to more challenging contexts. Through the combined lens of transformative service research (TSR) and psychological theory on hedonic and eudaimonic human needs, we evaluate the extent to which need fulfillment is the root of customer well-being and that meeting well-being needs ultimately promotes delight. We argue that in crisis contexts, the salience of needs shifts from hedonic to eudaimonic and the extent to which service experiences fulfill eudaimonic needs determines the experience and meaning of delight.Design/methodology/approachUtilizing the critical incident technique, this research surveyed 240 respondents who were asked to explain in detail a time they experienced customer delight during the COVID-19 pandemic. We analyzed their responses according to whether these incidents reflected the salience of hedonic versus eudaimonic need fulfillment.FindingsThe results support the notion that the salience of eudaimonic needs become more pronounced during times of crisis and that service providers are more likely to elicit perceptions of delight when they leverage meeting eudaimonic needs over the hedonic needs that are typically emphasized in traditional service encounters.Originality/valueWe discuss the implications of these findings for integrating the TSR and customer delight literatures to better understand how service experiences that meet salient needs produce customer well-being and delight. Ultimately, we find customer delight can benefit well-being across individual, collective and societal levels.

Gaming the gamer? – The ethics of exploiting psychological research in video games

2016 ◽  
Vol 14 (2) ◽  
pp. 106-123 ◽  
Author(s):  
Johnny Hartz Søraker
Keyword(s):  
Video Games ◽  
Social Relations ◽  
Video Game ◽  
Game Design ◽  
User Behavior ◽  
Well Being ◽  
Psychological Research ◽  
Rating Systems ◽  
Content Type ◽  
Ethical Implications

Purpose The purpose of this paper is to investigate the ethical implications of video game companies employing psychologists and using psychological research in game design. Design/methodology/approach The author first argues that exploiting psychology in video games may be more ethically problematic than familiar application domains like advertising, gambling and political rhetoric. Then an overview of the effects particular types of game design may have on user behavior is provided, taking into account various findings and phenomena from behavioral psychology and behavioral economics. Findings Finally, the author concludes that the corresponding ethical problems cannot – and should not – be addressed by means of regulation or rating systems. The author argues instead that a more promising countermeasure lies in using the same psychological research to educate gamers (children in particular) and thereby increase their capacity for meta-cognition. Originality/value The importance of this lies in the tremendous effect these behavior-modifying technologies may have upon our self-determination, well-being and social relations, as well as corresponding implications for the society.

Ideal self and proactive physical wellness behaviors predict leader flow at work

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Donald G. Gardner ◽  
Renee Moorefield
Keyword(s):  
Well Being ◽  
Conservation Of Resources ◽  
Ideal Self ◽  
Content Type ◽  
Work Related ◽  
Significant Relationships ◽  
Three Samples ◽  
Physical Wellness ◽  
Flow At Work ◽  
Experience Of Flow

Purpose The purpose of this study was to examine predictors of leader flow (well-being) at work, based on conservation-of-resources theory. The authors also introduce the concept of fuel, the proactive and strategic use of physical wellness behaviors to generate the energy needed to manage personal stress, maximize performance and to thrive in life. Specifically, the authors examined the main and interactive relationships of leader self-reports of ideal self and fuel on flow at work. Design/methodology/approach Three different samples of leaders were surveyed online over a three-year period. Findings In all three samples, leaders high in self-reported fuel had strong, positive relationships between their ideal selves and flow at work. Leaders low in self-reported fuel had negative or non-significant relationships between ideal selves and flow. Practical implications Leaders can be coached to develop and use a healthy ideal self and to proactively engage in physical wellness behaviors, to enhance their workplace well-being. This coaching can be strengthened by emphasizing the connection between possessing an ideal self, and engaging in physical wellness behaviors, and resulting leader well-being. Originality/value This is the first study to examine and demonstrate that a combination of proactive leader wellness behaviors is critical to their experience of flow at work, an indicator of work-related well-being.

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