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Examining Experiential Value and Game Attributes in Social Marketing M-Games

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Examining Experiential Value and Game Attributes in Social Marketing M-Games A Game of Balance and Disguise: Examining Experiential Value and Game Attributes in Social Marketing M-games This thesis is submitted in fulfilment of the requirement for the degree of Doctor of Philosophy at the Queensland University of Technology By Rory Francis Mulcahy Bachelor of Business (Marketing) QUT Bachelor of Business Honours QUT Supervisory Team: Professor Rebekah Russell-Bennett (Principal Supervisor) Dr. Kerri-Ann Kuhn (Associate Supervisor) Dr. Nadia Zainuddin (Associate Supervisor, University of Wollongong) School of Advertising, Marketing and Public Relations QUT Business School Queensland University of Technology 2015 Statement of original authorship The work contained in this thesis has not been previously submitted to meet the requirements for an award at this or any other higher education institution. To the best of my knowledge and belief, the thesis contains no material previously published or written by another person except where due reference is made. QUT Verified Signature Rory Francis Mulcahy September, 2015 I Abstract Currently in social marketing practice mobile games (m-games) are beginning to become an area of interest, with campaigns increasingly including them in their design. However, whilst social marketing practice has begun to explore the opportunities of social marketing m-games little scholarly research has directed social marketers as to how they create experiential value for the user or how game attributes (characteristics) should be designed. In recognition of these current gaps of knowledge this thesis investigates three gaps in practitioner and scholarly knowledge: first, it examines how experiential value is created by social marketing m-games (RQ1); second, it investigates how key game attributes could be categorised for social marketing m- games (RQ2); and third, it investigates how key game attributes influence experiential value created by social marketing m-games (RQ3). To address the three current knowledge gaps regarding social marketing m-games this thesis employed a two-study, mixed-method approach. Study One qualitatively investigated the experiential value created by social marketing m-games and their key game attributes in four focus groups (n=21), using the pre-established social marketing m-games: Dumb Ways to Die, My Quit Buddy, CityGT and Quit for You Quit for Two. The findings of Study One identified three categories of experiential value: entertainment (made up of amusement and social value dimensions), sacrifice value (made up of economic and time dimensions) and behaviour value (made up of information, simulation and distraction dimensions). Further, two key categories of game attributes were identified: disguise (made up of character, challenge and feedback) and performance (made up of virtual training and behaviour monitoring). The findings of Study One consequently provided the foundation for Study Two, which quantitatively tested a proposed model representing the 11 influential relationships between game attributes and experiential value dimensions. Study Two collected data from a consumer panel using a pre- and post-online survey, acquiring a final sample of n=497. Structural equation modelling (SEM) was then used to analyse the hypothesised relationships in the model, with 8 of 11 relationships being supported. II Combined, the findings of the two studies provide four contributions. First, this thesis demonstrates the complexity of experiential value created by social marketing m- games, illustrating that experiential value can represent motivation to use a game, opportunity to use a game and ability to perform a behaviour. Further, it demonstrates that social marketers should aim to create a balanced package of entertainment and behaviour value. Second, this thesis contributes to the social marketing literature by explaining how key game attributes common to games (character, challenge and feedback) can be used to not only entertain a user but disguise the behavioural aspect of the game. Additionally, two key game attributes not previously identified in the literature were found, demonstrating that social marketing m-games are different in their design to other m-games as they have additional game attributes focused on assisting users to change their behaviour. Third, this thesis provides insight as to how game attributes in a social marketing m-game can influence two desired outcomes (entertainment value and behaviour value) simultaneously. Finally, these three contributions together provide a broader contribution to social marketing by demonstrating the usefulness of leveraging and extending upon conceptual frameworks from related social marketing disciplines. Practically, this research contributes by providing guidance as to how to develop and evaluate social marketing m-games. These practical contributions include: using experiential value as a diagnostic tool to evaluate the performance of social marketing m-games, developing a checklist of the key game attributes required to be designed in a social marketing m-game, and explaining how social marketing m-games can influence desired outcomes. Several other practical contributions are also outlined. By implementing the findings of this thesis social marketers will be more informed of how social marketing m-games should be designed and how they create value for the user. Keywords: m-games, experiential value, game attributes, social marketing III Acknowledgements Prior to undertaking my PhD many warned me that this journey would be overwhelmingly challenging emotionally as well as intellectually. Whilst indeed this journey has been intellectually challenging, emotionally this PhD has been the most enjoyable and enriching experience of my life. This was the result of the support and encouragement of many, many people who I would now like to acknowledge. To my supervisors… First, I would like to thank my principal supervisor, Professor Rebekah Russell- Bennett, who has mentored me and become my “academic mum”. Words cannot express the thanks I have to Rebekah, who first believed I could forge an academic career so many years ago when I started my Honours degree. Without your encouragement and support this PhD would never have been possible. Second, I would like to express my thanks to my associate supervisor, Dr Kerri-Ann Kuhn. Your support and attention to detail far surpasses anyone I know, and this has challenged me to become a better writer and craft a thesis I never thought possible. I would also like to thank Kerri for her support in my times of need; it was always reassuring to know that words of wisdom were a phone call away. Third, I would like to thank my second associate supervisor, Dr Nadia Zainuddin, who provided valuable feedback and advice in editing and writing this thesis towards the end of my PhD journey. To my colleagues and friends… I would like to specially recognise the support of Dr Joy Parkinson. Thank you for your words of wisdom over many coffee meetings, emails and phone calls. Your supportive direction in the skill of qualitative and SEM data analysis was very much appreciated and assisted me greatly. A special thanks to my friends who I have shared this PhD journey with in room Z701: Dr Lisa Schuster, Dr Paula Dootson, Dr Kate Lethern, (soon to be Drs) Emma Karanges, Kathleen Chell, Chris Mahar, Thamer Baazem and the many others. A IV special thanks also to my friends outside of QUT, who helped keep me sane throughout this long journey. To my family… Last but not least, I would like to thank my family. Thank you to my Mum and Dad for their love and support. Wow, who would have thought I would end up here? I certainly didn't… Thank you to Uncle Joe, Aunty Lea and my cousin Brigid for their support through all of my university studies. I would also like to thank my girlfriend, Aimee, for her unwavering support and love. Professional editor, Hannah Murphy, provided copyediting and proofreading services, according to the guidelines laid out in the university-endorsed guidelines and the Australian Standards for editing research theses’. V Publications from Thesis Mulcahy, R. Russell-Bennett, R. & Kuhn, K. (2014) Mobile Games as an Agent of Change: Exploring Experiential Value in Social Marketing m-games, ANZMAC conference at Griffith University, Southbank Campus Mulcahy, R., & Kuhn, K. (2014). Social Marketers Playing to Win? Experiential Value Creation in Social Marketing M-Games. Conference Paper for 2014 International Social Marketing (2014 ISM) conference at Monash University, Peninsula Campus (Frankston) Mulcahy, R. (2015). Disguising the Performance of M-games in Social Marketing. Conference Paper for 2015 World Social Marketing conference (WSMC) Sydney. (Best Student Paper) Mulcahy, R., Russell-Bennett, R., Kuhn, K. & Zainuddin, N. (2015).Influencing Experiential Value through Social Marketing M-Games. ANZMAC conference at University of New South Wales, Sydney VI TABLE OF CONTENTS Chapter One: Introduction ......................................................................................... 1 1.0 Introduction ........................................................................................................................ 1 1.1 Research Rationale ........................................................................................................... 3 1.2 Background of M-games .................................................................................................. 3 1.3 Theoretical Frameworks and Research Gaps ...........................................................
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