Social marketers playing to win? Experiential value creation in social marketing mobile games
Data(s) |
2014
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Resumo |
The rapid change of technological trends in the marketplace has increased the difficulty for social marketers to reach consumers using traditional marketing channels (Della et al., 2008). Traditionally, social marketing interventions have typically used more conventional supporting products and services such as water counters for water conservation or condoms for sex safety. However, recently social marketers are witnessing the diminishing effectiveness of more traditional social products and services in encouraging the uptake and maintenance of behaviour. In light of the technological trends in the marketplace and diminishing effect of previous social products and services (Lefebvre, 2009), social marketers have been encouraged to look to alternate means of delivering valuable offerings... |
Formato |
application/pdf |
Identificador | |
Relação |
http://eprints.qut.edu.au/92198/1/ISM2014%20Conference%20Paper%20Final.pdf Mulcahy, Rory & Kuhn, Kerri-Ann (2014) Social marketers playing to win? Experiential value creation in social marketing mobile games. In International Social Marketing Conference 2014, 17 - 18 July 2014, Melbourne, Vic. |
Direitos |
Copyright 2014 [please consult the author] |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #experiential value #value creation #mobile games #technology |
Tipo |
Conference Paper |