Behaviour change through gamifying social marketing

Afshin Tanouri, Ann-Marie Kennedy, Ekant Veer

Research output: Contribution to journalConference articlepeer-review


Using Weinreich’s (2014) Immersive Engagement Model (IEM) for behaviour change, this paper provides an analysis of its use in social marketing gamification. The IEM is based in transmedia storytelling and narrative transportation making it ideal for use with gamification. However this study, in reviewing the most cited pieces of research using gamification for behaviour change, finds that gamification is severely lacking in the use of effective immersion. The results showed that up until now, gamification has been using only one aspect of the social marketing process and in order to achieve behaviour change, it should implement other building blocks and provide a gameful experience rather than a gamified task.
Original languageEnglish
Pages (from-to)1208-1211
Number of pages4
JournalANZMAC Conference Proceedings
Publication statusPublished - 2019
Externally publishedYes
EventAustralian & New Zealand Marketing Academy Conference 2019 (ANZMAC): Winds of Change - Victoria University of Wellington, Wellington, New Zealand
Duration: 2 Dec 20194 Dec 2019


  • Gamification
  • behaviour change
  • social marketing


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