Gamification in the intersection of TSR and social marketing: Towards a Transformative Gamification Framework

Afshin Tanouri, Ann Marie Kennedy, Ekant Veer

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

We propose that gamification can bring about behaviour change when game immersion creates a ‘third place’ which is transformational. But how does one create these service systems and how do they affect consumers’ well-being? While a number of studies have explored the role of service providers as ‘third places’ of consumption (Ducheneaut, Moore, & Nickell, 2007; Oldenburg, 1989), this research extends the notion by exploring the role of gamification and game immersion in this. We explore this interaction of third place experiences and gamification by taking a Transformative Services Research (TSR) perspective to not only understand the interrelationship between consumers and gamified services but the impact of these services on consumer well-being (Anderson et al., 2013). The outcome of the paper is a conceptual model explaining the transformation process of gamification.
Original languageEnglish
Title of host publicationInternational Social Marketing Conference
Subtitle of host publicationSocial Marketing: reflecting, refocusing and reimagining for a sustainable future
PublisherAustralian Association of Social Marketing (AASM)
Pages202-206
Number of pages5
ISBN (Print)978-0-6453044-1-1
Publication statusPublished - 2022
Externally publishedYes
EventInternational Social Marketing Conference: Social Marketing: reflecting, refocusing and reimagining for a sustainable future - Online
Duration: 8 Feb 20229 Feb 2022
https://www.socialmarketingconference.com.au/

Conference

ConferenceInternational Social Marketing Conference
Period8/02/229/02/22
Internet address

Keywords

  • gamification
  • game immersion
  • behaviour change
  • well-being

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