The explosion in health technology is estimated at more than $233B and expected to continue to grow. Despite the availability of these digital tools 25% abandon the app after only one use. The challenge for social marketers seeking to design serious games for health behaviours is to ensure the game creates the appropriate level of customer value to influence the customer based brand equity (CBBE) stages of health behaviour awareness, image, perceived quality and ultimately loyalty. To achieve this goal, we built a serious mobile game for drinking healthy beverages. After a two week period of play, 351 participants from Iran participated in an online survey. So what matters most when playing a serious health game?
Extrinsically motivated value dimensions played the most important role in determining whether consumers will drink healthy beverages and the moderating factor that had the most influence was informational support followed by BMI and interest.
- Mobile game
- customer value
- social support