Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/30190
Appears in Collections:Marketing and Retail eTheses
Title: A social marketing perspective on value co-creation, engagement and motivation in gamified systems: exploring a gamified social networking service for physical activity
Author(s): Pavlopoulou, Ismini
Supervisor(s): Davies, Keri
Sinclair, Gary
Issue Date: 7-Feb-2019
Publisher: University of Stirling
Abstract: In social marketing’s efforts to address health-related societal issues such as the insufficiency of physical activity and the rise of obesity, the field has recently embraced the idea of gamification. Drawing from extant literature on social marketing and gamification, this study focuses on value co-creation, motivation and perceived value, and explores an existing gamified system for physical activity from the customers’ point of view. The purpose is to learn as much as possible from that system and translate it into meaningful insights which can be used by social marketers in designing and successfully implementing interventions that incorporate gamification. Netnographic methods are being deployed (Kozinets 2015), which involve a fourteen-month long participation in the platform, with the output of a netnographic diary, data from private online discussion groups, and semi-structured interviews. The gamified system is considered as a service, and studied according to the Service-Dominant Logic (Vargo & Lusch 2008). A map of the field is drawn, which is based on the interactions between providers and customers (Grönroos & Voima 2013), and the notion of ‘value-in-engagement’ is introduced and explained. Subsequently, a thematic analysis is conducted where positive and negative value creation processes are identified, and subdivided into value (co-)creation, (co-)protection/ (co-)recovery, (co-)inhibition, and (co-)destruction (Echeverri & Skålén 2011; Grönroos & Voima 2013). The analysis continues with an investigation of the motivational processes behind value creation, by exploring the main constructs of the Self-Determination Theory (Deci & Ryan 1985a; 1985b). Finally, four processes of developing value perceptions are identified and explained, while dimensions of perceived value in social marketing literature (Zainuddin et al. 2017) are being applied and extended. Implications for research and practice are drawn which highlight the role of the intervention provider as a value facilitator and of the customer as a value co-creator, while taking into consideration the importance of motivational energy and direction, psychological needs satisfaction and cognitive processes of developing value perceptions. Recommendations for future research are provided.
Type: Thesis or Dissertation
URI: http://hdl.handle.net/1893/30190

Files in This Item:
File Description SizeFormat 
Pavlopoulou_Thesis.pdf1.86 MBAdobe PDFUnder Embargo until 2021-01-01    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.



This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.