A framework for promoting behavioral change through game design elements in social marketing
This paper presents a conceptual and practical framework designed to integrate game design elements into social marketing practices, aiming to enhance user engagement and intrinsic motivation. Addressing a gap in existing generalist models, the proposed framework is grounded in the principles of T...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidade Católica Portuguesa, Instituto de Gestão e das Organizações da Saúde
2025-06-01
|
| Series: | Gestão e Desenvolvimento |
| Subjects: | |
| Online Access: | https://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/17691 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849336879989653504 |
|---|---|
| author | Paulo Henrique Serrano Nelsio Abreu |
| author_facet | Paulo Henrique Serrano Nelsio Abreu |
| author_sort | Paulo Henrique Serrano |
| collection | DOAJ |
| description |
This paper presents a conceptual and practical framework designed to integrate game design elements into social marketing practices, aiming to enhance user engagement and intrinsic motivation. Addressing a gap in existing generalist models, the proposed framework is grounded in the principles of Transformative Consumer Research (TCR) and the Capability Approach, providing a targeted solution for promoting pro-social behaviors. The framework, titled LOP (Listen, Observe, Play), is structured around six key stages: activating pre-existing knowledge, characterizing players, recognizing the environment, identifying variables, implementing game design elements, and testing and evaluating indicators. Initial insights from exploratory application indicate that the framework may have potential to enhance user engagement and support behavior change, while also highlighting challenges in scaling and adapting it to diverse technological environments. Despite these limitations, the framework offers a promising methodological tool for practitioners and researchers interested in designing interventions that are contextually meaningful and aligned with individuals’ values and capabilities. Future research should focus on the validation of the model across diverse populations and social contexts to refine its applicability and broaden its impact. By aligning theoretical foundations with practical application, this framework contributes to the advancement of social marketing strategies that harness the motivational potential of game design to drive positive change.
|
| format | Article |
| id | doaj-art-bb79d6a2943d4743bb13f5ff619a597b |
| institution | Kabale University |
| issn | 0872-556X 2184-5638 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Universidade Católica Portuguesa, Instituto de Gestão e das Organizações da Saúde |
| record_format | Article |
| series | Gestão e Desenvolvimento |
| spelling | doaj-art-bb79d6a2943d4743bb13f5ff619a597b2025-08-20T03:44:52ZengUniversidade Católica Portuguesa, Instituto de Gestão e das Organizações da SaúdeGestão e Desenvolvimento0872-556X2184-56382025-06-013310.34632/gestaoedesenvolvimento.2025.17691A framework for promoting behavioral change through game design elements in social marketingPaulo Henrique SerranoNelsio Abreu This paper presents a conceptual and practical framework designed to integrate game design elements into social marketing practices, aiming to enhance user engagement and intrinsic motivation. Addressing a gap in existing generalist models, the proposed framework is grounded in the principles of Transformative Consumer Research (TCR) and the Capability Approach, providing a targeted solution for promoting pro-social behaviors. The framework, titled LOP (Listen, Observe, Play), is structured around six key stages: activating pre-existing knowledge, characterizing players, recognizing the environment, identifying variables, implementing game design elements, and testing and evaluating indicators. Initial insights from exploratory application indicate that the framework may have potential to enhance user engagement and support behavior change, while also highlighting challenges in scaling and adapting it to diverse technological environments. Despite these limitations, the framework offers a promising methodological tool for practitioners and researchers interested in designing interventions that are contextually meaningful and aligned with individuals’ values and capabilities. Future research should focus on the validation of the model across diverse populations and social contexts to refine its applicability and broaden its impact. By aligning theoretical foundations with practical application, this framework contributes to the advancement of social marketing strategies that harness the motivational potential of game design to drive positive change. https://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/17691Social marketingGame-based strategiesTransformative consumer research |
| spellingShingle | Paulo Henrique Serrano Nelsio Abreu A framework for promoting behavioral change through game design elements in social marketing Gestão e Desenvolvimento Social marketing Game-based strategies Transformative consumer research |
| title | A framework for promoting behavioral change through game design elements in social marketing |
| title_full | A framework for promoting behavioral change through game design elements in social marketing |
| title_fullStr | A framework for promoting behavioral change through game design elements in social marketing |
| title_full_unstemmed | A framework for promoting behavioral change through game design elements in social marketing |
| title_short | A framework for promoting behavioral change through game design elements in social marketing |
| title_sort | framework for promoting behavioral change through game design elements in social marketing |
| topic | Social marketing Game-based strategies Transformative consumer research |
| url | https://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/17691 |
| work_keys_str_mv | AT paulohenriqueserrano aframeworkforpromotingbehavioralchangethroughgamedesignelementsinsocialmarketing AT nelsioabreu aframeworkforpromotingbehavioralchangethroughgamedesignelementsinsocialmarketing AT paulohenriqueserrano frameworkforpromotingbehavioralchangethroughgamedesignelementsinsocialmarketing AT nelsioabreu frameworkforpromotingbehavioralchangethroughgamedesignelementsinsocialmarketing |