新兴成年游戏玩家和他们的饮食——改善健康行为的社会生态学方法

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2023-11-20 DOI:10.1108/jsocm-03-2023-0066
David Micallef, Lukas Parker, Linda Brennan, Bruno Schivinski, Michaela Jackson
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引用次数: 0

摘要

本文旨在了解通过网络游戏和相关平台(如电子竞技和流媒体)吸引新兴成年游戏玩家(18-25岁)采取更健康的饮食行为的机遇和挑战。该研究使用社会生态学方法来理解影响,并提出改变行为的方法。设计/方法/方法采用目的性和便利性抽样来确定(n = 13)在线游戏行业专业人士和新兴成人(EA)玩家进行访谈。使用NVivo对数据进行定性专题分析。发现双向影响潜在地影响EA饮食行为。食品行业的广告和赞助被认为是行为生态中的主要影响因素,利用微名人和电子竞技活动来瞄准ea。该研究发现,社交营销人员需要通过干预行为生态的各个层面,包括上游的行业和潜在的政府监管,来吸引EA玩家的健康行为,以促进更好的健康和平衡食品营销。它还确定了未来吸引健康玩家的研究途径。原创性/价值据作者所知,这是第一个探索游戏行为生态对EA饮食行为影响的研究。它确定了社会营销人员可以用来吸引ea的新渠道,这些ea很难通过传统的营销渠道接触到。
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Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour

Purpose

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.

Design/methodology/approach

Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.

Findings

Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.

Originality/value

To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.

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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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