Purpose: The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda....

Purpose: Designing a social marketing intervention for low-income earners requires an understanding of the key motivations. As part of the Low-Income Earner Energy Efficiency Programme, this study investigates the key factors that influence energy behaviours amongst Australian young low-income...

Purpose: The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and serious m-games are designed, and second, to model the effects of game design elements on key transformative...

Purpose: The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity to examine the effect of a transformative gamification service on users’ well-being behaviors; and second, to demonstrate the usefulness of...

Purpose: The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service. Design/methodology/approach: An online survey of 570 women aged over 50 in one Australian state was conducted...

Purpose: Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. Marketers have also begun to explore consumer behavior in sustainability. This paper...

Purpose: This paper aims to identify future research opportunities that address human–technology service interactions. Design/methodology/approach: This editorial is based on the author’s personal reflections and conceptualizations of ideas from past previous research and theory. Findings:...

Purpose: This editorial aims to discuss 11 trends that are driving changes in business education, especially for Master of Business Administration (MBA) curriculum programming. Design/methodology/approach: The editorial provides introspection, personal reflections and conceptualization using...

Purpose: The use of supportive digital technology – the provision of supportive services and self-management health tools using digital platforms – by marketers is increasing alongside research interest in the topic. However, little is known about the motivations to use these tools and...