Always On: Understanding the Intrinsic Motivations for Playing Games on Smartphones and the Effect of User Characteristics

This study examines the intrinsic motivations that drive the enjoyment of smartphone games and the influence of the characteristics of age, gender and playfulness on such motivations. Using Self-Determination Theory (SDT) from the discipline of psychology as a basis, a sample of 340 smartphone gamers was surveyed and the results were analyzed using a multiple linear regression approach. The consequent model was then tested in relation to two specific games to further validate the approach and provide a model that is relevant to individual games. This study thus provides a clearer idea of the nature of play as it develops in the era of the smartphone game as well as adding another layer to our understanding of intrinsic motivation due to the fact that smartphone games can be accessed as necessary for need satisfaction, to experience flow, to gain a sense of escapism and ultimately to allow a player to experience a sense of enjoyment. Given that smartphones now constitute an essential communication device, this represents a key change in that people can now access a mode of play almost at whim. Players now have access to an enjoyable experience that can provide satisfactions that other experiences in their daily life may not allow

From Digital Subcultures to Destination Tourism: Profiling Attendees at Multi Genre Festivals

The rise and connectivity of digital subcultures are increasingly influencing destination tourism. This study provides an understanding of a multi genre festival within the wider context of popular ‘geek’ culture and its increasing role in events and destination tourism. Through profiling the characteristics and experiences of visitors attending Nordsken, an annual festival in Northern Sweden, we profile segments and provide insights on attendees. Based on a survey of festival visitors, this study revealed five distinct clusters (Digital Gamer, Enthusiastic Nerd, Analogue Fan, Spectator & Follower and Creative Player) based on interests and activities. Experiences of the event were relatively similar for all clusters indicating that multi genre festivals can create memorable experiences for a broad audience with a variety of interests rooted in digital cultures. Through understanding and developing target audiences, regions can leverage multi genre festivals as platforms to enhance regional digitalization

Investigating the value of a peer-to-peer mentoring experience

Globalization of business skills has become critical as employers have a requirement for culturally adaptable marketing and business graduates who are "work ready" in either Australia or overseas. These students must have both discipline knowledge and soft skills including cultural competence. How students develop intercultural skills at university is discussed. Given that more than ninety percent of local university students do not participate in academic offshore experiences, a focus is on the internationalizationat-home activities that universities offer. This study looks at cross-cultural peer-to-peer mentoring. A paucity of research on the effect of these experiences further enhances the relevance of this topic. This research investigates whether Australian marketing and business students who undertake a cross-cultural peer-to-peer mentoring experience "at home" become more cross-culturally adaptable. A quasi experimental pre and post-test survey shows that this method of an "at home" cross-cultural experience has a significant effect on four of the cultural dimensions. They are Flexibility/Openness, Personal Autonomy, Perceptual Acuity and Fulfilment. This means that as a result of this study, the recommendation for future peer-to-peer mentoring experiences would be to specifically target these significant dimensions as part of the peer-to-peer mentoring agenda. The focus of their agenda on these dimensions would allow peer-to-peer mentors of different ethnicities and those mentors who are Australian born but who mentor students from different countries, to be confident that their work was directly attributable to increasing their mentees' and their own cross-cultural adaptability. It shows that cross-cultural mentoring for marketing and other business students in an "at home" setting is an important part of preparing business and more specifically marketing students for the challenges of the global workplace

Marketing (2nd edition)

Marketing 2 is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital consumers, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing 2 thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing. Supported by results-driven technology in McGraw-Hill's Connect and a focused table of contents covering all of the foundational topics in thirteen chapters, Marketing 2 is the ideal choice for any Principles of Marketing course. With Connect package, students examine how firms analyse, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics

Marketing.[ 3rd ed.]

The third edition is designed to show students how organisations can create, deliver and capture value for customers, and how value can be used as a tool to build lasting customer relationships.Exploring both fundamental concepts and new marketing strategies and tactics, Grewal’s Marketing continues to evolve as the marketing function does. Covering topics like social media, marketing analytics and ethics, both individually and integrated throughout, the new edition illustrates how these areas now cross all aspects of marketing.Every chapter is packed with up-to-date vignettes, case studies and example boxes that both illustrate and complement the theory with real, recognisable businesses and people

Marketing [2nd Ed]

Marketing 2 is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital consumers, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing 2 thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing.\ud \ud Supported by results-driven technology in McGraw-Hill's Connect and a focused table of contents covering all of the foundational topics in thirteen chapters, Marketing 2 is the ideal choice for any Principles of Marketing course. With Connect package, students examine how firms analyse, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics