To read this content please select one of the options below:

Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour

David Micallef (School of Media and Communication, RMIT University, Melbourne, Australia)
Lukas Parker (School of Media and Communication, RMIT University, Melbourne, Australia)
Linda Brennan (School of Media and Communication, RMIT University, Melbourne, Australia)
Bruno Schivinski (School of Media and Communication, RMIT University, Melbourne, Australia)
Michaela Jackson (School of Media and Communication, RMIT University, Melbourne, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 20 November 2023

Issue publication date: 2 January 2024

387

Abstract

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.

Keywords

Citation

Micallef, D., Parker, L., Brennan, L., Schivinski, B. and Jackson, M. (2024), "Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour", Journal of Social Marketing, Vol. 14 No. 1, pp. 95-113. https://doi.org/10.1108/JSOCM-03-2023-0066

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles