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Social Marketing, Entertainment Education Program.

Postgraduate program. Master in Strategic Marketing and Master in Business Administration.

In the midst of the many TV shows that do not provide enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation, Kick Andy Magazine, Kick Andy Enterprise and others. Challenge for this program is to maintain the right balance between social, entertainment and education.

This Case Study illustrates that Kick Andy TV Show filled the value gap that viewers experienced from existing TV show. This show is similar to the offer of Oprah Winfrey Show in the USA. Student is expected to understand social marketing primarily related to entertainment-education TV show.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Brands are increasingly considering the use of chatbots to supplement, or even replace, humans in service interactions. Like humans, chatbots can follow certain service scripts in their encounters, which can subsequently determine the customer experience. Service scripts are verbal prescriptions that seek to standardize customer service interactions. However, while the role of service scripts is well documented, despite the increasing use of chatbots as a service mechanism, less is known about the effect, on consumers, of different service scripts presented during chatbot service encounters.

An experimental scenario was developed to test the research hypotheses. Respondents were randomly allocated to scenarios representing a 2 (service interaction: human, chatbot) × 2 (service script: education, entertainment) design. A total of 262 US consumers constituted the final sample for the study.

The findings indicate that when employing an education script, a significant positive effect occurs for human service agents (compared to chatbots) in terms of both satisfaction and purchase intention. These effects are fully mediated by emotion and rapport, showing that the bonds developed through the close proximity to a human service agent elicit emotion and develop rapport, which in turn influence service outcomes. However, this result is present only when an educational script is used.

This paper contributes to the emerging service marketing literature on the use of digital services, in particular chatbots, in service interactions. We show that differences occur in key outcomes dependent on the type of service script employed (education or entertainment). For managers, this study indicates that chatbot interactions can be tailored (in script delivered) in order to maximize emotion and rapport and subsequently consumer purchase intention and satisfaction.

This paper aims to explore a complex combination of four realms of the experience economy in formulating memories and satisfaction among festival visitors by using augmented reality (AR), thus engaging visitors in the physical science experience. This study also identifies necessary conditions to achieve desired responses from visitors.

Asymmetrical modelling with fuzzy set qualitative comparative analysis (fsQCA) was used to investigate causal recipes of two configurations of the experience economy and evaluation of experience leading to both high and low scores from visitor engagement. Necessary condition analysis was applied to examine necessary predictors in visitor engagement. The proposed configuration model was tested by using data obtained from visitors to science festivals in the UK.

Five causal recipes explained the complex conditions in which visitors were more likely engaged in AR. Aesthetics, education, entertainment and satisfaction were necessary for high engagement among festival visitors.

The results from fsQCA and analyses of necessary conditions help festival organizers improve visitor satisfaction and engagement in a memorable AR experience.

This empirical study deepens current festival understanding of how visitors experience AR by exploring combinations of complex configurations of the experience economy and evaluations of visitor experience based on memories and satisfaction. Unlike symmetrical approaches, asymmetrical modelling by using fsQCA can explore recipes for both high and low scores of visitor satisfaction and engagement. This is the first empirical study investigating necessary predictors of festival visitor behaviour.

The purpose of this paper is to examine the mediating effect of perceived festival value on the relationship between satisfaction and experiences in the context of a music festival. The study presented herein also examined festival experiences based on the experience economy model.

A face-to-face survey was performed at the rock music festival Kuzey Fest in Sinop/Turkey, where 336 questionnaires were completed. The statistical analyses conducted to establish the relationship between experiences, perceived value and satisfaction comprised explanatory factor analyses and multiple regression analysis.

This study showed that the experience economy in the context of music festivals consists of four experience dimensions. According to the findings, the participants had predominantly entertainment and aesthetics experiences through passive participation. The study concluded that there were partial and full mediating roles of perceived festival value in the relationship between some experience dimensions and satisfaction; however, it was also found that escape experiences did not significantly affect satisfaction. Finally, the aesthetics, education, entertainment and festival value variables were important pioneer variables for satisfaction.

This study provides industry practitioners with meaningful insight on how to build rich festival experiences and satisfaction.

Perceived value is a critical factor for developing satisfaction and gaining a competitive edge. While much is known about the effect of festival experiences on satisfaction, there is little research examining festival value within the framework of experiences and satisfaction. This research also provides valuable insights for applying the experience economy within the context of events management.

Game-based learning or simulation-based learning – especially Serious Games – are notions of the contemporary discourse on digitalisation in the higher education sector in Germany. These methods offer a more vivid and motivating learning context and they help to improve important competencies for reaching work-related higher education goals. This explorative study focuses on experts’ experiences with digital and non-digital serious games and their contribution towards developing self, social and management competencies, in the Bundeswehr Command and Staff College in Hamburg (Germany). Whilst there are numerous opportunities for using serious games in higher education, their use creates barriers for addressing social, as well as leadership/management competencies. In the future, game-based learning – and more specifically, digital game-based learning – could challenge the relation between learning as hard work and learn for fun, and between explicit and goal-oriented learning and implicit, incidental and explorative learning.

Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims to analyze the interdependence of perceived experiences and revisit intention across three events.

Using a survey, data (n = 986) were collected from spectators at the ice hockey world championships, the table tennis world championships and motorsport events (e.g. German-touring car championship). Entertainment, esthetics, escapism and education served as dimensions defining the experience at sport events and their association with revisit intention. The models were tested using confirmatory factor analyses and structural equation modeling.

The four dimensions of experience were confirmed. Yet, they differ across the three sport events. For instance, whereas entertainment loaded highest on experience for all events, education had the second-highest factor loading for the table tennis event and esthetics for the ice hockey and motorsports events.

Sport event marketers must understand spectators' experiences and the influence on post-consumption behavior. For motorsports, the promotional material should emphasize the esthetics of an experience, for ice hockey the entertainment, and for table tennis education is at the core of the experience.

This study employed the four realms of experience to a sport event setting, which is new. The results suggested that the three sport events provide distinct experiencescapes for the spectators.

This study aims to explore and conceptualize metaverse adoption using a systematic literature review (SLR). It also aims to propose a conceptual model that identifies significant factors affecting metaverse adoption in the entertainment, education, tourism and health sectors.

A SLR was conducted using the “preferred reporting items for systematic reviews and meta-analyses” report protocol and the “theory, context, characteristics, methods” framework to include all relevant articles published up to March 2023, which were sourced from the Scopus and Web of Science databases.

The reviewed literature revealed that the countries with the highest publications in the field of metaverse were China and the USA. It was also found that the technology acceptance model was the most used theoretical framework. Survey-based research using purposive and convenience sampling techniques emerged as the predominant method for data collection, and partial least square-structural equation modeling was the most used analytical technique. The review also identified the top six journals and the variables that help to develop a proposed model.

This review presents a novel contribution to the literature on metaverse adoption by forming a conceptual model that incorporates the most used variables in the entertainment, education, tourism and health sectors. The possible directions for future research with identified research gaps were also discussed.

This paper aims to investigate the impact of gastronomic experience on sharing experiences, as well as place attachment as a mediator and length of stay as a moderator.

Quantitative method was used in this study. The paper conducted an online survey from 717 international tourists who visited Phuket, a city of gastronomy.

The result revealed that four dimensions of gastronomic experience – entertainment, escapist, education and aesthetic – affected sharing experience. The mediating role of place attachment was documented. As expected, the length of stay moderated the effect of the gastronomic experience on sharing experience through place attachment as a mediator.

These results could help destination managers to develop tourist experiences and enhance customers' length of stay and place attachment. On the other hand, this research contributes to the understanding of the factors that affect sharing experience in the tourism industry with a special focus on the city of gastronomy.

Prior research shows that tourism experience provides a future tourist behavior based on effective attitudinal variables. At the present, this research provides researchers with information on how to narrow the behavior gap through a range of marketing. This study gives additional insights into the indications of what visitors will transfer into behavior and why an area that has not been addressed previously in this context.

The aim of this paper is to investigate the characteristics of edutainment consumption and to analyze how new technologies influence it. It discusses a new theme, both with reference to the selected context (the phenomenon of edutainment itself and its consumption), and to the object itself (artistic consumption mediated by technological applications).

This paper addresses the research question previously mentioned by conducting an analysis of the marketing literature as it has been developed. The main areas of investigation are the experiential interpretation of consumer behaviour, entertainment and education. This paper is multidisciplinary in nature. An in‐depth analysis of the main object of the research and an original model of analysis of cultural experience are provided.

The use of new technologies that stimulate all the senses of the individual allows the re‐creation of the content of the message, both in terms of education and entertainment. A new form is given to the message, which is set in a new virtual environment, a “virtual edutainment environment” (VEE), where the interaction with the customer takes place. In our review of the marketing literature analysis we highlight the reasons that give rise to the VEE as a particular kind of cyberspace. A VEE is an environment in which one or more consumers experience the re‐created message. In this context, the users may interact amongst each other, but what is essential is that the information be elaborated in one complex way, utilizing multimedia tools in order to affect the consumer's senses. Hence, consumers are immersed in a deep experience of edutainment.

The convergence of education and entertainment, favoured by the diffusion of technology and its use, involves a very high risk for institutions that are trying to cling to their past history and their traditional managerial behaviour. Institutions like these need to use technological applications to increase the value of what they can offer to the consumer. For example, the learning process of the visitors of a museum will not be impaired by the entertaining use of new technologies. Instead, the memory of their experience will be reinforced and reinvigorated. The experiential interpretation of consumer behaviour has been one of the most innovative fields of study in the last 20 years, and it is even more promising for the future of marketing, as it is spreading into product categories that are far from being hedonistic.

The value of this paper is based on the proposal of an original model of analysis of cultural experience. The definition of the VEE takes its roots in other marketing concepts, such as the computer‐mediated environment and cyberspace, but it differs from them since it highlights the particular features of a cultural experience mediated through technological applications. The same is true with regard to the edutainment immersion experience, which is a particular interpretation of this kind of interaction between customers and the message.

The purpose of this paper is to explore the composition of “tourism experience” of tourist visiting during the Nabakalebara event at Puri, India.

The paper applies data reduction using exploratory factor analysis on a sample of 300 respondents drawn during the event and condenses a set of 20 attributes into a list of five compressible factors.

The research shows that visitors visualise tourism experience as a combination of five factors: education, entertainment, esthetics, escapism and ease of facilities. They assigned different weightage in terms of significance to each of these factors. Internal configuration of these factors also reveals interesting patterns.

A non-probability sampling method is applied in this research. Future studies should replicate the research in different social, economic and geographical context to see if the factor composition and structure remain unchanged.

Organisers should focus on improving ease of facilities. Disproportionate expenditure on adding to other factors is not expected to yield matching dividends.

The study assumes significance as this kind of event used to happen on every 15 years. This attracts millions of visitors. The paper explores the expectation of visitors.

This paper is among the few works done on understanding tourism experience during the Nabakalebara at Puri, India. It adds significantly to the meagre body of knowledge in the area of tourism experience.