Social media communication: Re-creating the context of social gaming

Abstract

As social media communication represents an important platform for environmental innovations and service design necessary for creating sustainable living environment and leverage users mobility, in this paper we investigate, by using data from three experiments, how human communication and engagement in social gaming can be utilized in such new contexts, for the purpose of service innovation, brand and service design, building sustainable living environments and well-being, such as smart initiatives. Experimental research data collection had been done during three social media activation Coca-Cola Hellenic 45 Years in Serbia, Smoki Smokic Pirate Adventure, and Kraft Sport Game Campaign.