Book

Description

Identity Activation in Gamified Health Communication: From Engagement to Healthy-Eater Identity explores why social media health engagement often fails to become sustained behaviour. The book argues that likes, shares, challenges, streaks, and progress cues are not enough unless they become connected to how individuals define themselves. Using healthy-eater identity as the central mechanism, the book explains how gamified health content may influence authentic health behaviour through identity internalisation. It introduces the Identity Activation Loop™ as a framework for understanding how repeated exposure, participation, feedback, and self-alignment can transform digital engagement into self-definition. Positioned at the intersection of health communication, identity theory, gamification, and consumer behaviour, this research monograph is designed for scholars, doctoral researchers, health communication professionals, and digital wellness strategists. It builds on the author's earlier work, Why You Do What You Do: Understanding the Behaviour Ecosystem.