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Consumers as value creators: Exploring value self-creation in social marketing

Conference Paper


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Abstract


  • Value creation is an important part of social marketing, which attempts to create value for

    target audiences to induce behaviour change (Kotler & Lee, 2011). Social marketing is often

    concerned with voluntary behaviour change, and as such, requires a level of active consumer

    participation within the value creation process. The voluntary nature of many social

    marketing activities suggests that the experiential value of these behaviours is proactive.

    Holbrook (1994) distinguishes between passive and active value in commercial marketing,

    whereby passive value is experienced by consumers reactively in response to the

    consumption of an object or service, and active value is participative, which requires

    collaboration between the consumer and organisation. This reflects a value co-creation

    context as presented by Vargo and Lusch (2004) and Grönroos (2011).

UOW Authors


  •   Mccosker, Angie (external author)
  •   Zainuddin, Nadia
  •   Tam, Leona (external author)

Publication Date


  • 2014

Citation


  • Mccosker, A., Zainuddin, N. & Tam, W. (2014). Consumers as value creators: Exploring value self-creation in social marketing. International Social Marketing Conference

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1900&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/896

Abstract


  • Value creation is an important part of social marketing, which attempts to create value for

    target audiences to induce behaviour change (Kotler & Lee, 2011). Social marketing is often

    concerned with voluntary behaviour change, and as such, requires a level of active consumer

    participation within the value creation process. The voluntary nature of many social

    marketing activities suggests that the experiential value of these behaviours is proactive.

    Holbrook (1994) distinguishes between passive and active value in commercial marketing,

    whereby passive value is experienced by consumers reactively in response to the

    consumption of an object or service, and active value is participative, which requires

    collaboration between the consumer and organisation. This reflects a value co-creation

    context as presented by Vargo and Lusch (2004) and Grönroos (2011).

UOW Authors


  •   Mccosker, Angie (external author)
  •   Zainuddin, Nadia
  •   Tam, Leona (external author)

Publication Date


  • 2014

Citation


  • Mccosker, A., Zainuddin, N. & Tam, W. (2014). Consumers as value creators: Exploring value self-creation in social marketing. International Social Marketing Conference

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1900&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/896