Skip to main content
placeholder image

Describing value in a social marketing service: what is it and how is it influenced?

Conference Paper


Download full-text (Open Access)

Abstract


  • One of the challenges of social marketing is the maintenance of behavioural change in individuals. Consumers of social marketing services must first see value in adopting socially-desirable behaviours before committing to changing their behaviours. This paper proposes that in order to achieve sustained behavioural change in individuals, social marketing organisations must create and deliver value to their customers. A value creation process model is proposed which identifies four different types of value at different stages of the process. Sources of value that are likely to influence the value types are also identified. The paper concludes with recommendations for future empirical work which focus on identifying specific social marketing value types and sources that exist at specific stages of the social marketing service process.

UOW Authors


  •   Zainuddin, Nadia
  •   Russell-Bennett, Rebekah (external author)
  •   Previte, Josephine (external author)

Publication Date


  • 2008

Citation


  • Zainuddin, N., Russell-Bennett, R. & Previte, J. (2008). Describing value in a social marketing service: what is it and how is it influenced?. Partnerships, Proof and Practice: Proceedings of the Second International Nonprofit and Social Marketing Conference 2008 (pp. 1-8). Wollongong, Australia: UOW.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1018&context=insm08

Ro Metadata Url


  • http://ro.uow.edu.au/insm08/19/

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • Wollongong, Australia

Abstract


  • One of the challenges of social marketing is the maintenance of behavioural change in individuals. Consumers of social marketing services must first see value in adopting socially-desirable behaviours before committing to changing their behaviours. This paper proposes that in order to achieve sustained behavioural change in individuals, social marketing organisations must create and deliver value to their customers. A value creation process model is proposed which identifies four different types of value at different stages of the process. Sources of value that are likely to influence the value types are also identified. The paper concludes with recommendations for future empirical work which focus on identifying specific social marketing value types and sources that exist at specific stages of the social marketing service process.

UOW Authors


  •   Zainuddin, Nadia
  •   Russell-Bennett, Rebekah (external author)
  •   Previte, Josephine (external author)

Publication Date


  • 2008

Citation


  • Zainuddin, N., Russell-Bennett, R. & Previte, J. (2008). Describing value in a social marketing service: what is it and how is it influenced?. Partnerships, Proof and Practice: Proceedings of the Second International Nonprofit and Social Marketing Conference 2008 (pp. 1-8). Wollongong, Australia: UOW.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1018&context=insm08

Ro Metadata Url


  • http://ro.uow.edu.au/insm08/19/

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • Wollongong, Australia