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Value in social marketing: a qualitative exploration within government health services

Conference Paper


Abstract


  • Value creation is an area with long-standing importance in the marketing field, yet little is known about the value construct itself. In social marketing, value can be regarded as an incentive for consumers to perform desirable behaviours that lead to bother greater social good and individual benefit. An understanding of customer value in the consumption of social products is an important aspect of designing social marketing interventions that can effectively change social behaviours. This paper uses qualitative data, gathered during depth interviews, to explore the value dimensions women experience from using government-provided breast screening services every two years. Thematic analysis was used in discovering that emotional functional, social and altruistic dimensions of value were present in womens’ experiences with these services as well as in the outcomes from using them.

UOW Authors


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

Publication Date


  • 2009

Citation


  • Zainuddin, N., Russell-Bennett, R. & Previte, J. (2009). Value in social marketing: a qualitative exploration within government health services. Sustainable Social Enterprise -International Nonprofit and Social Marketing Conference 2009 proceedings (pp. 1-8). Melbourne, Australia: Victoria Law School.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3086

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • Melbourne, Australia

Abstract


  • Value creation is an area with long-standing importance in the marketing field, yet little is known about the value construct itself. In social marketing, value can be regarded as an incentive for consumers to perform desirable behaviours that lead to bother greater social good and individual benefit. An understanding of customer value in the consumption of social products is an important aspect of designing social marketing interventions that can effectively change social behaviours. This paper uses qualitative data, gathered during depth interviews, to explore the value dimensions women experience from using government-provided breast screening services every two years. Thematic analysis was used in discovering that emotional functional, social and altruistic dimensions of value were present in womens’ experiences with these services as well as in the outcomes from using them.

UOW Authors


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

Publication Date


  • 2009

Citation


  • Zainuddin, N., Russell-Bennett, R. & Previte, J. (2009). Value in social marketing: a qualitative exploration within government health services. Sustainable Social Enterprise -International Nonprofit and Social Marketing Conference 2009 proceedings (pp. 1-8). Melbourne, Australia: Victoria Law School.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3086

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • Melbourne, Australia