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A qualitative investigation of sources of value in social marketing from the lens of a public health service

Conference Paper


Abstract


  • This paper seeks to identify the sources of value in a government health screening service.

    Consumers’ use of such services for their own benefits demonstrates desirable behaviour and

    their continued use of these services indicates maintenance of the behaviour. There are also

    positive outcomes for society as the health of its members is improved overall through this

    behaviour. Individual-depth interviews with 25 women who use breast cancer screening

    services provided by BreastScreen Queensland (BSQ) revealed five categories of sources of

    value. They are information sources, interaction sources, service, environment, and consumer

    participation. These findings provide valuable insights into the value construction of

    consumers and contribute towards our understanding of the value concept in social

    marketing.

UOW Authors


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

Publication Date


  • 2009

Citation


  • Zainuddin, N., Previte, J. & Russell-Bennett, R. (2009). A qualitative investigation of sources of value in social marketing from the lens of a public health service. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australia New Zealand Marketing Academy.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3087

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • Melbourne, Australia

Abstract


  • This paper seeks to identify the sources of value in a government health screening service.

    Consumers’ use of such services for their own benefits demonstrates desirable behaviour and

    their continued use of these services indicates maintenance of the behaviour. There are also

    positive outcomes for society as the health of its members is improved overall through this

    behaviour. Individual-depth interviews with 25 women who use breast cancer screening

    services provided by BreastScreen Queensland (BSQ) revealed five categories of sources of

    value. They are information sources, interaction sources, service, environment, and consumer

    participation. These findings provide valuable insights into the value construction of

    consumers and contribute towards our understanding of the value concept in social

    marketing.

UOW Authors


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

Publication Date


  • 2009

Citation


  • Zainuddin, N., Previte, J. & Russell-Bennett, R. (2009). A qualitative investigation of sources of value in social marketing from the lens of a public health service. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australia New Zealand Marketing Academy.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3087

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • Melbourne, Australia