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Multidisciplinary Design of Sharing Services. This paper uses customer engagement within a social marketing context so that social marketing programs are perceived as brands to which youth can relate. Youth often make decisions and choices which are detrimental to their health and to society at large. Policymakers, along with commercial and noncommercial organizations, use social marketing to address health and social problems, especially in areas where educational and legal interventions have failed.
Andreasen 6 discussed the origins of social marketing extensively, and the transformations and challenges the domain has faced. In suggesting how the discipline could develop further, he highlights two key challenges, ie, identifying potential triggers between contemplation and action, and maintenance of behavior. A review of social marketing effectiveness based on 54 interventions 7 found evidence that interventions developed on the basis of social marketing criteria 4 can be effective.
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However, that review noted that interventions to prevent youth smoking and alcohol and illicit drug use had significant positive effects in the short term but that these effects were not consistent in the medium to long term, as shown in Figure 1. Effectiveness of social marketing interventions. Adapted from data presented in Stead et al. Why is it difficult to achieve long-term behavioral change?
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Why is it difficult to convert intentions into actual behaviors? Because the premise of social marketing is based on applying commercial marketing techniques, this paper examines the current trend in commercial marketing, ie, customer engagement, and assesses its applicability in social marketing. Suggestions for future directions in this discipline with a theoretical customer engagement framework are proposed in an attempt to engage customers for initial and sustainable behavioral change. There are three common approaches to behavior change, ie, education, marketing, and legislation.
Because marketing offers an incentive and is voluntary, it has the ability to influence behavior effectively in the long term. The principles and practices of social marketing are being successfully applied to many health programs. Andreasen identified social marketing as the application of marketing techniques to influence human behavior in a manner that is beneficial to the community, and proposed the following definition of social marketing: This definition emphasizes that the core of social marketing is to promote behavioral change.
The key dimensions to this are exchange, commercial marketing strategies, and voluntary change. MacFadyen et al 14 perceived social marketing as having an influence on individual behavior, and further suggested that it could be used to change the behavior of groups and organizations and to target broader environmental influences on behavior. With the growing debate over definitions in social marketing, Andreasen 4 called for social marketers to focus more on designing effective social marketing programs.
He developed the following six benchmarks by which a social marketing program can be developed and assessed: The key purpose of social marketing is to benefit individuals, who are the target of any campaign, not the organizations responsible for the campaign. Social marketing focuses on the target audience, which has a primary role in the process. These four Ps are often used in social marketing, such as demarketing of tobacco to discourage its use. The emphasis lies in the target markets being attractive due to their uniqueness and likelihood of purchasing a particular product.
Burton 30 points out that, with the inclusion of the perceived behavioral control construct, this model enables measurement of the extent to which an individual believes the outcomes of behavior can be controlled. The theory of planned behavior suggests the use of attitudes, subjective norms, and perceived behavioral control to understand beliefs and thus predict behavior. Developed in the s, the health belief model suggests that health behavior is a function of individual sociodemographic characteristics, knowledge, and attitudes.
The social cognitive learning theory states that new behaviors are learned either by modeling the behavior of others or by direct experience. Social learning theory looks at human behavior as a continuous interaction between cognitive, behavioral, and environmental determinants. Rogers 36 describes the diffusion of power theory as the process by which an idea is disseminated throughout a community. This theory has four essential elements, ie, innovation of an idea or concept; communication of the idea to a target audience; use of a social system to implement the idea; and allowing ample time for the idea to be cemented in the long term.
The community needs to be exposed to a new idea, which takes place within a social network or through the media, and this will determine the rate at which people adopt a new behavior over time. Social theories and models see individual behaviors as embedded in the social and cultural context of the target audience.
Levy and Zaltman 42 identified three levels in society at which social change might occur, ie, the micro level individual , the group level organization , and the macro level society. This review of social marketing and theories about behavioral change highlights that social marketing has emphasized both implicitly and explicitly a need for relationships.
In relationship marketing, Morgan and Hunt 43 discussed this as a network paradigm, which was subsequently adapted by Hastings 5 to include a relational approach to social marketing. Therefore, social marketing is a process that works upstream, downstream, and midstream in the context of a holistic system of relationships.
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Post-modern theorists, eg, Lyotard, 44 conceptualize modernity as an historical period in which, despite the world being understood as complex, perceptions were organized by totalizing theoretical systems focused on predictability, objectivity, and scientific progress. Post-modern knowledge is comprised of small and multiple narratives about a multiple world. Venkatesh 46 discussed the characteristics of post-modernity, ie, disappearance of continuity, unity, purpose, and commitment, and the emergence of fragmentation and resistance.
Beck et al 47 disagree about the world being fragmented, observing that society will always form social cohesion in action. Individuals will change their values and social bonds according to their own perceptions about risks in a contemporary world, and individuals are capable of recognizing the social conditions of their existence.
Goubman 48 identifies this as the triumph of formal rationality and a calculative approach towards the universe, and the alliance between science and technology is seen as the main tool for comprehension of the universe. This is the central process of transition from modernity to post-modernity. Kellner 49 suggests that we are in an interregnum between an aging modern and an emerging post-modern era. There are also claims that post-modernism has already occurred, equating it with an earthquake and we are now living with the aftershocks in a world that is forever changed.
This paper is based on the notion that we are in a stage of transition. Hence the notion of individuals having a fixed set of values will change to one of each individual creating their own personal and flexible hierarchy out of the values available in their social and cultural settings. Firat and Venkatesh 53 describe pastiche as an attitude expressed in the form of lack of emotional bonds and commitment by individuals.
The consequences of this conflict in values are discussed by Firat and Venkatesh, 53 who categorize postmodern culture as hyperreality, fragmentation, reversal of consumption and production, decentering of the subject, and paradoxical juxtaposition of opposites, all of which create a loss of commitment. The gap between societal and individual value systems poses challenges for individual identity. Hence, despite differences in ideology, an individual still depends on society.
This calls for pluralism, which is the acceptance of differences. Sherry 56 identified this, and called for tolerance and recognition of differences. This can only be achieved by dialog and interaction. The impact of postmodernism and its interplay with marketing has been discussed by previous researchers. The discipline has been going through changes over the years from a transaction focus to a relational focus.
Gronroos 65 developed several new concepts in service marketing, which were later incorporated as part of the Nordic School of Services. The central focus was on relationship marketing. Relationship marketing has been viewed as buyer-seller encounters that accumulate over time, with opportunities to transform individual and discrete transactions into relational partnerships. Other researchers 68 , 69 have discussed customer-perceived quality as a function of customer perception of two dimensions, ie, what the customer receives and the impact of various interactions the customer has with the marketing body.
In the interaction process, these are known as technical quality and functional quality, respectively. Relationship marketing encompasses both quality dimensions in an attempt to provide customers with added value.
Morgan and Hunt 43 emphasize trust and commitment as being crucial to the relationship to add value for customers. Discussions on trust have received a great deal of attention in organizational behavior studies, 71 in social psychology, 72 sociology, 73 and in economics. Furthermore, trust directly influences relationship commitment. Commitment is considered to be central to all relational exchanges between the various protagonists in commercial marketing.
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Satisfaction has become the mantra for corporate success. There is a need to focus beyond post-consumption and explore ways of integrating consumers in delivering value, which will influence attitude and behavior. The drivers of relationship marketing are companies which, in the context of social marketing, are social marketing organizations. Patterson et al 82 discuss multicomponent social marketing interventions, such as community, school, and family involvement, which have long-term effects, underscoring the importance of integrating all stakeholders.
To achieve behavioral change, there is a need to focus on upstream and midstream stakeholders in social marketing. As conflict and disjointedness between societal and individual value systems continues, there is a need to integrate all protagonists in a relationship for the betterment of both society and the individual. Relationship marketers offer customers value-adding benefits that are not readily available elsewhere, which creates a strong foundation for maintaining and enhancing relationships.
In the case of social marketing, the challenge is to portray the benefit of giving up socially undesirable behaviors, such as smoking, alcohol, and drug abuse, which often leads social marketers to resort to scare tactics, which can change a behavior temporarily, eg, fear-based antismoking advertisements, but long-term behavioral change requires commitment and loyalty. Achterberg et al, 83 in an empirical study, identified that type of involvement rather than advertising appeal increases brand loyalty.
Because individuals project themselves through brand association, a social marketing intervention needs to create its own brand, not by scare tactics but by customer involvement. Another issue is that commitment to the relationship is pivotal to social marketing, and consumer behavior change will not be sustainable without it. Because the post-modern consumer experiences distrust and loss of commitment, there is a challenge in relationship marketing to ensure trust and commitment is embedded between consumers and stakeholders.
However, social marketing organizations are still drivers of trust and commitment. How can customers be involved in social marketing programs so that satisfaction, trust, and commitment can lead to actual behaviors and not just intentions? The solution lies in customer engagement. This represents a dilemma, because the multirelationship model of social marketing described by Hastings 5 places the focus once again on social marketing organizations rather than on customers. Addressing this gap, this paper focuses on the central tenet of the multirelationship model of social marketing to consumers, as emphasized by Morgan and Hunt see Figure 2.
Multirelationship model of social marketing. An examination of other such mechanisms led to a focus on the customer engagement concept, which may be a superior predictor of customer loyalty relative to traditionally used marketing constructs. Engagement has been found to generate a number of potentially positive consequences at both the organizational and individual levels including attitudes, intentions, and behaviors, such as job satisfaction, low absenteeism, high organizational commitment, superior customer-related performance, and customer evaluations.
Current research focuses on customer engagement behavior which also encompasses customer cocreation. Therefore, customer engagement is seen from a behavioral perspective. Andreasen 4 has discussed the need for the target audience to be involved in predesign, design, implementation, and evaluation of social programs.
However, there has been a surprising oversight by social markets in integrating customers theoretically into social marketing programs, even though reviews of social marketing highlight the importance of focusing on customers for behavior change. Hastings 5 had made contributions in adding the relational paradigm in social marketing, and Russell-Bennett et al 79 have discussed a value creation model for governmental social marketing activities. Their paper suggests integrating customer engagement in social marketing, as shown in Figure 3 , for further deepening of the social marketing domain.
For customers to perceive value and benefit in social marketing interventions and to establish long-term relationships, there is a need to engage customers in creating value to maintain loyalty. The relationships built with different stakeholders through interactions motivate customers to be involved in the design and implementation of effective social marketing programs. Involvement and interaction allow room for customers to be cocreators in social marketing programs, which customers can then identify with trust and commit to moving from intentions to actual behavior.
Social marketing is still the umbrella for behavioral change. Behavioral change is regarded as a subcategory of a larger concept, ie, behavioral influence.
The Value for Engagement (VFE) Model – Donatella Padua |
This will only happen if there is an environment of satisfaction, trust, and commitment, which needs customer engagement, ie, involvement and interactions. The move to relational and engagement paradigms in social marketing does not mean that social marketers should ignore the important role played by the traditional marketing mix in designing effective social marketing programs.
Segmentation of the target audience, in this case youth, is also critical, as proposed in Figure 4. This social network is evident amongst youth, who see groups as a reflection of their identity. The premise of social marketing is not only based on adapting commercial marketing techniques but also on relationships. There are sets of values and perceptions in the contemporary world to create positive perceived value in the minds of youth through meaningful and long-term relationships trust, commitment, and satisfaction , and youth need to be engaged right at the beginning through involvement and interactions for sustainable behavioral change.
Trust, commitment, and satisfaction are not only consequences of customer engagement but are also antecedents of customer engagement in the long term. The absence of customer engagement undermines social marketing programs which have their foundations in youth. If behavioral change is the ultimate goal, then the process of building relationships has to be incorporated into social marketing. To build this relationship, youth in social marketing programs should be seen as customers and partners in cocreating value. This allows for both consumer-oriented and stakeholder-oriented outcomes to be achieved.
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Customer engagement should be seen as an added dimension in effective social marketing programs. Perceived value and perceived benefit of individuals is a manifestation of self image. Because the postmodern customer is going through a transformation of value systems, there is a greater need for empowerment and capacity building.
Empowerment refers to the ability of people to gain understanding and control over personal, social, economic, and political forces in order to take action to improve their life situations. The process of empowerment, dialog, interaction, and involvement is difficult, 5 but it can be achieved by engaging customers throughout planning, design, implementation, and evaluation of social marketing programs, especially with the involvement of social media. This paper attempts to provide a perspective for integrating customer engagement into a social marketing program.
Future research can focus on testing the framework empirically and deepening this concept in social marketing. National Center for Biotechnology Information , U. Adolesc Health Med Ther. Published online Dec Author information Copyright and License information Disclaimer. This is an Open Access article which permits unrestricted noncommercial use, provided the original work is properly cited. This article has been cited by other articles in PMC. Abstract It is widely accepted that many social and health problems have underlying behavioral causes. Introduction Youth often make decisions and choices which are detrimental to their health and to society at large.
Open in a separate window. Behavior change through social marketing There are three common approaches to behavior change, ie, education, marketing, and legislation.
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Health belief model Developed in the s, the health belief model suggests that health behavior is a function of individual sociodemographic characteristics, knowledge, and attitudes. Social cognitive theory The social cognitive learning theory states that new behaviors are learned either by modeling the behavior of others or by direct experience. Diffusion of innovation theory Rogers 36 describes the diffusion of power theory as the process by which an idea is disseminated throughout a community.
Post-modernism Post-modern theorists, eg, Lyotard, 44 conceptualize modernity as an historical period in which, despite the world being understood as complex, perceptions were organized by totalizing theoretical systems focused on predictability, objectivity, and scientific progress. Creation of value The impact of postmodernism and its interplay with marketing has been discussed by previous researchers.
Relationship marketing Gronroos 65 developed several new concepts in service marketing, which were later incorporated as part of the Nordic School of Services. Quality perceived by consumers Other researchers 68 , 69 have discussed customer-perceived quality as a function of customer perception of two dimensions, ie, what the customer receives and the impact of various interactions the customer has with the marketing body.