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Influencing behavioral change by customer engagement amongst youth.

Singh S - Adolesc Health Med Ther (2011)

Bottom Line: This paper examines ways of integrating customer engagement in social programs to influence and initiate behavior change effectively with a special focus on youth.This approach will pave the way for effective brand positioning and brand loyalty in social marketing which has been lacking and requires more attention from researchers and policymakers.This paper outlines theoretical developments in social marketing that will increase the effectiveness of social marketing programs overall.

View Article: PubMed Central - PubMed

Affiliation: Marketing and Management, Department, Macquarie University, Sydney, New South Wales, Australia.

ABSTRACT
It is widely accepted that many social and health problems have underlying behavioral causes. Because these problems are rooted in human behavior, solutions to deal with them also lie in human behavior. This paper examines ways of integrating customer engagement in social programs to influence and initiate behavior change effectively with a special focus on youth. This work followed a theoretical deduction by use of a literature review. Social marketing places emphasis on behavior change, and one of the key challenges for social marketers is to ensure a perceived value for customers in taking up and maintaining positive behavior. If perceptions, beliefs, attitudes, and values influence behavior, then the central focus should be on the youth. Integrating youth is a prerequisite for effective social marketing programs and ultimately behavioral change. This approach will pave the way for effective brand positioning and brand loyalty in social marketing which has been lacking and requires more attention from researchers and policymakers. This paper outlines theoretical developments in social marketing that will increase the effectiveness of social marketing programs overall. Existing social marketing literature typically focuses on social marketing interventions and behavioral change. This paper uses customer engagement within a social marketing context so that social marketing programs are perceived as brands to which youth can relate.

No MeSH data available.


Related in: MedlinePlus

Multirelationship model of social marketing.43Adapted from Morgan and Hunt, The Commitment-Trust Theory of Relationship Marketing. J Marketing. 1994;58(3):20–38. With permission from the American Marketing Association, Copyright © 1994.
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f2-ahmt-2-123: Multirelationship model of social marketing.43Adapted from Morgan and Hunt, The Commitment-Trust Theory of Relationship Marketing. J Marketing. 1994;58(3):20–38. With permission from the American Marketing Association, Copyright © 1994.

Mentions: 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 Hastings5 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).43


Influencing behavioral change by customer engagement amongst youth.

Singh S - Adolesc Health Med Ther (2011)

Multirelationship model of social marketing.43Adapted from Morgan and Hunt, The Commitment-Trust Theory of Relationship Marketing. J Marketing. 1994;58(3):20–38. With permission from the American Marketing Association, Copyright © 1994.
© Copyright Policy
Related In: Results  -  Collection

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getmorefigures.php?uid=PMC3926774&req=5

f2-ahmt-2-123: Multirelationship model of social marketing.43Adapted from Morgan and Hunt, The Commitment-Trust Theory of Relationship Marketing. J Marketing. 1994;58(3):20–38. With permission from the American Marketing Association, Copyright © 1994.
Mentions: 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 Hastings5 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).43

Bottom Line: This paper examines ways of integrating customer engagement in social programs to influence and initiate behavior change effectively with a special focus on youth.This approach will pave the way for effective brand positioning and brand loyalty in social marketing which has been lacking and requires more attention from researchers and policymakers.This paper outlines theoretical developments in social marketing that will increase the effectiveness of social marketing programs overall.

View Article: PubMed Central - PubMed

Affiliation: Marketing and Management, Department, Macquarie University, Sydney, New South Wales, Australia.

ABSTRACT
It is widely accepted that many social and health problems have underlying behavioral causes. Because these problems are rooted in human behavior, solutions to deal with them also lie in human behavior. This paper examines ways of integrating customer engagement in social programs to influence and initiate behavior change effectively with a special focus on youth. This work followed a theoretical deduction by use of a literature review. Social marketing places emphasis on behavior change, and one of the key challenges for social marketers is to ensure a perceived value for customers in taking up and maintaining positive behavior. If perceptions, beliefs, attitudes, and values influence behavior, then the central focus should be on the youth. Integrating youth is a prerequisite for effective social marketing programs and ultimately behavioral change. This approach will pave the way for effective brand positioning and brand loyalty in social marketing which has been lacking and requires more attention from researchers and policymakers. This paper outlines theoretical developments in social marketing that will increase the effectiveness of social marketing programs overall. Existing social marketing literature typically focuses on social marketing interventions and behavioral change. This paper uses customer engagement within a social marketing context so that social marketing programs are perceived as brands to which youth can relate.

No MeSH data available.


Related in: MedlinePlus