Seek or destroy? Examining value creation and destruction in behaviour maintenance in social marketing

Zainuddin, N; Dent, K; Tam, L

Seek or destroy? Examining value creation and destruction in behaviour maintenance in social marketing

Zainuddin, N Dent, K Tam, L

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Publication Type:: Journal Article
Citation:: Journal of Marketing Management, 2017, 33 (5-6), pp. 348 - 374
Issue Date:: 2017-03-24

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Field	Value	Language
dc.contributor.author	Zainuddin, N	en_US
dc.contributor.author	Dent, K	en_US
dc.contributor.author	Tam, L https://orcid.org/0000-0003-1116-998X	en_US
dc.date.issued	2017-03-24	en_US
dc.identifier.citation	Journal of Marketing Management, 2017, 33 (5-6), pp. 348 - 374	en_US
dc.identifier.issn	0267-257X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/124448
dc.description.abstract	© 2017 Westburn Publishers Ltd. This article presents an empirical investigation of how behaviour maintenance is supported or hindered through value creation and destruction in social marketing. Using a longitudinal, netnographic approach, we identify and examine the key facilitators and barriers encountered during the maintenance of physical and mental health behaviours. Data were collected over a 12-week observation period via Twitter from a sample of 242 participants. A total of 5212 tweets were analysed using content and thematic analysis facilitated by NVivo software program. The findings identify key barriers to and facilitators of behaviour maintenance at the individual level (downstream), meso level (midstream), and policy level (upstream) that have an influence on value creation and destruction in social marketing. These findings demonstrate the importance of employing a strategic and integrated approach to social change management.	en_US
dc.relation.ispartof	Journal of Marketing Management	en_US
dc.relation.isbasedon	10.1080/0267257X.2017.1301532	en_US
dc.title	Seek or destroy? Examining value creation and destruction in behaviour maintenance in social marketing	en_US
dc.type	Journal Article
utslib.citation.volume	5-6	en_US
utslib.citation.volume	33	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1504 Commercial Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.issue	5-6	en_US
pubs.publication-status	Published	en_US
pubs.volume	33	en_US

Abstract:

© 2017 Westburn Publishers Ltd. This article presents an empirical investigation of how behaviour maintenance is supported or hindered through value creation and destruction in social marketing. Using a longitudinal, netnographic approach, we identify and examine the key facilitators and barriers encountered during the maintenance of physical and mental health behaviours. Data were collected over a 12-week observation period via Twitter from a sample of 242 participants. A total of 5212 tweets were analysed using content and thematic analysis facilitated by NVivo software program. The findings identify key barriers to and facilitators of behaviour maintenance at the individual level (downstream), meso level (midstream), and policy level (upstream) that have an influence on value creation and destruction in social marketing. These findings demonstrate the importance of employing a strategic and integrated approach to social change management.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/124448