Exploring engagement and value creation in health social marketing : a service perspective

Complex social problems (the continued rise in chronic disease; resource depletion, inequality etc.) call for new social marketing frameworks to accommodate midstream and upstream action which requires collaborations with multiple actors (government, public and private sector). Service-dominant logic (SDL) (Vargo and Lusch, 2004) theoretical developments (systems thinking, value creation, networks etc.) suggest a good compatibility with the collaborative approaches required by midstream and upstream social change (Russell-Bennett, Wood and Previte, 2013). This thesis interrogates the applicability of SDL concepts (value creation and actor engagement) to social marketing. This study focuses on examining the factors influencing engagement, actor motivation and perceived value in a health social marketing context. The study adopts a case study approach and draws upon interviews, observation and document analysis to examine a Smokefree homes and cars programme (‘Smokefree’) in a city in England. Key findings of this research indicate that adopting a service orientation facilitates contextualising social marketing programmes, building capacity at the community level and adopting a long-term approach which suits better the realities of individuals. However, it also reflects that understanding and addressing contextual factors means considering the fluidity of individuals’ goals and the subjective dimension of value which might challenge pre-set programme objectives. The study indicates that a collaborative approach to value creation poses challenges in addition to the benefits. This study is one of the few (Domegan et al., 2013; Lefebvre, 2012; Russell-Bennett, Wood and Previte, 2013) to contribute to the efforts to examine the implications of a service perspective for extending social marketing theory. One of the main contributions of this study is illustrated by the articulation of service dominant benchmarks for social change programmes. A key implication for policy is that building collaborations with community services is essential to understanding individuals in context, customising offerings and supporting skill development

Rethinking Service Systems and Public Policy: A Transformative Refugee Service Experience Framework

The global refugee crisis is a complex humanitarian problem. Service researchers can assist in solving this crisis because refugees are immersed in complex human service systems. Drawing on marketing, sociology, transformative service, and consumer research literature, this study develops a Transformative Refugee Service Experience Framework to enable researchers, service actors, and public policy makers to navigate the challenges faced throughout a refugee’s service journey. The primary dimensions of this framework encompass the spectrum from hostile to hospitable refugee service systems and the resulting suffering or well-being in refugees’ experiences. The authors conceptualize this at three refugee service journey phases (entry, transition, and exit) and at three refugee service system levels (macro, meso, and micro) of analysis. The framework is supported by brief examples from a range of service-related refugee contexts as well as a Web Appendix with additional cases. Moreover, the authors derive a comprehensive research agenda from the framework, with detailed research questions for public policy and (service) marketing researchers. Managerial directions are provided to increase awareness of refugee service problems; stimulate productive interactions; and improve collaboration among public and nonprofit organizations, private service providers, and refugees. Finally, this work provides a vision for creating hospitable refugee service systems

Exploring engagement and value creation in health social marketing : a service perspective

Complex social problems (the continued rise in chronic disease; resource depletion, inequality etc.) call for new social marketing frameworks to accommodate midstream and upstream action which requires collaborations with multiple actors (government, public and private sector). Service-dominant logic (SDL) (Vargo and Lusch, 2004) theoretical developments (systems thinking, value creation, networks etc.) suggest a good compatibility with the collaborative approaches required by midstream and upstream social change (Russell-Bennett, Wood and Previte, 2013). This thesis interrogates the applicability of SDL concepts (value creation and actor engagement) to social marketing. This study focuses on examining the factors influencing engagement, actor motivation and perceived value in a health social marketing context. The study adopts a case study approach and draws upon interviews, observation and document analysis to examine a Smokefree homes and cars programme (‘Smokefree’) in a city in England. Key findings of this research indicate that adopting a service orientation facilitates contextualising social marketing programmes, building capacity at the community level and adopting a long-term approach which suits better the realities of individuals. However, it also reflects that understanding and addressing contextual factors means considering the fluidity of individuals’ goals and the subjective dimension of value which might challenge pre-set programme objectives. The study indicates that a collaborative approach to value creation poses challenges in addition to the benefits. This study is one of the few (Domegan et al., 2013; Lefebvre, 2012; Russell-Bennett, Wood and Previte, 2013) to contribute to the efforts to examine the implications of a service perspective for extending social marketing theory. One of the main contributions of this study is illustrated by the articulation of service dominant benchmarks for social change programmes. A key implication for policy is that building collaborations with community services is essential to understanding individuals in context, customising offerings and supporting skill development