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

Zainuddin, Nadia, Previte, Josephine, & Russell-Bennett, Rebekah (2009) A qualitative investigation of sources of value in social marketing from the lens of a public health service. In Proceedings from Australian and New Zealand Marketing Academy Conference 2009: Sustainable Management and Marketing, Promaco Conventions, Melbourne, Australia, pp. 1-7.

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Abstract

This paper seeks to identify the sources of value in a government health screening service. Consumers' use of such services for their won 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 interview with 25 women who use breast cancer screening services provided by BreastScreen (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.

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ID Code: 30024
Item Type: Conference Paper
Keywords: Health, Social Marketing, Health Promotion, Government
ISBN: 1 86308 160 7
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 please contact the authors
Deposited On: 28 Jan 2010 13:53
Last Modified: 01 Mar 2012 00:02

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