Insights into the complexity of behaviours: The MOAB framework
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- This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the MOAB framework to assist in understanding the nature of social marketing behaviours by extending the MOA framework.
- This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours.
- This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours.
- This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework.
- This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.
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|Item Type:||Journal Article|
|Keywords:||Social marketing, motivation opportunity ability, complexity, behaviour, theory|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2016 Emerald Group Publishing Limited|
|Deposited On:||15 Jun 2016 23:34|
|Last Modified:||26 Oct 2016 03:16|
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