Singh Sonal
Marketing and Management, Department, Macquarie University, Sydney, New South Wales, Australia.
Adolesc Health Med Ther. 2011 Dec 19;2:123-32. doi: 10.2147/AHMT.S17856. eCollection 2011.
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.
人们普遍认为，许多社会和健康问题都有潜在的行为原因。由于这些问题植根于人类行为，解决这些问题的方法也在于人类行为。本文探讨了将客户参与融入社会项目以有效影响和引发行为改变的方法，特别关注青少年群体。这项工作通过文献综述进行理论推导。社会营销强调行为改变，社会营销人员面临的关键挑战之一是确保客户在采取和维持积极行为时能感受到价值。如果观念、信念、态度和价值观会影响行为，那么核心关注点就应该是青少年。让青少年参与是有效的社会营销项目以及最终实现行为改变的先决条件。这种方法将为社会营销中有效的品牌定位和品牌忠诚度铺平道路，而这一点一直缺失且需要研究人员和政策制定者更多关注。本文概述了社会营销的理论发展，这将提高社会营销项目的整体有效性。现有的社会营销文献通常侧重于社会营销干预和行为改变。本文在社会营销背景下运用客户参与，以便社会营销项目被视为青少年能够产生关联的品牌。
