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Value Creation In Social Marketing For The Continued Use Of Wellness Services, Nadia Zainuddin
Value Creation In Social Marketing For The Continued Use Of Wellness Services, Nadia Zainuddin
Faculty of Commerce - Papers (Archive)
In social marketing, in order to incentivise individuals into performing desired social behaviours, a value proposition is required (Dann, 2008; Kotler and Lee, 2008) as consumers often act out of self-interest (Rothschild, 1999). Value propositions offer relevant and timely incentives to encourage individuals to not only voluntarily perform these behaviours, but maintain these behaviours long-term. Much of the current research in value is focussed on a goods-oriented commercial marketing context, using an economic approach, which has resulted in a lack of investigation of value in a social marketing context from an experiential perspective (Holbrook, 1994), which this paper seeks to …
Complex Modeling In Marketing Using Component Based Sem, Shahriar Akter, Umme Hani
Complex Modeling In Marketing Using Component Based Sem, Shahriar Akter, Umme Hani
Faculty of Commerce - Papers (Archive)
Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as component based SEM, is becoming more prominent in estimating complex models due to its soft modeling assumptions. This study elucidates the use of component based SEM in estimating a complex higher order model with a small sample size. The utility of the approach is illustrated empirically by estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The findings of the study confirm the conceptual …