Describing value in a social marketing service: What is it and how is it influenced?

One of the challenges of social marketing is the maintenance of behavioural change in individuals. Comsumers of social marketing services must first see value in adopting socially-desirable behaviours before committing to changing their behaviours. This paper proposes that in order to achieve sustained behavioural change in individuals, social marketing organisations must create and deliver value to their customers. A value creation process model is propsed which identifies four different types of value at different stages of the process. Sources of value that are likely to influence the value types are also identified. The paper concludes with recommendations for further empirical work which focus on identifying specific social marketing value types and sources that exist at specific stages of the social marketing service process