Social marketing interventions: insights from a system dynamics simulation model

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Purpose: The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different intervention points under three different delay time conditions. Design/methodology/approach: A system dynamics simulation modelling approach was used. Findings: The findings showed that the effectiveness of social marketing interventions at different points of intervention and delay times is dependent on complex dynamic system interactions and feedback loops. Research limitations/implications: As the dynamic simulation model was an abstraction or simplified representation, it was only useful to gain insights into generalised patterns of behaviour over time. Practical implications: The paper provided practical guidance to social marketers’ intent on gaining insights into “where to do” and “when to do” social marketing rather than “how to do” social marketing. Originality/value: The paper provided theoretical and practical insights into the temporal nature of behaviour change and the effectiveness of social marketing interventions in influencing behaviour over time.

Original languageEnglish
Pages (from-to)329-342
Number of pages14
JournalJournal of Social Marketing
Volume9
Issue number3
DOIs
Publication statusPublished - 2019

Keywords

  • Behaviour change
  • Feedback loops
  • Simulation
  • Social marketing
  • System dynamics

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