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

Cite this

@article{59651b31482d43c3a3cf374deb5115af,
title = "Social marketing interventions: insights from a system dynamics simulation model",
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.",
keywords = "Behaviour change, Feedback loops, Simulation, Social marketing, System dynamics",
author = "Saunders, {Stephen Graham} and Truong, {V. Dao}",
year = "2019",
doi = "10.1108/JSOCM-05-2018-0054",
language = "English",
volume = "9",
pages = "329--342",
journal = "Journal of Social Marketing",
issn = "2042-6763",
publisher = "Emerald",
number = "3",

}

Social marketing interventions : insights from a system dynamics simulation model. / Saunders, Stephen Graham; Truong, V. Dao.

In: Journal of Social Marketing, Vol. 9, No. 3, 2019, p. 329-342.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Social marketing interventions

T2 - insights from a system dynamics simulation model

AU - Saunders, Stephen Graham

AU - Truong, V. Dao

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

KW - Behaviour change

KW - Feedback loops

KW - Simulation

KW - Social marketing

KW - System dynamics

UR - http://www.scopus.com/inward/record.url?scp=85070350517&partnerID=8YFLogxK

U2 - 10.1108/JSOCM-05-2018-0054

DO - 10.1108/JSOCM-05-2018-0054

M3 - Article

VL - 9

SP - 329

EP - 342

JO - Journal of Social Marketing

JF - Journal of Social Marketing

SN - 2042-6763

IS - 3

ER -