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Influencing behavioral change by customer engagement amongst youth

DOI: http://dx.doi.org/10.2147/AHMT.S17856

Keywords: social marketing, customer engagement, behavioral influence, change, youth

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fluencing behavioral change by customer engagement amongst youth Perspectives (2928) Total Article Views Authors: Singh S Published Date December 2011 Volume 2011:2 Pages 123 - 132 DOI: http://dx.doi.org/10.2147/AHMT.S17856 Sonal Singh Marketing and Management Department, Macquarie University, Sydney, New South Wales, Australia Abstract: 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.

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