Os antecedentes da cocriação de valor em programas de incentivo ao sexo seguro: contribuições da Lógica Dominada por Serviço ao Marketing Social

• Higuchi, Agnaldo Keiti ^[1] ; Veiga, Ricardo Teixeira ^[2] ; Martins, Juliana Borges ^[1]
  1. [1] Universidade Federal dos Vales do Jequitinhonha e Mucuri

     Universidade Federal dos Vales do Jequitinhonha e Mucuri

     Brasil

     
  2. [2] Universidade Federal de Minas Gerais/FACE
• Localización: Revista de Ciências da Administração, ISSN-e 2175-8077, Vol. 21, Nº. 54, 2019, págs. 8-24
• Idioma: portugués
• DOI: 10.5007/2175-8077.2019.e51291
• Títulos paralelos:
  • Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    In this work, the Service-Dominant Logic (LUSCH; VARGO, 2014) premises are applied in order to understand Social Marketing phenomena and processes, specifically on value creation by the beneficiary of safe sex programs. After bibliographical research a hierarchical model was elaborated containing the constructs involving  value cocreation and its potential antecedents. From the model a questionnaire was created, which was applied to undergraduate students in the city of Teófilo Otoni-MG. The collected data were analyzed using Modeling Structural Equations. The results show that the construct level of activities has as antecedent the elemental trait openness to experiences, whereas the construct number of interactions is explained by the elemental traits opening to experience, neuroticism and need of material resources (negatively). 

  • português

    Neste trabalho aborda-se a utilidade da Lógica Dominada por Serviço (LUSCH; VARGO, 2014), para o entendimento de fenômenos do Marketing Social, com ênfase na cocriação de valor pelo beneficiário de programas sociais voltados para a adoção do sexo seguro. Após pesquisa bibliográfica sobre o tema, elaborou-se modelo hierárquico contendo os constructos que envolvem a cocriação de valor e seus potenciais antecedentes. A partir do modelo foi criado o questionário, que foi aplicado a estudantes universitários na cidade de Teófilo Otoni-MG. Os resultados, obtidos por meio de Modelagem de Equações Estruturais, mostram que o constructo nível de atividades tem como antecedente o traço elementar abertura a experiências, enquanto que o constructo número de interações é explicado pelos traços elementares abertura a experiência, neuroticismo e necessidade de recursos materiais (negativamente).

• Referencias bibliográficas
  • AKAKA, M. A.; PARRY, G. Value-in-Context: An Exploration of the Context of Value and the Value of Context. In: MAGLIO, P. P. et al. (Org.)....
  • AKAKA, M. A. et al. The role of symbols in value cocreation. Marketing Theory, v. 14, n. 3, p. 311–326, 1 set. 2014.
  • ANDREASEN, A. R. Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, v. 21, n. 1, p. 3–13,...
  • ANDREASEN, A. R. Social Marketing: Its definition and Domain. Journal of Public Policy & Marketing, v. 13, n. 01, 1994.
  • BARON, S. et al. Service-dominant logic: marketing research implications and opportunities. Journal of Consumer Behavior, v. 9, n. 3, p. 253–264,...
  • BEALL, T. et al. Social marketing at a critical turning point. Journal of Social Marketing, v. 2, n. 2, p. 103–117, 2012.
  • BETTENCOURT, L. A.; LUSCH, R. F.; VARGO, S. L. A service lens on value creation: marketing´s role in achieving strategic advantage. California...
  • BRAMBILLA, F. R.; DAMACENA, C. Estudo etnometodológico da cocriação de valor no ensino superior privado de administração com base na lógica...
  • BRODIE, R. J.; SAREN, M.; PELS, J. Theorizing about the service dominant logic: The bridging role of middle range theory. Marketing Theory,...
  • CALERO-GIMENO, R.; GALLARZA-GRANIZO, M. G. Aplicabilidad del Service-Dominant Logic al ámbito sanitario: caracterizando el servicio para la...
  • DESAI, D. Role of Relationship Management and Value Co-Creation in Social Marketing. Social Marketing Quarterly, v. XV, n. 4, p. 112–125,...
  • FORNELL, C.; LARCKER, D. F. Evaluating Structural Equations Models with Unobservable Variables and Measurement Errors. Journal of Marketing...
  • GIL, A. C. Métodos e Técnicas de Pesquisa Social. 5. ed. São Paulo: Atlas, 2006.
  • GORDON, R. Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal, v. 20, n. 2, p. 122–126, 2012.
  • HAIR JUNIOR, J. F. et al. Análise multivariada de dados. 5. ed. Porto Alegre: Bookman, 2005.
  • HIETANEN, J.; ANDÉHN, M.; BRADSHAW, A. Against the implicit politics of service-dominant logic. Marketing Theory, v. 18, n. 1, p. 101–119,...
  • HUNT, S. Foundations of Marketing Theory: toward a general theory of marketing. new york: M. E. Sharpe, 2002.
  • KLINE, R. B. Principles and practice of structural equation modeling. 3. ed. New York: The Guilford Press, 2011.
  • KOTLER, P.; KELLER, K. L. Administração de Marketing para o Século XXI: como criar, conquistar e dominar mercados. São Paulo: Pearson, 2012.
  • LEVITT, T. A imaginação de Marketing. São Paulo: Atlas, 1985.
  • LUCA, N. R.; HIBBERT, S.; MCDONALD, R. Towards a service dominant approach to social marketing. Marketing Theory, p. 1–25, 2015.
  • LUSCH, R. F.; VARGO, S. L. The Service-dominant Logic of Marketing: Dialog, Debate, and Directions. [S.l.]: M.E. Sharpe, 2006.
  • LUSCH, R. L.; VARGO, S. L. Service-Dominant Logic: premises, perspectives, possibilities. Cambridge: Cambridge University Press, 2014.
  • MCCOLL-KENNEDY, J. R. et al. Health Care Costumer Value Cocreation Practice Styles. Journal of Service Research, v. 15, n. 4, p. 370–389,...
  • MINGOTI, S. A. Análise de dados através de métodos de estatística multivariada: uma abordagem aplicada. Belo Horizonte: Editora UFMG, 2005.
  • MOWEN, J. C. The 3M model of motivation and personality: theory and empirical applications to consumer behavior. New York: Springer Science+Business...
  • NEGHINA, C. et al. Value cocreation in service interactions: Dimensions and antecedents. Marketing Theory, v. 15, n. 2, p. 221–242, 2015.
  • NETEMEYER, R. G.; BEARDEN, W. O.; SHARMA, S. Scaling procedures: Issues and applications. [S.l.]: Sage Publications, 2003.
  • PARSONS, E.; MACLARAN, P. Contemporary Issues in Marketing and Consumer Behaviour. Oxford: Elsevier, 2009.
  • PAYNE, A. F.; STORBACKA, K.; FROW, P. Managing the co-creation of value. Journal of the Academy of Marketing Science, v. 36, p. 83–96, 2008.
  • PEATTIE, S.; PEATTIE, K. Ready to fly solo? Reducing social marketing´s dependence on commercial marketing theory. Marketing Theory, v. 3,...
  • PETERS, L. D. et al. Theorizing about resource integration through service-dominant logic. Marketing Theory, v. 14, n. 3, p. 249–268, 1 set....
  • POHLMANN, A.; KAARTEMO, V. Research trajectories of Service-Dominant Logic: Emergent themes of a unifying paradigm in business and management....
  • PRAHALAD, C. K.; RAMASWAMY, V. Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, v. 18, n. 3,...
  • RUSSELL-BENNETT, R.; PREVITE, J.; ZAINUDDIN, N. Conceptualising value creation for social change management. Australasian Marketing Journal,...
  • SELLTIZ, C.; WRIGHTSMAN, L. S.; COOK, S. W. Métodos de pesquisa nas relações sociais. 11. ed. São Paulo: EPU, 1987. v. II.
  • TUKEY, J. W. Exploratory data analysis. [S.l.]: Addison-Wesley, 1977.
  • VARGO, S. L.; LUSCH, R. F. Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy Marketing Science,...
  • VARGO, S. L.; LUSCH, R. F. Service-dominant logic 2025. International Journal of Research in Marketing, v. 34, p. 45–67, 2017.
  • VEIGA, R. T. Fundamentos da Lógica Dominada pelo Serviço. . [S.l.]: Belo Horizonte: UFMG. , mimeo 2014
  • VERGARA, S. C. Métodos de pesquisa em Administração. São Paulo: Atlas, 2005.
  • YI, Y.; GONG, T. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, v. 66, p. 1279–1284,...