Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing

Detalhes bibliográficos
Autor(a) principal: Higuchi, Agnaldo Keiti
Data de Publicação: 2019
Outros Autores: Veiga, Ricardo Teixeira, Martins, Juliana Borges
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e51291
Resumo: 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). 
id UFSC-15_cb048f8a3abbf955378cbd524510a0af
oai_identifier_str oai:periodicos.ufsc.br:article/51291
network_acronym_str UFSC-15
network_name_str Revista de Ciências da Administração
repository_id_str
spelling Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketingOs antecedentes da cocriação de valor em programas de incentivo ao sexo seguro: contribuições da Lógica Dominada por Serviço ao Marketing SocialIn 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). 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).Universidade Federal de Santa Catarina2019-08-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisa Empírica de Campoapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e5129110.5007/2175-8077.2019.e51291Revista de Ciências da Administração; v. 21 n. 54 (2019); 8-242175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e51291/pdfCopyright (c) 2020 Revista de Ciências da Administraçãoinfo:eu-repo/semantics/openAccessHiguchi, Agnaldo KeitiVeiga, Ricardo TeixeiraMartins, Juliana Borges2020-08-07T10:29:35Zoai:periodicos.ufsc.br:article/51291Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2020-08-07T10:29:35Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
Os antecedentes da cocriação de valor em programas de incentivo ao sexo seguro: contribuições da Lógica Dominada por Serviço ao Marketing Social
title Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
spellingShingle Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
Higuchi, Agnaldo Keiti
title_short Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
title_full Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
title_fullStr Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
title_full_unstemmed Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
title_sort Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing
author Higuchi, Agnaldo Keiti
author_facet Higuchi, Agnaldo Keiti
Veiga, Ricardo Teixeira
Martins, Juliana Borges
author_role author
author2 Veiga, Ricardo Teixeira
Martins, Juliana Borges
author2_role author
author
dc.contributor.author.fl_str_mv Higuchi, Agnaldo Keiti
Veiga, Ricardo Teixeira
Martins, Juliana Borges
description 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). 
publishDate 2019
dc.date.none.fl_str_mv 2019-08-14
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Pesquisa Empírica de Campo
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e51291
10.5007/2175-8077.2019.e51291
url https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e51291
identifier_str_mv 10.5007/2175-8077.2019.e51291
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e51291/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2020 Revista de Ciências da Administração
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Revista de Ciências da Administração
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina
publisher.none.fl_str_mv Universidade Federal de Santa Catarina
dc.source.none.fl_str_mv Revista de Ciências da Administração; v. 21 n. 54 (2019); 8-24
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br
_version_ 1789435142917324800

Registros relacionados