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

• Main Authors: Agnaldo Keiti Higuchi, Ricardo Teixeira Veiga, Juliana Borges Martins
• Format: Article
• Language: Portuguese
• Published: Universidade Federal de Santa Catarina 2019-08-01
• Series: Revista de Ciências da Administração : RCA
• Subjects: lógica dominada por serviço; marketing social; modelo 3m de motivação e personalidade
• Online Access: https://periodicos.ufsc.br/index.php/adm/article/view/51291

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).