From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment

From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment

Purpose – Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the va...

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Bibliographic Details
Main Authors: Carolina Pantuza Vilar dos Santos, Evandro Luiz Lopes, Julia Costa Dias, André Gustavo Pereira de Andrade, Celso Augusto Matos, Ricardo Teixeira Veiga
Format: Article
Language:English
Published: Emerald Publishing 2021-08-01
Series:RAUSP Management Journal
Subjects:
social marketing
mindfulness
self-efficacy
social interventions
service-dominant logic
Online Access:https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/pdf?title=from-social-marketing-and-service-dominant-logic-to-engagement-in-mindfulness-practice-a-field-experiment

Internet

https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/pdf?title=from-social-marketing-and-service-dominant-logic-to-engagement-in-mindfulness-practice-a-field-experiment

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