Abstract
The study intends to determine how informally social pioneering initiative in terms of value cocreation gets transformed into vibrant social brands having credibility and sustainable dimensions. This phenomenon is critical to study in order to advance the body of knowledge of social marketing, particularly in context to branding social causes. The rationale for continuing with conventional approaches reinforces model ways of thinking in social marketing. This is one of the reasons that several efforts were made to promote development programs like Millennium Development Goals, Non-smoking, and environmental conservation have barely come to fruition. Lack of success or failure could only be attributed due to lack of conceptual advancement and developing innovative techniques to transform the creative ideas of social marketing into practices. This research transcends the traditional approaches taking group rather than individual as a unit of analysis. An exploratory study has been conducted to find out what are the major determinants, ideas and thoughts that transform social pioneering initiatives in to a credible brand. The study confirms that value co-creation is a function of transcendental values that people experience while interacting and consuming social marketing services.
Highlights
One of the major concerns of Social Marketing Services is to address social issues with the premise of behavior change and formation while applying the tools and techniques of marketing
According to the definition of AMA (2007), value is embedded in most constituents of commercial marketing integrating the former with social marketing
As co-creator of value, sponsors of social services contribute implicitly in branding but it is hard to determine how this aspect of value is perceived by others
Summary
One of the major issues which is crucial for sustenance and maintenance of social cause is generating desired amount of donations to meet the cause (Zainuddin, 2011) It has, a critical factor but has always been addressed, by and large, through commercial approaches using marketing principles (Kotler & Lee, 2008), rather making donors and community or beneficiary as an active participant in the exchange process of social marketing who serves as value co-creator (Lefebvre, 2012).This in turn, creates the desired level of confidence and trust prerequisite to sustain the social marketing program. If beneficiaries are real terms yield of the program that improve their quality of life would certainly be the major force to create become value (Austin, 2010)
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