Value creation and influence of motivational climate on social marketing experience. The case of Quantified-Self and Quantified-Self 2.0

Dominique Crié and Christelle Quero
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Christelle Quero: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Offering value to end users through services is an evolving topic in both marketing services and social marketing literature. Listed in this work, this study seeks to identify the sources of value creation of quantified-self (QS) and quantified-self 2.0 (QS2.0) when individuals objectify weight control by food hygiene. Consumer registration in QS and / or QS2.0 experience submit him/her to certain sources of value creation that influence a motivational climate that impacts behavioral intent. A qualitative study, conducted by netnography based on a content analysis of forum posts and exchanges of 2045 users revealed two sources of value creation where the individual is the beneficiary component of a feedback, namely the exposure to self-quantification and integration of co-participants. These qualitative results provide key insights on the value construction schema to the QS and QS2.0 members; it provides the foundation for the quantitative study to define the motivational climate present in this type of experience while contributing to the understanding of behavioral intention in the field of social marketing.

Keywords: Marketing social; création de valeur; quantified-self; quantified-self 2.0; régulation pondérale; climat motivationnel (search for similar items in EconPapers)
Date: 2019-01
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Published in Jean-Claude Andreani (ed.); Umberto Collesei (ed.). 18th International Marketing Trends Conference, Jan 2019, Venice, Italy. Paris-Venice Marketing Trends Association, 2019, 9782953281125

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