On the Path to Decolonizing Health Care Services: The Role of Marketing

George, Reece; D’Alessandro, Steven; Mehmet, Mehmet Ibrahim; Nikidehaghani, Mona; Evans, Michelle M.; Laud, Gaurangi; Tedmanson, Deirdre

doi:10.1177/00222429231209925

Cited by 5 publications

(2 citation statements)

References 105 publications

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“…Offline communities can offer similar benefits to their members and have a long history in marketing scholarship (Muniz and O’Guinn 2001). In this special issue, George et al (2024) study First Nations people living in the Northern Territory in Australia. A pressing issue for this population was its reliance on a health care system developed by Western colonizers that did not fit First Nation customs and preferences.…”

Section: How New Health Care Consumers Disrupt Exchangesmentioning

confidence: 99%

“…To leverage the sociologist David Caplovitz's classic question, “Do the poor pay more?,” we could ask, “Do the poor lose more” in these new digital health markets? The Australian Birthing on Country initiative among First Nations people in George et al (2024) suggests that support is needed, but that it must be accompanied by deep engagement and involvement with the affected consumers.…”

Section: Disrupted Exchanges In Changing Health Care Ecosystems: What...mentioning

confidence: 99%

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Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions

Moorman,

van Heerde,

Moreau

et al. 2023

Journal of Marketing

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Section: How New Health Care Consumers Disrupt Exchangesmentioning

confidence: 99%

Section: Disrupted Exchanges In Changing Health Care Ecosystems: What...mentioning

confidence: 99%

Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions

Moorman,

van Heerde,

Moreau

et al. 2023

Journal of Marketing

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A social cognitive theory of customer value co-creation behavior: evidence from healthcare

Hasan,

Chang,

Lim

et al. 2024

JHOM

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PurposeCustomer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.Design/methodology/approachUsing healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).FindingsCustomers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.Originality/valueA theory of customer value co-creation behavior is established.

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Reflections and recommendations on respectful co-production of social marketing research with Indigenous people

Cateriano-Arévalo,

Soria Gonzáles (Pene Beso),

Soria Gonzales (Xawan Nita)

et al. 2025

JSOCM

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Purpose Respectful co-production is one of the principles of ethical Indigenous research. However, this participatory approach has yet to be thoroughly discussed in social marketing. This study aims to provide reflections and recommendations for respectful co-production of research with Indigenous people in social marketing. Design/methodology/approach This study draws upon case study reflections and lessons learned from a research program respectfully co-produced with members of the Shipibo-Konibo Indigenous group of the Peruvian Amazon called the Comando Matico. The authors focus on the challenges and strategies for respectful co-production during different stages of the research process, including consultation, fieldwork and co-authoring articles. The authors foreground how their Comando Matico co researchers infused the research process with Shipibo knowledge. Findings The authors reflect on three recommendations concerning 1) respectful co-production, 2) power dynamics and 3) facilitating co-authorship. Social marketers interested in respectful co production of research with Indigenous people may need to adopt a flexible and practical approach that considers the characteristics of the context and Indigenous co-researchers. Originality/value This study contributes to the discussion about the importance of respectful co-production of research with Indigenous people to ensure it accounts for their needs and wants.

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On the Path to Decolonizing Health Care Services: The Role of Marketing

Cited by 5 publications

References 105 publications

Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions

Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions

A social cognitive theory of customer value co-creation behavior: evidence from healthcare

Reflections and recommendations on respectful co-production of social marketing research with Indigenous people

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