Improving the effectiveness of your social marketing campaign Measuring the effect of adding a rule of exchange to a social marketing program and exploring whether this effect is stronger for individuals who score low on agreeableness

Abstract

This study has investigated whether the effectiveness of a social marketing campaign can be improved by adding a rule of exchange. Effectiveness is measured as the intention to change behavior. To investigate this, a social marketing campaign has been manipulated by adding the rule of exchange. The effect of this independent variable was tested on the dependent variable ‘intention to change behavior’. Furthermore, the study took into account personality traits of the respondents. More specifically, the study has tested whether the effect of a rule of exchange is more effective for individuals who score low on personality trait agreeableness.