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

dc.contributor.advisor	Bloemer, J.
dc.contributor.author	Schurink, Malou
dc.date.issued	2021-06-29
dc.description.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.	en_US
dc.identifier.uri	https://theses.ubn.ru.nl/handle/123456789/11152
dc.language.iso	en	en_US
dc.thesis.faculty	Faculteit der Managementwetenschappen	en_US
dc.thesis.specialisation	Marketing	en_US
dc.thesis.studyprogramme	Master Business Administration	en_US
dc.thesis.type	Master	en_US
dc.title	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	en_US

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