scholarly journals An analysis of social marketing practice: Factors associated with success

2021 ◽  
pp. 1-21
Author(s):  
M. Bilal Akbar ◽  
Irene Garnelo-Gomez ◽  
Lawrence Ndupu ◽  
Elizabeth Barnes ◽  
Carley Foster
Keyword(s):  
Social Marketing ◽  
Marketing Practice ◽  
Factors Associated

Fostering Equity Through Downstream, Midstream and Upstream Social Marketing

2014 ◽  
Vol 20 (4) ◽  
pp. 268-274 ◽  
Author(s):  
François Lagarde
Keyword(s):  
Student Retention ◽  
Social Marketing ◽  
Early Childhood Development ◽  
Community Mobilization ◽  
Childhood Development ◽  
Educational Success ◽  
Marketing Practice ◽  
Factors Associated ◽  
Multiple Factors ◽  
Marketing Principles

The mission of the Lucie and André Chagnon Foundation, Canada’s largest private foundation, is to prevent poverty by contributing to the educational success of young Quebecers. The Foundation embraces a comprehensive approach. It supports parents, community mobilization, and the emergence of a societal movement to advance early childhood development and student retention. The Foundation has also developed an innovative philanthropic partnership with the Quebec government. Social marketing principles and practices are systematically applied in some of its initiatives, such as the promotion of parenting behaviors. In light of the multiple factors associated with complex issues such as child development and equity, social marketers need to go beyond downstream behavior change programs in their quest to make a meaningful contribution. They must increasingly adapt their social marketing practice to the context of community participation (midstream) and policy (upstream) initiatives—wherever they are members of multidisciplinary and multistakeholder teams.

Socio-economic factors associated with the purchasing of insecticide-treated nets in Afghanistan and their implications for social marketing

2003 ◽  
Vol 8 (12) ◽  
pp. 1043-1050 ◽  
Author(s):  
Natasha Howard ◽  
Daniel Chandramohan ◽  
Tim Freeman ◽  
Ahmed Shafi ◽  
Mohammed Rafi ◽  
...  
Keyword(s):  
Social Marketing ◽  
Economic Factors ◽  
Insecticide Treated Nets ◽  
Factors Associated ◽  
Socio Economic Factors

But I AM normal: safe? driving in Vietnam

2015 ◽  
Vol 5 (2) ◽  
pp. 105-124 ◽  
Author(s):  
Duong Trong Hue ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Michael Florian
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Social Dynamics ◽  
Adult Males ◽  
Injunctive Norms ◽  
Marketing Practice ◽  
Safe Driving ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns

Purpose – This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context. Design/methodology/approach – A series of focus groups was undertaken in relation to driving practices from a number of groups: adolescents, families and adult males and females. The discussion centred on how driving behaviours were socialised within the various groups. Findings – The research highlighted some very interesting social dynamics in relation to how safe driving habits are established and supported within the social context. In particular, the separation of descriptive and injunctive norms and the role such norms play in socialising driving behaviours, safe or otherwise. Practical implications – The implications for social marketing practice are considerable, especially in the Vietnamese context where injunctive norms are difficult to portray, given the dynamics of the media landscape. Social marketing campaigns will need to have a broader consideration of how to establish descriptive norms, bearing in mind the social milieu in which the behaviours occur. Originality/value – This research is the first of its kind in the Vietnamese context. While much practice-led innovation is occurring in the region, there is little extant research on the topic of social norms and the socialisation of behaviours within the Southeast Asian region.

Checking Our Blind Spots: The Most Common Mistakes Made by Social Marketers

2020 ◽  
Vol 26 (1) ◽  
pp. 14-27 ◽  
Author(s):  
Julie Cook ◽  
Sarah Fries ◽  
Jennifer Lynes
Keyword(s):  
Social Marketing ◽  
Ad Hoc ◽  
Research Question ◽  
Strategy Development ◽  
Future Research ◽  
Program Outcomes ◽  
Marketing Practice ◽  
Marketing Program ◽  
External Influences ◽  
The Social

Background: The work of social marketers and the environment in which they work is complex, which inevitably results in mistakes being made and sometimes, the failure of a social marketing program. Unfortunately, social marketers do not often report their own mistakes. Even when failures or mistakes are reported, it is usually for the purpose of one study, as opposed to a wider understanding of mistakes made by social marketers in the field. This is a significant gap in the development of social marketing practice since understanding the nature of the most common mistakes made by social marketers could assist them in assessing their own shortcomings and potentially lead to more effective programs. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of social marketing experts regarding the most common mistakes made by social marketers? Importance to the Field: A greater understanding of the common mistakes made by social marketers will allow practitioners to assess their own shortcomings, improve program outcomes, and raise the status of the social marketing field. Methods: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. In-depth interviews with 17 social marketing experts were conducted. Experts were purposefully chosen based on a set of criteria including the number of years of experience they had in the field. Results: The interviews revealed nine mistake categories: inadequate research, poor strategy development, ad hoc approaches to programs, mismanagement of stakeholders, poorly designed program objectives, weak evaluation and monitoring, poor execution of pilots, inadequate segmentation and targeting, and poor documentation. Additionally, the interviews revealed two other emergent, crosscutting themes that affect the mistakes being made: external influences that the social marketer may not have direct control over and the social marketer’s own preconceptions that they bring to the program. Recommendations for Research or Practice: Future research may explore (1) the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers and (2) perspectives from the social marketing community as to the most common mistakes made by social marketers. Social marketers may consider being more reflexive in their work, including reporting their own mistakes and failed programs, as well as challenging the biases they may bring to the work that they do. Limitations: The sample size is small and therefore not generalizable to all social marketing experts or the social marketing community. Also, there are many parts of the world in which social marketers practice, but which are not represented by the social marketing experts. Additionally, the “mistakes” listed are based on opinion as opposed to direct observation, which may make them more susceptible to bias.

Is it social marketing? The benchmarks meet the social marketing indicator

2016 ◽  
Vol 6 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Dominic Wettstein ◽  
L. Suzanne Suggs
Keyword(s):  
Social Marketing ◽  
Empirical Test ◽  
Evidence Base ◽  
Health Campaigns ◽  
Conceptual Approach ◽  
Marketing Practice ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns ◽  
Current Practices

Purpose – This paper aims to describe the comparison of two tools in assessing social marketing campaigns. Design/methodology/approach – Using data collected from the campaign planners of 31 alcohol misuse prevention campaigns, two tools were compared; the Social Marketing Indicator (SMI) and Andreasen’s Benchmark Criteria. Findings – In the case of the benchmarks, 26 per cent of the campaigns fulfilled four or more criteria and no criterion was fulfilled by more than 70 per cent. The main differences between current practices and social marketing are the often-missing segmentation and an explicit exchange. The SMI found a lower degree of resemblance between current practices and social marketing. In this case, the major differences lie in the use of behavioral theory and the absence of an exchange. Research limitations/implications – The SMI allows a more precise description of an intervention. This represents an advantage, as a campaign’s resemblance to social marketing can be reported by directly pointing out the process steps that make the difference. This is important for understanding the research evidence base in social marketing. Practical implications – Although the benchmark criteria are based on a conceptual approach, the SMI is built around a core procedure. The SMI can thus help program planners from the onset of a project to make sure they do social marketing as it is defined. Originality/value – This is the first empirical test comparing a new tool against the well-established, frequently critiqued, Benchmark Criteria, in gauging “social marketing” practice in health campaigns.

Social Marketing in the Caribbean

2018 ◽  
Vol 24 (1) ◽  
pp. 35-44 ◽  
Author(s):  
Livingston A. White
Keyword(s):  
Social Marketing ◽  
Social Issues ◽  
Fertility Control ◽  
Early Years ◽  
Marketing Practice ◽  
Media Campaigns ◽  
History Of ◽  
The Caribbean ◽  
Marketing Principles ◽  
And Training

This article chronicles a brief history of social marketing practice in the Caribbean by reviewing the thinking that led to the introduction of social marketing in the region. The early years of social marketing in the Caribbean were characterized by donor-funded programs and projects that addressed social issues such as environmental protection, family planning, contraception and fertility control, and sexual and reproductive health matters. Various examples of Caribbean media campaigns and interventions that have utilized social marketing principles are presented. While these initiatives have made a contribution, perhaps the strongest impetus for sustaining social marketing practice in the region has been the introduction of education and training in social marketing in Caribbean academia. With the increasing institutionalization of social marketing, Caribbean researchers and practitioners of social marketing are now poised to make a further contribution to the field.

What can social marketing learn from Dirichlet theory patterns in a physical activity context?

2016 ◽  
Vol 34 (1) ◽  
pp. 41-60 ◽  
Author(s):  
Naomi Gruneklee ◽  
Sharyn Rundle-Thiele ◽  
Krzysztof Kubacki
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Online Survey ◽  
Central Business District ◽  
Target Population ◽  
Social Contexts ◽  
Marketing Practice ◽  
Content Type ◽  
Change Context ◽  
Business District

Purpose – The purpose of this paper is twofold: first, to explore whether patterns suggested in Dirichlet theory can be observed in a single behaviour change context, namely, physical activity; second, to provide implications for social marketing practice based on the Dirichlet theory patterns observed in a social context of physical activity. Design/methodology/approach – A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ self-reported physical activity. Findings – The results of the current study indicate that Dirichlet patterns can be observed in social contexts such as physical activity. Research limitations/implications – The sample in this study cannot be considered to be demographically representative of the target population and the physical activity categories selected for this study were limited to the most popular activities and a category level and whole of sample assessment. Practical implications – To encourage participation in physical activity social marketers need to promote and offer a broad range of physical activity options to increase overall physical activity participation. This is a substantial change from current social marketing practice where one form of physical activity is typically promoted. Originality/value – This research indicates that commercial marketing theories may be extended to a social marketing context thereby overcoming social marketing’s health myopia. The current study is the first to apply Dirichlet theory in full to a social marketing setting, namely, physical activity.

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