scholarly journals Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns

2007 ◽  
Vol 13 (1) ◽  
pp. 54-62 ◽  
Author(s):  
Stephen Dann
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Mailing List ◽  
Open Communication ◽  
The Social ◽  
Philosophical Framework ◽  
Marketing Tool ◽  
International Social

Social marketing has been a discipline founded on the open and robust exchange of ideas regarding the nature of social change, the adaptation and adoption of commercial marketing, and the ethics of influencing behavior for beneficial outcomes. As a practical discipline, with a strong theoretical and philosophical framework, it also relies on the open communication between academic and practitioner to ensure those researching and those implementing are speaking the same social marketing language. In early 2006, the international social marketing mailing list (SOC-MKT) was subject to a short, albeit critical, debate on the ethics and nature of social marketing, the social marketing tool kit, and the role of social marketers. This article reports on the summary and implications of the debate among academics, practitioners, and founders of the social marketing discipline.

scholarly journals Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland

Religions ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 421
Author(s):  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski ◽  
Anna Jupowicz-Ginalska
Keyword(s):  
Communication Channel ◽  
Basic Research ◽  
Marketing Practice ◽  
Religious Media ◽  
The Social ◽  
Social Media Platforms ◽  
Twitter Account ◽  
Research Questions ◽  
Marketing Tool

This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website.

scholarly journals Practice-theoretical possibilities for social marketing: two fields learning from each other

2017 ◽  
Vol 7 (2) ◽  
pp. 156-171 ◽  
Author(s):  
Fiona Spotswood ◽  
Tim Chatterton ◽  
Yvette Morey ◽  
Sara Spear
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Planning Process ◽  
Unique Contribution ◽  
Content Type ◽  
Individual Level ◽  
Behavioural Patterns ◽  
The Social ◽  
Total Process ◽  
Intervention Planning

Purpose This paper aims to introduce key concepts from practice theory (PT) to the social change agenda and draw on the unique contributions of the social marketing field. PT has underpinned a growing stream of research in pro-environmental studies seeking to reduce impacts of particular behaviours, but it remains theoretical. By drawing on social marketing’s applied roots, this paper introduces a practice-theoretical intervention planning process (P-TIPP) which frames the unique contribution of social marketing in behaviour change and foregrounds practice- not individual-level change. Design/methodology/approach The P-TIPP draws on the total process planning model, introducing the concept of “practice as entity” and “practice as performance” to frame intervention planning tasks. The process locates the contribution of social marketing within a transdisciplinary framework which emphasises transforming collective conventions. Findings This is a conceptual paper, but the possibility for PT to make a significant contribution to the world of social marketing is outlined. Research limitations/implications P-TIPP is untested. Also, practices can be difficult to identify and somewhat abstract. Finally, it can be challenging to introduce the approach to policy, funding and practitioner procedures. Practical implications The implications of P-TIPP are that social change interventions are devised, underpinned and planned using insights from PT, such as the way behavioural patterns fit into broader understandings of practice. The subsequent social change agenda will be inherently transdisciplinary, sustainable and reduce focus on individual power to change. Originality/value This paper is a first attempt at exploring what PT, and social marketing can learn from each other for the future effectiveness of social change activity.

Royal, Aristocratic, and Ecclesiastical Culture

2016 ◽  
Author(s):  
Sverre Bagge
Keyword(s):  
Social Change ◽  
Cultural Development ◽  
Literary Genre ◽  
Social Changes ◽  
Scandinavian Society ◽  
Courtly Culture ◽  
The Social ◽  
Social Importance ◽  
The Church

This chapter examines four themes that raise the question of the connection between cultural development and social change in the Scandinavian kingdoms: religious versus secular literature, the social importance of Christianity, the writing of history, and the formation of a courtly culture from the mid-thirteenth century onwards. In particular, it considers the extent to which cultural and literary expressions of these social changes were actively used to promote the interests of the monarchy, the Church, and the aristocracy. The chapter first discusses the role of the Church as the main institution of learning in Scandinavia and in the rest of Europe before assessing the extent to which Christianity penetrated Scandinavian society at levels below the clerical elite. It then turns to a charismatic figure, St. Birgitta of Vadstena in Sweden, and historical writing as a literary genre in medieval Scandinavia. Finally, it provides an overview of courtly culture in Scandinavia.

scholarly journals Inequality Perceptions, Preferences Conducive to Redistribution, and the Conditioning Role of Social Position

Societies ◽  
2018 ◽  
Vol 8 (4) ◽  
pp. 99 ◽  
Author(s):  
Matthias Fatke
Keyword(s):  
Social Inequality ◽  
Survey Data ◽  
Social Survey ◽  
International Social Survey Programme ◽  
The Social ◽  
Comprehensive Survey ◽  
Perceptions Of Inequality ◽  
The Relationship ◽  
International Social

Inequality poses one of the biggest challenges of our time. It is not self-correcting in the sense that citizens demand more redistributive measures in light of rising inequality, which recent studies suggest may be due to the fact that citizens’ perceptions of inequality diverge from objective levels. Moreover, it is not the latter, but the former, which are related to preferences conducive to redistribution. However, the nascent literature on inequality perceptions has, so far, not accounted for the role of subjective position in society. The paper advances the argument that the relationship between inequality perceptions and preferences towards redistribution is conditional on the subjective position of respondents. To that end, I analyze comprehensive survey data on inequality perceptions from the social inequality module of the International Social Survey Programme (1992, 1999, and 2009). Results show that inequality perceptions are associated with preferences conducive to redistribution particularly among those perceive to be at the top of the social ladder. Gaining a better understanding of inequality perceptions contributes to comprehending the absence self-correcting inequality.

To toy or not to toy in supermarket instant reward programs

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Claire Lambert ◽  
Edmund Goh
Keyword(s):  
Retail Industry ◽  
Comprehensive Overview ◽  
Content Type ◽  
The Social ◽  
Supermarket Industry ◽  
Reward Programs ◽  
Marketing Tool ◽  
Repeat Visits ◽  
Practical Implications

PurposeThis industry viewpoint paper provides a comprehensive overview and critical viewpoint on the use of collectable toy premiums via instant reward programs (IRP) within the retail industry as a marketing tool.Design/methodology/approachThis paper draws upon the uses of a “free” collectable toy premium promotion with a fixed purchase spend (via an IRP) in the supermarket industry as a marketing instrument to increase customer basket spend and repeat visits. Reflections on the recent use of toy premiums by Australian supermarket retailers are also utilised to highlight the ingredients for a successful promotion but also the controversies associated with such promotions.FindingsOne of the key findings suggest that the role of toy premiums is a successful marketing tool by retailers to increase customer total basket spending. However, notable points of caution regarding offering IRPs incorporating collectable toy premiums promotions are established, including environmental concerns and the social, ethical dilemma as to whether these promotions are indirectly targeted at children rather than adult consumers.Practical implicationsThe findings have important implications for retailers to attract customer attention, increased market spend and repeat purchases through a desired collectable premium promotion (via an IRP).Originality/valueThis is the first paper to critically review the usage of collectable toy premiums within the supermarket retail industry.

Zakah as tool for social cause marketing and corporate charity: a conceptual study

2019 ◽  
Vol 10 (1) ◽  
pp. 191-207 ◽  
Author(s):  
Shafiu Ibrahim Abdullahi
Keyword(s):  
Social Marketing ◽  
Corporate Image ◽  
Primary Data ◽  
Mathematical Economics ◽  
Content Type ◽  
Cause Marketing ◽  
Secondary Sources ◽  
Social Cause ◽  
Marketing Tool

Purpose This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists between Zakah and consumption, neglecting important and strategic links with social cause marketing. This paper emanated from need to outline social cause and the charitable role of Zakah in promoting Halal businesses, poverty alleviation and sustainable development. Most works in the field of Zakah did not foresee the role of marketing. This is a misjudgement, as this work showed that Zakah yields large and measurable social gains to help the society and a firm. Design/methodology/approach Secondary sources were used in writing this paper. Available literature in the form of journals, books, manuals and reports was referred to. As a conceptual work, the paper does not test hypothesis or pretends to provide empirical evidences. It uses mathematical economics in arriving at some of the conclusions. Findings were derived through deductions and critical discourses, not through crunching of primary data. Findings The paper shows how Zakah, Halal consumption and corporate social responsibility are connected and highlights the role of Zakah as a social marketing tool. It shows how Zakah affects consumption through marginal propensity of Zakah recipients who spend Zakah money on basic needs. Research limitations/implications The paper looks at the broad aspects of Zakah and social marketing. How to make Zakah a pillar of Islamic firms’ social cause programs shall be the focus of future academic works in this area. Originality/value The paper is unique in drawing attention of Islamic firms to the effectiveness of Zakah in building a corporate image. It draws the attention of firms, activists, academics and governments to functions of Zakah that have not been studied in depth.

scholarly journals THE EVOLUTION OF EDUCATIONAL MARKETING

10.26458/1744 ◽  
2017 ◽  
Vol 17 (4) ◽  
pp. 37-45 ◽  
Author(s):  
Natalia Manea ◽  
Mihaela PURCARU
Keyword(s):  
Social Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Conceptual Level ◽  
Educational Marketing ◽  
State Budget ◽  
Non Profit ◽  
Financial Benefits ◽  
The Social

The association of the term ‘educational’ to the term ‘marketing’ generates a specialized domain, by applying methods, politics and marketing strategies in the area of education. Due to the cultural, social and complex role of the education, educational marketing represents a part of the services marketing, the social marketing and the non-profit organizations. By offering mandatory educational services, financed from the state budget, the school units, through their activity, respect the principles of social marketing, regardless of the financial benefits that result from the provision of these services.  This article aims to place educational marketing below the conceptual level in the field of service marketing; the reference works in the field of educational marketing are not many, a consequence of the fact that this is a new field.

scholarly journals Television For Educating Students With The Help of Up-to-Date University Students

2021 ◽  
Vol 8 (3) ◽  
pp. 439-463
Author(s):  
Sivan Omar Esmail ◽  
Amin Khdir Ahmad ◽  
Himdad Ali Hussein
Keyword(s):  
Social Change ◽  
University Students ◽  
Basic Education ◽  
Research Society ◽  
The Social ◽  
Education College ◽  
The Creation ◽  
Stage Change ◽  
Gender Change

Media uses many different tools in its efforts to believe, using radio, television, posters and some other devices, trying to gain trust and support; which means media tools can be used for control. The increase in media importance in different communities is due to the creation of media tools, and the importance of individuals in society with these tools, especially television, so we see if media or television are in a way Positive is used in a way that plays an important role in bringing about the social change of development and development in all aspects of life in society, and if it is misused, it will have a bad effect on all individual parties in society, so this study contains three goals: - knowing the role of television in creating anxiety by students in a general way Knowing the role of television in creating anxiety by students based on gender change Knowing the role of television in creating anxiety by students according to the stage change Researchers used the method of resolution, the limit of this research by Raparin University students for 2020-2021, the Research Society consists of all students of the Basic Education College whose number is 1216, the sample of research consists of 100 (1,4) stage students from all different departments, the scale of the study prepared by researchers, The most important results of the research are anxiety by the example of the study, which is no different from the gender and stage changes.

scholarly journals NEWSPAPER PORTRAYAL OF TEACHERS: A COMPARATIVE STUDY OF REPRESENTATIONS OF TEACHERS IN A BRITISH AND A CZECH BROADSHEET

2018 ◽  
Vol 11 (2) ◽  
pp. 87-103
Author(s):  
Dita Trčková
Keyword(s):  
Social Change ◽  
Comparative Study ◽  
Critical Discourse Analysis ◽  
Social Issues ◽  
Teaching Profession ◽  
Critical Discourse ◽  
Social Significance ◽  
Daily Telegraph ◽  
The Social

The study compares representations of teachers in the Czech broadsheet Mladá fronta and the British broadsheet The Daily Telegraph, aiming to reveal their possible impact on the level of public respect towards teachers. The methodology employed is critical discourse analysis, combining an investigation of semantic macrostructures and recurrent transitivity patterns. It is revealed that both newspapers call attention to problems regarding the teaching profession, advocating social change and higher job prestige. The social significance of a teacher is enhanced in both newspapers by allocating a teacher not only the role of a transmitter of knowledge but also a moral guide concerned with social issues. The main difference between the two broadsheets is that The Daily Telegraph foregrounds teachers’ wrongdoings, while Mladá fronta highlights teachers’ accomplishments. This seems to be mainly due to the inclusion of a section with regional content in the Czech broadsheet.

scholarly journals Social change design: disrupting the benchmark template

2017 ◽  
Vol 7 (2) ◽  
pp. 119-134 ◽  
Author(s):  
Marie-Louise Fry ◽  
Josephine Previte ◽  
Linda Brennan
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Social Forces ◽  
Content Type ◽  
The Social ◽  
Change Framework ◽  
The Individual ◽  
Marketing Actions ◽  
Individual Behaviour Change

Purpose This paper aims to propose a new ecological systems-driven framework, underpinned by a relational marketplace lens, for social marketing practitioners to consider when planning and designing programs. The authors contend that behavioural change does not occur in a vacuum and, as such, point to an ecology in which the individual is but one participant in a broader scope of social change activities. Design/methodology/approach The paper is conceptual and presents the Indicators for Social Change Framework. Findings The Indicators for Social Change Framework puts forward a series of “must-have” indicators to consider when designing and planning social marketing programmes. Across identified indicators, the Framework delineates types of marketing actions to consider when planning for individual-oriented change and those required for wider systems-oriented change. Originality/value This paper contributes to the broadening and deepening of the social marketing argument that reliance on individual behaviour change perspectives is not sufficient to resolve complex social problems that are inherently influenced by wider social forces. In transforming social change design, this paper transitions towards a logic view of social marketing that encourages and supports social change planners to be inclusive of interactions, processes and outcomes of value creation across the wider social marketing system.

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