Evaluating Social Marketing Elements in Sponsorship

2007 ◽  
Vol 13 (4) ◽  
pp. 1-25 ◽  
Author(s):  
Norman J. O'Reilly ◽  
Judith J. Madill
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
The Social

Organizations of all types increasingly recognize the importance of sponsorship as a source of revenue and as a means to achieve their objectives. This trend is driving the broader adoption of sponsorship, which has resulted in its use to pursue objectives other than those related to promotion, including those related to behavior change and, thus, social marketing. Concurrently, sponsors and sponsees are demanding the development of legitimate, reliable, and meaningful methods for the evaluation of sponsorship as investment in the area increases. For organizations whose objectives include behavior change and, thus seek to market behaviors (i.e., social marketers) this results in a need to be able to evaluate the social marketing elements of their sponsorships, distinct from other objectives that may be sought. The current research conceptualizes social marketing in sponsorship and then develops hypothetical examples for each resulting scenario to demonstrate how social marketing elements in sponsorship should be evaluated.

A Scoping Review of Behavior Change Interventions to Decrease Health Care Disparities for Patients With Disabilities in a Primary Care Setting: Can Social Marketing Play a Role?

2021 ◽  
Vol 27 (1) ◽  
pp. 48-63
Author(s):  
Angela Makris ◽  
Mahmooda Khaliq ◽  
Elizabeth Perkins
Keyword(s):  
Primary Care ◽  
Health Care ◽  
Behavior Change ◽  
Social Marketing ◽  
Health Care Disparities ◽  
Social Model ◽  
Care Providers ◽  
Social Model Of Disability ◽  
Behavior Change Interventions ◽  
The Social

Background: One in four Americans have a disability but remain an overlooked minority population at risk for health care disparities. Adults with disabilities can be high users of primary care but often face unmet needs and poor-quality care. Providers lack training, knowledge and have biased practices and behaviors toward people with disabilities (PWD); which ultimately undermines their quality of care. Focus of the Article: The aim is to identify behavior change interventions for decreasing health care disparities for people with disabilities in a healthcare setting, determine whether those interventions used key features of social marketing and identify gaps in research and practice. Research Question: To what extent has the social marketing framework been used to improve health care for PWD by influencing the behavior of health care providers in a primary health care setting? Program Design/Approach: Scoping Review. Importance to the Social Marketing Field: Social marketing has a long and robust history in health education and public health promotion, yet limited work has been done in the disabilities sector. The social marketing framework encompasses the appropriate features to aligned with the core principles of the social model of disability, which espouses that the barriers for PWD lie within society and not within the individual. Incorporating elements of the social model of disability into the social marketing framework could foster a better understanding of the separation of impairment and disability in the healthcare sector and open a new area of research for the field. Results: Four articles were found that target primary care providers. Overall, the studies aimed to increase knowledge, mostly for clinically practices and processes, not clinical behavior change. None were designed to capture if initial knowledge gains led to changes in behavior toward PWD. Recommendations: The lack of published research provides an opportunity to investigate both the applicability and efficacy of social marketing in reducing health care disparities for PWD in a primary care setting. Integrating the social model of disability into the social marketing framework may be an avenue to inform future interventions aimed to increase health equity and inclusiveness through behavior change interventions at a systems level.

Outcome Evaluation of an Empirical Study: Food Waste Social Marketing Pilot

2020 ◽  
Vol 26 (2) ◽  
pp. 111-128
Author(s):  
Jeawon Kim ◽  
Sharyn Rundle-Thiele ◽  
Kathy Knox ◽  
Samuel Hodgkins
Keyword(s):  
Pilot Study ◽  
Behavior Change ◽  
Social Marketing ◽  
Food Waste ◽  
Program Design ◽  
Outcome Evaluation ◽  
Future Research ◽  
Control Group ◽  
Household Food ◽  
The Social

Background: Evidence indicates behavior change is more likely when more social marketing benchmark principles are applied. Yet, transparent and clear reporting of the application of benchmarks to change behavior is rare. Focus of the Article: The aims of this study were (1) to verify the efficacy of social marketing in reducing food waste and (2) to enumerate and critique the practicality of applying social marketing benchmark criteria. Research Question: To address the research aims, two research questions were proposed: (1) Can a social marketing program designed with consumers reduce household food waste behavior? and (2) How are social marketing benchmarks applied to reduce food waste? Program Design/Approach: A consumer-insight driven social marketing program Waste Not Want Not (WNWN) was designed following the social marketing process and delivered to local Redland City Council residents located within the pilot area. This article reports a process and outcome evaluation for the pilot study and a critical evaluation of benchmark criteria application. Importance to the Social Marketing Field: This article demonstrates social marketing’s efficacy to reduce food waste behavior in households, and it critically evaluates application of benchmark criteria to assist future research and practice. Methods: In total, 314 local council area residents were randomly allocated into either a program ( n = 110) or control group ( n = 204). The program group received intervention materials and invitations to attend the 2-week program activities held in a local shopping center. Control group participants received nothing. The extent of social marketing benchmark application was examined for the WNWN program. Results: Outcome evaluation indicated that the pilot study reduced self-reported household food waste and increased perceived level of self-efficacy in cooking for the program group, but not the control group. WNWN successfully applied five of the eight social marketing benchmark criteria, namely, consumer orientation, insight, competition, marketing mix, and behavior change. Recommendations for Research or Practice: Given that use of more benchmarks increases the likelihood of behavior change, future research must advocate for complete application of the eight major social marketing benchmark criteria in program design. Clear operational definitions are required to improve practice and behavioral change outcomes. Limitations: Study 1 focused on individual feedback and self-reported data minimizing the possibility of generalization. Future research could employ observational methods and involve a wider array of stakeholders to increase generalizability.

scholarly journals Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda

2019 ◽  
Vol IV (III) ◽  
pp. 1-10
Author(s):  
Farooq Ahmad ◽  
Syed Ali Raza Hamid ◽  
Muhammad Nawaz Qaisar
Keyword(s):  
Literature Review ◽  
Behavior Change ◽  
Social Marketing ◽  
Group Dynamics ◽  
Social Issues ◽  
Future Research ◽  
Research Areas ◽  
Marketing Social ◽  
The Social

Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.

scholarly journals Qualitative Research for Social Marketing: One Organization’s Journey to Improved Consumer Insight

2016 ◽  
Author(s):  
Kim Longfield ◽  
Reid Moorsmith ◽  
Katia Peterson ◽  
Isolda Fortin ◽  
James Ayers ◽  
...  
Keyword(s):  
Qualitative Research ◽  
Behavior Change ◽  
Social Marketing ◽  
Planning Process ◽  
Marketing Planning ◽  
The Social ◽  
Interpretive Approach ◽  
Health Products ◽  
Consumer Insight ◽  
Collection Methods

Population Services International (PSI) is an international NGO working to improve outcomes in developing countries through behavior change communications and the social marketing of health products and services. Consumer insight is central to PSI's social marketing strategy because it informs which messages to promote and which products and services to offer to make the concept of healthy behavior change attractive to consumers. Qualitative research provides rich insight by exploring consumers' values, feelings, thoughts, intentions, barriers, motivators, culture, and social norms that affect their behaviors and use of products and services. In this paper, we describe how PSI's qualitative research program developed from 2003 to 2013, and how using an interpretive approach and more appropriate data collection methods improved our consumer insight and marketing planning process.

Effectiveness of Social Marketing Interventions to Promote Physical Activity Among Adults: A Systematic Review

2016 ◽  
Vol 13 (11) ◽  
pp. 1263-1274 ◽  
Author(s):  
Yuan Xia ◽  
Sameer Deshpande ◽  
Tiberius Bonates
Keyword(s):  
Physical Activity ◽  
Systematic Review ◽  
Behavior Change ◽  
Social Marketing ◽  
Physical Activity Promotion ◽  
The Past ◽  
Behavior Change Interventions ◽  
Activity Promotion ◽  
The Social

Background:Social marketing managers promote desired behaviors to an audience by making them tangible in the form of environmental opportunities to enhance benefits and reduce barriers. This study proposed “benchmarks,” modified from those found in the past literature, that would match important concepts of the social marketing framework and the inclusion of which would ensure behavior change effectiveness. In addition, we analyzed behavior change interventions on a “social marketing continuum” to assess whether the number of benchmarks and the role of specific benchmarks influence the effectiveness of physical activity promotion efforts.Methods:A systematic review of social marketing interventions available in academic studies published between 1997 and 2013 revealed 173 conditions in 92 interventions.Results:Findings based on χ2, Mallows’ Cp, and Logical Analysis of Data tests revealed that the presence of more benchmarks in interventions increased the likelihood of success in promoting physical activity. The presence of more than 3 benchmarks improved the success of the interventions; specifically, all interventions were successful when more than 7.5 benchmarks were present. Further, primary formative research, core product, actual product, augmented product, promotion, and behavioral competition all had a significant influence on the effectiveness of interventions.Conclusions:Social marketing is an effective approach in promoting physical activity among adults when a substantial number of benchmarks are used and when managers understand the audience, make the desired behavior tangible, and promote the desired behavior persuasively.

scholarly journals The case for social support in social marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nuno Baptista ◽  
Helena Alves ◽  
José Pinho
Keyword(s):  
Social Support ◽  
Behavior Change ◽  
Social Exchange ◽  
Social Marketing ◽  
Well Being ◽  
Positive Contribution ◽  
Marketing Practice ◽  
Content Type ◽  
The Social ◽  
Long Term Behavior

Purpose This paper aims to reinforce the arguments for applying the social support concept in social marketing. Design/methodology/approach This paper aims to conceptually outline the potential positive contribution of social support for social marketing practice as a tool to induce behavior change. Findings This paper focuses on the philosophical principle of social exchange, highlights the consumer-centered perspective of social marketing, which implies the natural evaluation of the social networks of influence and support and presents social support as a mechanism to induce long-term behavior change. Research limitations/implications No empirical (qualitative or quantitative) investigations were used to test the application of the concept in practical interventions. Practical implications This paper provides significant insights for intervention developers that can be used to program and theoretically justify future social marketing interventions applying the social support concept. Social implications Empirical research concluded for a positive relation between social support and human health and well-being. Thus, increasing the use of the concept in social marketing can serve to attain these social goals. Originality/value The concept of social support has gained considerable interest in the areas of behavioral medicine and health psychology. Despite such interest, it is still not clear how it can be approached in social marketing as there is a lack of conceptual literature discussing social support from a social marketing perspective, the number of social marketing interventions operationalizing the concept is limited and, till date, no research has focused in comprehensively establishing a theoretical rationale to operationalize the concept in social marketing.

scholarly journals Midstream Players Determine Population-Level Behavior Change: Social Marketing Research to Increase Demand for Lead-Free Components in Pitcher Pumps in Madagascar

2021 ◽  
Vol 18 (14) ◽  
pp. 7297
Author(s):  
Mahmooda Khaliq ◽  
Silvia Sommariva ◽  
Adaline M. Buerck ◽  
Rinah Rakotondrazaka ◽  
Lova Rakotoarisoa ◽  
...  
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
Behavioral Science ◽  
Knowledge Exchange ◽  
Marketing Research ◽  
Population Level ◽  
Cross Sectional ◽  
Marketing Process ◽  
Sanitation And Hygiene ◽  
The Social

Lead (Pb) exposure through water contamination is an important issue at the intersection of public health and water, sanitation, and hygiene (WASH). Behavior-change programs designed to address this pressing problem rarely take a behavioral-science-informed approach, nor do they consider the role of intermediate players who often influence and support behavior change. Social marketing segments the population and focuses on the consumer/user throughout program development and implementation. To illustrate the social marketing process, this cross-sectional, qualitative design study investigates the use of Pb in the construction and maintenance of household pitcher pumps for potable water in Madagascar. A sample of 18 technicians were interviewed on their current practices, motivators, barriers, and communication channels for knowledge exchange. The results reveal the importance of peers, those considered experts or “market mavens”, and the need for information on the dangers of Pb as an outdated practice for any future intervention. This study advances the notion of a design shift within engineering WASH projects, whereby social/behavioral approaches are used to consider the needs, concerns, and current behaviors of the consumer. We also advocate for engaging intermediate players who often influence behavior change in the rollout of an engineering innovation.

Applying Behavioral Theories to a Social Marketing Campaign

2007 ◽  
Vol 13 (1) ◽  
pp. 2-14 ◽  
Author(s):  
Jami L. Fraze ◽  
Maria Rivera-Trudeau ◽  
Laura McElroy
Keyword(s):  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Hiv Transmission ◽  
Social Marketing Campaign ◽  
Prevention Messages ◽  
Behavioral Theories ◽  
The Social ◽  
Innovation Model

In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.

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