scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

scholarly journals Partnering for UN SDG #17: a social marketing partnership model to scale up and accelerate change

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sinead Duane ◽  
Sinead Duane ◽  
Christine Domegan ◽  
Brendan Bunting
Keyword(s):  
Social Marketing ◽  
Relationship Commitment ◽  
Change Strategies ◽  
Measurement Scales ◽  
Diverse Range ◽  
Content Type ◽  
Complex Problems ◽  
Partnership Model ◽  
The Social ◽  
Systemic Transformation

Purpose The United Nations (UN) 17 Sustainable Development Goals (SDG) places partnerships as a vital mechanism, which strengthens the implementation of change strategies. The SDG targets are ambitious; acknowledging the interconnected multifaceted issues that are currently facing society. Similarly, social marketing thought is transitioning to embrace systemic change strategies, realising no one organisation can have an impact on the emerging grand challenges. Partnerships are the 5th P in the social marketing mix, however, partnerships is also a nebulous term which has been criticised for lacking theoretical development. This study aims to answer the call from both the UN and social marketing community for further research to guide the development and implementation of impactful transformative partnerships. Design/methodology/approach A robust mixed method approach to develop and test a social marketing partnership model is presented. Trust and relationship commitment are at the forefront of successful partnership exchanges. Morgan and Hunt’s (1994) trust and relationship commitment model is extended into the social marketing domain. Findings The findings validate Hasting’s (2003) call for social marketers to listen to their commercial marketing counterparts, positioning trust and commitment as essential to change strategies. As the degree of complexities in the multifaceted world continues to accelerate, partnerships for change (UN SDG #17) will pay off, driving more effective and smarter collaborations amongst a diverse range of stakeholders at different levels in different networks. Partnerships will elevate social marketing to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences. Research limitations/implications With trust/mistrust critical to successful exchanges and exchange central to social marketing, quantitative measurement of the antecedents to and outcomes of partnerships can inform the evaluation, impact and management of social marketing interventions. Practical implications Three contributions are made, which support the selection, implementation and evaluation of social marketing partnerships. Key social marketing partnership characteristics are operationalised supporting the partnership selection process. Measurement scales are developed to assist in evaluating partnership relationships over time. The model is empirically tested to investigate the relationships between key mediating variables of social marketing partnerships. Originality/value This paper presents a validated 5th P Partnership model for social marketers, accelerating social marketing’s capacities to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences and UN SDG #17.

scholarly journals THE T MODEL OF APPLYING SOCIAL MARKETING IN HEALTH PROMOTION IN THE REPUBLIC OF MOLDOVA

World Science ◽  
2019 ◽  
Vol 1 (12(52)) ◽  
pp. 54-61
Author(s):  
Alina Timotin
Keyword(s):  
Social Marketing ◽  
Healthy Lifestyle ◽  
Behavioural Change ◽  
Simplified Model ◽  
Conceptual Scheme ◽  
Basic Principles ◽  
Republic Of Moldova ◽  
Practical Tool ◽  
Advanced Knowledge ◽  
The Republic

The present work analyses 8 models of social marketing (1984-2008) that appear in the specialised literature. Because each of them presents important elements, here appeared the necessity of an integrative simplified model. The premises for creating the T Model for the implementation of social marketing in the Republic of Moldova are: the need for behavioural change programs, the limited development of social marketing, low knowledge of health specialists on the concept of social marketing, creative but fragmented use of social campaigns to promote a healthy lifestyle. The T Model can be taken over by other countries where the concept of social marketing is not sufficiently promoted and where public health specialists do not have advanced knowledge in this field. The model is a practical tool, described in terms of: the basic principles, the conceptual scheme and the methodological steps of implementation.

Consumer well-being research: integrating social marketing and service research

2019 ◽  
Vol 10 (1) ◽  
pp. 125-138
Author(s):  
Raechel Johns
Keyword(s):  
Social Marketing ◽  
Behavioural Change ◽  
Well Being ◽  
Service Research ◽  
Limited Attention ◽  
Extensive Literature ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
Service Ecosystem

Purpose While social marketing (SM) literature has increasingly incorporated service literature into the field, social marketers have paid limited attention to transformative service research (TSR). Similarly, transformative service researchers have neglected to incorporate the more traditional body of literature – SM – into their research. This paper aims to provide an extensive literature review and comparison of the bodies of literature, cautioning researchers to consider both fields of research or risk their work not being as relevant as research incorporating both literature bodies. Social value co-creation is considered as a middle-ground between the two bodies of literature. Design/methodology/approach This paper expands on the conceptual discussion of TSR and the more advanced empirical academic literature on SM. Framed within a context of anti-smoking, this paper explores the differences between SM and TSR, within the service ecosystem. Findings This paper highlights three key differences between SM and TSR. Firstly, SM focuses on changes only within a not-for-profit context, while TSR focuses on changes which may be related to both not-for-profit and for-profit objectives. Secondly, SM broadly appears to take a behavioural change from implementation perspective, with an upstream approach; while in contrast, TSR focuses more on interaction for consumer and employee well-being. Finally, when considering the service ecosystem, SM and TSR both operate at all three levels (micro, meso and macro) but may focus on different levels, depending on the initiative. Originality/value With the emergence of TSR, further understanding of this body of literature is necessary; otherwise, social marketers may risk their research losing ground to other bodies of literature.

Understanding resource commitment to R&D in multinational enterprises: a novel conceptual framework

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Niels le Duc
Keyword(s):  
Research And Development ◽  
Conceptual Framework ◽  
Multinational Enterprises ◽  
Design Methodology ◽  
External Environment ◽  
Multinational Enterprise ◽  
Added Value ◽  
Content Type ◽  
Resource Commitment ◽  
Insight Into

Purpose This paper aims to introduce and advocate the concept of resource commitment to better understand multinational enterprise (MNE) research and development (R&D) behavior. Design/methodology/approach Adopting a theory adaptation research design, this paper assesses the characteristics and antecedents associated with varying resource commitment positions. It does so in relation to MNE R&D activities, considering their importance to firm competitiveness and the recent increases in the number of locations and innovative activities a firm might choose to invest in. Findings The paper presents a framework showing that differences in resource commitment are more nuanced than expected. The evaluation of antecedents shows that the external environment, the purpose of R&D activities and firm experience influence the resource commitment position of a firm’s R&D activities. Originality/value The paper provides a pathway toward understanding of MNE R&D behavior, explaining observable differences in resource and commitment levels of R&D units. The presented framework offers MNE managers insight into when to adopt which resource commitment positions. It offers policymakers insights into the type of activities and the companies they need to attract to maximize the added value of firm’s investments in their country/region.

scholarly journals Rethinking behaviour change: a dynamic approach in social marketing

2019 ◽  
Vol 9 (2) ◽  
pp. 252-268 ◽  
Author(s):  
Patricia David ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Static Model ◽  
Theoretical Development ◽  
Research Attention ◽  
Content Type ◽  
Environmental Consequences ◽  
Greater Good ◽  
Dynamic Measures

PurposeWhile awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the greater good. A review of the literature indicates that research efforts may be misdirected. Drawing from empirical data where a total of 161 caregivers reported changes in their child’s walking behaviour following a month long social marketing program, the purpose of this paper is to illustrate differences between behaviour and behaviour change.Design/methodology/approachData analyses involved use of multiple linear regression on static followed by dynamic measures of behaviour and behavioural change and their respective determinants. The static model used variables reported by caregivers after program participation, while the dynamic measures used change scores for all variables reported (T2-T1).FindingsResults from the static model showed that only intentions and barriers explained behaviour at Time point 2. In contrast, findings from the dynamic data analysis indicated that a change in injunctive norms (important others’ approval of the child walking to school) explained a change in walking to and from school behaviour. Taken together, the results of the current paper suggest research attention needs to be directed towards dynamic methodologies to re-centre research attention on behavioural change and not behaviour, which dominates current practice.Originality/valueThis paper offers a foundational step to support the research community to redirect research efforts from understanding behaviour to focussing research design and theoretical development on behavioural change. Theories of behaviour change are needed to affect the greater good.

Influencing strategy lessons from the world of social marketing

2018 ◽  
Vol 34 (1) ◽  
pp. 8-9
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Health Problem ◽  
Design Methodology ◽  
Public Health Problem ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Marketing Effectiveness ◽  
The Social

Purpose This paper aims to present a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem. Findings The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Originality/value The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

Effects of determinants of dried fruit purchase intention and the related consumer segmentation on e-commerce in China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuting Sun ◽  
Chaoyun Liang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Cost Effective ◽  
Marketing Strategies ◽  
Self Control ◽  
Added Value ◽  
Content Type ◽  
Dried Fruits ◽  
Dried Fruit ◽  
The Cost

PurposeIn this study, a comprehensive theoretical framework was developed to investigate the influence of the determinants of online dried fruit purchase intention in China.Design/methodology/approachThe dried fruit eating experiences of 1,160 participants from China were collected using an online survey.FindingsSignificant differences were noted in the sociodemographic distributions among three age-based consumer segments. Furthermore, the cost of the marketing strategy had the strongest effect on online dried fruit purchase intention. Finally, different patterns of online dried fruit purchase intention were observed among the three consumer segments: consumers aged below 24 years regarded dried fruits as a new and healthy snack choice and favoured companies with high-quality communication with consumers; consumers aged 25–29 years viewed dried fruits as a healthy eating habit, reflecting their strong self-control over their lifestyle; and consumers aged over 30 years valued the convenience marketing strategies applied by dried fruit manufacturers.Originality/valueOverall, the results indicate that dried fruits are considered a niche market of snacks that provides added value for core products in the Chinese e-commerce (EC) market; therefore, developing cost-effective strategies to raise consumer awareness of dried fruits is crucial. Furthermore, marketing strategies should target different consumer segments.

Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers

2017 ◽  
Vol 11 (4) ◽  
pp. 413-433 ◽  
Author(s):  
Harminderjit Kaur ◽  
Bikramjit Singh Hundal
Keyword(s):  
Behavioural Change ◽  
Working Women ◽  
Research Paper ◽  
Marketing Strategies ◽  
Women Consumers ◽  
Content Type ◽  
Sexual Appeal ◽  
Switching Behaviour ◽  
The Mind ◽  
The Impact

Purpose The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The literature was scant in examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour of consumers. Therefore, this research paper examines the impact of different marketing strategies used by the advertisers on the components of the attitude of the consumers. Design/methodology/approach First, the perception of the consumers towards the traits was measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour of consumers was scrutinized using regression analysis, and then descriptive statistics approach was used to analyse the switching behaviour and the most important tactic used in the advertisement. Findings The results indicate that repeated exposure, comparison of products and sexual appeals has a significant impact on the mind of consumers which determines the influence of advertising tactics. Further, the results evaluated that information, pricing element, image of company and sexual appeal are the other important traits influencing the cognitive attitude of consumers. The consumers switch to the advertised products which indicate the behavioural change with the impact of advertisement. Research limitations/implications This research paper is suffering from some limitations as the area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar, Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the changing behaviour and the attitude, income level and media, the response of the consumers in the present study may not be relevant in the future period. The study was confined to the working women consumers only and does not represent the whole population. Practical implications This research paper provides an insight to the marketers. The managers can measure how by using appropriate tactics can they make their advertising more effective. In case of unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics to make their products/brands more pertinent and important among the consumers. Originality/value This research paper examines the impact of TV advertisement of beauty products on the components of the attitude of the urban working women consumers. This study presents the influence of the various marketing strategies used in the advertisement to influence the purchase and the switching behaviour of consumers.

A conceptual framework of cool for social marketing

2016 ◽  
Vol 6 (2) ◽  
pp. 121-143 ◽  
Author(s):  
Khondker Galib B. Mohiuddin ◽  
Ross Gordon ◽  
Christopher Magee ◽  
Jeong Kyu Lee
Keyword(s):  
Social Sciences ◽  
Conceptual Framework ◽  
Social Marketing ◽  
Design Methodology ◽  
Content Type ◽  
Extant Literature ◽  
Social Sciences And Humanities ◽  
Comprehensive Literature Review ◽  
The Social ◽  
Comprehensive Search

Purpose The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool. Design/methodology/approach A comprehensive search and review of extant literature across social marketing, business disciplines, arts, psychology, social sciences and humanities was undertaken to develop an understanding of cool and its relevance to social marketing. The review permitted developing a comprehensive set of characteristics that are associated with cool. Findings A conceptual framework of cool organised according to the following dimensions is presented and discussed: deviating from norm, self-expressive, indicative of maturity, subversive, pro-social, evasive, and attractive. Originality/value This paper advances theoretical knowledge in the social marketing domain by offering a conceptual framework of cool, and by suggesting a set of guidelines to develop cool social marketing programs.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

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