Vedantic applications of augmented reality for strategic social marketing campaigns in India

2018 ◽  
Vol 10 (3) ◽  
pp. 256-273
Author(s):  
Amrita Joshi
Keyword(s):  
Augmented Reality ◽  
Social Marketing ◽  
Marketing Research ◽  
Content Type ◽  
Multimodal Analysis ◽  
Spatio Temporal ◽  
Philosophical Texts ◽  
Propositional Structures ◽  
Social Marketing Campaigns ◽  
Social Outreach

Purpose Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing. Design/methodology/approach Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework. Findings AR is defined vis-à-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns. Research limitations/implications The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis. Practical implications While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information. Originality/value This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.

Best practices in social marketing among Aboriginal people

2014 ◽  
Vol 4 (2) ◽  
pp. 155-175 ◽  
Author(s):  
Judith Madill ◽  
Libbie Wallace ◽  
Karine Goneau-Lessard ◽  
Robb Stuart MacDonald ◽  
Celine Dion
Keyword(s):  
Social Marketing ◽  
Aboriginal People ◽  
Marketing Research ◽  
Future Research ◽  
Content Type ◽  
Call To Action ◽  
Aboriginal Populations ◽  
Wide Range ◽  
Important Field ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to identify, summarize and assess literature focused on developing social marketing programs for Aboriginal people. Design/methodology/approach – The authors conducted a literature search and review of research papers concerning social marketing and Aboriginal populations over the period 2003-2013. Findings – The research reveals very little published research (N = 16). The literature points to a wide range of findings including the importance of segmenting/targeting and avoiding pan-Aboriginal campaigns; cultural importance of family and community; the importance of multi-channels; universal value of mainstream and Aboriginal media outlets, use of print media, value of elders and story-telling for message dissemination; increasingly important role of Internet-based technology; need for campaign development to reflect Aboriginal culture; and importance of formative research to inform campaign development. Social implications – Considerable research is warranted to better develop more effective social marketing campaigns targeted to Aboriginal audiences to improve health outcomes for such groups across the globe. Originality/value – This paper provides a baseline foundation upon which future social marketing research can be built. It also acts as a call to action for future research and theory in this important field.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

Social marketing applications in public policy programs: key learnings and applications

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Satyam Mishra ◽  
Bikramjit Rishi
Keyword(s):  
Public Policy ◽  
Social Marketing ◽  
Design Methodology ◽  
Media Advocacy ◽  
Content Type ◽  
Number Of Factors ◽  
Labour Policy ◽  
The Usa ◽  
Social Marketing Campaigns ◽  
Marketing Principles

Purpose Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy. Design/methodology/approach The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs. Findings This paper concludes that the implementation of any policy is a challenging exercise and dependent on a large number of factors. However, KILs derived from successful social marketing programs deal with umbrella campaigns, prevailing socio-cultural environment, bottom-up communication, upstream approach to engage with stakeholders and targeted media advocacy could prove useful when the objective is to induce behaviour change as a part of the policy execution. Originality/value This paper evaluates the learnings from social marketing campaigns and their relevance to public policy programs. It also considers a case to demonstrate the application of the concept.

Shaping social marketing research: a retrospective of the journal of social marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Farrukh ◽  
Ali Raza ◽  
Fanchen Meng ◽  
Yihua Wu ◽  
Zhouyang Gu
Keyword(s):  
Social Marketing ◽  
Marketing Research ◽  
Content Type ◽  
Bibliographic Data ◽  
Increasing Trend ◽  
The Usa ◽  
Number Of Citations ◽  
Developed World ◽  
Bibliometric Approach

Purpose This paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020. Design/methodology/approach The bibliometric approach is used to present publication characteristics. For so doing, the bibliographic data was extracted from the Scopus database. Findings The results show an increasing trend in the publication and in the number of citations. Moreover, the findings also revealed that although JSOCM received publications worldwide, countries from the developed world such as Australia and the USA are the most productive countries. Originality/value As the first retrospection of the journal, this study not only educates and enriches JSOCM’s global readers and aspiring contributors but may also be helpful to its editorial board, as it provides several inputs to navigate the way forward.

Individual life events and blood giving

2019 ◽  
Vol 36 (7) ◽  
pp. 926-938 ◽  
Author(s):  
Meikel Soliman ◽  
Silke Boenigk
Keyword(s):  
Life Events ◽  
Social Marketing ◽  
Stressful Life Events ◽  
Blood Donation ◽  
Blood Donations ◽  
Content Type ◽  
Individual Life ◽  
Donation Behavior ◽  
Underlying Mechanisms ◽  
Social Marketing Campaigns

Purpose Imbedded in the life course paradigm, the purpose of this paper is to investigate which individual life events impact blood donations and to study their underlying mechanisms. Design/methodology/approach By applying logistic regression, moderation and mediation analysis, this paper uses a large sample of N = 5,640 individuals. Findings Experiencing normative life events and stressful life events reduce the likelihood of donating blood, whereas human capital life events enhance the likelihood of donating blood. Specifically, having a child and death of a mother decrease and finishing education increases the probability of blood donations. Locus of control and satisfaction with income are significant underlying mechanisms. Practical implications Social marketing campaigns can use individual life events to focus on similarities between potential blood donors and individuals in need of blood. Blood centers can adopt their services to cater to the changing needs after experiencing individual life events by running mobile blood collecting drives and providing guidance. Social implications Blood centers take an important role in sustaining a healthy society. As the need for blood will increase in the future, a better understanding of blood donation behavior and social marketing contributes to increased donations. Originality/value While previous research looked at collective life events, there is a dearth in marketing and blood literature on the effects of individual life events.

Increasing brand recall for naming rights sponsorships

2016 ◽  
Vol 6 (4) ◽  
pp. 377-389 ◽  
Author(s):  
Robert J. Donovan ◽  
Julia Anwar-McHenry ◽  
Yolexis Hernandez Aguilera ◽  
Amberlee Nicholas ◽  
Simone Kerrigan
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Brand Name ◽  
Content Type ◽  
Brand Recall ◽  
Intercept Survey ◽  
Promotional Materials ◽  
Naming Rights ◽  
Social Marketing Campaigns ◽  
Practical Implications

Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name. Design/methodology/approach An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event. Findings Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000). Practical implications Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships. Originality/value It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.

The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness

2015 ◽  
Vol 5 (1) ◽  
pp. 83-99 ◽  
Author(s):  
Bo Pang ◽  
Krzysztof Kubacki
Keyword(s):  
Young Adults ◽  
Social Marketing ◽  
Future Research ◽  
Content Type ◽  
The Usa ◽  
Actual Effectiveness ◽  
Barriers And Challenges ◽  
Views And Perceptions ◽  
Social Marketing Campaigns ◽  
The Relationship

Purpose – This study aims to contribute to the existing social marketing literature by considering young adults’ views and perceptions about social marketing and social marketing campaigns in the context of alcohol consumption. Design/methodology/approach – Eighteen interviews were conducted with young adults aged 25-30 years in Australia and the USA. Biographical interviews were used to collect information on individuals’ drinking histories and how their attitudes towards social marketing campaigns have formed during their lives. Findings – Four main themes emerge in the study, namely, ethicality (freedom of choice), expensiveness, exaggeration and effectiveness. These four issues represent the main barriers and challenges for social marketers. Future research needs to explore the relationship between the attitudes of the target audience towards social marketing, and the actual effectiveness of social marketing campaigns. Research limitations/implications – This is an exploratory study that is limited by its context, sample size and participants’ demographical characteristics. Originality/value – This study provides empirical evidence behind challenges and barriers facing social marketing identified by Andreasen (2002).

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.

Strategically Leveraging Humor in Social Marketing Campaigns

2019 ◽  
Vol 25 (3) ◽  
pp. 193-208
Author(s):  
D. Scott Borden ◽  
L. Suzanne Suggs
Keyword(s):  
Social Marketing ◽  
Ethical Issues ◽  
Marketing Research ◽  
Social Equity ◽  
Contentious Issue ◽  
Social Marketing Campaigns

Classic and social marketing research has described some of the benefits of using humor. However, while these studies have strongly recommended the strategy, little has been reported on why practitioners have, or could, leverage humor to reach campaign goals. Addressing this need, the use of humor in 15 social marketing campaigns was investigated. Three of these campaigns were selected, aiming to promote water-efficient behavior, and examined in greater depth to highlight findings. Campaign planners were interviewed to understand their choice in strategy, objectives of their campaigns, and results achieved. Results show humor has been leveraged to target a variety of behaviors in the areas of health, social equity, environment, and education. The examples followed many recommendations within previous research. However, newly described applications of humor in these campaigns included minimizing the competing behavior, endearing an audience to the messenger, and reducing tensions around a contentious issue. This article concludes with a discussion of how these applications can be successfully leveraged and potential associated pitfalls and ethical issues that may arise from the use of humor.

The role of construal fit in threat appeal to persuade young drivers not to text while driving

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongjae (Jay) Lim ◽  
Jhih-Syuan Lin ◽  
Un Chae Chung ◽  
Youngjee Ko
Keyword(s):  
Young Adults ◽  
Social Marketing ◽  
Social Distance ◽  
Visual Rhetoric ◽  
Visual Presentation ◽  
Content Type ◽  
Social Marketing Campaign ◽  
Young Drivers ◽  
Texting While Driving ◽  
Social Marketing Campaigns

Purpose This paper aims to investigate the effect of matching social distance and the concrete/abstract visual presentation of the threats of distracted driving in campaign design. Design/methodology/approach This study conducts a series of 2 (social distance frame: close vs distant) × 2 (visual rhetoric style: literal vs metaphorical) online experiments on the perspective of the construal level theory. Findings This study identified that a fit between social distance and visual rhetoric style of the threat enhances the effect of a social marketing campaign targeting young adults. A message framed in terms of socially proximal entities shows a favorable impact on young drivers’ threat perception and behavioral intention when the visual rhetoric depicts the threats of texting while driving more concrete. On the other hand, more distant social entities in the message show a better impact when the threats are visualized in metaphor. Originality/value This paper enhances the understanding of a threat appeal message design by adding empirical evidence of matching visual rhetoric style and social distance. The findings provide theoretical and practical implications for social marketing campaigns, regarding the strategic tailoring of messages, particularly in public service announcements that discourage texting while driving on young adults.

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