A useful shift in our perspective: integrating social movement framing into social marketing

2017 ◽  
Vol 7 (2) ◽  
pp. 188-204 ◽  
Author(s):  
Kate Daellenbach ◽  
Joy Parkinson
Keyword(s):  
Social Movements ◽  
Social Change ◽  
Collective Action ◽  
Social Movement ◽  
Social Marketing ◽  
Well Being ◽  
Future Research ◽  
Content Type ◽  
Collective Action Frames ◽  
Social Movement Framing

Purpose The elaboration of framing in social movement theory offers a different perspective than is typically taken in social marketing. This paper explores how social marketing may benefit from this alternate lens. Design/methodology/approach The construction, features and processes associated with collective action frames in social movements are examined and explored via two social causes: obesity and disaster preparation. Findings A social movement perspective on framing highlights the need to better understand variations in how groups may perceive a problem and its solutions. It suggests a range of considerations and options in constructing and participating in the development of collective action frames, which are suggested to benefit social marketing initiatives and, thus, society. Research limitations/implications Further research in societal well-being and the meso-level of social change should consider adopting a social movement framing perspective. A list of questions is provided to guide future research. Practical implications Mobilising a group into action is often a necessary and effective step in realising social change. The questions raised in social movement framing will equip practitioners and researchers with greater understanding of the issue, the context and potential solutions, ultimately to encourage positive social movements and social benefit. Originality/value While calls have been made for broader perspectives in social marketing, little attention has been given to social movements. This paper offers a way forward with respect to framing.

Social marketing and social movements: creating inclusive social change coalitions

2018 ◽  
Vol 8 (4) ◽  
pp. 354-377 ◽  
Author(s):  
Lauren Gurrieri ◽  
Ross Gordon ◽  
Jo Barraket ◽  
Andrew Joyce ◽  
Celia Green
Keyword(s):  
Public Health ◽  
Social Issue ◽  
Social Movements ◽  
Social Change ◽  
Social Marketing ◽  
Collective Identity ◽  
Well Being ◽  
Individual Responsibility ◽  
Content Type ◽  
Self Acceptance

Purpose This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that have attracted social movements and the ways actors can come together to drive inclusive social change agendas. Design/methodology/approach Through the lens of new social movement theory, a case study of the interactions and dynamics between fat activists and obesity prevention public health actors is examined. This is undertaken through a multi-method qualitative analysis of interview and archival blog data of fat activists located in Australia, which was compared with the campaign materials and formative and evaluative research related to two high profile Australian Government funded anti-obesity campaigns. Findings The case analysis highlights the disconnect between public health actors and the marginalized voices of those they are meant to be representing. Whilst public health actors characterise obesity as a social issue of individual responsibility, disease and rational-decision making; fat activists frame a competing collective identity of well-being, support and self-acceptance that characterise their social change efforts. Research limitations/implications This research highlights how complexities arise but can potentially be overcome in creating inclusive social change coalitions that incorporate the voices of citizen groups whom have mobilised into social movements. Specifically, we highlight the importance of generating a common language around obesity, the significance of collaborative and supportive relations and the need to create common unity through emotional investment and returns - a departure from the highly rational approaches taken by most social change programs. Practical implications Obesity is a complex social issue marked by conflict and contestation between those who are obese and the very actors working to support them. Our research contends that creating an inclusive social change coalition between these stakeholders will require a shift towards language anchored in well-being as opposed to disease, relations defined by support as opposed to an emphasis on individual responsibility and emotional investments that work to bolster self-acceptance in place of rational appeals as to the “correct” behaviours one should chose to engage in. Such steps will ensure social change program design is collaborative and incorporates the lived experiences of the very citizens such initiatives are targeted towards. Originality/value We contribute to wider discussions in social marketing about the development of holistic and progressive, multi-stakeholder, multi-level programs by advocating that inclusive social change coalitions united through the collective identity elements of cognitions and language, relational ties and emotional investment offer an important step forward in tackling the wicked problems that social marketers work to address.

We are “the Resistance”: Predictors and consequences of self-categorization into the emerging movement to oppose Trump

2020 ◽  
pp. 136843022097475
Author(s):  
Samuel Hansen Freel ◽  
Rezarta Bilali ◽  
Erin Brooke Godfrey
Keyword(s):  
Social Media ◽  
Social Movements ◽  
Longitudinal Study ◽  
Collective Action ◽  
Social Movement ◽  
Efficacy Beliefs ◽  
Future Research ◽  
Identity Consolidation

In a three-wave longitudinal study conducted in the first 100 days of Trump’s presidency, this paper examines how people come to self-categorize into the emerging social movement “the Resistance,” and how self-categorization into this movement influences future participation in collective action and perceptions of the movement’s efficacy. Conventional collective action (e.g., protest, lobby legislators)—but not persuasive collective action (e.g., posting on social media)—and perceived identity consolidation efficacy of the movement at Wave 1 predicted a higher likelihood of self-categorization into the movement 1 month later (Wave 2) and 2 months later (Wave 3). Self-categorization into the Resistance predicted two types of higher subsequent movement efficacy perceptions, and helped sustain the effects of conventional collective action and movement efficacy beliefs at Wave 1 on efficacy beliefs at Wave 3. Implications for theory and future research on emerging social movements are discussed.

Eliciting positive social change: marketing’s capacity to drive prosocial behaviours

2015 ◽  
Vol 33 (5) ◽  
pp. 826-843 ◽  
Author(s):  
Aron O'Cass ◽  
Deborah Griffin
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Issues ◽  
Future Research ◽  
Prosocial Behaviour ◽  
Negative Consequences ◽  
Content Type ◽  
Positive Feelings ◽  
Prosocial Behaviours ◽  
Practical Implications

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours. Design/methodology/approach – A web-based self-administered survey was used to collect data from a convenience sample of largely university staff and students. Data obtained were analysed using SEM-based partial least squares methodology. Findings – The results show that individuals who are future oriented and issue involved are more likely to engage in prosocial behaviour. Also, these individuals are more likely to assess fewer negative consequences and experience more positive feelings as a result of their prosocial behaviour. Research limitations/implications – While the study focuses on two social issues, it does provide some explanation of self-reported behaviour, rather than intention to behave. However, future research could pay attention to a wider array of social issues and undertake post hoc testing to measure the characteristics of the chosen social issues. This may enhance findings, and provide greater support for the generalisability of the model. Also, future research could be directed towards the examining the role of perceived risk and feelings as an outcome of behaviour. Practical implications – A better understanding of the prosocial individual can assist in designing more effective social marketing campaigns. In particular, focusing on positive feelings as a result of engaging in prosocial behaviour has practical implications. Originality/value – Little attention has been given in the marketing and consumer behaviour literature to understanding the prosocial individual. To this end, this research empirically tests a model of prosocial behaviour for two social issues that integrates determinants (social responsibility, time orientation and issue involvement) and outcomes (assessment of negative consequences and feelings). Moreover, the results highlight that positive feelings are a significant outcome of prosocial behaviour.

Social Media and Social Movements

2021 ◽  
pp. 1096-1105
Author(s):  
Sheldondra J. Brown ◽  
Grace M. Babcock ◽  
Monica Bixby Radu
Keyword(s):  
Social Media ◽  
Social Movements ◽  
Social Change ◽  
Social Movement ◽  
Media Studies ◽  
Recent Literature ◽  
Sociological Theory ◽  
Active Role ◽  
Future Research ◽  
Sociological Research

Because of the increasing importance of the link between social media and social movements, recent research attempts to bridge the gap between media studies and sociological research on social movements. Yet, questions remain unanswered. For example, does social media help facilitate activism that leads to social change? What are the strengths and limitations of social media in creating and maintaining a social movement? This chapter explores these questions and others, paying attention to the #Blacklivesmatter hashtag and social movement, which scholars argue is a power force demanding social change in America. This chapter introduces the concepts of social media and social movements and reviews recent literature examining how social media plays an active role in creating and encouraging social movements. This chapter also considers how sociological theory can provide a better understanding of what social media means for modern social change and concludes with suggestions for future research.

Community resilience and the multiple levels of social change

2016 ◽  
Vol 6 (3) ◽  
pp. 240-257 ◽  
Author(s):  
Kate Daellenbach ◽  
Ciahn Dalgliesh-Waugh ◽  
Karen A. Smith
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Community Resilience ◽  
Well Being ◽  
Target Market ◽  
Structured Interviews ◽  
Content Type ◽  
Meso Level ◽  
Multiple Levels ◽  
The Individual

Purpose This study aims to better understand the micro–meso–macro perspective in social marketing, through the examination of a transformative, primarily meso-level initiative aimed at developing more resilient communities in the face of disaster. Design/methodology/approach Research was oriented around two cases of community resilience planning. Relevant documents were reviewed, and a series of semi-structured interviews with the manager and advisors in an emergency management office were conducted, followed by in-depth interviews with 15 individual community participants. Findings The findings suggest a multilevel (micro–meso–macro) model of social change, incorporating fluid and interactive movement between the levels. In the context examined, community leaders were initially motivated to be involved due to their role, sense of altruism and curiosity. Their motivation to continue was encouraged, as misconceptions around emergency response were addressed and the value of community connections was highlighted. As planning progressed, greater involvement and empowerment resulted. Research limitations/implications This study is limited in its focus on two communities, and the context of emergency preparation and response. However, it contributes insights into a leading initiative designed to help build community resilience and insights into a micro–meso–macro perspective of social change. Practical implications The study also suggests that social marketers, when implementing a meso-level initiative, will benefit from considering multiple levels, seeking the involvement and cooperation of meso-level leaders which will help facilitate downstream change. Originality/value Contributing to the discussion of the micro–meso–macro levels of social marketing, this research examines disaster preparation and response – a context not frequently examined in social marketing. Findings suggest that interactive, multi-level thinking, especially considering the individual implementers of meso-level change as a “target market”, will benefit social well-being initiatives.

A continuum of transformative service exchange: insights for service and social marketers

2019 ◽  
Vol 33 (6) ◽  
pp. 671-686 ◽  
Author(s):  
Josephine Previte ◽  
Nichola Robertson
Keyword(s):  
Social Change ◽  
Text Mining ◽  
Social Marketing ◽  
Large Data ◽  
Well Being ◽  
Service Research ◽  
Content Type ◽  
Service Exchange ◽  
High Level

Purpose Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being. However, the mechanism via which such improved well-being results or so-called “transformation” occurs, is not well understood. The purpose of this paper is to examine the claims made in the TSR literature to identity the themes and scholarly meaning of “transformative” service exchange; ascertain the mechanisms used in service contexts to realize transformation, including to motivate long-term, sustainable societal change; and develop a transformative service exchange continuum to guide research and managerial approaches that aim to create uplifting social change. The authors recommend their continuum as a framework to inform how social marketing and service scholars design service solutions to address wicked social problems. Design/methodology/approach This paper presents a qualitative study where Leximancer, a text-mining tool, is used to visualize the structure of themes and concepts that define transformative service exchanges as explained and applied in the literature. Additionally, a profiling analysis of transformation as it is discussed in the TSR literature is used to identify the mechanisms that service marketers have developed to establish current theorization of service thinking for social change. These qualitative phases of analysis then inform the development of the transformative service exchange continuum. Findings A scoping review identified 51 articles across 12 journals, based on this study’s selection criteria for identifying transformative service exchanges. The Leximancer analysis systematically and efficiently guided the authors’ interpretation of the large data corpus and was used in the identification of service themes. The use of text-mining software afforded a detailed lens to enrich the authors’ interpretation and clarification of six high-level concepts for inclusion on a transformative service exchange continuum. Originality/value This paper aims to unpack the meaning of transformative service exchange by highlighting the mechanism(s) used by researchers when designing social change outcomes. It contributes to TSR via the development of the continuum across micro, meso and macro levels. The temporal nature of transformative service exchanges is also elucidated. This continuum integrates current TSR studies and can guide future service studies in the TSR and social marketing domains.

scholarly journals Value creation and destruction in social marketing services: a review and research agenda

2020 ◽  
Vol 34 (3) ◽  
pp. 347-361 ◽  
Author(s):  
Nadia Zainuddin ◽  
Ross Gordon
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Value Creation ◽  
Research Agenda ◽  
Current Knowledge ◽  
Empirical Work ◽  
Research Literature ◽  
Future Research ◽  
Content Type ◽  
Extant Literature

Purpose This paper aims to provide a review of the extant literature on value creation and destruction in social marketing services for social change, for the purposes of developing a research agenda for future research in this area. Creating value in social marketing services is now identified as a key focus for social marketing (Russell-Bennett et al., 2009; Domegan et al., 2013), yet work in this area is nascent and conceptual, methodological, and empirical work is needed to advance the research agenda (Zainuddin et al., 2013; 2016). Design/methodology/approach To help shape the future of research on value in social marketing services, this paper appraises the contributions of the current research literature, and identifies gaps in the current knowledge. A systematic literature review was conducted, following the PRISMA protocol for conducting and reporting systematic reviews (Moher et al., 2009). The review covers the areas of value creation in social marketing, value destruction in social marketing, dimensions of value in social marketing, and from value-in-exchange, to value-in-use, to value-in-behaviour in social change. Findings A research agenda for further work in this area is provided within the themes of 1. conceptual development, 2. broadening ontological, epistemological, and methodological foundations, 3. research contexts, and 4. measuring and evaluating value in social marketing services. Within each of these themes, a series of research questions are provided to guide further work in the four identified themes. Originality/value This paper is the first to offer a review of the extant literature on value creation and destruction in social marketing and social marketing services, and offer a research agenda for future work in this area. This paper contributes to services marketing and the development of service thinking as key component of social marketing, and the role that value creation plays in this (Russell-Bennett et al., 2013).

How Collective-Action Failure Shapes Group Heterogeneity and Engagement in Conventional and Radical Action Over Time

2021 ◽  
pp. 095679762097056
Author(s):  
Morgana Lizzio-Wilson ◽  
Emma F. Thomas ◽  
Winnifred R. Louis ◽  
Brittany Wilcockson ◽  
Catherine E. Amiot ◽  
...  
Keyword(s):  
Social Movements ◽  
Collective Action ◽  
Latent Profile Analysis ◽  
Profile Analysis ◽  
Social Identification ◽  
Future Research ◽  
Group Efficacy ◽  
Before And After ◽  
Using Data ◽  
Over Time

Extensive research has identified factors influencing collective-action participation. However, less is known about how collective-action outcomes (i.e., success and failure) shape engagement in social movements over time. Using data collected before and after the 2017 marriage-equality debate in Australia, we conducted a latent profile analysis that indicated that success unified supporters of change ( n = 420), whereas failure created subgroups among opponents ( n = 419), reflecting four divergent responses: disengagement (resigned acceptors), moderate disengagement and continued investment (moderates), and renewed commitment to the cause using similar strategies (stay-the-course opponents) or new strategies (innovators). Resigned acceptors were least inclined to act following failure, whereas innovators were generally more likely to engage in conventional action and justify using radical action relative to the other profiles. These divergent reactions were predicted by differing baseline levels of social identification, group efficacy, and anger. Collective-action outcomes dynamically shape participation in social movements; this is an important direction for future research.

A “crescendo” model: designing food experiences for psychological well-being

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lia Zarantonello ◽  
Silvia Grappi ◽  
Marcello Formisano ◽  
Bernd H. Schmitt
Keyword(s):  
Life Satisfaction ◽  
Design Thinking ◽  
Well Being ◽  
Future Research ◽  
Psychological Well Being ◽  
Content Type ◽  
Perceived Life Satisfaction ◽  
Consumer Experiences ◽  
Mind Set ◽  
The Relationship

Purpose This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer experiences evoked by food-related activities can facilitate, stimulate and enhance individuals’ happiness and perceptions of life satisfaction. Design/methodology/approach A diary field experiment was conducted. Participants from a major European city were asked to reflect on their food-related activities, provide descriptions and answer questions on experiential stimulation derived from these activities in relation to happiness and perceived life satisfaction. Findings Food-related activities generally result in positive consumer experiences and psychological well-being. Experiential stimulation resulting from food activities is positively related to perceived life satisfaction directly and indirectly via pleasure and meaning. Although the authors found an overall positive relationship between these constructs, they also found differences based on the experience type considered. A “crescendo model” of experiences that details how experiences lead to happiness and perceived life satisfaction is presented. Research limitations/implications This study is largely exploratory. Future research should adopt an experimental approach and further test the relationship between experiential stimulation, happiness and perceived life satisfaction in the context of food. Practical implications The paper offers innovation teams in food companies a practical “crescendo model” that can be used to design product–consumer interactions. Originality/value The research bridges literatures on design thinking, psychological well-being and consumer experiences. By studying the relationship between experiences, happiness and perceived life satisfaction in the context of food, the findings contribute to research on food well-being by expanding the notion of happiness seen only as pleasure. The research also contributes to work on design thinking by offering an experiential framework that contributes to the notion of consumer empathy.

Reinventing the Concept of Civic Culture

2017 ◽  
Author(s):  
Paul Lichterman
Keyword(s):  
Social Movements ◽  
Collective Action ◽  
Social Movement ◽  
Voluntary Associations ◽  
Civic Culture ◽  
Social Movement Organizations ◽  
Alternative Approach ◽  
Religious Associations ◽  
Movement Organizations

This article proposes a new and better concept of civic culture and shows how it can benefit sociology. It argues that a better concept of civic culture gives us a stronger, comparative, and contextual perspective on voluntary associations—the conventional American empirical referent for “civic”—while also improving our sociologies of religion and social movements. The article first considers the classic perspective on civic culture and its current incarnations in order to show why we need better conceptual groundwork than they have offered. It then introduces the alternative approach, which is rooted in a pragmatist understanding of collective action and both builds on and departs in some ways from newly prominent understandings of culture in sociology. This approach’s virtues are illustrated with ethnographic examples from a variety of volunteer groups, social movement organizations, and religious associations.

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