Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

2016 ◽  
Vol 6 (2) ◽  
pp. 104-120 ◽  
Author(s):  
Tanja Kamin ◽  
Daša Kokole
Keyword(s):  
Social Marketing ◽  
Post Intervention ◽  
Excessive Alcohol Consumption ◽  
Content Type ◽  
The Social ◽  
Drinking Age ◽  
Quasi Experimental ◽  
Minimum Legal Drinking Age ◽  
Marketing Intervention ◽  
Marketing Approach

Purpose Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with the minimum legal drinking age (MLDA) law by proposing and evaluating a social marketing intervention directed at sellers in off-premise stores. Design/methodology/approach The study is based on a non-randomized quasi-experimental design, focusing on an evaluation of the implementation of the “18 rules!” intervention in four cities in Slovenia. Two waves of underage purchase attempts were conducted pre- and post-intervention in 24 off-premise businesses, following a mystery shopping protocol. Findings The initial rate of retailers’ noncompliance with the MLDA law in off-premise establishments was high. After the social marketing intervention, an increase with compliance with the law was observed; the proportion of cashiers selling alcohol to minors after the intervention decreased from 96 to 67 per cent. Qualitative insight suggests an existence of retailers’ dilemma in complying with the MLDA. Research limitations/implications A social marketing approach could contribute to a better understanding of the social working of the MLDA law. Practical implications A social marketing approach could complement the usual enforcement strategies and contribute to a better understanding of the social working of the MLDA law, and encourage deliberate retailers’ compliance with it while developing valuable exchanges among people and stakeholders. Originality/value The paper conceptualizes retailers’ dilemma in complying with the minimal legal drinking age law and offers social marketing response to it. Results of the study show that also solely non-coercive measures have the potential in increasing retailers’ compliance with regulations.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

The career paths of social marketing doctoral graduates

2017 ◽  
Vol 7 (1) ◽  
pp. 18-50 ◽  
Author(s):  
V. Dao Truong
Keyword(s):  
Higher Education ◽  
Social Marketing ◽  
Career Paths ◽  
Research Collaboration ◽  
Full Time ◽  
Doctoral Graduates ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
The Social

Purpose Although the social marketing field has developed relatively quickly, little is known about the careers of students who chose social marketing as their main subject of study. Such research is important not only because it reveals employment trends and mobility but also because it informs policy making with respect to curriculum development as well as raises governmental and societal interest in the social marketing field. This paper aims to analyse the career pathways of doctoral graduates who examined social marketing as the subject of their theses. Doctoral graduates represent a special group in a knowledge economy, who are considered the best qualified for the creation and dissemination of knowledge and innovation. Design/methodology/approach A search strategy identified 209 doctoral-level social marketing theses completed between 1971 and 2015. A survey was then delivered to dissertation authors, which received 117 valid responses. Findings Results indicate that upon graduation, most graduates secured full-time jobs, where about 66 per cent worked in higher education, whereas the others worked in the government, not-for-profit and private sectors. Currently, there is a slight decline in the number of graduates employed in the higher education, government and not-for-profit sectors but an increase in self-employed graduates. A majority of graduates are working in the USA, the UK, Australia and Canada. Overall, levels of international mobility and research collaboration are relatively low. Originality/value This is arguably the first study to examine the career paths of social marketing doctoral graduates.

Social marketing hackers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maria M. Raciti
Keyword(s):  
Social Marketing ◽  
Change Agents ◽  
Content Type ◽  
Marketing Professional ◽  
The Social ◽  
Greater Good ◽  
The Many ◽  
Behaviour Changes ◽  
Social Causes ◽  
Blind Spots

Purpose Social marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room. Design/methodology/approach Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena. Findings The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing. Originality/value This paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.

Using a social marketing approach to develop a pro-diversity intervention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Markus Brauer ◽  
Anissa Dumesnil ◽  
Mitchell Robert Campbell
Keyword(s):  
Social Marketing ◽  
Academic Research ◽  
Target Audience ◽  
Content Type ◽  
Target Behaviors ◽  
Positive Attitudes ◽  
Discriminatory Behavior ◽  
Small Set ◽  
Targeted Messages ◽  
Marketing Approach

Purpose Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting. Design/methodology/approach We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits. Findings The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice. Originality/value The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.

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 Community-based social marketing: effects on social norms

2016 ◽  
Vol 6 (2) ◽  
pp. 193-210 ◽  
Author(s):  
Lisa Schuster ◽  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Repeated Measures ◽  
Target Population ◽  
Primary School Children ◽  
Community Based ◽  
Media Campaigns ◽  
Content Type ◽  
Final Sample ◽  
Quasi Experimental

Purpose This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. Originality/value The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

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.

A model of entrepreneurship education in franchising – application of outside-in marketing with a behavioural focus

2020 ◽  
Vol 35 (1) ◽  
pp. 116-133
Author(s):  
Sara Quach ◽  
Scott Weaven ◽  
Park Thaichon ◽  
Debra Grace ◽  
Lorelle Frazer
Keyword(s):  
Planning Process ◽  
Entrepreneurship Education ◽  
Communication Strategy ◽  
Control Group ◽  
Post Intervention ◽  
Content Type ◽  
Implementation Evaluation ◽  
Quasi Experimental ◽  
On Line ◽  
Experimental Group

Purpose Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives. Design/methodology/approach A specific and uniform EE program specifically targeted to current “would be” entrepreneurs who were investigating the franchising business model was developed, focusing on the behavioural outcomes. The effectiveness of the EE intervention was evaluated using a quasi-experimental research design, which involved franchisees who had not participated in the EE intervention (control group) and franchisees who had participated in the EE intervention (experimental group). The administration of the national on-line survey yielded a total of 520 responses (194 in the experimental group and 326 in the control group). Findings The planning process in the pre-intervention stage included situation analysis, objective setting and decisions in relation to the communication strategy, i.e. content and mode. The effectiveness of the EE intervention was evaluated in the post-intervention stage. The findings indicate that EE intervention resulted in participants’ positive cognitive, affective and behavioural outcomes such as performance and relationship management. Finally, following a reflection process, additional elements covering topics related to work-life balance were incorporated into the module pertaining to an individual’s suitability to become a franchisee. Originality/value This paper proposes a conceptual framework that represents an outside-in EE approach whereby problems, audiences, objectives and communication strategies (content and method) are strategically intertwined to produce relevant, measurable and diagnostic behavioural outcomes. The EE intervention can also improve the B2B relationship between actors in a business network.

Social marketing: an Islamic perspective

2019 ◽  
Vol 11 (4) ◽  
pp. 863-881 ◽  
Author(s):  
Mahamudul Hasan
Keyword(s):  
Social Marketing ◽  
Research Work ◽  
Critical Approach ◽  
Content Type ◽  
Muslim Countries ◽  
Starting Point ◽  
New Perspective ◽  
Conceptual Study ◽  
Marketing Principles ◽  
Marketing Intervention

Purpose The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline. Design/methodology/approach This is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories. Findings The author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices. Originality/value This study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.

ExerStart: helping seniors be active and independent for less

2019 ◽  
Vol 9 (2) ◽  
pp. 146-160
Author(s):  
Patrick van Esch ◽  
Sarah Maree Duffy ◽  
James Teufel ◽  
Gavin Northey ◽  
Edward Elder ◽  
...  
Keyword(s):  
Physical Fitness ◽  
Social Marketing ◽  
Cost Effective ◽  
Functional Fitness ◽  
Content Type ◽  
Marketing Program ◽  
Quasi Experimental ◽  
Within Subjects ◽  
Criterion Referenced ◽  
Cost Efficient

Purpose The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program. Design/methodology/approach Within subjects quasi-experimental design. Findings The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six. Practical implications A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years. Social implications Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike. Originality/value The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

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