scholarly journals A hierarchical model of social marketing

2015 ◽  
Vol 5 (2) ◽  
pp. 139-159 ◽  
Author(s):  
Jeff French ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Hierarchical Model ◽  
Future Research ◽  
Content Type ◽  
Australian Association ◽  
Proposed Model ◽  
The Social ◽  
Core Concepts ◽  
Conceptual Paper ◽  
Marketing Principles

Purpose – This paper aims to set out a new hierarchical and differentiated model of social marketing principles, concepts and techniques that builds on, but supersedes, the existing lists of non-equivalent and undifferentiated benchmark criteria. Design/methodology/approach – This is a conceptual paper that proposes a hierarchical model of social marketing principles, concepts and techniques. Findings – This new delineation of the social marketing principle, its four core concepts and five techniques, represents a new way to conceptualize and recognize the different elements that constitute social marketing. This new model will help add to and further the development of the theoretical basis of social marketing, building on the definitional work led by the International Social Marketing Association (iSMA), Australian Association of Social Marketing (AASM) and European Social Marketing Association (ESMA). Research limitations/implications – This proposed model offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed model. Originality/value – This paper seeks to advance the theoretical base of social marketing by making a reasoned case for the need to differentiate between principles, concepts and techniques when seeking to describe social marketing.

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.

Organizing inter-firm project governance – a contextual model for empirical investigation

2018 ◽  
Vol 11 (1) ◽  
pp. 144-157 ◽  
Author(s):  
Simon von Danwitz
Keyword(s):  
Organization Theory ◽  
Contextual Factors ◽  
Project Performance ◽  
Future Research ◽  
Content Type ◽  
Project Governance ◽  
Proposed Model ◽  
Key Characteristics ◽  
Conceptual Paper ◽  
Selection Of

Purpose The management of major inter-firm projects requires a coherent, holistic governance framework to be effective. However, most existing models of project governance are limited to a narrow selection of contractual, structural or procedural aspects, and further neglect contextual factors, such as key characteristics of a project and its partners. The paper aims to discuss these issues. Design/methodology/approach This conceptual paper proposes an integrative analytical model of inter-firm project governance, building upon contingency theory and drawing from established constructs rooted in organization theory. Findings The paper aims to integrate two largely distinct streams of research and synthesize the respective constitutive dimensions of project governance into a coherent conceptual model. Further, interrelationships with contextual factors, such as project-related and partner-related characteristics, and project performance are discussed. Originality/value The proposed model purposefully merges two complementary streams of project governance research. As the model further provides clear contextual factors, it strengthens an emerging stream of project research by systematically examining external influences of project organizing. Future research may utilize this model and the suggested operationalization for each of the constructs as a basis to empirically investigate the design and effectiveness of governance regimes of major projects.

Financing social marketing programs through sponsorship: implications for evaluation

2014 ◽  
Vol 4 (1) ◽  
pp. 22-37 ◽  
Author(s):  
Judith Madill ◽  
Norm O'Reilly ◽  
John Nadeau
Keyword(s):  
Mental Health ◽  
Social Marketing ◽  
Social Needs ◽  
Future Research ◽  
Content Type ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social ◽  
Mental Health Association ◽  
The Impact

Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs. Design/methodology/approach – The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors. Findings – The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program. Practical implications – The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders. Originality/value – Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.

Approaching the wicked problem of obesity: an introduction to the food system compass

2017 ◽  
Vol 7 (4) ◽  
pp. 387-404 ◽  
Author(s):  
Joy Parkinson ◽  
Chris Dubelaar ◽  
Julia Carins ◽  
Stephen Holden ◽  
Fiona Newton ◽  
...  
Keyword(s):  
Food Consumption ◽  
Social Marketing ◽  
Food System ◽  
Systems Approach ◽  
Wicked Problem ◽  
Future Research ◽  
Complex Interplay ◽  
Effect Change ◽  
Content Type ◽  
Conceptual Paper

Purpose The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between stakeholders such as food producers, marketers, health and medical practitioners and policymakers and their influence on the ways in which individuals consume food and also chart a course forward using a systems approach, social marketing techniques and social enterprise to develop solutions to effect change. Design/methodology/approach This is a conceptual paper that proposes the food system compass to understand the complex interplay between stakeholders. Findings This new tool will provide social marketers with an improved understanding of the complexity of interactions between stakeholders and outcomes and integrating the necessity for coordination within and across micro, meso, exo and macro levels of the system as well as across sectors, institutions and stakeholders. Research limitations/implications This is a conceptual paper and proposes the food system compass which offers a foundation for future research to expand upon. Originality/value This paper seeks to advance the theoretical base of social marketing by providing new insights into the trans-disciplinary and dynamic circumstances surrounding food consumption and obesity and highlights leverage points where joint actions can be facilitated with actors across and between micro, meso, exo and macro levels.

scholarly journals A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

2015 ◽  
Vol 16 (2) ◽  
pp. 141-158 ◽  
Author(s):  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele ◽  
Ville Lahtinen ◽  
Joy Parkinson
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Healthy Eating ◽  
Design Methodology ◽  
Marketing Mix ◽  
Audience Segmentation ◽  
Content Type ◽  
The Social ◽  
Prevalence Of Obesity ◽  
Marketing Principles

Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. Findings – All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria. Social implications – With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness. Originality/value – This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

Systems social marketing: a critical appraisal

2019 ◽  
Vol 9 (2) ◽  
pp. 180-203 ◽  
Author(s):  
V. Dao Truong ◽  
Stephen Graham Saunders ◽  
X. Dam Dong
Keyword(s):  
Social Marketing ◽  
Future Research ◽  
Power Structures ◽  
Content Type ◽  
Online Databases ◽  
The Social ◽  
Practical Development ◽  
Multiple Levels ◽  
Systems Thinking Approach

Purpose Social marketing has gained widespread recognition as a means of motivating behaviour change in individuals for societal good. Many opinions have been shared regarding its potential to affect society or systems-wide change, leading to the macro-or systems social marketing (SSM) concepts and ideas. This paper aims to critically appraise the SSM literature, identify key features and highlight gaps for future research. Design/methodology/approach A search was conducted of peer-reviewed SSM articles published from 2000 to March 2018 inclusive. A number of online databases were mined, including but not limited to Google, Google Scholar, Scopus, PubMed, Cochrane and Medline. Key social marketing outlets (Social Marketing Quarterly and Journal of Social Marketing) were browsed manually. In total, 28 SSM articles were identified. Findings SSM adopts a dynamic systems thinking approach; it is an orientation, not a theory or model; it is multi-method; and it recognises that intervention can occur on multiple levels. Yet, greater attention should be given to the complexities of the systems context and the power structures and relations that exist between stakeholders. Significant issues also include stakeholder voice and participation, the use and reporting of theories and models, the measurement of long-term intervention outcomes and the undesirable impacts of SSM. Originality/value This paper identifies issues that need to be addressed if social marketing is to become a more system-oriented means to positively influence societal change. Implications for theoretical and practical development of the social marketing field are provided.

Resilience research and social marketing: the route to sustainable behaviour change

2019 ◽  
Vol 9 (1) ◽  
pp. 77-93 ◽  
Author(s):  
Matthew Wood
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Ecological Perspective ◽  
Wicked Problem ◽  
Developmental Approach ◽  
Content Type ◽  
Building Resilience ◽  
The Social ◽  
Conceptual Paper ◽  
The Impact

PurposeThis paper aims to argue that resilience – and its underlying socio-ecological perspective – is a critical concept that could serve to integrate different views on, and approaches to, social marketing. The aim is to inspire social marketers to move away from narrow, issue-based interventions targeting individual behaviours and to consider the impact of social ecologies, particularly the contribution resilience research can make to behaviour change.Design/methodology/approachThis is a conceptual paper; socio-ecological models and the resilience concept are discussed and applied to a current “wicked problem” – obesity.FindingsFrom a socio-ecological perspective, research findings highlight the impact macro, meso and micro forces have on behaviour and the importance of a child’s micro-system and the influence it has on development and life outcomes. Building resilience requires a relationship-building, person-centred, holistic and long-term developmental approach to behaviour change.Research limitations/implicationsThis is a conceptual paper that introduces new concepts to the social marketing field. Future research should focus on understanding how to implement a resilience-building approach in practice – including the interrelationships and interactions between individual, family and community resilience – and how resilience can be integrated within systematic, socio-ecological thinking when addressing “wicked problems”.Practical implicationsRather than blaming and targeting individuals, the goal should be to create an environment that supports parents, families and communities to build resilience at the micro, meso and macro levels. The findings support the argument that social marketers should adopt an upstream approach to develop interventions that make the environment the primary focus. Social marketers should collaborate with, and learn from, social workers, psychologists and educationalist to further their understanding of resilience. This would have a positive, sustainable impact on a whole range of social and health issues, ultimately helping to address the overarching issue of social inequality.Social implicationsBuilding resilience amongst individuals, families and communities offer a means to achieve fundamental positive social change and to reduce social, economic and health inequality.Originality/valueThe paper offers a unique perspective on how and why resilience – and its underlying socio-ecological framework – should be applied within the social marketing field.

A review of social marketing interventions in low- and middle-income countries (2010–2019)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David James Schmidtke ◽  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Marketing ◽  
Customer Orientation ◽  
Middle Income ◽  
Content Type ◽  
Middle Income Countries ◽  
The Social ◽  
Development Goals ◽  
Marketing Principles ◽  
Programme Effectiveness ◽  
Low And Middle Income

Purpose This study aims to review social marketing interventions reported in peer-reviewed literature from 2010 to 2019 that were conducted in low- and middle-income countries (LMICs). This paper seeks to further contribute to understanding on the health of the social marketing field, synthesising studies to examine the extent of use of social marketing’s core principles. Design/methodology/approach A total of 17 interventions, discussed in 31 papers, were identified in the review. Social marketing interventions were assessed against eight elements (social marketing benchmark criteria): behavioural objectives, customer orientation, theory, insight, exchange, competition, segmentation and methods mix. Findings Evidence in this review found that most interventions yielded positive outcomes. This supports social marketing’s efficacy in addressing the United Nations sustainable development goals within LMIC contexts. None of the social marketing interventions used all eight benchmark criteria. The study found that there was limited use of insight, competition and segmentation principles followed in social marketing interventions in LMICs. Finally, although present in a number of studies, theory and customer orientation were not applied to the full extent needed. Research limitations/implications Findings indicate the social marketing field will greatly benefit from capacity building and training. Too few interventions labelled as social marketing are able to clearly apply and report application of social marketing’s fundamental principles, which is limiting programme effectiveness. Originality/value To date evidence reviews draw on interventions applied in high-income countries demonstrating extent of application of fundamental social marketing principles positively linked to behaviour change. This study extends the assessment of social marketing principles, delivering assessment of eight benchmarks encompassing insight and theory in an LMIC setting, demonstrating gaps in application and clear examples of application across all benchmarks to deliver a guide that people new to the social marketing field can follow.

scholarly journals Insights into the complexity of behaviours: the MOAB framework

2016 ◽  
Vol 6 (4) ◽  
pp. 412-427 ◽  
Author(s):  
Joy Parkinson ◽  
Lisa Schuster ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Future Research ◽  
Theoretical Base ◽  
Marketing Theory ◽  
Content Type ◽  
Moa Framework ◽  
Conceptual Paper ◽  
Treat All ◽  
Social Marketing Theory

Purpose This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework. Design/methodology/approach This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours. Findings This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours. Research limitations/implications This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework. Originality/value This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.

Building positive resilience through vulnerability analysis

2020 ◽  
Vol 10 (4) ◽  
pp. 471-488
Author(s):  
Krzysztof Kubacki ◽  
Dariusz Siemieniako ◽  
Linda Brennan
Keyword(s):  
Social Marketing ◽  
Universal Constant ◽  
Vulnerability Analysis ◽  
Content Type ◽  
Integrative Framework ◽  
Power Asymmetries ◽  
The Social ◽  
Marketing Systems ◽  
Natural Characteristic ◽  
Conceptual Paper

Purpose The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising the relationships among several interrelated concepts, including power, power asymmetry, vulnerability and resilience, in the context of social marketing systems. Design/methodology/approach This is a conceptual paper synthesising literature from social marketing, sociology and marketing management. Findings The main outcome of the discussion is a proposed integrative framework for vulnerability analysis. The framework identifies the main groups of stakeholders within a social marketing system and the bases for their power and consequential power asymmetries. It focusses on the types and states of vulnerability to identify the distinct characteristics of the social conditions of vulnerability for micro-level system actors. It leads to building positive resilience through efforts aiming to change the power asymmetries at the downstream, midstream and upstream levels. Originality/value The integrative framework for vulnerability analysis answers the call from Wood (2019) for the development of practical approaches to better understand resilience-building approaches in social marketing programmes. The framework provides reconciliation for diverse dimensions of vulnerability as a natural characteristic of all social marketing systems and as a universal, constant and inherent social condition.

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