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.

scholarly journals Social change design: disrupting the benchmark template

2017 ◽  
Vol 7 (2) ◽  
pp. 119-134 ◽  
Author(s):  
Marie-Louise Fry ◽  
Josephine Previte ◽  
Linda Brennan
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Social Forces ◽  
Content Type ◽  
The Social ◽  
Change Framework ◽  
The Individual ◽  
Marketing Actions ◽  
Individual Behaviour Change

Purpose This paper aims to propose a new ecological systems-driven framework, underpinned by a relational marketplace lens, for social marketing practitioners to consider when planning and designing programs. The authors contend that behavioural change does not occur in a vacuum and, as such, point to an ecology in which the individual is but one participant in a broader scope of social change activities. Design/methodology/approach The paper is conceptual and presents the Indicators for Social Change Framework. Findings The Indicators for Social Change Framework puts forward a series of “must-have” indicators to consider when designing and planning social marketing programmes. Across identified indicators, the Framework delineates types of marketing actions to consider when planning for individual-oriented change and those required for wider systems-oriented change. Originality/value This paper contributes to the broadening and deepening of the social marketing argument that reliance on individual behaviour change perspectives is not sufficient to resolve complex social problems that are inherently influenced by wider social forces. In transforming social change design, this paper transitions towards a logic view of social marketing that encourages and supports social change planners to be inclusive of interactions, processes and outcomes of value creation across the wider social marketing system.

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.

scholarly journals Shaping service delivery through faith-based service inclusion: the case of the Salvation Army in Zambia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Janet Davey ◽  
Eldrede Kahiya ◽  
Jayne Krisjanous ◽  
Lucy Sulzberger
Keyword(s):  
Service Delivery ◽  
Service Providers ◽  
Well Being ◽  
Sub Saharan Africa ◽  
Structured Interviews ◽  
Content Type ◽  
Faith Based ◽  
Managerial Implications ◽  
Sub Saharan ◽  
The Individual

Purpose While service inclusion principles raise the awareness of scholars to service that improves holistic well-being, little research explicitly investigates the spiritual dimensions of service inclusion. This study, therefore, aims to explore faith-based service inclusion in sub-Saharan Africa. Design/methodology/approach A qualitative case study of the Salvation Army’s Chikankata Services in Zambia was undertaken. Semi-structured interviews with the organization’s leaders and professionals were analyzed thematically. Findings Service inclusion pillars evince contextualized meaning and priority. In resource-constrained, vulnerable communities, faith-based service inclusion prioritizes two additional pillars – “fostering eudaimonic well-being” and “giving hope,” where existence is precarious, fostering (hedonic) happiness is of low priority. Findings reveal that pillars and processes are mutually reinforcing, harnessed by the individual and collective agency to realize transformative outcomes from service inclusion. Research limitations/implications This paper provides unique insight into faith-based service inclusion but acknowledges limitations and areas warranting further research. Practical implications The study yields important managerial implications. Service providers can use the framework to identify the contextual priority and/or meaning of service inclusion pillars and relevant reciprocal processes. The framework emphasizes the harnessing potential of individual agency and capability development for transformative well-being. Social implications Faith-based service inclusion, predicated on inclusion, human dignity and holistic well-being, has important implications for reducing the burden on scarce resources while building resilience in communities. Originality/value By examining a faith-based service in sub-Saharan Africa, this paper provides a holistic framework conceptualizing pillars, processes, agency and outcomes to extend Fisk et al.’s (2018) service inclusion pillars and to better understand the shaping of service delivery for service inclusion.

scholarly journals Social marketing’s consumer myopia

2016 ◽  
Vol 6 (3) ◽  
pp. 219-239 ◽  
Author(s):  
Linda Brennan ◽  
Josephine Previte ◽  
Marie-Louise Fry
Keyword(s):  
Social Change ◽  
Behaviour Change ◽  
Social Marketing ◽  
Social Contexts ◽  
Ecological Systems ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Holistic View ◽  
Content Type ◽  
The Individual

Purpose Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change. Findings The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers. Practical implications The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes. Originality/value The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.

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.

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.

scholarly journals Workplace exercise programmes – how organizational factors influence employee participation

2019 ◽  
Vol 34 (6) ◽  
pp. 37-39
Author(s):  
Anna Little ◽  
Russell Wordsworth ◽  
Sanna Malinen
Keyword(s):  
Online Survey ◽  
Organizational Factors ◽  
Employee Participation ◽  
Past Research ◽  
Well Being ◽  
Practical Significance ◽  
Structured Interviews ◽  
Content Type ◽  
Individual Level ◽  
Leadership Support

Purpose Past research identifies many positive outcomes associated with workplace exercise initiatives. Realizing these outcomes is, however, dependent on securing sustained employee participation in the initiative. This study examines how organizational factors influence employee participation in workplace exercise initiatives. Design/methodology/approach The study utilizes data from 98 employees who were provided with the opportunity to participate in a workplace exercise initiative. Data were collected via an online survey as well as semi-structured interviews. Findings The paper shows that organizational, rather than individual-level, factors had the greatest impact on employee participation in workplace exercise initiatives. Leadership support for well-being was particularly important and had a significant effect on participation frequency. This relationship was moderated by employee perceptions of employer intentions, such that the more genuine and caring an employer’s intentions were perceived to be, the more likely employees were to participate. Our findings also show that perceived employer intentions have a significant direct effect on employee participation. Research implications We extend research on employee participation in well-being initiatives by considering the influence of organizational, rather than individual-level, factors. Practical implications This research is of practical significance as it highlights the importance of positive leadership in fostering physical well-being in the workplace. It reinforces that sustained participation in workplace exercise initiatives requires deliberate planning, promotion and support from organizational leaders. Originality/value Most studies of workplace exercise and well-being initiatives focus on individual barriers to participation. Our study highlights the important role of leadership support and perceived intentions as organizational influences on employee participation.

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.

Digitalization and rural entrepreneurial attitude in Indonesia: a capability approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fikri Zul Fahmi ◽  
Medina Savira
Keyword(s):  
Cultural Values ◽  
Rural Areas ◽  
Digital Technology ◽  
Capability Approach ◽  
Snowball Sampling ◽  
Structured Interviews ◽  
Content Type ◽  
Rural Entrepreneurship ◽  
The Individual ◽  
The Capability Approach

Purpose This paper aims to identify how digitalization affects entrepreneurial attitudes in rural areas in Indonesia, a country in the Global South. The development of digital technology can help entrepreneurs, in that faster and easier information acquisition helps rural communities to identify new opportunities and innovate. Yet, digital development generates higher disparity, and thus, not all people can benefit from digitalization. Although digital technology can facilitate the development of entrepreneurship, its benefits depend on individual preferences. In this regard, the capability approach is used so as to reflect how different valuations of digital technology in rural entrepreneurs influence their attitude with regard to recognizing business opportunities and taking risks. Design/methodology/approach A double case study approach is used in which this study examines two cases of rural entrepreneurs in Indonesia that represent different uses of digital technologies and socio-economic rural contexts: coffee entrepreneurs in Kintamani and craft producers in Kamasan village. In so doing, semi-structured interviews were conducted with local entrepreneurs and communities according to purposive and snowball sampling techniques. The qualitative data were then analysed using a constant comparative technique which allows us to develop a conceptual argument by observing patterns within and between the cases. Findings The findings show that digitalization shapes the attitude of rural entrepreneurs differently, although the same opportunity from using digital technology is present in the village. Social and environmental factors facilitate the rural entrepreneurs to consider using digital technology to develop their businesses. However, as each individual entrepreneur has a different valuation of digital technology, the benefits it offers – such as broader market opportunities and new business ideas – vary. Entrepreneurs who consider digital technology to be a valuable resource for developing their businesses are more curious to explore its benefits. Originality/value The capability approach provides a new perspective in understanding rural entrepreneurship. First, the authors demonstrate that the success of rural entrepreneurship is influenced not only by concrete things (e.g. resources) but also the individual perspective on these resources which may vary across entrepreneurs. Second, the authors show not only the potential differences in socio-cultural contexts in which the capability approach is applied but also how socio-cultural values and collectivism influence the individual valuation of resources that could benefit entrepreneurs.

Exploring social entrepreneurial boundary spanning for compassion-triggered opportunities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eliada Wosu Griffin-EL
Keyword(s):  
Emerging Market ◽  
Research Question ◽  
Well Being ◽  
Boundary Spanning ◽  
Comparative Case Study ◽  
Social Entrepreneurs ◽  
Content Type ◽  
The Social ◽  
Entrepreneurial Action ◽  
The Individual

Purpose The purpose of this paper is to address the research question: How does the social entrepreneur’s compassion inform how they engage with their environment to mobilize resources for social entrepreneurial action? Design/methodology/approach The study features a comparative case study analysis of seven high-profile social entrepreneurs within Cape Town, South Africa. Data via in-depth interviews, site visits and archival information and follow-up conversations were collected and then analyzed via thematic coding of qualitative analysis. Findings The findings suggest that compassion is an antecedent for the social entrepreneurial boundary spanning shaped by their orientation toward concern for others’ well-being. Propositions presented offer the groundwork for an emergent theoretical framework of social entrepreneurial boundary spanning. Originality/value The study builds upon the emerging compassion research within social entrepreneurship, extending the conceptualization of compassion to be shapers of the social structure – not just the individual or the organization – in an emerging market context.

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