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.

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.

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).

Application of Community-Based Social Marketing (CBSM) to Increase Recycling Behavior (RB) in Primary Schools

2020 ◽  
Vol 26 (4) ◽  
pp. 297-308
Author(s):  
Sahar Haghighatjoo ◽  
Rahim Tahmasebi ◽  
Azita Noroozi
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Primary Schools ◽  
Environmental Changes ◽  
Research Question ◽  
Intervention Group ◽  
Group Versus ◽  
Control Group ◽  
Community Based ◽  
Recycling Behavior

Background: Recycling and waste separation is one of the most important policies for the management of municipal solid waste, and notwithstanding the importance of recycling especially at the school age, little research have been conducted in this field. Focus of the Article: In this quasi-experimental study, five steps of community-based social marketing (CBSM) were used for changing of the recycling behavior (RB). Research Question: Do CBSM strategies increase use of recycling containers versus the sole availability of containers? Program Design/Approach: The intervention was implemented in five steps and through seven CBSM strategies that include communication, social diffusion, convenience, incentives, social norms, commitment, and prompts. Importance to the Social Marketing Field: Since the RB will be influenced by environmental context, it cannot be assumed that application of CBSM theory is effective in school field. Therefore, the findings of this study are used to determine the effectiveness of environmental changes based on CBSM theory in the school field. Method: One thousand four hundred fifty-three male and female students from fourth to sixth grade in Bushehr, Iran, were evaluated in intervention and control groups from December 2018 to May 2019. In intervention group, CBSM steps were implemented, and in the control group, only blue bins and containers for recyclable materials were provided. To assess behavior change, a questionnaire consisting of three sections of demographic information, knowledge, and barrier questions was used. RB was evaluated by daily weighing waste and recyclable materials (separated) in two groups from 10 days before to 4 months after intervention. The data were analyzed using Statistical Package for Social Sciences (Version 16.0). Results: Results reveal that CBSM based strategies increased knowledge in the intervention group versus the control group. Also, CBSM strategies significantly increased the amount of recycling and reduced the waste in the intervention group. The results of this study showed that the sole availability of containers does not increase RB and reduce waste; applying CBSM based strategies is very useful and effective in removing barriers and increasing RB in schools. Recommendation for Research: It is recommended to compare the effectiveness of the application of only some CBSM strategies such as social norms, incentives, and diffusion versus all CBSM strategies for changing of RB in school setting. Limitation: A limitations of this study is that the number of students in the two groups is not the same due to the random selection of schools. Additionally, we could not control for students’ textbook content on recycling.

Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context

2020 ◽  
Vol 10 (3) ◽  
pp. 357-375
Author(s):  
Ville Lahtinen ◽  
Timo Dietrich ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Marketing ◽  
Repeated Measures ◽  
Design Methodology ◽  
Empirical Test ◽  
Marketing Mix ◽  
Life Questionnaire ◽  
Content Type ◽  
New Concepts ◽  
Repeated Measures Analysis ◽  
And Control

Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire. Findings A repeated measures analysis involving 1,076 children demonstrated that a full application of the marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children. Originality/value To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial marketing mix against a promotion only strategy in social marketing.

But I AM normal: safe? driving in Vietnam

2015 ◽  
Vol 5 (2) ◽  
pp. 105-124 ◽  
Author(s):  
Duong Trong Hue ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Michael Florian
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Social Dynamics ◽  
Adult Males ◽  
Injunctive Norms ◽  
Marketing Practice ◽  
Safe Driving ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns

Purpose – This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context. Design/methodology/approach – A series of focus groups was undertaken in relation to driving practices from a number of groups: adolescents, families and adult males and females. The discussion centred on how driving behaviours were socialised within the various groups. Findings – The research highlighted some very interesting social dynamics in relation to how safe driving habits are established and supported within the social context. In particular, the separation of descriptive and injunctive norms and the role such norms play in socialising driving behaviours, safe or otherwise. Practical implications – The implications for social marketing practice are considerable, especially in the Vietnamese context where injunctive norms are difficult to portray, given the dynamics of the media landscape. Social marketing campaigns will need to have a broader consideration of how to establish descriptive norms, bearing in mind the social milieu in which the behaviours occur. Originality/value – This research is the first of its kind in the Vietnamese context. While much practice-led innovation is occurring in the region, there is little extant research on the topic of social norms and the socialisation of behaviours within the Southeast Asian region.

Analysis of the impact of referral-based recruitment on job attitudes and turnover in temporary agency workers

2018 ◽  
Vol 40 (1) ◽  
pp. 89-105
Author(s):  
Luis González ◽  
Lorenzo Rivarés
Keyword(s):  
Job Satisfaction ◽  
Repeated Measures ◽  
Longitudinal Research ◽  
Job Involvement ◽  
Recruitment Process ◽  
Content Type ◽  
Group Satisfaction ◽  
Quasi Experimental ◽  
The Impact ◽  
Task Commitment

Purpose The purpose of this paper is to analyse the referral-based recruitment process in temporary work agencies (TWA) and its influence on workers’ attitudes and turnover. Design/methodology/approach By means of a quasi-experimental design with equivalent groups and repeated measures, differences in attitudes -group commitment, task commitment, group satisfaction, general job satisfaction and job involvement- and turnover in a group of workers recruited by the TWA through the “bring a friend” procedure based on employee referrals and in another group comprising workers not recruited through employee referrals are studied. Findings The results obtained show that workers recruited through employee referrals by the TWA are characterized by having greater group commitment, task commitment, task satisfaction, general job satisfaction and turnover than employees not recruited through employee referrals. These differences are explained on the basis of expectations and the feeling of obligation generated in the recruitment process. Research limitations/implications The sample size is an element to take into account when valuing the obtained results. Moreover, the effects of the recruitment programs with employee referral on the TWA should be analyze on more qualified jobs. Furthermore, they should be also evaluated if the effects on the attitudes stay the same in longer periods. Originality/value This is the first paper to examine the impact of the employee-referral-based recruitment method known as “bring a friend” on attitudes – group commitment, task commitment, group satisfaction, general job satisfaction, and job involvement – and turnover of employees when used by TWA. Likewise, we want highlight the fact that this is a longitudinal research study.

Developing benchmark criteria for assessing community-based social marketing programs

2014 ◽  
Vol 4 (2) ◽  
pp. 111-132 ◽  
Author(s):  
Jennifer Lynes ◽  
Stephanie Whitney ◽  
Dan Murray
Keyword(s):  
Social Marketing ◽  
Empirical Evaluation ◽  
Community Based ◽  
Content Type ◽  
Marketing Model ◽  
Starting Point ◽  
Jack Johnson ◽  
Model Community ◽  
Marketing Principles

Purpose – This article aims to propose that increased guidance on the implementation of social marketing principles for sustainability issues can advance both implementation and empirical evaluation. The primary goal of this paper is to ignite further empirical investigation of social marketing for sustainability by first presenting benchmark criteria for one social marketing model – community-based social marketing (CBSM) – and second, applying this framework to the case study of musician Jack Johnson’s “All at Once” (AAO) campaign. Design/methodology/approach – The research design is twofold. First, based on Doug McKenzie-Mohr’s CBSM model, a series of 21 benchmarks for assessing the key components of an effective CBSM initiative was developed. Second, this tool was applied to information gathered from Jack Johnson’s extensive outreach promoting AAO initiatives including reports, videos as well as interviews and in-person meetings with the Jack Johnson team. Findings – Application of the benchmark criteria to the Jack Johnson case study showed that seven out of the 21 benchmarks were integrated into the AAO campaign; seven were partially integrated and seven were not integrated in the program’s design. In particular, the use of commitments, incentives, norms and social diffusion was clearly present as was a final evaluation of the full-scale implementation of the campaign. Originality/value – The CBSM benchmarks are meant as a starting point to further assess and compare the effectiveness of CBSM initiatives. Further research should be done to explore how criteria should be weighted and which of the 21 principles need to be present in the design and implementation of an effective CBSM program.

What can social marketing learn from Dirichlet theory patterns in a physical activity context?

2016 ◽  
Vol 34 (1) ◽  
pp. 41-60 ◽  
Author(s):  
Naomi Gruneklee ◽  
Sharyn Rundle-Thiele ◽  
Krzysztof Kubacki
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Online Survey ◽  
Central Business District ◽  
Target Population ◽  
Social Contexts ◽  
Marketing Practice ◽  
Content Type ◽  
Change Context ◽  
Business District

Purpose – The purpose of this paper is twofold: first, to explore whether patterns suggested in Dirichlet theory can be observed in a single behaviour change context, namely, physical activity; second, to provide implications for social marketing practice based on the Dirichlet theory patterns observed in a social context of physical activity. Design/methodology/approach – A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ self-reported physical activity. Findings – The results of the current study indicate that Dirichlet patterns can be observed in social contexts such as physical activity. Research limitations/implications – The sample in this study cannot be considered to be demographically representative of the target population and the physical activity categories selected for this study were limited to the most popular activities and a category level and whole of sample assessment. Practical implications – To encourage participation in physical activity social marketers need to promote and offer a broad range of physical activity options to increase overall physical activity participation. This is a substantial change from current social marketing practice where one form of physical activity is typically promoted. Originality/value – This research indicates that commercial marketing theories may be extended to a social marketing context thereby overcoming social marketing’s health myopia. The current study is the first to apply Dirichlet theory in full to a social marketing setting, namely, physical activity.

Effect of a leadership intervention on subordinate well-being

2014 ◽  
Vol 33 (3) ◽  
pp. 182-195 ◽  
Author(s):  
Anna-Liisa Elo ◽  
Jenni Ervasti ◽  
Eeva Kuosma ◽  
Pauliina Mattila-Holappa
Keyword(s):  
Leadership Development ◽  
Personal Growth ◽  
Repeated Measures ◽  
Intervention Group ◽  
Well Being ◽  
Control Group ◽  
Practical Training ◽  
Content Type ◽  
Quasi Experimental ◽  
Leadership Intervention

Purpose – Leadership behaviours are shown to contribute to subordinate well-being. The purpose of this paper is to investigate the effect of a 7.5-day personal growth-orientated leadership intervention among line supervisors on subordinate well-being at work in a public sector construction organization. Design/methodology/approach – A quasi-experimental design was applied to investigate the effects on the subordinates’ perceptions of the psychosocial work environment, leadership, and well-being. The intervention group comprised the subordinates (n=49) of the leadership intervention units and the control group comprised the subordinates (n=96) of the non-participating units. Data were collected with pre- and post-measurement surveys and analysed with repeated measures ANCOVA. Findings – The intervention improved the flow of information after adjusting for the subordinates’ level of participation in the organizational stress management programme and background variables. The subordinates’ perception of leadership or of their own well-being did not improve compared to the control group. Research limitations/implications – More detailed and proximal outcome indicators are needed. Several measurements and a process evaluation of the implementation are recommended. Practical implications – Line supervisors need to be informed about the goals and methods of a personal growth intervention in order to encourage them to meet their strengths and limitations. The improvement of blue-collar subordinate well-being through leadership development might benefit from more practical training approaches. Originality/value – The personal growth approach to line supervisors’ development is rare. The effect of the development on subordinate well-being has not been investigated.

scholarly journals Prevention of falls in the elderly: a review of new concepts based on the evidence

2016 ◽  
Vol 6 (2) ◽  
pp. 71-82
Author(s):  
Mª José Calero ◽  
Guillermo López-Cala ◽  
Ana R. Ortega ◽  
Alfonso J. Cruz-Lendínez
Keyword(s):  
Repeated Measures ◽  
Bone Fractures ◽  
Functional Dependence ◽  
Population Group ◽  
The Elderly ◽  
Habitual Residence ◽  
Health Food ◽  
New Concepts ◽  
Final Sample ◽  
Quasi Experimental

Who estimates on aging say 2050 will reach 2000 million people over 60 years. It is vital to analyze the attention to this population group and prevent situations that cause increased morbidity and mortality in it. Falls in older people, they have to work in a multidisciplinary way. Clinical impact in falls, social and family factors. Objetive: To analyze the incidence of falls as an etiological factor of bone fractures in patients over 65 years. Establish what other health variables such as comorbidity, polypharmacy, functional dependence, may be related to its etiology. Method: We performed a quasi- experimental design of repeated measures. The final sample consisted of 259 participants. The instruments used were the Barthel Index, the Fototest and MNA. Conclusions: The intervention in the prevention of falls the elderly should be a multidisciplinary work, as it depends on many factors such as health, food, marital status or the conditions of their habitual residence, which must be addressed by various professionals.

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