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.

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.

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.

Understanding the midstream environment within a social change systems continuum

2016 ◽  
Vol 6 (3) ◽  
pp. 258-276 ◽  
Author(s):  
Cybele May ◽  
Josephine Previte
Keyword(s):  
Social Change ◽  
Animal Welfare ◽  
Behaviour Change ◽  
Social Marketing ◽  
Systems Integration ◽  
Wicked Problems ◽  
Collaborative Systems ◽  
Content Type ◽  
Integration Approach ◽  
Moa Framework

Purpose This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems integration approach conceptualised from a macromarketing perspective. Design/methodology/approach Rothschild’s motivation, opportunity and ability (MOA) framework is applied in this study to understand veterinarians as midstream microactors in the macrosystem of wicked animal welfare issues. Focus group and individual interview data from veterinarians were analysed through the lens of the MOA framework to understand veterinarians’ as midstream microactors within a systems continuum. Findings The MOA of veterinarians to engage downstream targets – cat owners – in behaviour change are identified. Fresh insights reveal the challenges and barriers to simply focusing on veterinarians as the key microactor required to address the wicked problem of cat overpopulation. Challenges identified include the cost of sterilisation to both owners and veterinary practices, alongside vying beliefs about the capacity of individual veterinarians to persuade owners about the benefits of sterilisation to improve animal welfare. Additionally, insight into veterinarians’ perceptions of upstream strategies to address the problem – in terms of marketing, education and law – expose further complications on where regulation and law enforcement can be integrated in future social marketing strategies to address the cat overpopulation problem. Practical implications The application of the MOA framework improves understanding of the concept and practice of midstream social marketing. It provides a practical and strategic tool that social marketers can apply when approaching behaviour change that leverages midstream actors as part of the social change solution. Originality/value Research and theorisation in this paper demonstrates an alternative pathway to address wicked problems via a collaborative systems integration approach conceptualised from a macromarketing perspective. Effective long-term change relies on understanding and coordinating a broad macrosystem of interconnected actors along a downstream, midstream and upstream continuum. This starts by understanding the microactions of individual actors within the macrosystem.

Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing

2008 ◽  
Vol 14 (2) ◽  
pp. 92-100 ◽  
Author(s):  
Stephen Dann
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Non Profit ◽  
Marketing Activities ◽  
Definition Of ◽  
The Individual ◽  
Social Marketing Theory

Social marketing has traditionally been the adaptation and adoption of commercial marketing. With the release of the American Marketing Association (2007) definition, commercial marketing may well have become the adaptation of social marketing with the new commercial marketing definition recognizing the role of non-profit and social marketing with “clients” as one of the four beneficiaries of marketing activities. The revised definition also includes indirect benefit in the form of value for customers, consumers, and society at large in an update that makes the contemporary definition of marketing extremely compatible with existing social marketing theory and practice. This article examines how social marketing theory and practice fit into the revised understanding of commercial marketing. It also discusses how the new AMA definition resolves several of the problems encountered with the AMA 2004 definition of marketing. In summary, AMA (2007) presents an opportunity for the mainstreaming of social marketing within the core understanding of marketing practice, while also creating the opportunity for social marketers to adopt the commercial marketing approach of creating, communicating, delivering, and exchanging offerings of value to improve the welfare of the individual and that of society.

Addressing vulnerability: what role does marketing play?

2019 ◽  
Vol 33 (6) ◽  
pp. 660-670 ◽  
Author(s):  
Lilliemay Cheung ◽  
Janet R. McColl-Kennedy
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Asylum Seekers ◽  
Social Issues ◽  
Forced Migration ◽  
The Body ◽  
Theory And Practice ◽  
Service Systems ◽  
Content Type ◽  
Refugees And Asylum Seekers

Purpose The purpose of this paper is to critically explore the connection between social marketing and transformative service research (TSR), providing a conceptual framework and implications for both theory and practice. The research explores the role marketing plays in a political deterrence campaign and its impact on service systems in meeting the needs of refugees and asylum seekers. Design/methodology/approach This qualitative research is based on 24 in-depth interviews with service providers, and refugees and asylum seekers and a critical discourse analysis examining campaign materials including political press statements, news media articles and government policy documents. Findings This paper explores where social marketing and TSR intersect in their aims to promote social change. TSR calls on marketers to address vulnerability related to social issues such as poverty, forced migration and discrimination. The research provides evidence that service systems actors use practices of resistance to challenge dominant discourses in attempts to relieve suffering for refugees and asylum seekers. Research limitations/implications The authors contribute by extending the body of work that investigates how service systems can relieve suffering. The study also examines how marketing tactics and strategies underpin a political campaign designed to deter asylum seekers crossing sovereign borders. The research makes three important contributions. First, the research focuses on a significant international problem of better understanding how service systems can relieve suffering for refugees and asylum seekers. Second, it examines how oppositional discourses impact on service systems’ ability to create and sustain social change. Third, it investigates how service systems actors deploy practices of resistance to enact social change. Originality/value This research highlights the important role of engaging as consumer-citizens to address social change, particularly for vulnerable groups, such as refugees and asylum seekers.

scholarly journals Social marketing: advancing a new planning framework to guide programmes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
M. Bilal Akbar ◽  
Lawrence B. Ndupu ◽  
Jeff French ◽  
Alison Lawson
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Programme Implementation ◽  
Consensus Definition ◽  
Feedback Mechanisms ◽  
Content Type ◽  
Global Consensus ◽  
Planning Framework ◽  
Definition Of

Purpose This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. Findings The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms. Research limitations/implications The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources. Originality/value This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of 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.

Coalition loyalty-programme adoption and urban commercial-network effectiveness evaluation

2014 ◽  
Vol 42 (9) ◽  
pp. 818-838 ◽  
Author(s):  
Ivan De Noni ◽  
Luigi Orsi ◽  
Luca Zanderighi
Keyword(s):  
Urban Areas ◽  
Dynamic Network ◽  
Theory And Practice ◽  
Evaluation Methodology ◽  
Marketing Theory ◽  
Urban Network ◽  
Content Type ◽  
Network Effectiveness ◽  
Commercial Network ◽  
Loyalty Programme

Purpose – To counter the proliferation of out-of-town shopping centres, a spontaneous or planned coalition loyalty programme (CLP), one involving most retailers in an urban network, may positively affect a town centre's capacity to entice customers and may enhance its competitiveness. The purpose of this paper is to assess the effectiveness of CLP implementation in town-centre management (TCM) as a tool for enhancing urban commercial-system attractiveness. Design/methodology/approach – The theoretical framework used in this study is supported by the evaluation methodologies of an empirical case study: the Savigliano Card project. CLP performance analysis uses a dynamic network-competitiveness index, an approach based on Laspeyres-type decomposition. The effects on each retailer's profitability are then tested by matching network and regression analyses. Findings – The results suggest that CLPs implementation in a TCM scheme can produce benefits and positive externalities for customers, retailers and urban areas. CLPs can influence a town centre's revitalisation process, improve the attractiveness of the urban commercial network and increase the profitability of private retailers by enhancing cross-selling dynamics. Practical implications – The paper provides a CLP performance-evaluation methodology and presents the benefits concerning CLP implementation in TCM strategies. Originality/value – This type of CLP is weakly exploited in marketing theory and practice; therefore, the paper provides theoretical and empirical explanations for the measurement of CLP effectiveness in TCM. In addition, it has significant implications for both practitioners and academics.

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.

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

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