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.

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.

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.

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.

Stakeholder responses toward fast food chains’ CSR

2018 ◽  
Vol 23 (1) ◽  
pp. 117-138 ◽  
Author(s):  
Yeonsoo Kim ◽  
Mari Luz Zapata Ramos
Keyword(s):  
Public Health ◽  
Social Issue ◽  
Public Relations ◽  
Fast Food ◽  
Corporate Image ◽  
Food Chains ◽  
Supportive Communication ◽  
Content Type ◽  
Health Related ◽  
The Impact

Purpose The purpose of this paper is to examine how stakeholders perceive the motives behind fast food companies’ public health-related corporate social responsibility (CSR) and general social issue-related CSR initiatives, and their responses toward CSR in terms of supportive communication intent, investment intent, and purchase intent. The authors further examine the impact of perceived CSR motives on intent and whether a healthier chain image has an effect on stakeholder responses. Design/methodology/approach An online experiment was conducted. This study employed a randomized 2 (CSR type: health-related CSR vs generic social issue-related CSR)×2 (chain image: healthier chain vs general fast-food chain) full factorial design using general stakeholder samples. Findings For an ordinary fast food restaurant, generic social issue-related CSR programs elicited significantly more positive perceptions of CSR motives, supportive communication intent and investment intent, than public-health related CSR. When a company has a healthier image, stakeholders do not distinguish between CSR types. Stakeholders perceive both CSR types as stemming from mutually beneficial motives and show neutral to slightly positive reactions to both CSR. A positively perceived CSR motive plays a determinant role in anticipating communication, investment, and purchase intents. Originality/value This is the first study that examines stakeholder perception of motives behind and responses toward fast food chains’ health-related vs generic social issue-related CSR initiatives, in light of corporate image. The study findings help public relations practitioners, public health professionals, parent groups, and legislators understand stakeholders’ reactions toward CSR initiatives in the fast food industry and help them monitor practices for improvements.

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.

scholarly journals Commentary: transformative service research and social marketing – converging pathways to social change

2019 ◽  
Vol 33 (6) ◽  
pp. 633-642 ◽  
Author(s):  
Rebekah Russell-Bennett ◽  
Raymond P. Fisk ◽  
Mark S. Rosenbaum ◽  
Nadia Zainuddin
Keyword(s):  
Social Marketing ◽  
Research Agenda ◽  
Theory Development ◽  
Well Being ◽  
Research Progress ◽  
Service Research ◽  
Structural Barriers ◽  
Conceptual Approach ◽  
Content Type ◽  
Common Interests

Purpose The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda. Design/methodology/approach The paper offers a conceptual approach and research agenda by comparing and contrasting the two marketing fields of transformative service research and social marketing. Findings Specifically, this paper proposes three opportunities to propel both fields forward: 1) breaking boundaries that inhibit research progress, which includes collaboration between public, private and nonprofit sectors to improve well-being; 2) adopting more customer-oriented approaches that go beyond the organizational and individual levels; and 3) taking a non-linear approach to theory development that innovates and co-creates solutions. Originality/value This paper presents the challenges and structural barriers for two subfields seeking to improve human well-being. This paper is the first to bring these subfields together and propose a way for them to move forward together.

Consumer well-being research: integrating social marketing and service research

2019 ◽  
Vol 10 (1) ◽  
pp. 125-138
Author(s):  
Raechel Johns
Keyword(s):  
Social Marketing ◽  
Behavioural Change ◽  
Well Being ◽  
Service Research ◽  
Limited Attention ◽  
Extensive Literature ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
Service Ecosystem

Purpose While social marketing (SM) literature has increasingly incorporated service literature into the field, social marketers have paid limited attention to transformative service research (TSR). Similarly, transformative service researchers have neglected to incorporate the more traditional body of literature – SM – into their research. This paper aims to provide an extensive literature review and comparison of the bodies of literature, cautioning researchers to consider both fields of research or risk their work not being as relevant as research incorporating both literature bodies. Social value co-creation is considered as a middle-ground between the two bodies of literature. Design/methodology/approach This paper expands on the conceptual discussion of TSR and the more advanced empirical academic literature on SM. Framed within a context of anti-smoking, this paper explores the differences between SM and TSR, within the service ecosystem. Findings This paper highlights three key differences between SM and TSR. Firstly, SM focuses on changes only within a not-for-profit context, while TSR focuses on changes which may be related to both not-for-profit and for-profit objectives. Secondly, SM broadly appears to take a behavioural change from implementation perspective, with an upstream approach; while in contrast, TSR focuses more on interaction for consumer and employee well-being. Finally, when considering the service ecosystem, SM and TSR both operate at all three levels (micro, meso and macro) but may focus on different levels, depending on the initiative. Originality/value With the emergence of TSR, further understanding of this body of literature is necessary; otherwise, social marketers may risk their research losing ground to other bodies of literature.

“Change Agents” on Two Wheels: Claiming Community and Contesting Spatial Inequalities through Cycling in Los Angeles

2019 ◽  
Vol 18 (3) ◽  
pp. 965-982
Author(s):  
Jennifer Candipan
Keyword(s):  
Social Movements ◽  
Social Change ◽  
Los Angeles ◽  
Collective Identity ◽  
Participant Observation ◽  
Change Agents ◽  
Spatial Inequalities ◽  
Everyday Practices ◽  
Communities Of Color ◽  
Urban Cycling

This study uses participant observation to examine how an all–female collective in Los Angeles uses urban cycling culture as a way to contest inequalities and advocate for social change in communities of color. Bridging the literatures on gentrification and social movements, I examine how the collective uses the bicycle as a unifying tool to draw disparate individuals together and, through the group's practices and rituals, generates a shared sense of collective identity and politicized consciousness embedded within the uneven spatial development of Los Angeles. I demonstrate how this politicized consciousness drives a collective spirit of resistance that challenges gentrification by reimagining and re–embodying space through organized actions and everyday practices. I find that organized anti–gentrification resistance is not merely reactionary, but rather entails pre–figurative action and visioning for space and community. Overall, findings speak more broadly to how communities of color facing exclusion and marginalization make claims to space and community.

Influencing strategy lessons from the world of social marketing

2018 ◽  
Vol 34 (1) ◽  
pp. 8-9
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Health Problem ◽  
Design Methodology ◽  
Public Health Problem ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Marketing Effectiveness ◽  
The Social

Purpose This paper aims to present a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem. Findings The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Originality/value The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

Integrating social enterprise and social marketing with shadow framework

2020 ◽  
Vol 10 (2) ◽  
pp. 153-178
Author(s):  
Partha Sarathi Roy ◽  
Paromita Goswami
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Enterprise ◽  
Sampling Strategy ◽  
Social Enterprises ◽  
Peace Building ◽  
Theoretical Research ◽  
Integrative Model ◽  
Target Groups ◽  
Content Type

Purpose The purpose of this paper is to argue for an integrative model of social enterprises (SE) and social marketing (SM) to usher in desirable change, instead of the currently adopted either/or approach. We offer the shadow framework to integrate these two paradigms in the context of peace-building organizations. Design/methodology/approach Using purposive sampling strategy, 19 cases of peacebuilding initiatives were identified and reviewed from secondary sources. Ashoka Fellows working in the domain of peacebuilding, along with a few other exemplary cases across the globe were considered. Findings We found an emerging typology of three forms in the organizational responses to peacebuilding initiatives: (a) pure charity-driven work, (b) dual structure of charity plus business enterprises, and (c) social enterprises with distinct revenue model. Research limitations/implications Building upon previous theoretical research, we find a lot of merit in SEs adopting the SM toolkit. We contribute to theory building by showing the interaction between paradox theory and stakeholder marketing in the context of SEs dealing with wicked problems such as peacebuilding. Consequently, we propose a shadow social marketing (SSM) model that would camouflage the real offering of peace through an apparent offering that would be non-controversial in nature and result in moderate-importance small wins for the multiple stakeholders involved with conflicting interests. Practical implications From a managerial perspective, chances of success of the desired social change increases by complementing the efforts of SEs through the SM toolkit. Organizationally, although all the three forms of peacebuilding initiatives can benefit from systematic usage of the SSM, they need to reframe their efforts toward those that are not pro-peace, rather than preach to the converted. Consequently, the answer may lie in efforts at building cultural sensitivity to promote entrepreneurship amongst such target groups amongst such target groups in conflicting communities, with an organizational form that successfully marries SEs and SM. Originality/value Though previous scholarship mentions the need for finding complementarities between social marketing objectives and social enterprise missions, no paper yet has suggested a roadmap for achieving it. This paper highlights an integrative plan that, in this specific case of peacebuilding initiatives, or social enterprises in general, can leverage to evolve better organizational practices, improve financial sustainability and measurable impact to effect the desired social change.

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