scholarly journals The wicked problem of social cohesion: moving ahead

2019 ◽  
Vol 9 (4) ◽  
pp. 507-521
Author(s):  
Mazia Yassim
Keyword(s):  
Social Marketing ◽  
Social Cohesion ◽  
Contact Theory ◽  
Wicked Problem ◽  
Research Approach ◽  
Discussion Forums ◽  
Far Right ◽  
Content Type ◽  
The Social ◽  
Critical Qualitative Research

Purpose Despite the amount of attention given to social cohesion, divisions within many societies are becoming wider due to various factors including religious and far-right extremism and economic austerity. Given its “wickedness”, social cohesion has been researched from various dimensions. However, to develop an effective solution-based programme, these multi-facets need to be brought together for a clearer way forward. This paper aims to bring together multiple disciplines to propose a way forward in the social cohesion discourse in the following two ways: by developing a common conceptualisation of social cohesion and identifying an effective approach to operationalise social cohesion. Design/methodology/approach This research adopted a critical qualitative research approach and used three expert discussion forums consisting of academics and practitioners from multiple disciplines. Findings The research identifies contact theory and participatory approaches as providing an effective way forward for social cohesion. Social cohesion is conceptualised in the form of factors needed to build a cohesive society and outcomes of a cohesive society. Using the social marketing approach of down- mid- and up-stream strategies and interventions, this research proposes a bottom-up approach to addressing the wicked problem of social cohesion. Originality/value Social cohesion has been discussed by various academics and practitioners from multiple disciplines. This paper developed a common conceptualisation of social cohesion based on a review of multi-disciplinary literature combined with discussions with experts from academia and practice. Relating this to the down-, up- and mid-stream social marketing, and this paper also identified the participatory approach, based on contact theory, as an effective way in which social marketers can achieve downstream social marketing objectives.

Iceland: how social mechanisms drove the financial collapse and why it’s a wicked problem

2017 ◽  
Vol 7 (3) ◽  
pp. 330-346 ◽  
Author(s):  
Sarah Maree Duffy ◽  
Gavin Northey ◽  
Patrick van Esch
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Driving Forces ◽  
Wicked Problems ◽  
Wicked Problem ◽  
Social Mechanism ◽  
Content Type ◽  
The Social ◽  
Mechanism Theory

PurposeThe purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems. Design/methodology/approachThis is a conceptual paper that uses the financial crisis in Iceland as a demonstrative example to show how social mechanism theory can help social marketers and policy makers overcome complexity and strive for the social transformation they seek. FindingsThis paper suggests the utility of social mechanism theory for understanding wicked problems, how they came to be and how social marketing practices can be applied to resolve market complexities. Research limitations/implicationsSocial marketers need to identify what is driving what, to plan and implement interventions that will lead to the social change desired. This paper presents a framework that guides the analyst through this social change process. Originality/valueThis work provides social marketers with the means to understand the “moving parts” of a wicked problem to identify where an intervention is required to achieve the social change sought.

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

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

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

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.

The career paths of social marketing doctoral graduates

2017 ◽  
Vol 7 (1) ◽  
pp. 18-50 ◽  
Author(s):  
V. Dao Truong
Keyword(s):  
Higher Education ◽  
Social Marketing ◽  
Career Paths ◽  
Research Collaboration ◽  
Full Time ◽  
Doctoral Graduates ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
The Social

Purpose Although the social marketing field has developed relatively quickly, little is known about the careers of students who chose social marketing as their main subject of study. Such research is important not only because it reveals employment trends and mobility but also because it informs policy making with respect to curriculum development as well as raises governmental and societal interest in the social marketing field. This paper aims to analyse the career pathways of doctoral graduates who examined social marketing as the subject of their theses. Doctoral graduates represent a special group in a knowledge economy, who are considered the best qualified for the creation and dissemination of knowledge and innovation. Design/methodology/approach A search strategy identified 209 doctoral-level social marketing theses completed between 1971 and 2015. A survey was then delivered to dissertation authors, which received 117 valid responses. Findings Results indicate that upon graduation, most graduates secured full-time jobs, where about 66 per cent worked in higher education, whereas the others worked in the government, not-for-profit and private sectors. Currently, there is a slight decline in the number of graduates employed in the higher education, government and not-for-profit sectors but an increase in self-employed graduates. A majority of graduates are working in the USA, the UK, Australia and Canada. Overall, levels of international mobility and research collaboration are relatively low. Originality/value This is arguably the first study to examine the career paths of social marketing doctoral graduates.

Social marketing hackers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maria M. Raciti
Keyword(s):  
Social Marketing ◽  
Change Agents ◽  
Content Type ◽  
Marketing Professional ◽  
The Social ◽  
Greater Good ◽  
The Many ◽  
Behaviour Changes ◽  
Social Causes ◽  
Blind Spots

Purpose Social marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room. Design/methodology/approach Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena. Findings The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing. Originality/value This paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.

scholarly journals Exploring the drivers of tensions in social innovation management in the context of social entrepreneurial teams

2019 ◽  
Vol 57 (6) ◽  
pp. 1344-1361 ◽  
Author(s):  
Frédéric Dufays
Keyword(s):  
Social Entrepreneurship ◽  
Social Innovation ◽  
Innovation Management ◽  
Research Approach ◽  
Innovation Implementation ◽  
Content Type ◽  
Team Members ◽  
Entrepreneurial Teams ◽  
The Social ◽  
Entrepreneurial Team

Purpose The purpose of this paper is to identify tensions that are emerging in the invention and implementation of social innovation by social entrepreneurial teams and highlights elements that influence the type of tension encountered. Design/methodology/approach Four cases are selected theoretically, studied individually, and compared to one another to identify tensions and patterns of tensions. Findings The findings reveal the predominant tensions related to goals and identity during social innovation invention and those related to time and knowledge during social innovation implementation. The size of the entrepreneurial team, the nature of the social innovation, and the interest orientation – that is, the overlap between entrepreneurial team members and beneficiaries – are found to play a role in the type of tensions encountered and their content. Research limitations/implications The chosen research approach limits the generalizability of the research results. Replication in other settings and with other types of social innovation is therefore encouraged. Originality/value In contrast to most existing studies, this research focuses on nascent social innovation projects borne by teams. It proposes that social-business tensions are not necessarily predominant in social innovation management. It suggests the importance of interest orientation as an underestimated factor in the study of social entrepreneurship.

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.

scholarly journals Partnering for UN SDG #17: a social marketing partnership model to scale up and accelerate change

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sinead Duane ◽  
Sinead Duane ◽  
Christine Domegan ◽  
Brendan Bunting
Keyword(s):  
Social Marketing ◽  
Relationship Commitment ◽  
Change Strategies ◽  
Measurement Scales ◽  
Diverse Range ◽  
Content Type ◽  
Complex Problems ◽  
Partnership Model ◽  
The Social ◽  
Systemic Transformation

Purpose The United Nations (UN) 17 Sustainable Development Goals (SDG) places partnerships as a vital mechanism, which strengthens the implementation of change strategies. The SDG targets are ambitious; acknowledging the interconnected multifaceted issues that are currently facing society. Similarly, social marketing thought is transitioning to embrace systemic change strategies, realising no one organisation can have an impact on the emerging grand challenges. Partnerships are the 5th P in the social marketing mix, however, partnerships is also a nebulous term which has been criticised for lacking theoretical development. This study aims to answer the call from both the UN and social marketing community for further research to guide the development and implementation of impactful transformative partnerships. Design/methodology/approach A robust mixed method approach to develop and test a social marketing partnership model is presented. Trust and relationship commitment are at the forefront of successful partnership exchanges. Morgan and Hunt’s (1994) trust and relationship commitment model is extended into the social marketing domain. Findings The findings validate Hasting’s (2003) call for social marketers to listen to their commercial marketing counterparts, positioning trust and commitment as essential to change strategies. As the degree of complexities in the multifaceted world continues to accelerate, partnerships for change (UN SDG #17) will pay off, driving more effective and smarter collaborations amongst a diverse range of stakeholders at different levels in different networks. Partnerships will elevate social marketing to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences. Research limitations/implications With trust/mistrust critical to successful exchanges and exchange central to social marketing, quantitative measurement of the antecedents to and outcomes of partnerships can inform the evaluation, impact and management of social marketing interventions. Practical implications Three contributions are made, which support the selection, implementation and evaluation of social marketing partnerships. Key social marketing partnership characteristics are operationalised supporting the partnership selection process. Measurement scales are developed to assist in evaluating partnership relationships over time. The model is empirically tested to investigate the relationships between key mediating variables of social marketing partnerships. Originality/value This paper presents a validated 5th P Partnership model for social marketers, accelerating social marketing’s capacities to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences and UN SDG #17.

Social impacts of a short-distance relocation process and new ways of working

2017 ◽  
Vol 19 (4) ◽  
pp. 265-284 ◽  
Author(s):  
Matti Christersson ◽  
Christopher Heywood ◽  
Peggie Rothe
Keyword(s):  
Short Distance ◽  
Single Case ◽  
Social Impacts ◽  
Employee Perceptions ◽  
Research Approach ◽  
Content Type ◽  
New Ways Of Working ◽  
The Social ◽  
Organizational Relocation

Purpose The purpose of this paper is to investigate the social impacts of short-distance office relocation that also involved a new way of working, as perceived by employees during a relocation process. Relocation is any process of moving business premises and can consist of (often) significant change in locality, building change, workplace change and ways of working. This case study was not influenced by the effect of locality change making it hence a short-distance relocation. Design/methodology/approach The social impacts are analysed based on the perceptions of approximately 15 per cent (nine employees) of the case organization across the relocation process – two months before, one week before and four months after the move. The qualitative data collection is conducted by semi-structured interviews, supplemented by diaries and participatory action research. Findings Before the relocation, the subject organization’s old premises were considered inadequate. Still, employees had concerns during the process about the new open office environment including the adoption of new ways of working. Some employees did experience resistance towards the change, although the amount of engagement possibilities was deemed sufficient and engagement recognized as an important part of the process. After the relocation, adaptation was considered easier than originally anticipated and experiences of improved inter-team collaboration were reported by most while others experienced just the opposite, pointing out to emerging individual differences. Research limitations/implications The limitations of this study arise mainly from the ability to statistically generalize on the basis of a single case study which this paper represents. Furthermore, since the last interviews were made four months after the move, all post-occupancy implications were possibly not yet fully experienced. Originality/value The paper provides information on the social impacts of organizational relocation process, as it identifies individual employee perceptions during a relocation process where locality change is minimal. Moreover, the threefold research approach across the relocation process enables the appearance of possible time-dependent development of adaptation to change in employee perceptions and these perceptions to be analysed in more detail.

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.

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