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 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.

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.

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.

Defining the undefinable: an analysis of definitions of community archives

2019 ◽  
Vol 68 (8/9) ◽  
pp. 617-634
Author(s):  
Sarah Welland ◽  
Amanda Cossham
Keyword(s):  
Design Methodology ◽  
Theory And Practice ◽  
Archival Theory ◽  
Content Type ◽  
Community Archives ◽  
Area Of Interest ◽  
Key Issues ◽  
Definition Of ◽  
Community Archive ◽  
The Impact

Purpose This paper aims to explore definitions and notions of what a community archive is, and the tensions between different understandings of community archives. Design/methodology/approach The paper is a critical analysis of community archives definitions and understanding from researchers and practitioners across the wider heritage information sector. Findings Community archives are a growing area of interest for researchers because of the archives’ intrinsic link to the community and their provision of the evidence of it. While discussion often focuses on a paradigm of transformative purpose, existing definitions around community archives continue to be tenuous, reflecting different real or perceived types and practices and the perspective of the author and the sector they work within. Variations in definition can also occur because of differences in perspective around theory and practice, with many practitioner-based definitions intrinsically bound with the community they represent. This can result in community archives being defined as “alternative” based on mainstream practice or “political” based on theoretical purview, or “meeting the needs of community” by the community archivists themselves. Research limitations/implications The paper is conceptual and does not attempt to provide one definition that covers the perceived extent of community archives. It is part of work in progress on the nature of community archives and the impact such discourse may have on archival theory and practice. Originality/value This paper provides an overview of some of the key issues and themes impacting a definition of community archives, and in doing so works towards a broader understanding the nature of community archives. In most cases, the concept of “community” seems to provide a common definitive element and practitioner definitions focus on addressing the needs of self-defined community to a greater or lesser extent.

Public Health Social Marketing: The Immunise Australia Program

2002 ◽  
Vol 8 (1) ◽  
pp. 55-61 ◽  
Author(s):  
Tom E. Carroll ◽  
Laurie Van Veen
Keyword(s):  
Social Marketing ◽  
Financial Incentives ◽  
Community Education ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Childhood Immunization ◽  
Immunization Practice ◽  
Age Appropriate ◽  
Australian Bureau Of Statistics

The case study presented here represents the application of social marketing theory and practice to increase the levels of full age-appropriate childhood immunization as part of the Immunise Australia Program. In 1995, an Australian Bureau of Statistics survey found that only 33% of Australian children up to 6 years of age were fully immunized according to the schedule being recommended at the time, and 52% were assessed as being fully immunized according to the previous schedule (ABS, 1996). In response to this situation, the Australian Government formulated the Immunise Australia Program. This program comprised a number of initiatives, including: ▪ improvements to immunization practice and service delivery; ▪ establishment of a National Centre for Immunisation Research and Surveillance; ▪ negotiation with State and Territory Governments to introduce requirements for immunization prior to commencing school; ▪ financial incentives for doctors and parents/guardians; ▪ a national childhood immunization education campaign; and ▪ a specific Measles Control Campaign. While recognizing the key role played by structural and policy reform within the formulation and implementation of a social marketing strategy, this article focuses primarily on the community education components of this program.

Toward advancing debates on Islamic marketing: a renewed perspective

2018 ◽  
Vol 9 (1) ◽  
pp. 152-166 ◽  
Author(s):  
Norlia Ahmad
Keyword(s):  
Human Activity ◽  
Critical Analysis ◽  
Design Methodology ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Content Type ◽  
Marketing Literature ◽  
Economic Progress ◽  
Inclusive Approach ◽  
Target Markets

Purpose The purpose of this paper is to offer a renewed perspective on the intersections of Islam and marketing. Design/methodology/approach This paper is based on Islamic marketing literature, Islam’s view on human and economic progress, insights from other marketing disciplines and phenomena that focus on treating consumers as “individuals” instead of merely target markets. It consists of an inclusive approach guided by a notion that Islamic marketing debates should not merely attempt to “see” (understand) Muslim consumers or Islamic markets but to also enhance efforts to “see” and (re)discover Islam. Findings This paper reiterates a view of Islam as both a faith and activity; it argues that this view should be the basis of critical analysis on the intersections of Islam and marketing. It also highlights the overlap between Islamic marketing and humanistic marketing, thus offers more inclusive approach to Islamic marketing debates. Based on the arguments of Islam as a deen and marketing as part of human activity, it provides further directions for critical and continuous efforts to explore the questions of “what, why and how” Islam can contribute to the advancement of marketing theory and practice. Originality/value This paper presents a renewed perspective to current debates on Islamic marketing; it stresses on the importance of building a case in which Islam has something to commit to contemporary marketing issues and problems.

scholarly journals Definition, sampling and results in business angels’ research: toward a consensus

2017 ◽  
Vol 55 (2) ◽  
pp. 310-330 ◽  
Author(s):  
Jaume Argerich ◽  
Claudio Cruz-Cázares
Keyword(s):  
Design Methodology ◽  
Data Sources ◽  
Business Angels ◽  
Consensus Definition ◽  
Content Type ◽  
Standard Definition ◽  
Methodological Choices ◽  
Definition Of

Purpose The lack of a standard definition and data sources makes it hard to compare findings and advance our knowledge in the business angel’s domain. The purpose of this paper is to tackle this problem by presenting a proposal of a potential definition of business angels that it based on ten issues identified in 30 years of business angels’ research. Design/methodology/approach The paper reviews 24 studies on business angels and classifies definition inconsistencies found in ten different issues. Those differences are compared with methodological choices on sampling and with subsequent results. Findings The authors observe a connection between definitional and sampling choices, and the results obtained. Inconsistent definitions can lead to results that are more than 400 times higher in terms of investment per project, for example. Research limitations/implications The authors believe that the main implication of proposing a standard definition of business angles could help the academia in decreasing the great observed diversity which is actually leading to inconsistent and incomparable results that limit our understanding of this phenomenon. Originality/value This paper differs from previous studies as it tackles the problem by identifying the definitional issues and presents a framework in order to build a consensus definition, rather than just comparing definitions.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

Bank relationships’ contributions to SME export performance

2019 ◽  
Vol 37 (5) ◽  
pp. 1143-1164 ◽  
Author(s):  
Heléne Lundberg
Keyword(s):  
International Business ◽  
Export Performance ◽  
International Marketing ◽  
Value Added ◽  
Ordinary Least Squares ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Content Type ◽  
Study Results ◽  
Bank Marketing

Purpose The purpose of this paper is to examine to what extent, and in what ways, various types of bank support improve small and medium-sized enterprise (SME) export performance. It contributes to bank marketing and international marketing theory and practice by clarifying bank contributions to SME export performance at the firm level. Design/methodology/approach The study method is an on-site survey, encompassing 135 manufacturing Swedish SMEs. Five hypotheses are tested using ordinary least squares regression. Findings The higher the export performance, the greater the importance attributed to bank funding of international business. The importance of transaction and/or currency services provided by banks for SMEs’ ability to do business abroad was confirmed, but with the important limitation that the effect diminishes as the number of markets increases. Furthermore, the results indicate that SMEs with low export performance attach a high importance to the advisory services that banks can offer regarding international business. No significant results for knowledge sharing or support from bank contacts were found. Practical implications SME managers are encouraged to view banks as potential providers of a diverse set of value-added resources while taking into consideration that some banks will have more developed resources and support policies than others. The study results also assist banks in building effective strategies for enhancing their relationships with SME clients, as it provides detailed information on how SMEs relate different kinds of bank services to their export performance. Originality/value As the first paper to describe SME-perceived relationships between different bank services and export performance, this study informs bank marketing and international marketing theory about bank contributions to SME internationalisation.

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