scholarly journals What Causes Social Marketing Programs to Fail? A Qualitative Study

2021 ◽  
pp. 152450042110102
Author(s):  
M. Bilal Akbar ◽  
Liz Foote ◽  
Clidna Soraghan ◽  
Rachael Millard ◽  
Fiona Spotswood
Keyword(s):  
Social Marketing ◽  
Program Planning ◽  
Small Sample ◽  
Target Audience ◽  
Design Stage ◽  
Future Research ◽  
Program Outcomes ◽  
Planning Stage ◽  
Program Failure ◽  
Future Practice

Background: This paper addresses the key factors that cause social marketing programs (typically consisting of discrete programs or interventions, but also including broader-scale initiatives) to fail. It argues that understanding these failures offers greater insight to researchers and practitioners than publications solely focused on successes. Focus: Our paper discusses the causes of the failure of social marketing programs, an area that has largely been ignored in extant research. Research Question: What causes social marketing programs to fail? Importance: As the majority of practitioner-oriented social marketing research focuses on how to develop a successful program, we identify a tendency to ignore failed programs. We suggest that both researchers and practitioners can arguably learn more useful lessons from failures rather than successes. Thus, this paper contributes to social marketing literature by exploring the key causes of social marketing failures. Methods: We conducted ten semi-structured interviews with social marketing practitioners recruited using a purposive sampling technique. Results: We identify four elements responsible for the failure of social marketing programs, each centered on the planning and implementation stage. Firstly, formative research at the earliest stages of program planning is often neglected, resulting in a limited understanding of the target audience. Relatedly, extant research is frequently overlooked during this early planning stage, and this failure to use available social marketing theory and frameworks can result in program performing poorly. Thirdly, for a program to be successful, it must be congruent with the goals of the wider environment and infrastructure within which it is situated; adopting too narrow a focus can also result in a limited impact or program failure. Lastly, we found a common issue relating of stakeholder mismanagement, specifically around issues of power imbalance and mismanaged expectations resulting in social marketing program failing to launch. Researchers and practitioners must acknowledge that social marketing programs do indeed fail but recognize that in these failings lies insight into how to enhance future practice. Recommendations: We suggest that more attention is required from social marketing practitioners during the early design stage into understanding the target audience in detail. We suggest drawing upon extant social marketing frameworks and research to inform the planning and development of social marketing programs. We demonstrate how implementing these changes in the earliest stages of program designs would reduce the chance of program failure. Further, we suggest that adopting a more systems-level approach or critical approach would additionally benefit program outcomes. Limitations: A relatively small sample size could be considered a limitation of the study. Similarly, our focus on practitioner insights may limit the scope of the findings. Future research could advance the current findings by incorporating the views of a broader range of stakeholders, including the target audience themselves. We also suggest future research consider integrating the analysis of failure into the social marketing process to encourage practitioner reflection and inform and improve future practice.

Impact of Management Structure on Development Programs

2012 ◽  
Vol 19 (1) ◽  
pp. 40-51
Author(s):  
Nayyer Samad ◽  
Sonny Nwankwo ◽  
Ayantunji Gbadamosi
Keyword(s):  
Social Marketing ◽  
Positive Impact ◽  
Population Control ◽  
Program Planning ◽  
Control Program ◽  
Program Outcomes ◽  
Operational Effectiveness ◽  
Management Structure ◽  
Operational Issues ◽  
The Impact

This article examines the impact of management structure on the performance of population control program in Pakistan. Specifically, it explores the relationship between management structures and program outcomes in social marketing program (SMP) contexts. A combination of pattern matching and explanation building techniques for embedded case analysis was used and the data brought together in a reasoned form to provide an analysis and explanation of the focused topic. Management structures adopted for various SMPs for family planning were defined directly or indirectly by the funding agencies, and these, in turn, led to varying implementation difficulties. The Pakistani experience shows that donor agencies’ involvement in operational issues has little positive impact on the program outcome. Essentially, the findings afford program managers evidence-based insights in developing new structure and avoiding failed ones. It emphasizes that, in countries where more than one SMP are in operation, the stakeholders need to assess program components circumspectly to avoid duplication. Overall, the article provides strategic directions to stakeholders on how varying organizations handling social marketing projects could enhance operational effectiveness of the program. It emphasizes the need for improved coordination, devolution of responsibilities, alignment of organizational goals with the program goals, and effective involvement of local stakeholders in program planning.

Checking Our Blind Spots: The Most Common Mistakes Made by Social Marketers

2020 ◽  
Vol 26 (1) ◽  
pp. 14-27 ◽  
Author(s):  
Julie Cook ◽  
Sarah Fries ◽  
Jennifer Lynes
Keyword(s):  
Social Marketing ◽  
Ad Hoc ◽  
Research Question ◽  
Strategy Development ◽  
Future Research ◽  
Program Outcomes ◽  
Marketing Practice ◽  
Marketing Program ◽  
External Influences ◽  
The Social

Background: The work of social marketers and the environment in which they work is complex, which inevitably results in mistakes being made and sometimes, the failure of a social marketing program. Unfortunately, social marketers do not often report their own mistakes. Even when failures or mistakes are reported, it is usually for the purpose of one study, as opposed to a wider understanding of mistakes made by social marketers in the field. This is a significant gap in the development of social marketing practice since understanding the nature of the most common mistakes made by social marketers could assist them in assessing their own shortcomings and potentially lead to more effective programs. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of social marketing experts regarding the most common mistakes made by social marketers? Importance to the Field: A greater understanding of the common mistakes made by social marketers will allow practitioners to assess their own shortcomings, improve program outcomes, and raise the status of the social marketing field. Methods: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. In-depth interviews with 17 social marketing experts were conducted. Experts were purposefully chosen based on a set of criteria including the number of years of experience they had in the field. Results: The interviews revealed nine mistake categories: inadequate research, poor strategy development, ad hoc approaches to programs, mismanagement of stakeholders, poorly designed program objectives, weak evaluation and monitoring, poor execution of pilots, inadequate segmentation and targeting, and poor documentation. Additionally, the interviews revealed two other emergent, crosscutting themes that affect the mistakes being made: external influences that the social marketer may not have direct control over and the social marketer’s own preconceptions that they bring to the program. Recommendations for Research or Practice: Future research may explore (1) the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers and (2) perspectives from the social marketing community as to the most common mistakes made by social marketers. Social marketers may consider being more reflexive in their work, including reporting their own mistakes and failed programs, as well as challenging the biases they may bring to the work that they do. Limitations: The sample size is small and therefore not generalizable to all social marketing experts or the social marketing community. Also, there are many parts of the world in which social marketers practice, but which are not represented by the social marketing experts. Additionally, the “mistakes” listed are based on opinion as opposed to direct observation, which may make them more susceptible to bias.

scholarly journals Co-designing social marketing programs

2016 ◽  
Vol 6 (1) ◽  
pp. 41-61 ◽  
Author(s):  
Timo Dietrich ◽  
Sharyn Rundle-Thiele ◽  
Lisa Schuster ◽  
Jason Connor
Keyword(s):  
Design Process ◽  
Design Methodology ◽  
Field Research ◽  
Target Audience ◽  
Future Research ◽  
Education Programs ◽  
Alcohol Education ◽  
Program Outcomes ◽  
Research Attention ◽  
Content Type

Purpose – Most alcohol education programs are designed by experts, with the target audience largely excluded from this process. Theoretically, application of co-creation which comprises co-design and co-production offers an opportunity to better orient programs to meet audience needs and wants and thereby enhance program outcomes. To date, research has centered on value co-creation, with content co-design receiving limited research attention. This study aims to understand how a target audience would design an intervention and continues by contrasting an audience-designed program with the earlier implemented expert-designed program. Design/methodology/approach – Six co-design sessions were conducted with 58 Year 10 adolescents, aged between 14-16 years old, who had participated in Game On: Know Alcohol, a program developed by experts to address binge drinking. The data were content analyzed. Findings – Analysis revealed that a co-designed program would differ substantially from the expert-driven Game On: Know Alcohol program recently trialed. The results indicate that adolescents prefer interactive activities that engage and challenge. Three alternative program solutions, catering to identified segments in the target audience, are suggested for future implementation and evaluation. Research limitations/implications – This sample is limited to adolescents from Catholic schools in one state of Australia, and future research is recommended to extend findings beyond this group. This study is limited to establishment of audience (adolescent) preferences, and future experimental field research is needed to develop, implement and evaluate a co-designed program. Originality/value – This study details a co-design process highlighting differences between expert-designed and audience-designed programs. Future research investigating whether a co-designed program will deliver superior outcomes to an expert-designed program is recommended.

scholarly journals Exploring Mistakes and Failures in Social Marketing: The Inside Story

2021 ◽  
Vol 27 (1) ◽  
pp. 13-31
Author(s):  
Julie Cook ◽  
Jennifer Lynes ◽  
Sarah Fries
Keyword(s):  
Survey Data ◽  
Social Marketing ◽  
Research Question ◽  
Self Report ◽  
Strategy Development ◽  
Future Research ◽  
Program Outcomes ◽  
Marketing Program ◽  
External Influences ◽  
The Social

Background: Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of the social marketing community regarding mistakes and failures in the field? Importance to the field: A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes. Method: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. Surveys were completed by 100 social marketing community members. Survey data was analyzed and coded using SPSS software and Microsoft Excel. Results: According to the analyzed survey data, the social marketing community believes that inadequate research, poor strategy development, and mismanagement of stakeholders are the most common mistakes made by social marketers. Further, weak evaluation and monitoring is considered to be the “least well-managed” program element. Poor strategy development, external influences, and poorly designed program and behavioral objectives are considered to be the primary reasons for social marketing program failure. Recommendations for research or practice: Future research may explore the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers. Additionally, practitioners should be aware of and develop strategies to mitigate common mistakes and failures in order to improve program outcomes. Limitations: The 100 social marketing professionals who responded to the survey are not representative of the global social marketing community. Further, responses were based on self-report rather than direct observation, which may make them more susceptible to bias.

Depressive Traits and Theory of Mind in Healthy Individuals: A Mediation Study

2018 ◽  
Author(s):  
Nicholas James Rowark
Keyword(s):  
Theory Of Mind ◽  
Executive Functions ◽  
Executive Control ◽  
Statistical Power ◽  
Social Cognitive ◽  
Clinical Sample ◽  
Small Sample ◽  
Future Research ◽  
Healthy Individuals ◽  
Prepotent Response

Depression has been associated with poor social cognitive functioning, including impaired performance on measures of theory of mind. However, the association between depression and theory of mind performance has been removed when controlling for differences in executive functioning, which is also impacted by depression. Among these executive functions, inhibition of prepotent response has been demonstrated as enabling success on theory of mind tests. In the context of these findings, the current investigation tested whether a relationship could be found between depressive traits and theory of mind in a non-clinical sample, and whether this relationship was mediated by differences in executive control of inhibition. Theory of mind was assessed in 31 healthy individuals using an audio-presented false-belief reasoning task, which also tested baseline performance in non-mental-state reasoning. Inhibition of prepotent response was assessed with interference measures on a Stroop colour-word task, and depressive traits were self-reported through the second version of the Beck Depression Inventory. Mediation analysis revealed that executive control of inhibition did not significantly mediate an indirect effect of depressive traits on theory of mind. It was interpreted that relationships previously found between major depression, executive and social-cognitive functions do not generalise beyond clinical boundaries. However, these findings are discussed in terms of the small sample size, limiting statistical power, and several methodological limitations. Future research should assess the relationship between depressive traits and theory of mind using alternative measures of mental representation, or include a neurocognitive battery assessing executive functions other than inhibition.

scholarly journals Integrating Theory in Co-design: An Abductive Approach

2021 ◽  
Vol 29 (1) ◽  
pp. 66-77
Author(s):  
Erin Hurley ◽  
Timo Dietrich ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Cognitive Theory ◽  
Design Process ◽  
Social Marketing ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Expert Knowledge ◽  
Future Research ◽  
Abductive Inference ◽  
Design Framework ◽  
Research Recommendations

Co-design empowers people, giving them a voice in social marketing program design; however, approaches have mostly excluded expert knowledge. An abductive approach to co-design allows for inclusion of expert knowledge, providing theoretical guidance while simultaneously investigating user views and ideas extending understanding beyond known effective approaches. We use the seven-step co-design framework and outline how an abductive inference can be applied to co-design. Social cognitive theory constructs were integrated into the seven-step co-design process. The abductive approach to co-design was tested in two co-design sessions involving 40 participants. Findings demonstrate that theory can be successfully integrated into the seven-step co-design process through utilization of theory-mapped activity cards. This article provides guidance on how theory can be incorporated into ideation and insight generation. Limitations and future research recommendations are provided.

scholarly journals The Role of Dopamine Receptor D2 in Bridging the Intention-Behavior Gap in Sport Participation

2021 ◽  
Vol 18 (5) ◽  
pp. 2379
Author(s):  
Seiyeong Park ◽  
Junhye Kwon ◽  
Chiyoung Ahn ◽  
Hae-Sung Cho ◽  
Hyo Youl Moon ◽  
...  
Keyword(s):  
University Students ◽  
Dopamine Receptor ◽  
Sport Participation ◽  
Small Sample Size ◽  
Behavioral Model ◽  
Small Sample ◽  
Male Students ◽  
Future Research ◽  
Dopamine Receptor D2 ◽  
The Impact

Previous studies have identified that a behavior can occur through the strongest predictor intention, but there is a gap between intention and behavior. Dopamine receptor D2 (DRD2) is known to account for a variance in sporting behaviors in human and animal subjects. However, the relationship between DRD2 and sport participation has been poorly studied, and the limited available reports are inconsistent. The present study was performed to examine the impact of DRD2 on sport participation among Korean university students based on the integrated behavioral model (IBM). Data were collected from enrolled university students in Seoul (N = 45). Participants answered survey questions first, and then they gave investigators their hair to provide DNA information (i.e., the A1 allele of DRD2). DRD2 had a significant effect on sport participation, but only in male students. Male students who carried the A1 allele of DRD2 significantly participated in 105.10 min more sporting activities than male students who did not. Moreover, the effect of intention on sport participation was significantly decreased when considering DRD2. Despite the small sample size, the results of this study could be a preliminary case for a larger study and indicate the direction of future research. Our results suggest that DRD2 may have played an important role as the “actual skill” shown in the IBM.

scholarly journals The incidence and prevalence of cardiovascular diseases in gout: a systematic review and meta-analysis

2021 ◽  
Author(s):  
Peter Cox ◽  
Sonal Gupta ◽  
Sizheng Steven Zhao ◽  
David M. Hughes
Keyword(s):  
Systematic Review ◽  
Cardiovascular Disease ◽  
Cardiovascular Risk ◽  
Cardiovascular Diseases ◽  
Small Sample Size ◽  
Meta Analysis ◽  
Random Effect ◽  
Small Sample ◽  
Future Research ◽  
Increased Risk

AbstractThe aims of this systematic review and meta-analysis were to describe prevalence of cardiovascular disease in gout, compare these results with non-gout controls and consider whether there were differences according to geography. PubMed, Scopus and Web of Science were systematically searched for studies reporting prevalence of any cardiovascular disease in a gout population. Studies with non-representative sampling, where a cohort had been used in another study, small sample size (< 100) and where gout could not be distinguished from other rheumatic conditions were excluded, as were reviews, editorials and comments. Where possible meta-analysis was performed using random-effect models. Twenty-six studies comprising 949,773 gout patients were included in the review. Pooled prevalence estimates were calculated for five cardiovascular diseases: myocardial infarction (2.8%; 95% confidence interval (CI)s 1.6, 5.0), heart failure (8.7%; 95% CI 2.9, 23.8), venous thromboembolism (2.1%; 95% CI 1.2, 3.4), cerebrovascular accident (4.3%; 95% CI 1.8, 9.7) and hypertension (63.9%; 95% CI 24.5, 90.6). Sixteen studies reported comparisons with non-gout controls, illustrating an increased risk in the gout group across all cardiovascular diseases. There were no identifiable reliable patterns when analysing the results by country. Cardiovascular diseases are more prevalent in patients with gout and should prompt vigilance from clinicians to the need to assess and stratify cardiovascular risk. Future research is needed to investigate the link between gout, hyperuricaemia and increased cardiovascular risk and also to establish a more thorough picture of prevalence for less common cardiovascular diseases.

scholarly journals Community intervention strategies to reduce the impact of financial strain and promote financial well-being: a comprehensive rapid review

2021 ◽  
Vol 28 (1) ◽  
pp. 42-50
Author(s):  
Nicole M. Glenn ◽  
Lisa Allen Scott ◽  
Teree Hokanson ◽  
Karla Gustafson ◽  
Melissa A. Stoops ◽  
...  
Keyword(s):  
Quality Of Life ◽  
Community Intervention ◽  
Well Being ◽  
Small Sample ◽  
Financial Strain ◽  
Rapid Review ◽  
Research Centre ◽  
Future Research ◽  
The Impact

Financial well-being describes when people feel able to meet their financial obligations, feel financially secure and are able to make choices that benefit their quality of life. Financial strain occurs when people are unable to pay their bills, feel stressed about money and experience negative impacts on their quality of life and health. In the face of the global economic repercussions of the COVID-19 pandemic, community-led approaches are required to address the setting-specific needs of residents and reduce the adverse impacts of widespread financial strain. To encourage evidence-informed best practices, a provincial health authority and community-engaged research centre collaborated to conduct a rapid review. We augmented the rapid review with an environmental scan and interviews. Our data focused on Western Canada and was collected prior to the pandemic (May–September 2019). We identified eight categories of community-led strategies to promote financial well-being: systems navigation and access; financial literacy and skills; emergency financial assistance; asset building; events and attractions; employment and educational support; transportation; and housing. We noted significant gaps in the evidence, including methodological limitations of the included studies (e.g. generalisability, small sample size), a lack of reporting on the mechanisms leading to the outcomes and evaluation of long-term impacts, sparse practice-based data on evaluation methods and outcomes, and limited intervention details in the published literature. Critically, few of the included interventions specifically targeted financial strain and/or well-being. We discuss the implications of these gaps in addition to possibilities and priorities for future research and practice. We also consider the results in relation to the COVID-19 pandemic and its economic consequences.

scholarly journals Changes in the Food-Related Behaviour of Italian Consumers during the COVID-19 Pandemic

Foods ◽  
2021 ◽  
Vol 10 (1) ◽  
pp. 169
Author(s):  
Rosa Maria Fanelli
Keyword(s):  
Standard Deviation ◽  
Food Consumption ◽  
Consumer Behaviour ◽  
Eating Habits ◽  
Small Sample ◽  
Future Research ◽  
Critical Approach ◽  
Pilot Survey

The principal aim of this study is to explore the effects of the first lockdown of the Coronavirus Disease 2019 (COVID-19) pandemic on changes in food consumption and food-related behaviour on a diverse sample of Italian consumers aged ≥18 years. To achieve this aim, the research path starts with an investigation of some of the first few studies conducted on Italian consumers. It then reports the findings of a pilot survey carried out on a small sample of Italian consumes who live in Molise. The studies chosen for investigation were published as articles or research reports. In total, six relevant studies were chosen, each involving a different sized sample of Italian consumers. The average number of respondents is 2142, with a standard deviation of 1260.56. A distinction is made between the results of the articles, the research reports, and the pilot survey. The latter was conducted to develop and validate the components of a new questionnaire and, furthermore, to assess changes in the eating habits of individuals during the COVID-19 pandemic. The results suggest that the effects of the pandemic on consumer behaviour can, above all, be grouped into changes related to shopping for food, eating habits, and food-related behaviour. This article can serve as the basis for future research in this area as it identifies and highlights key changes, in addition to comparing the earliest evidence available, using a critical approach.

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