Marketing Social Marketing in the Social Change Marketplace

Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

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Practice-theoretical possibilities for social marketing: two fields learning from each other

Journal of Social Marketing ◽

10.1108/jsocm-10-2016-0057 ◽

2017 ◽

Vol 7 (2) ◽

pp. 156-171 ◽

Cited By ~ 9

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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Social change design: disrupting the benchmark template

Journal of Social Marketing ◽

10.1108/jsocm-10-2016-0064 ◽

2017 ◽

Vol 7 (2) ◽

pp. 119-134 ◽

Cited By ~ 8

Author(s):

Marie-Louise Fry ◽

Josephine Previte ◽

Linda Brennan

Keyword(s):

Social Change ◽

Social Marketing ◽

Behavioural Change ◽

Social Forces ◽

Content Type ◽

The Social ◽

Change Framework ◽

The Individual ◽

Marketing Actions ◽

Individual Behaviour Change

Purpose This paper aims to propose a new ecological systems-driven framework, underpinned by a relational marketplace lens, for social marketing practitioners to consider when planning and designing programs. The authors contend that behavioural change does not occur in a vacuum and, as such, point to an ecology in which the individual is but one participant in a broader scope of social change activities. Design/methodology/approach The paper is conceptual and presents the Indicators for Social Change Framework. Findings The Indicators for Social Change Framework puts forward a series of “must-have” indicators to consider when designing and planning social marketing programmes. Across identified indicators, the Framework delineates types of marketing actions to consider when planning for individual-oriented change and those required for wider systems-oriented change. Originality/value This paper contributes to the broadening and deepening of the social marketing argument that reliance on individual behaviour change perspectives is not sufficient to resolve complex social problems that are inherently influenced by wider social forces. In transforming social change design, this paper transitions towards a logic view of social marketing that encourages and supports social change planners to be inclusive of interactions, processes and outcomes of value creation across the wider social marketing system.

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Special issue on social marketing, social change

European Journal of Marketing ◽

10.1108/ejm.2011.00745eaa.002 ◽

2011 ◽

Vol 45 (5) ◽

Keyword(s):

Social Change ◽

Social Marketing ◽

Special Issue ◽

Marketing Social

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Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns

Social Marketing Quarterly ◽

10.1080/15245000601158390 ◽

2007 ◽

Vol 13 (1) ◽

pp. 54-62 ◽

Cited By ~ 6

Author(s):

Stephen Dann

Keyword(s):

Social Change ◽

Social Marketing ◽

Mailing List ◽

Open Communication ◽

The Social ◽

Philosophical Framework ◽

Marketing Tool ◽

International Social

Social marketing has been a discipline founded on the open and robust exchange of ideas regarding the nature of social change, the adaptation and adoption of commercial marketing, and the ethics of influencing behavior for beneficial outcomes. As a practical discipline, with a strong theoretical and philosophical framework, it also relies on the open communication between academic and practitioner to ensure those researching and those implementing are speaking the same social marketing language. In early 2006, the international social marketing mailing list (SOC-MKT) was subject to a short, albeit critical, debate on the ethics and nature of social marketing, the social marketing tool kit, and the role of social marketers. This article reports on the summary and implications of the debate among academics, practitioners, and founders of the social marketing discipline.

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Marketing and social enterprises: implications for social marketing

Journal of Social Marketing ◽

10.1108/jsocm-09-2014-0068 ◽

2015 ◽

Vol 5 (4) ◽

pp. 285-306 ◽

Cited By ~ 13

Author(s):

Alex Mitchell ◽

Judith Madill ◽

Samia Chreim

Keyword(s):

Social Change ◽

Social Marketing ◽

Social Enterprise ◽

Social Enterprises ◽

Strategic Marketing ◽

Content Type ◽

Institutional Legitimacy ◽

The Social ◽

Institutional Influences ◽

Marketing Activities

Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content. Findings – Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. Research limitations/implications – This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities. Practical implications – This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises. Social implications – Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change. Originality/value – This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.

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A critic revision of the social marketing concept

Revista Ibero-Americana de Estratégia ◽

10.5585/ijsm.v3i1.50 ◽

2007 ◽

Vol 3 (1) ◽

pp. 45-52

Author(s):

Jorge Marcelo Nomura ◽

Maria Tereza Saraiva de Souza

Keyword(s):

Social Marketing ◽

Social Issues ◽

Marketing Concept ◽

Marketing Social ◽

The Social

In this article we propose a reflection on the Social Marketing concept, by means of its definition and application in Brazilian reality. Thus, we present the main definitions of marketing, social issues and Social Marketing, quoting some authors of the area. All analysis is done under a critic view of some authors that contributed very much for the marketing evolution: Philip Kotler, Marcos Cobra e Francisco Alberto Madia.

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Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda

Global Economics Review ◽

10.31703/ger.2019(iv-iii).01 ◽

2019 ◽

Vol IV (III) ◽

pp. 1-10

Author(s):

Farooq Ahmad ◽

Syed Ali Raza Hamid ◽

Muhammad Nawaz Qaisar

Keyword(s):

Literature Review ◽

Behavior Change ◽

Social Marketing ◽

Group Dynamics ◽

Social Issues ◽

Future Research ◽

Research Areas ◽

Marketing Social ◽

The Social

Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.

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A tale of complexity

Journal of Social Marketing ◽

10.1108/jsocm-04-2018-0045 ◽

2019 ◽

Vol 9 (1) ◽

pp. 40-52 ◽

Cited By ~ 1

Author(s):

Hamilton Coimbra Carvalho ◽

José Afonso Mazzon ◽

Joaquim Rocha Santos

Keyword(s):

Social Change ◽

System Dynamics ◽

Social Marketing ◽

Social Problems ◽

Content Type ◽

Integrative Framework ◽

The Social ◽

The Usa ◽

Level Of Aggregation ◽

High Level

Purpose The purpose of this paper is the development of a framework to address complex social problems. The paper proposes an integrative framework inspired in complexity sciences, using it to explain the demise of cigarettes in recent decades. Design/methodology/approach The paper uses the method of system dynamics to represent the complexity inherent in most social ecosystems where social marketers operate. Findings The framework identifies the major determinants of complex problems in social ecosystems, giving emphasis to the role performed by endogenous social structures. The paper presents the results of a simulation replicating the evolution of perceived attractiveness of cigarettes in recent decades, highlighting the role of the Surgeon General’s 1964 report in the USA as a catalyst force that accelerated the process of change. Research limitations/implications The limitations derive from the use of the system dynamics method, in particular the high level of aggregation of variables. Implications include the potential for increased cross-fertilization between social marketing and other disciplines concerned with social change. Practical implications The eight elements that compose the proposed framework can be identified or applied to any social ecosystem, helping in the identification of points with high leverage for social change. Social implications Proper understanding of how complex social problems arise is vital to increase the odds of success of social marketing interventions. The paper also highlights common threads in the development of problems in different social ecosystems. Originality/value The paper presents a novel framework for addressing the complexity inherent to the social ecosystems where social marketers operate.

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

Journal of Social Marketing ◽

10.1108/jsocm-12-2016-0079 ◽

2017 ◽

Vol 7 (3) ◽

pp. 330-346 ◽

Cited By ~ 10

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.

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