scholarly journals Social Marketing for Restraining the Violence of the Supporters by Behaviour Change

2019 ◽  
Vol 10 (4) ◽  
pp. 64
Author(s):  
Edson Coutinho da Silva ◽  
Alexandre Luzzi Las Casas
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Well Being ◽  
Active Role ◽  
Sports Clubs ◽  
Social Marketing Campaign ◽  
Sports Club ◽  
The Social ◽  
Public Organisation ◽  
Marketing Principles

This theoretical paper aims to introduce and discuss the role of the social marketing as a tool to decrease the index of violence between supporters and improve the satisfaction, well-being and quality of life of fans (as a whole) in the stadium. Understanding the violence in the stadium as a social problem; social marketing becomes a relevant instrument to decrease the violence between supporters since behaviour change is the core concept. Social marketing principles use ideas to transform a social scenario. Social marketing seeks, in the sports area, to encourage supporters to perform an active role in the well-being process in the stadium, taking into consideration themselves, sports club, public services preservation and non-supporters. The social marketing campaign should be designed by a public organisation using the partnership with the sports clubs or sponsorships to improve the offer of well-being for individuals; however, not providing profits for anyone.

Applying Behavioral Theories to a Social Marketing Campaign

2007 ◽  
Vol 13 (1) ◽  
pp. 2-14 ◽  
Author(s):  
Jami L. Fraze ◽  
Maria Rivera-Trudeau ◽  
Laura McElroy
Keyword(s):  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Hiv Transmission ◽  
Social Marketing Campaign ◽  
Prevention Messages ◽  
Behavioral Theories ◽  
The Social ◽  
Innovation Model

In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.

Financing social marketing programs through sponsorship: implications for evaluation

2014 ◽  
Vol 4 (1) ◽  
pp. 22-37 ◽  
Author(s):  
Judith Madill ◽  
Norm O'Reilly ◽  
John Nadeau
Keyword(s):  
Mental Health ◽  
Social Marketing ◽  
Social Needs ◽  
Future Research ◽  
Content Type ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social ◽  
Mental Health Association ◽  
The Impact

Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs. Design/methodology/approach – The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors. Findings – The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program. Practical implications – The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders. Originality/value – Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.

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.

scholarly journals Consumer-dominant social marketing: a definition and explication

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thomas Boysen Anker ◽  
Ross Gordon ◽  
Nadia Zainuddin
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Behaviour ◽  
Methodological Approach ◽  
Active Role ◽  
Future Research ◽  
Primary Role ◽  
Consumer Empowerment ◽  
Content Type ◽  
The Impact

Purpose The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received close attention. The purpose of this paper is to introduce and explore consumer dominance in social marketing. The authors propose a definition of consumer-dominant social marketing (CDSM) and explicate five key elements which underpin the phenomenon. Design/methodology/approach This conceptual study offers an analysis informed by exemplars with significant representations of consumer-dominant pro-social behaviours and projects. The methodological approach is characterised as “envisioning conceptualisation”, which is explained in terms of MacInnis’ (2011) framework for conceptual approaches in marketing. Findings As a phenomenon, CDSM operationalises the following elements: power, agency, resources, value and responsibility. The authors demonstrate how these elements are interconnected and define their meaning, significance and implications in the context of social marketing and pro-social behaviour change. The authors also identify this new form of social marketing as existing on a continuum depending on the level of involvement or dominance of the consumer and of social marketers; at one end of this continuum, exclusive CDSM is entirely consumer-driven and does not engage with businesses or organisations, while on the other end, inclusive CDSM encompasses partnership with external stakeholders to achieve pro-social behaviour change. Research limitations/implications The existence of inclusive and exclusive CDSM points towards an intricate power balance between consumers, mainstream social marketers and businesses. While this study identifies and explains this substantial distinction, it is an important task for future research to systematise the relationship and explore the optimal balance between consumer activism and involvement of formalised organisations such as charities and businesses in pro-social behaviour change projects. Practical implications The study provides social marketing professionals with an understanding of the benefits of harnessing consumer empowerment to enhance the impact of social marketing interventions. Originality/value The study makes a theoretical contribution by introducing, defining and explicating consumer dominance as a substantive area of social marketing.

scholarly journals Well-being, physical fitness and health profile of 10–12 years old boys in relation to leisure-time sports club activities: a cross-sectional study

BMJ Open ◽  
2021 ◽  
Vol 11 (11) ◽  
pp. e050194
Author(s):  
Malte Nejst Larsen ◽  
Mads Madsen ◽  
Rasmus Cyril ◽  
Esben Elholm Madsen ◽  
Rune R Lind ◽  
...  
Keyword(s):  
Body Composition ◽  
Physical Health ◽  
Aerobic Fitness ◽  
Well Being ◽  
Health Profile ◽  
Fat Percentage ◽  
Cross Sectional ◽  
Sports Clubs ◽  
Sports Club ◽  
Football Clubs

ObjectivesThis study investigated the correlation between sports club activities and well-being and physical health parameters in 10–12 years old boys.DesignCross sectional.SettingDanish schools.Participants2293 boys took part in the study.Primary and secondary outcome measuresQuestionnaires on participation in sports clubs and well-being and testing of physical health profile through measurement of body composition, resting heart rate (RHR), blood pressure and postural balance, jump and Yo-Yo IR1C performance. Data were analysed by participation in sport and according to the five most frequently reported sports.ResultsBoys enrolled in sports clubs had higher physical well-being (51.7±9.7 vs 45.9±8.7) and psychological well-being (53.3±9.6 vs 51.4±10.0), experienced more peers and social support (50.9±9.9 vs 48.0±11.6), and had a more positive perception of the school environment (48.6±7.5 vs 45.9±8.1) than boys not involved in sports clubs. In addition, they showed better Yo-Yo IR1C (+46%), long jump (9%) and balance test performance (+20%). The boys active in sports clubs had higher relative muscle mass (+6%) and lower fat percentage (−3%), body mass index (−6%) and RHR (−5%) compared with boys not involved in sports clubs (p<0.05). Boys enrolled in football clubs had higher aerobic fitness compared with boys not active in clubs (+11%), handball players (+5%), swimmers (+8%) and badminton players (+7%). Moreover, the boys enrolled in football clubs had lower fat percentage (−17%) and higher relative muscle mass (+4%) than swimmers.ConclusionBoys participating in club-based sports showed markedly higher levels of well-being and better physical health profiles than boys not involved in sports club activities. Footballers had superior aerobic fitness and body composition compared with those active in other sports. Results suggest that sports club activities seem to be beneficial for young boys’ well-being, fitness and physical health profile, with the greatest benefits achieved by boys involved in football.

scholarly journals Impact of Using Social Marketing Principles on Promoting Breastfeeding Practices and Physical Growth: an Egyptian Community Based Longitudinal Study

2021 ◽  
Author(s):  
Ammal M. Metwally ◽  
Walaa A. Basha ◽  
Ghada A. Abdel-Latif ◽  
Sara F. Sallam ◽  
Inas R. El-Alameey ◽  
...  
Keyword(s):  
Social Marketing ◽  
Physical Growth ◽  
Breastfeeding Initiation ◽  
Breastfeeding Support ◽  
Product Price ◽  
Nutritional Interventions ◽  
Breastfeeding Practices ◽  
The Social ◽  
Quasi Experimental ◽  
Marketing Principles

Abstract Background: Improving breastfeeding practices does not always link to interventions relying only on improving nutritional awareness and education but needs cultural and behavioral insights. Aim: Our study provided educational intervention through the use of the social marketing (SM) approach which was respectable to societal norms allowing more conscious choices by mothers to achieve the maximum potential of physical growth of their infants. This study evaluated the effectiveness of the used approach for improving breastfeeding practices and the physical growth of infants aged up to 2 years. Methods: A quasi-experimental intervention design with posttest-only control design was done along 3 years duration with 24 months of intervention and follow up for motivating mothers’ voluntary behavioral change towards breastfeeding promotion using SM principles: product, price, place, and promotion. The interventions targeted 646 pregnant women in their last trimester and mothers of children up to 2 years in addition to 1454 women in their childbearing period. Results: Most of the mothers showed increased awareness about the benefits of breastfeeding and became interested in breastfeeding their children outside the house using the breastfeeding cover (Gawn). Early breastfeeding initiation, exclusive breastfeeding (EBF) under 6 months, frequency of breastfeeding per day, percentage of infants who continued breastfeeding till 2 years, were significantly increased from 30%, 23 %, 56%, and 32% to 62 %, 47.3 %, 69 %, and 43.5 % respectively. With the attention of the nutritional educational sessions three or more times, the majority of indicators had the most significant improvement. The girls who recorded underweight results compared to boys, were significantly improved after the intervention (from 66.7 % to 18.8%). At the same time, girls that were found to be obese before the intervention (15.4 %) became no longer obese. Conclusions: Nutritional interventions that are based on the use SM approach showed improvement for the majority of the key performance indicators. Although they were doubled their value before the intervention yet the majority were still modest (below 50 %). With sustained use of the SM approach, infants will achieve their maximum potential for physical growth through providing economically disadvantaged mothers with breastfeeding support.

Benefits and Barriers of a Social Marketing Campaign Based on the Example of the Child Helpline

2018 ◽  
Vol 6 (1) ◽  
pp. 144-156
Author(s):  
Tiina Hiob ◽  
Mart Soonik
Keyword(s):  
Social Services ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Child Protection ◽  
Quantitative Research ◽  
Qualitative Data ◽  
Research Data ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social

Abstract The Estonian child helpline service launched in 2009 uses a free nationwide 24h Child Helpline phone number. The purpose of the service is to enable everyone to report on children in need, forward the information to specialists and, if necessary, get primary social counselling and crisis counselling for children and other people. The service is provided in accordance with the Estonian Child Protection Act that prescribes that all citizens are required to immediately notify the social services, police or other assistanceproviding authorities about children in need of protection or assistance. This article is based on studies conducted between 2013 and 2015. In the course of the research, data were collected for increasing the effectiveness of the hotline’s communication campaigns. In addition to the general objective of the article, the data collected includes quantitative research mixed with qualitative data that helps to understand the factors that encourage and inhibit the use of the hotline service. The focus is on indicators that illustrate the effectiveness of the diffusion of innovation, and special attention is paid to the results that highlight risk, the existence of mental barriers and trust. Finally, the study analyses the weaknesses of past hotline campaigns and makes some suggestions for future.

The Social Marketing Campaign by Greenpeace Mediterranean Against Broiler Chicken Consumption

2018 ◽  
pp. 204-218
Author(s):  
B. Pınar Özdemir
Keyword(s):  
Social Marketing ◽  
Communication Technologies ◽  
Public Institutions ◽  
Problem Definition ◽  
Human Consumption ◽  
Animal Products ◽  
Social Marketing Campaign ◽  
The Social ◽  
The 1960S ◽  
Social Marketing Campaigns

Turkey's first encounter with social marketing began in the 1960s from which time the field has been dominated by public institutions, although during the 1990s non-governmental organisations started running some social marketing campaigns. This chapter analyses Turkey's first campaign concerning animal products for human consumption called “We Don't Swallow!” which was undertaken by an environmental non-governmental organisation (NGO) called Greenpeace Mediterranean. The campaign is analysed in terms of the basic concepts of social marketing (problem definition, objectives, exchange, competition, audience segmentation and marketing mix). An attempt is made to establish an understanding of how a NGO sought to affect its target audience's behaviour in relation to the origin of the meat they consumed. The chapter considers how “brand attack” works as a social marketing strategy and explores the possibilities that new communication technologies offer for social marketing.

Social marketing benchmark criteria use in health behaviour change interventions in pacific islands populations: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sarah T. Ryan ◽  
Katharina Elisabeth Kariippanon ◽  
Anthony D. Okely ◽  
Rebecca M. Stanley ◽  
Gade Waqa ◽  
...  
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Pacific Islands ◽  
Health Behaviours ◽  
Predictors Of Success ◽  
Content Type ◽  
Behaviour Change Interventions ◽  
Effective Interventions ◽  
The Pacific ◽  
The Social

Purpose Social marketing has been widely used to effectively and voluntarily change behaviours worldwide. The social marketing benchmark criteria offer a framework to apply this approach. This paper aims to examine the extent of use and predictors of success of social marketing benchmark criteria in changing the health behaviours of Pacific Islands populations. Design/methodology/approach A systematic review of studies designed to change health behaviours among Pacific Islands populations. Studies were assessed against the social marketing benchmark criteria to determine the extent to which the reported intervention used a social marketing approach; and whether the use of the social marketing benchmark criteria led to more effective interventions. Findings In total, 22 studies were included. In total, 13 were conducted within the Pacific Islands and 9 were aimed at Pacific Islands populations living in America, New Zealand or Hawaii. The most common criteria used were behaviour change, insight and customer orientation. Theory criterion was least commonly used. There was no clear indication of which criterion or combination of criteria, resulted in more effective interventions. Research limitations/implications Further empirical evaluations of social marketing interventions within the Pacific Islands context are required to appropriately assess effective predictors of success for this population group. Studies of social marketing interventions targeting non-Pacific Islands populations in non-Pacific Island countries and territories may have limited applicability to Pacific Islanders living in Pacific Island countries and territories. Originality/value While similar studies have been conducted, this is the first study to review all behaviour change interventions by applying a social marketing lens in the Pacific Islands. While globally this may have been reviewed, the Pacific Islands has a unique context that needs to be considered, rather than assuming a one size fits all approach. This study offers a comprehensive overview of existing health behaviour change interventions in the Pacific Islands and a call to action to move social marketing forward within the Pacific Islands.

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