Conceptualising reflexivity within critical discourse of social marketing

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2023-11-20 DOI:10.1108/jsocm-11-2022-0234
Rachael Millard, M. Bilal Akbar
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Abstract

Purpose

This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming failures.

Design/methodology/approach

This paper is a critical literature review.

Findings

The study proposes a typology for a reflexive approach to social marketing practice to overcome failures. The typology is built on self and critical reflexivity, simultaneously allowing social marketers to reflect on external and internal factors that may affect the individual's role and could negatively affect social marketing practice unless otherwise considered. The types of reflexivity discussed are not prescriptive; instead, the authors intend to provoke further discussion on an under-researched but vital area of social marketing.

Research limitations/implications

The proposed typology is conceptual; an empirical investigation to gain social marketer's views would further enhance the effectiveness of the applications of the typology.

Practical implications

Social marketers could use the proposed typology for future practice.

Originality/value

This is the first study that conceptualises various types of reflexivity within social marketing practice to overcome failures.

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概念化反身性在社会营销的批评话语
本文旨在了解什么是反身性,并探讨哪些类型的反身性可以在社会营销实践中应用,作为克服失败的关键方法。这篇论文是一篇批判性的文献综述。研究结果提出了一种社会营销实践中克服失败的反思性方法的类型学。该类型学建立在自我和批判性反思的基础上,同时允许社会营销人员反思可能影响个人角色的外部和内部因素,除非另有考虑,否则可能对社会营销实践产生负面影响。所讨论的反身性类型不是规定性的;相反,作者打算在一个研究不足但至关重要的社会营销领域引发进一步的讨论。研究局限/启示:提出的类型学是概念性的;通过实证调查获得社会营销人员的观点,将进一步提高类型学应用的有效性。社会营销人员可以在未来的实践中使用所提出的类型学。原创性/价值这是第一个将社会营销实践中克服失败的各种反身性概念化的研究。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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