Pub Date : 2024-08-14DOI: 10.1177/15245004241273091
Uchechukwu M. Chukwuocha, Uchenna Okereke, Ayoola O. Bosede, Joshua C. Ogboeze
BackgroundProper utilization of Insecticide Treated Nets (ITNs) has been shown to be very effective in preventing malaria and in reducing the incidence of the disease. Getting people to buy and utilize ITNs has proven very difficult especially in low-income settings of sub-Saharan Africa where the disease is endemic. This research work, therefore assesses the effectiveness of the application of social marketing strategies in encouraging the acquisition and utilization of ITNs.Focus of the ArticleThe marketing mix concept which is usually referred to as the 4Ps of social marketing-price, place, product and promotion-were put to test to identify how the respondents will respond to variation in any of them. The research aims to assess the people’s response to a favorable change in the price of ITNs, product quality, product location and target advertisement.Research QuestionThe research questions that this study aimed to answer is; will the introduction of the traditional marketing mix of social marketing help drive the acquisition and utilization of ITNs by the people in rural communities of Imo State, Nigeria?Program Design/ApproachThe research report contained in this manuscript is targeted at health products (tangible and intangible) marketing researchers in resource-limited settings. These researchers who may not be able to afford the acquisition of large quantity health products like the ITNs to conduct their study can adopt the method employed in this study. Here the “prospect” of using social marketing strategies like the traditional marketing mix, to determine a possible increase in the acquisition and utilization of ITNs by the people.Importance to the Social Marketing FieldThis study describes how researchers in low-and-middle income countries could conduct a social marketing research on tangible products such as the ITN without really selling ITNs. The people’s intent to buy and use ITNs were assessed. More than 10 previous studies from as far back as 1999 were assessed, none of them employed the current methodology.MethodologyThis study was a descriptive cross-sectional study where a multi-stage sampling technique was employed to recruit the study participants.ResultsIt was found that 55.1% had ITNs, good utilization rate of 80.6% was recorded among those who possessed ITNs. Using the social marketing principle to assess respondents’ intent to own and use ITNs, an increase of 27.2%, 38.1%, 31.3%, and 35.9% will be achieved if the cost of acquiring ITNs becomes affordable, when ITNs become accessible, when practical guidance on use was provided, and when quality was improved. The study also revealed that, the vigorous pursue of social marketing techniques can enhance the sales of ITNs and its usage among the people.Recommendation for Research or PracticeThis study has justified the usefulness of social marketing in engendering positive behavioural change where people can be motivated to adopt a health innovation. It is therefore recommen
{"title":"Prospect of Social Marketing in Enhancing the Acquisition and Utilization of Insecticide Treated Nets (ITNs) for the Prevention of Malaria in a Rural Area of Imo State, South-Eastern Nigeria","authors":"Uchechukwu M. Chukwuocha, Uchenna Okereke, Ayoola O. Bosede, Joshua C. Ogboeze","doi":"10.1177/15245004241273091","DOIUrl":"https://doi.org/10.1177/15245004241273091","url":null,"abstract":"BackgroundProper utilization of Insecticide Treated Nets (ITNs) has been shown to be very effective in preventing malaria and in reducing the incidence of the disease. Getting people to buy and utilize ITNs has proven very difficult especially in low-income settings of sub-Saharan Africa where the disease is endemic. This research work, therefore assesses the effectiveness of the application of social marketing strategies in encouraging the acquisition and utilization of ITNs.Focus of the ArticleThe marketing mix concept which is usually referred to as the 4Ps of social marketing-price, place, product and promotion-were put to test to identify how the respondents will respond to variation in any of them. The research aims to assess the people’s response to a favorable change in the price of ITNs, product quality, product location and target advertisement.Research QuestionThe research questions that this study aimed to answer is; will the introduction of the traditional marketing mix of social marketing help drive the acquisition and utilization of ITNs by the people in rural communities of Imo State, Nigeria?Program Design/ApproachThe research report contained in this manuscript is targeted at health products (tangible and intangible) marketing researchers in resource-limited settings. These researchers who may not be able to afford the acquisition of large quantity health products like the ITNs to conduct their study can adopt the method employed in this study. Here the “prospect” of using social marketing strategies like the traditional marketing mix, to determine a possible increase in the acquisition and utilization of ITNs by the people.Importance to the Social Marketing FieldThis study describes how researchers in low-and-middle income countries could conduct a social marketing research on tangible products such as the ITN without really selling ITNs. The people’s intent to buy and use ITNs were assessed. More than 10 previous studies from as far back as 1999 were assessed, none of them employed the current methodology.MethodologyThis study was a descriptive cross-sectional study where a multi-stage sampling technique was employed to recruit the study participants.ResultsIt was found that 55.1% had ITNs, good utilization rate of 80.6% was recorded among those who possessed ITNs. Using the social marketing principle to assess respondents’ intent to own and use ITNs, an increase of 27.2%, 38.1%, 31.3%, and 35.9% will be achieved if the cost of acquiring ITNs becomes affordable, when ITNs become accessible, when practical guidance on use was provided, and when quality was improved. The study also revealed that, the vigorous pursue of social marketing techniques can enhance the sales of ITNs and its usage among the people.Recommendation for Research or PracticeThis study has justified the usefulness of social marketing in engendering positive behavioural change where people can be motivated to adopt a health innovation. It is therefore recommen","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"43 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142226234","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-13DOI: 10.1177/15245004241275978
Peter Busse
BackgroundThe Peruvian population does not meet the recommended guidelines for daily consumption of fruits and vegetables and, thus, social marketing approaches are needed in order to improve this behavior.Focus of the ArticleThe focus of this study was on changing intentions to engage in a recommended health behavior by experimentally testing one component of a social marketing strategy, namely the effect of messages to motivate mothers to increase the fruit consumption of their children.Research QuestionWhat type of messages, either those communicating the advantages of engaging in the recommended behavior or those communicating the norms about the behavior, are better at increasing mothers’ intentions to give 3 daily fruits to their children?Importance to the Social Marketing FieldThis study identifies methodological steps that can guide future social marketing approaches to test the effect of messages in the area of behavior change.MethodsA total of 285 mothers completed an online survey with an experiment built in. Mothers were randomly assigned to one of three conditions: a gain-framed messages condition, a normative messages condition and a no message condition (control condition) and then answered questions about the dependent variables.ResultsResults showed that exposure to messages communicating information about the advantages of engaging in the behavior increased mothers’ attitudes and intentions to give 3 daily fruits to their children; however, messages communicating information about descriptive norms did not increase mothers’ perceived norms or intentions.Recommendations for Research or PracticeSocial marketing approaches that address low levels of fruit consumption among children can benefit from message strategies that target mothers and that focus on communicating the advantages of giving more fruits to their children.
{"title":"Examining the Effect of Message Strategies on Peruvian Mothers´ Intentions to Increase Fruit Intake Among Children","authors":"Peter Busse","doi":"10.1177/15245004241275978","DOIUrl":"https://doi.org/10.1177/15245004241275978","url":null,"abstract":"BackgroundThe Peruvian population does not meet the recommended guidelines for daily consumption of fruits and vegetables and, thus, social marketing approaches are needed in order to improve this behavior.Focus of the ArticleThe focus of this study was on changing intentions to engage in a recommended health behavior by experimentally testing one component of a social marketing strategy, namely the effect of messages to motivate mothers to increase the fruit consumption of their children.Research QuestionWhat type of messages, either those communicating the advantages of engaging in the recommended behavior or those communicating the norms about the behavior, are better at increasing mothers’ intentions to give 3 daily fruits to their children?Importance to the Social Marketing FieldThis study identifies methodological steps that can guide future social marketing approaches to test the effect of messages in the area of behavior change.MethodsA total of 285 mothers completed an online survey with an experiment built in. Mothers were randomly assigned to one of three conditions: a gain-framed messages condition, a normative messages condition and a no message condition (control condition) and then answered questions about the dependent variables.ResultsResults showed that exposure to messages communicating information about the advantages of engaging in the behavior increased mothers’ attitudes and intentions to give 3 daily fruits to their children; however, messages communicating information about descriptive norms did not increase mothers’ perceived norms or intentions.Recommendations for Research or PracticeSocial marketing approaches that address low levels of fruit consumption among children can benefit from message strategies that target mothers and that focus on communicating the advantages of giving more fruits to their children.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"66 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142206203","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-21DOI: 10.1177/15245004241264349
Casey Rockwell, Lenita Davis, Noelle Butski
BackgroundAlthough death is a primary motivator of behavior, it is not widely studied in marketing.Focus of the ArticleThrough case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders.Research QuestionWhat variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option?Program Design/ApproachWe explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients.Importance to Social Marketing FieldThis research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers.MethodsThis is a qualitative study using in-depth interviews.ResultsThis study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.
{"title":"The good death: The interplay between group dynamics, end of life decision making, and creative consumption","authors":"Casey Rockwell, Lenita Davis, Noelle Butski","doi":"10.1177/15245004241264349","DOIUrl":"https://doi.org/10.1177/15245004241264349","url":null,"abstract":"BackgroundAlthough death is a primary motivator of behavior, it is not widely studied in marketing.Focus of the ArticleThrough case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders.Research QuestionWhat variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option?Program Design/ApproachWe explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients.Importance to Social Marketing FieldThis research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers.MethodsThis is a qualitative study using in-depth interviews.ResultsThis study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"30 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141738340","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-20DOI: 10.1177/15245004241262030
Lisa S. Krimsky, Laura A. Warner, Shelli D. Rampold
BackgroundSeptic systems are recognized as a contributor to water quality degradation. Septic to sewer conversion programs are being implemented to mitigate nutrient pollution but success of voluntary programs is dependent on homeowner participation. The purpose of this study was to identify elements of potential social marketing strategies that could advance the voluntary adoption of septic to sewer conversion programs.Focus of the ArticleThis study used formative survey research to assess residents’ knowledge, attitudes, and perceived benefits of and barriers to septic systems conversion in Florida, USA to inform future interventions promoting this major, costly home infrastructure change that reduces wastewater nutrient contamination.Research QuestionThis study attempts to answer the following questions: (1) Does septic system conversion status (mandatory vs. voluntary) influence homeowners’ knowledge, attitudes, and perceived benefits and barriers to septic to sewer conversion? (2) What social marketing variables are the best predictors of attitude about septic to sewer conversion?Importance to the Social Marketing FieldIn contrast to inexpensive, repeated habits which are the target of many social marketing campaigns, costly one-time behaviors have been minimally explored by social scientists and social marketers. This study demonstrates how social marketing research can be applied to advance the adoption of costly, one-time infrastructure improvements, with septic to sewer conversions serving as the study context. There are substantial opportunities for social marketers to support local government and other organizations in their promotion of major technologies, including, but not limited to septic system conversions.Methods518 adult Florida residents who were also septic system owners completed an online survey instrument that assessed subjective and objective knowledge, attitudes about septic to sewer conversion, and motivators and barriers to conversion.ResultsSeptic system homeowners are largely supportive of septic conversion programs; however, the greatest perceived benefits are personal and not associated with environmental improvements. Despite many septic to sewer conversion projects being initiated for environmental purposes, behavior change efforts should promote the benefits of conversion as perceived by the homeowner. The primary barrier is the upfront cost, and alternative funding structures should be investigated.Recommendations for Research or PracticeThis study indicates that target audience outreach is an essential component of the environmental planning process. Considering the costs and complexity of water quality infrastructure projects, environmental management professionals should consider a robust audience-specific social marketing program as part of the implementation and planning process. The findings presented here suggest opportunities for social marketers to partner with environmental management professionals ta
{"title":"Flushing out homeowner perceptions to improve voluntary septic to sewer conversion with social marketing","authors":"Lisa S. Krimsky, Laura A. Warner, Shelli D. Rampold","doi":"10.1177/15245004241262030","DOIUrl":"https://doi.org/10.1177/15245004241262030","url":null,"abstract":"BackgroundSeptic systems are recognized as a contributor to water quality degradation. Septic to sewer conversion programs are being implemented to mitigate nutrient pollution but success of voluntary programs is dependent on homeowner participation. The purpose of this study was to identify elements of potential social marketing strategies that could advance the voluntary adoption of septic to sewer conversion programs.Focus of the ArticleThis study used formative survey research to assess residents’ knowledge, attitudes, and perceived benefits of and barriers to septic systems conversion in Florida, USA to inform future interventions promoting this major, costly home infrastructure change that reduces wastewater nutrient contamination.Research QuestionThis study attempts to answer the following questions: (1) Does septic system conversion status (mandatory vs. voluntary) influence homeowners’ knowledge, attitudes, and perceived benefits and barriers to septic to sewer conversion? (2) What social marketing variables are the best predictors of attitude about septic to sewer conversion?Importance to the Social Marketing FieldIn contrast to inexpensive, repeated habits which are the target of many social marketing campaigns, costly one-time behaviors have been minimally explored by social scientists and social marketers. This study demonstrates how social marketing research can be applied to advance the adoption of costly, one-time infrastructure improvements, with septic to sewer conversions serving as the study context. There are substantial opportunities for social marketers to support local government and other organizations in their promotion of major technologies, including, but not limited to septic system conversions.Methods518 adult Florida residents who were also septic system owners completed an online survey instrument that assessed subjective and objective knowledge, attitudes about septic to sewer conversion, and motivators and barriers to conversion.ResultsSeptic system homeowners are largely supportive of septic conversion programs; however, the greatest perceived benefits are personal and not associated with environmental improvements. Despite many septic to sewer conversion projects being initiated for environmental purposes, behavior change efforts should promote the benefits of conversion as perceived by the homeowner. The primary barrier is the upfront cost, and alternative funding structures should be investigated.Recommendations for Research or PracticeThis study indicates that target audience outreach is an essential component of the environmental planning process. Considering the costs and complexity of water quality infrastructure projects, environmental management professionals should consider a robust audience-specific social marketing program as part of the implementation and planning process. The findings presented here suggest opportunities for social marketers to partner with environmental management professionals ta","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"10 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141508199","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-29DOI: 10.1177/15245004241230310
Robert Aunger, Vishna Shah, Hugh Sharma Waddington, Kaposo Mwambuli
BackgroundIn circumstances where vaccine hesitancy is high, like in Tanzania in 2021, measures to control the spread of COVID-19 infection through non-pharmaceutical interventions, specifically mask-wearing, hand-washing and physical distancing, become crucial. This study was undertaken to inform the development of a context-adapted communication campaign to control COVID-19 in Tanzania.Focus of the ArticleThe study examines the effectiveness of three different behaviour change campaign ads created as part of the same control effort, and two of them by the same creative process, with the same creative team, at roughly the same time, in altering behavioural propensities for relevant target behaviours, including the washing of hands, the wearing of masks and social distancing, and key participant attitudes, such as the sense of obligation to others.Research QuestionThe main research question was: what are the effects of behaviour change campaign ads on propensities for engaging in COVID-19 target behaviours? We also examined behavioural attitudes and consumer appreciation of the ads (believability, likeability, relevance and surprise). The purpose of the study was to provide empirical evidence on the effectiveness of different messaging logics, in order to help improve future campaigns.MethodsWe designed a controlled survey experiment where participants were randomly assigned to receive one of the three campaign ads. These were called: the “Setting” campaign, which was designed using a theory-based Behaviour Centred Design (BCD) approach and produced with local partners; the “Password” campaign, which was the result of a substantial investment by a major international consortium; and the “Balance” campaign, a local adaption of “Password”; as well as an educational public service announcement, which served as an active control. An SMS survey was administered online to 2080 participants in Tanzania in 2022 to evaluate the potential effectiveness and consumer appreciation of the campaigns.ResultsThe results showed that the most costly campaign, “Password”, did not perform better than the other campaigns on any test. In particular, “Password” was not more effective than the theory-based “Setting” campaign on any single behavioural indicator or exposure variable. The “Setting” campaign was more effective than other ads on the expected qualities of appreciation (surprise, believability). However, the educational announcement achieved higher average response levels than all of the narrative-based treatments on measures of consumer appreciation, such as likeability, believability and relevance.Recommendations for PracticeThis study supported the proposition that a campaign specifically designed to elicit particular kinds of psychological responses could do so. It showed that a theory-based campaign, produced locally and at low cost, can compete on standard marketing values with high-quality creative processes and production values.
{"title":"Comparison of COVID-19 Behaviour Change Campaign Ads in Tanzania: Results From a Randomised Controlled Survey-Based Experiment","authors":"Robert Aunger, Vishna Shah, Hugh Sharma Waddington, Kaposo Mwambuli","doi":"10.1177/15245004241230310","DOIUrl":"https://doi.org/10.1177/15245004241230310","url":null,"abstract":"BackgroundIn circumstances where vaccine hesitancy is high, like in Tanzania in 2021, measures to control the spread of COVID-19 infection through non-pharmaceutical interventions, specifically mask-wearing, hand-washing and physical distancing, become crucial. This study was undertaken to inform the development of a context-adapted communication campaign to control COVID-19 in Tanzania.Focus of the ArticleThe study examines the effectiveness of three different behaviour change campaign ads created as part of the same control effort, and two of them by the same creative process, with the same creative team, at roughly the same time, in altering behavioural propensities for relevant target behaviours, including the washing of hands, the wearing of masks and social distancing, and key participant attitudes, such as the sense of obligation to others.Research QuestionThe main research question was: what are the effects of behaviour change campaign ads on propensities for engaging in COVID-19 target behaviours? We also examined behavioural attitudes and consumer appreciation of the ads (believability, likeability, relevance and surprise). The purpose of the study was to provide empirical evidence on the effectiveness of different messaging logics, in order to help improve future campaigns.MethodsWe designed a controlled survey experiment where participants were randomly assigned to receive one of the three campaign ads. These were called: the “Setting” campaign, which was designed using a theory-based Behaviour Centred Design (BCD) approach and produced with local partners; the “Password” campaign, which was the result of a substantial investment by a major international consortium; and the “Balance” campaign, a local adaption of “Password”; as well as an educational public service announcement, which served as an active control. An SMS survey was administered online to 2080 participants in Tanzania in 2022 to evaluate the potential effectiveness and consumer appreciation of the campaigns.ResultsThe results showed that the most costly campaign, “Password”, did not perform better than the other campaigns on any test. In particular, “Password” was not more effective than the theory-based “Setting” campaign on any single behavioural indicator or exposure variable. The “Setting” campaign was more effective than other ads on the expected qualities of appreciation (surprise, believability). However, the educational announcement achieved higher average response levels than all of the narrative-based treatments on measures of consumer appreciation, such as likeability, believability and relevance.Recommendations for PracticeThis study supported the proposition that a campaign specifically designed to elicit particular kinds of psychological responses could do so. It showed that a theory-based campaign, produced locally and at low cost, can compete on standard marketing values with high-quality creative processes and production values.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"18 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139956072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-02DOI: 10.1177/15245004231225457
Paromita Goswami, Jaideep Ghosh
The current study addresses the issue of societal stigma attached to mental health issues of college students, which strongly suppress their attempts at help-seeking. ✓We design a meso-level midstream intervention to effect a behavior change of mentally depressed students, who, due to internalized societal stigma attached to mental health issues, strongly evade help-seeking. ✓We use theoretical arguments and formative research to design a shadow social marketing (SSM) meso-intervention to normalize help-seeking behavior of individuals suffering from mental health issues. ✓We perform field-testing of our intervention to ascertain its comparative efficacy against two competing micro-interventions. To address a complex problem that does not have a direct, clear-cut solution at either the micro or the macro level, we investigate, in this study, whether an SSM meso-intervention performs better than micro-interventions in alleviating social stigma attached to mental health issues. Its primary benefit is to establish a connection between the micro and the macro levels. Social marketing scholarship underscores a number of undesirable consequences of micro-level social marketing interventions that directly target individuals who suffer from mental depression, because their attempts at help-seeking are grossly suppressed by societal stigma attached to mental health issues. Our study contributes to the understanding of how the SSM meso-intervention could serve as a better alternative to direct interventions in normalizing help-seeking behaviour of affected individuals. We hope that changes of social norms at the community level can eventually lead to societal macro-level changes with modification and enhancement of institutional norms. We use an SSM approach to design a meso-level, midstream intervention to alleviate societal stigma that deters help-seeking of mentally depressed students in an educational institution. We use survey methods for data collection and Tobit regression for data analysis to empirically test our meso-intervention against two other micro-level interventions. Our hypothesis that stigmatized individuals are more likely to avail of wellbeing-related services offered by a platform based on an SSM, meso-intervention rather than by one that does not adopt such a strategy is empirically supported strongly ([Formula: see text]). A meso-level intervention is an essential prerequisite to bring about macro-level changes to address stigma attached to mental health issues. As a practical matter, changes of social norms at the community level have a strong potential for bringing about societal macro-level changes with modifications and enhancements of institutional norms and eventual micro-level help-seeking behavior.
{"title":"Alleviating Help-Seeking Stigma Among Depressed College Students Through Shadow Social Marketing: A Meso-Level Intervention to a Wicked Problem","authors":"Paromita Goswami, Jaideep Ghosh","doi":"10.1177/15245004231225457","DOIUrl":"https://doi.org/10.1177/15245004231225457","url":null,"abstract":"The current study addresses the issue of societal stigma attached to mental health issues of college students, which strongly suppress their attempts at help-seeking. ✓We design a meso-level midstream intervention to effect a behavior change of mentally depressed students, who, due to internalized societal stigma attached to mental health issues, strongly evade help-seeking. ✓We use theoretical arguments and formative research to design a shadow social marketing (SSM) meso-intervention to normalize help-seeking behavior of individuals suffering from mental health issues. ✓We perform field-testing of our intervention to ascertain its comparative efficacy against two competing micro-interventions. To address a complex problem that does not have a direct, clear-cut solution at either the micro or the macro level, we investigate, in this study, whether an SSM meso-intervention performs better than micro-interventions in alleviating social stigma attached to mental health issues. Its primary benefit is to establish a connection between the micro and the macro levels. Social marketing scholarship underscores a number of undesirable consequences of micro-level social marketing interventions that directly target individuals who suffer from mental depression, because their attempts at help-seeking are grossly suppressed by societal stigma attached to mental health issues. Our study contributes to the understanding of how the SSM meso-intervention could serve as a better alternative to direct interventions in normalizing help-seeking behaviour of affected individuals. We hope that changes of social norms at the community level can eventually lead to societal macro-level changes with modification and enhancement of institutional norms. We use an SSM approach to design a meso-level, midstream intervention to alleviate societal stigma that deters help-seeking of mentally depressed students in an educational institution. We use survey methods for data collection and Tobit regression for data analysis to empirically test our meso-intervention against two other micro-level interventions. Our hypothesis that stigmatized individuals are more likely to avail of wellbeing-related services offered by a platform based on an SSM, meso-intervention rather than by one that does not adopt such a strategy is empirically supported strongly ([Formula: see text]). A meso-level intervention is an essential prerequisite to bring about macro-level changes to address stigma attached to mental health issues. As a practical matter, changes of social norms at the community level have a strong potential for bringing about societal macro-level changes with modifications and enhancements of institutional norms and eventual micro-level help-seeking behavior.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"114 14","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139390919","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-30DOI: 10.1177/15245004231210854
Carolyn Lagoe, Derek Newcomer
Background Unintentional and preventable workplace injuries are a common occurrence across employment contexts. Campaign and intervention initiatives are often implemented to promote health and safety in the workplace. However, to date, scarce research has reviewed the manner in which social marketing principles have been used to inform these efforts. Focus of Article The current review seeks to address this gap by completing a systematic review of occupational health and safety interventions that utilize social marketing approaches. Research Question This review sought to identify key trends and characteristics across occupational health and safety social marketing efforts such as what topics, theories, and design characteristics are most often used to inform these initiatives. The review also sought to determine how effective social marketing tactics were in promoting behavior change. Method In total, 4,354 article titles and abstracts were reviewed across four databases. Ultimately, 11 articles reviewed met the set inclusion criteria, were reviewed, and subsequently analyzed. Results Results indicated that social marketing interventions typically addressed behaviors related to construction safety, agricultural safety, and safety within healthcare environments. While little continuity existed among information dissemination approaches specified, it was clear that many interventions used some form of traditional media (e.g., print, radio, etc.) as a mainstay of their approach. Further, most were effective in promoting behavior change. Importance to the Social Marketing Field While this review identified vital information relating to the development and implementation of occupational health and safety initiatives, clear gaps exist in how key campaign elements, messaging approaches, and strategies are documented in the literature. Recommendations for Research and Practice Practitioners can and should use information identified from this review to guide the development of social marketing interventions. Further, this work also provides important guidance on best practices for documenting features and outcomes of future social marketing efforts.
{"title":"A Systematic Review of Social Marketing Interventions Promoting Occupational Health and Safety","authors":"Carolyn Lagoe, Derek Newcomer","doi":"10.1177/15245004231210854","DOIUrl":"https://doi.org/10.1177/15245004231210854","url":null,"abstract":"Background Unintentional and preventable workplace injuries are a common occurrence across employment contexts. Campaign and intervention initiatives are often implemented to promote health and safety in the workplace. However, to date, scarce research has reviewed the manner in which social marketing principles have been used to inform these efforts. Focus of Article The current review seeks to address this gap by completing a systematic review of occupational health and safety interventions that utilize social marketing approaches. Research Question This review sought to identify key trends and characteristics across occupational health and safety social marketing efforts such as what topics, theories, and design characteristics are most often used to inform these initiatives. The review also sought to determine how effective social marketing tactics were in promoting behavior change. Method In total, 4,354 article titles and abstracts were reviewed across four databases. Ultimately, 11 articles reviewed met the set inclusion criteria, were reviewed, and subsequently analyzed. Results Results indicated that social marketing interventions typically addressed behaviors related to construction safety, agricultural safety, and safety within healthcare environments. While little continuity existed among information dissemination approaches specified, it was clear that many interventions used some form of traditional media (e.g., print, radio, etc.) as a mainstay of their approach. Further, most were effective in promoting behavior change. Importance to the Social Marketing Field While this review identified vital information relating to the development and implementation of occupational health and safety initiatives, clear gaps exist in how key campaign elements, messaging approaches, and strategies are documented in the literature. Recommendations for Research and Practice Practitioners can and should use information identified from this review to guide the development of social marketing interventions. Further, this work also provides important guidance on best practices for documenting features and outcomes of future social marketing efforts.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136070181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-26DOI: 10.1177/15245004231209101
Alexander Campbell, Sameer Deshpande, Sunil Kumar, Sharyn Rundle-Thiele, Tracey West
Background The purpose of this research is to extend Corporate Social Marketing (CSM) literature and provide practitioners with a framework that can be used in different contexts, as the existing literature lacks an understanding of what factors determine the success of a CSM program and understand the interplay between cross-sector partnerships, CSM, and societal outcomes and impact delivery. Companies are taking a greater interest in addressing social issues, utilizing innovative CSR approaches such as CSM to promote behavior change among their audience while matching their core strengths and attributes ( Kotler et al., 2012 ). Focus of the Article The article evaluates how the CSM program Mein Pragati developed lasting behavior change and seeks to develop a conceptual model around its success. Research Question How can the CSM contribute to behavior change programs? Program Design/Approach Importance to the Social Marketing Field The proposed model (Input, Outcome, and Impact Model of Program Development) provides a structured approach to building a CSM program that changes behavior and develops mutual benefit between corporations, government, and nonprofits. Methods Using a case study approach, this paper analyzes a successful financial inclusion program, Mein Pragati of a global analytics company, CRISIL, and its CSR arm. The three studies (in-depth interviews with eight management members, in-depth interviews with 82 Sakhis (peer educators) and their spouses, and 248 survey interviews with beneficiaries reveal the connection between program development, social outcomes, and societal impact. Results Based on the findings of the three studies, the cross-sector Input, Output, and Outcome Model of the Program Development proposes ways to build effective CSR interventions. Individually, the findings from the in-depth interviews provide a thematic overview of CSM’s success, peer educator interviews identify the impact and outcomes of Mein Pragati, and beneficiary interviews demonstrate program success. Recommendations for Research and Practice Future research can empirically test the Input, Outcome, and Impact Model of Program Development, as further exploration of CSM is needed to understand how the concepts of people, planet, and profits can mutually benefit and provide both behavioral and societal change within program development.
本研究的目的是扩展企业社会营销(CSM)文献，并为从业者提供一个可以在不同背景下使用的框架，因为现有文献缺乏对决定CSM项目成功的因素的理解，以及对跨部门合作伙伴关系、CSM、社会结果和影响交付之间的相互作用的理解。公司对解决社会问题越来越感兴趣，利用创新的CSR方法，如CSM，在匹配其核心优势和属性的同时，促进受众的行为改变(Kotler et al.， 2012)。本文评估了CSM项目Mein Pragati如何发展持久的行为改变，并试图围绕其成功建立一个概念模型。研究问题:CSM如何对行为改变项目做出贡献?项目设计/方法对社会营销领域的重要性所提出的模型(项目开发的输入、结果和影响模型)提供了一种结构化的方法来建立一个CSM项目，改变企业、政府和非营利组织之间的行为和发展互利。方法采用案例研究的方法，分析了一个成功的普惠金融项目——全球分析公司CRISIL的Mein Pragati及其企业社会责任部门。这三项研究(对8名管理人员的深度访谈，对82名同伴教育者及其配偶的深度访谈，以及对248名受益者的调查访谈)揭示了项目发展、社会成果和社会影响之间的联系。基于这三项研究的结果，项目制定的跨部门投入、产出和结果模型提出了建立有效的企业社会责任干预措施的方法。单独来看，深度访谈的结果提供了CSM成功的专题概述，同伴教育者访谈确定了“我的Pragati”的影响和结果，受益人访谈展示了项目的成功。未来的研究可以对项目开发的投入、结果和影响模型进行实证检验，因为需要进一步探索CSM，以了解人、地球和利润的概念如何相互受益，并在项目开发中提供行为和社会变革。
{"title":"Input, Outcome, and Impact: A Program-Informed Model to Improve the Effectiveness of Corporate Social Marketing","authors":"Alexander Campbell, Sameer Deshpande, Sunil Kumar, Sharyn Rundle-Thiele, Tracey West","doi":"10.1177/15245004231209101","DOIUrl":"https://doi.org/10.1177/15245004231209101","url":null,"abstract":"Background The purpose of this research is to extend Corporate Social Marketing (CSM) literature and provide practitioners with a framework that can be used in different contexts, as the existing literature lacks an understanding of what factors determine the success of a CSM program and understand the interplay between cross-sector partnerships, CSM, and societal outcomes and impact delivery. Companies are taking a greater interest in addressing social issues, utilizing innovative CSR approaches such as CSM to promote behavior change among their audience while matching their core strengths and attributes ( Kotler et al., 2012 ). Focus of the Article The article evaluates how the CSM program Mein Pragati developed lasting behavior change and seeks to develop a conceptual model around its success. Research Question How can the CSM contribute to behavior change programs? Program Design/Approach Importance to the Social Marketing Field The proposed model (Input, Outcome, and Impact Model of Program Development) provides a structured approach to building a CSM program that changes behavior and develops mutual benefit between corporations, government, and nonprofits. Methods Using a case study approach, this paper analyzes a successful financial inclusion program, Mein Pragati of a global analytics company, CRISIL, and its CSR arm. The three studies (in-depth interviews with eight management members, in-depth interviews with 82 Sakhis (peer educators) and their spouses, and 248 survey interviews with beneficiaries reveal the connection between program development, social outcomes, and societal impact. Results Based on the findings of the three studies, the cross-sector Input, Output, and Outcome Model of the Program Development proposes ways to build effective CSR interventions. Individually, the findings from the in-depth interviews provide a thematic overview of CSM’s success, peer educator interviews identify the impact and outcomes of Mein Pragati, and beneficiary interviews demonstrate program success. Recommendations for Research and Practice Future research can empirically test the Input, Outcome, and Impact Model of Program Development, as further exploration of CSM is needed to understand how the concepts of people, planet, and profits can mutually benefit and provide both behavioral and societal change within program development.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"83 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136381121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-20DOI: 10.1177/15245004231209271
Emily A. Lilo, Judith McIntosh White, David Weiss
Background Teenagers are at high-risk of obesity and related co-morbidities, and yet, are notoriously challenging to engage for behavior change. Focus This work offers an innovative integrated theoretical model, the Enhanced Integrated Behavioral Model (EIBM), drawing from communication, persuasion, and behavior-change theories to inform social marketing. Research Question Can the EIBM prove effective to reach and engage teens in both behavior- and social norms-change? Program Design/Approach We used EIBM to pilot a social marketing campaign aimed at increasing water consumption among teens and their networks. Importance to Field Social marketing is an approach, not a theory. Behavior change models usually provide only limited instruction on messaging. Communication theories can lack practical application guidance. By combining both, we propose a theoretical framework to maximize social marketing campaigns. Methods We piloted a two-tiered social media driven social marketing campaign for high school students to promote increased water consumption and decreased sugar-sweetened beverage consumption in rural New Mexico to change their behaviors and engage them as change agents. Results Our campaign guided students through various stages of attitude, empowerment, and behavior change, for themselves and their families and friends, supporting our model’s utility for social marketing campaign design and implementation. Recommendations for Research Further testing of EIBM for social marketing.
{"title":"Development and Piloting of the Enhanced Integrated Behavioral Model to Frame a Social Marketing Campaigns for Teens","authors":"Emily A. Lilo, Judith McIntosh White, David Weiss","doi":"10.1177/15245004231209271","DOIUrl":"https://doi.org/10.1177/15245004231209271","url":null,"abstract":"Background Teenagers are at high-risk of obesity and related co-morbidities, and yet, are notoriously challenging to engage for behavior change. Focus This work offers an innovative integrated theoretical model, the Enhanced Integrated Behavioral Model (EIBM), drawing from communication, persuasion, and behavior-change theories to inform social marketing. Research Question Can the EIBM prove effective to reach and engage teens in both behavior- and social norms-change? Program Design/Approach We used EIBM to pilot a social marketing campaign aimed at increasing water consumption among teens and their networks. Importance to Field Social marketing is an approach, not a theory. Behavior change models usually provide only limited instruction on messaging. Communication theories can lack practical application guidance. By combining both, we propose a theoretical framework to maximize social marketing campaigns. Methods We piloted a two-tiered social media driven social marketing campaign for high school students to promote increased water consumption and decreased sugar-sweetened beverage consumption in rural New Mexico to change their behaviors and engage them as change agents. Results Our campaign guided students through various stages of attitude, empowerment, and behavior change, for themselves and their families and friends, supporting our model’s utility for social marketing campaign design and implementation. Recommendations for Research Further testing of EIBM for social marketing.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135570153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-03DOI: 10.1177/15245004231191567
Bettina Höchli, Michael Dorn, Geraldine Holenweger, C. Messner, Simone Schuller, H. Rohrbach
Background Good hand hygiene adherence is a key factor in the prevention of hospital-acquired infections. The guidelines offered by the World Health Organization for interventions to improve hand hygiene adherence in human health care can only in part be applied to veterinary medicine, and current observations of hygiene adherence in veterinary environments stress a need for decisive action. There is great potential for improvement, especially in situations in which people act habitually. Focus of the Article The focus of this article is to identify the barriers and benefits that influence hand hygiene habits in veterinary care facilities and to derive intervention strategies to promote hand hygiene habits informed by theory and formative research. Research Question This article examines two research questions. What contextual, social, and personal factors promote (benefits) and hinder (barriers) hand hygiene habits in veterinary care facilities? Which intervention strategies can be derived from the identified barriers and benefits to foster hand hygiene habits? Approach The identification of the target behavior and group was based on the literature, talks within the author team, and daily observations. Barriers and benefits were identified by means of qualitative focus groups. The focus group interview schedule was informed by the risks, attitudes, norms, abilities, and self-regulation (RANAS) approach. The intervention strategy was based on the elicited barriers and benefits and guided by the framework of habit formation. Importance to the Social Marketing Field For the first time, barriers and benefits regarding hand hygiene habits were systematically elicited in a small animal clinic in Switzerland. The article focuses on hand hygiene as a habit and offers evidence-based and behavior-oriented intervention strategies. Our findings can thus be used as a basis for developing a theoretically sound intervention to promote hand hygiene habits in veterinary clinics and practices and serve as a springboard for future social marketing research, especially with a focus on habit formation. Methods Primary data were gathered using eight structured in-depth focus group interviews (N = 32 participants) in a small animal clinic in Switzerland. Two focus groups each were conducted with the following professional groups: veterinary assistants, students, residents and interns, and senior clinicians. Results The overarching theme across the participants’ talk was that building habits is promising but challenging to implement. In examining the key barriers and benefits, five themes were discussed: (1) animal welfare as a reason to act, (2) not about the why but about the how, (3) clash of generations, (4) lack of feedback mechanisms, and (5) the invisible enemy. Strategies were derived based on these findings and the theoretical framework of a habit formation intervention. Recommendations for Practice and Research The themes that emerged in the focus groups are
{"title":"Improving Hand Hygiene Adherence in Small Animal Hospitals: A Social Marketing Approach","authors":"Bettina Höchli, Michael Dorn, Geraldine Holenweger, C. Messner, Simone Schuller, H. Rohrbach","doi":"10.1177/15245004231191567","DOIUrl":"https://doi.org/10.1177/15245004231191567","url":null,"abstract":"Background Good hand hygiene adherence is a key factor in the prevention of hospital-acquired infections. The guidelines offered by the World Health Organization for interventions to improve hand hygiene adherence in human health care can only in part be applied to veterinary medicine, and current observations of hygiene adherence in veterinary environments stress a need for decisive action. There is great potential for improvement, especially in situations in which people act habitually. Focus of the Article The focus of this article is to identify the barriers and benefits that influence hand hygiene habits in veterinary care facilities and to derive intervention strategies to promote hand hygiene habits informed by theory and formative research. Research Question This article examines two research questions. What contextual, social, and personal factors promote (benefits) and hinder (barriers) hand hygiene habits in veterinary care facilities? Which intervention strategies can be derived from the identified barriers and benefits to foster hand hygiene habits? Approach The identification of the target behavior and group was based on the literature, talks within the author team, and daily observations. Barriers and benefits were identified by means of qualitative focus groups. The focus group interview schedule was informed by the risks, attitudes, norms, abilities, and self-regulation (RANAS) approach. The intervention strategy was based on the elicited barriers and benefits and guided by the framework of habit formation. Importance to the Social Marketing Field For the first time, barriers and benefits regarding hand hygiene habits were systematically elicited in a small animal clinic in Switzerland. The article focuses on hand hygiene as a habit and offers evidence-based and behavior-oriented intervention strategies. Our findings can thus be used as a basis for developing a theoretically sound intervention to promote hand hygiene habits in veterinary clinics and practices and serve as a springboard for future social marketing research, especially with a focus on habit formation. Methods Primary data were gathered using eight structured in-depth focus group interviews (N = 32 participants) in a small animal clinic in Switzerland. Two focus groups each were conducted with the following professional groups: veterinary assistants, students, residents and interns, and senior clinicians. Results The overarching theme across the participants’ talk was that building habits is promising but challenging to implement. In examining the key barriers and benefits, five themes were discussed: (1) animal welfare as a reason to act, (2) not about the why but about the how, (3) clash of generations, (4) lack of feedback mechanisms, and (5) the invisible enemy. Strategies were derived based on these findings and the theoretical framework of a habit formation intervention. Recommendations for Practice and Research The themes that emerged in the focus groups are ","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"257 - 273"},"PeriodicalIF":3.0,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45956066","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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