Pub Date : 2023-07-24DOI: 10.1177/15245004231191538
Liz Foote, K. Kelly, Nancy R. Lee, Abigail Abrash Walton
Background The availability of formal academic training is essential to the development and professionalization of any discipline. Previous research described the worldwide availability of social marketing academic course offerings and their accompanying pedagogical approaches. This research has been demonstrably appreciated by the social marketing community, resulting in calls for its continuation. Focus of the Article We present an update to and expansion upon prior research, and identify patterns and trends observed over the past decade. Importance to the Social Marketing Field As social marketing continues to expand in its scope and uptake, an update to prior research has become increasingly relevant and necessary. Further, limited attention has been paid to social marketing pedagogical approaches. The patterns and trends identified through this research represent an updated baseline that can be used to assess and guide the discipline’s ongoing advancement. Methods Research was carried out via an online survey that was open between Fall 2019 and Fall 2021. In addition to general information about their university’s course offering(s), respondents were invited to share their course syllabi. The survey was promoted via online networks and academic conferences. Resulting data were cross-referenced with the outcomes of a prior study to identify patterns and trends. Results This research resulted in a listing of academic courses that can now be found on the Web site of the International Social Marketing Association (International Social Marketing Association, 2022). Over the past decade, we identified an upward trend in course availability alongside shifts in the disciplinary and other contexts associated with the courses. We also described instances where social marketing courses were eliminated or scaled back and the apparent reasons for those occurrences. Finally, geographic disparities were evident in course availability between Global North and Global South countries. Recommendations for Research or Practice Recommendations for increasing social marketing academic course offerings are presented within a systems framework focusing on targeted strategies for audiences and contexts such as university students, faculty, instructors, and administrators; accreditation bodies, and practitioner settings. We also call for increased collaboration between academics and practitioners in general, but specifically in the Global North and Global South in order to address issues of equity and diversity. Limitations A key limitation to this study is the fact that the survey was developed in English, thus introducing a bias towards Western academic settings. We also acknowledge the difficulty in searching online for courses using the term “social marketing” due to the pervasive confusion with “social media.” Finally, we only obtained 31 syllabi (from the total 104 courses reported via the survey), thus the pedagogical analysis should be considered incomplete a
{"title":"Picking Up the Beat: Social Marketing Academic Course Offerings and Trends as the Discipline Marks 50 Years","authors":"Liz Foote, K. Kelly, Nancy R. Lee, Abigail Abrash Walton","doi":"10.1177/15245004231191538","DOIUrl":"https://doi.org/10.1177/15245004231191538","url":null,"abstract":"Background The availability of formal academic training is essential to the development and professionalization of any discipline. Previous research described the worldwide availability of social marketing academic course offerings and their accompanying pedagogical approaches. This research has been demonstrably appreciated by the social marketing community, resulting in calls for its continuation. Focus of the Article We present an update to and expansion upon prior research, and identify patterns and trends observed over the past decade. Importance to the Social Marketing Field As social marketing continues to expand in its scope and uptake, an update to prior research has become increasingly relevant and necessary. Further, limited attention has been paid to social marketing pedagogical approaches. The patterns and trends identified through this research represent an updated baseline that can be used to assess and guide the discipline’s ongoing advancement. Methods Research was carried out via an online survey that was open between Fall 2019 and Fall 2021. In addition to general information about their university’s course offering(s), respondents were invited to share their course syllabi. The survey was promoted via online networks and academic conferences. Resulting data were cross-referenced with the outcomes of a prior study to identify patterns and trends. Results This research resulted in a listing of academic courses that can now be found on the Web site of the International Social Marketing Association (International Social Marketing Association, 2022). Over the past decade, we identified an upward trend in course availability alongside shifts in the disciplinary and other contexts associated with the courses. We also described instances where social marketing courses were eliminated or scaled back and the apparent reasons for those occurrences. Finally, geographic disparities were evident in course availability between Global North and Global South countries. Recommendations for Research or Practice Recommendations for increasing social marketing academic course offerings are presented within a systems framework focusing on targeted strategies for audiences and contexts such as university students, faculty, instructors, and administrators; accreditation bodies, and practitioner settings. We also call for increased collaboration between academics and practitioners in general, but specifically in the Global North and Global South in order to address issues of equity and diversity. Limitations A key limitation to this study is the fact that the survey was developed in English, thus introducing a bias towards Western academic settings. We also acknowledge the difficulty in searching online for courses using the term “social marketing” due to the pervasive confusion with “social media.” Finally, we only obtained 31 syllabi (from the total 104 courses reported via the survey), thus the pedagogical analysis should be considered incomplete a","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"274 - 308"},"PeriodicalIF":3.0,"publicationDate":"2023-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49033867","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 : 2023-07-24DOI: 10.1177/15245004231190987
Phill Sherring, Liz Foote
Four years ago, the late Dr. Susan Kirby wrote an editorial for Social Marketing Quarterly (SMQ) entitled “Social Marketing Practitioners: Should you share your work in SMQ?” (Kirby, 2019). Spoiler alert—the answer was a resounding “yes,” as she noted her focus in becoming associate editor for the journal was “to advocate for practitioners, their viewpoints, their needs, and ways to engage them more fully in the journal” (p. 179). Upon her passing soon after the piece was published, Susan’s friends and colleagues described her devotion to social marketing and her passion for supporting practitioners (Jordan et al., 2020). In her editorial, Susan emphasized that throughout her career, her goal had been to “engage practitioners in using better and more science and research in their social marketing practice” (p. 179). She linked practitioner publishing to this goal, essentially pointing out that if practitioners don’t publish their work, how will others be able to conduct effective formative literature research and avoid reinventing the wheel? She went on to detail how she and SMQ planned to encourage practitioners to publish, including surveys to readers of SMQ to find out the needs of practitioners, a mentoring webinar, shortened review timeframes for article submissions, and developing a co-creation model to bring academics and practitioners together. Some of these actions have happened (such as the readership survey and webinar), and some are still in the works with the current editorial team committed to carrying on Susan’s work (McDivitt, 2020). Why do we think the work Susan started is so important? Practitioners publishing in journals like SMQ play an important part in bringing the academic world and practitioners closer together, or “closing the academic/practitioner gap” as many have called it (Gray et al., 2011; Tapp, 2004; Tucker & Lowe, 2014; to name but a few). From a literature review that we’ve conducted, the conversation appears to be somewhat missing in social marketing circles. So what is the academic/practitioner gap? It’s been defined as a “large gap between science and practice” and has gone under the various guises of the science/practice gap, academic/practitioner
{"title":"Friends With Benefits: Practitioner Publishing as a Pathway to Collaboration in Social Marketing","authors":"Phill Sherring, Liz Foote","doi":"10.1177/15245004231190987","DOIUrl":"https://doi.org/10.1177/15245004231190987","url":null,"abstract":"Four years ago, the late Dr. Susan Kirby wrote an editorial for Social Marketing Quarterly (SMQ) entitled “Social Marketing Practitioners: Should you share your work in SMQ?” (Kirby, 2019). Spoiler alert—the answer was a resounding “yes,” as she noted her focus in becoming associate editor for the journal was “to advocate for practitioners, their viewpoints, their needs, and ways to engage them more fully in the journal” (p. 179). Upon her passing soon after the piece was published, Susan’s friends and colleagues described her devotion to social marketing and her passion for supporting practitioners (Jordan et al., 2020). In her editorial, Susan emphasized that throughout her career, her goal had been to “engage practitioners in using better and more science and research in their social marketing practice” (p. 179). She linked practitioner publishing to this goal, essentially pointing out that if practitioners don’t publish their work, how will others be able to conduct effective formative literature research and avoid reinventing the wheel? She went on to detail how she and SMQ planned to encourage practitioners to publish, including surveys to readers of SMQ to find out the needs of practitioners, a mentoring webinar, shortened review timeframes for article submissions, and developing a co-creation model to bring academics and practitioners together. Some of these actions have happened (such as the readership survey and webinar), and some are still in the works with the current editorial team committed to carrying on Susan’s work (McDivitt, 2020). Why do we think the work Susan started is so important? Practitioners publishing in journals like SMQ play an important part in bringing the academic world and practitioners closer together, or “closing the academic/practitioner gap” as many have called it (Gray et al., 2011; Tapp, 2004; Tucker & Lowe, 2014; to name but a few). From a literature review that we’ve conducted, the conversation appears to be somewhat missing in social marketing circles. So what is the academic/practitioner gap? It’s been defined as a “large gap between science and practice” and has gone under the various guises of the science/practice gap, academic/practitioner","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42482826","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 : 2023-07-01DOI: 10.1177/15245004231187134
M. Akbar, Liz Foote, Alison Lawson
Background While failure in social marketing practice represents an emerging research agenda, the discipline has not yet considered this concept systematically or cohesively. This lack of a clear conceptualization of failure in social marketing to aid practice thus presents a significant research gap. Focus This study aimed to conceptualize failures in social marketing practice. Methods A qualitative survey was conducted using purposive sampling to solicit expert views of well-established social marketing academics and practitioners. Participants were asked to discuss failures in social marketing practice based on their experience in the field. A total of 49 participants provided their input to the survey. Thematic analysis was used to develop four themes addressing the research question. Importance It is widely acknowledged that reflecting and learning from past failures to promote future best practices is desirable for any discipline. As an empirically based social change discipline, social marketing would benefit from the elevation of failure within its broader research agenda. Results Four themes were identified: (1) Failures occur when the target behaviors are not achieved, (2) Tactics used to measure failures, (3) Process failure, and (4) Failures either not measured or reframed as lessons learned. A conceptual framework was created to characterize the nature of failures in social marketing practice, representing a feedback loop deemed problematic for the discipline. Recommendations We call for social marketers to explicitly acknowledge and address failures when describing and reporting on their work and project outcomes. Efforts should be made to adopt a reflexive stance and examine and address internal and external factors affecting the program’s failures.
{"title":"Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice","authors":"M. Akbar, Liz Foote, Alison Lawson","doi":"10.1177/15245004231187134","DOIUrl":"https://doi.org/10.1177/15245004231187134","url":null,"abstract":"Background While failure in social marketing practice represents an emerging research agenda, the discipline has not yet considered this concept systematically or cohesively. This lack of a clear conceptualization of failure in social marketing to aid practice thus presents a significant research gap. Focus This study aimed to conceptualize failures in social marketing practice. Methods A qualitative survey was conducted using purposive sampling to solicit expert views of well-established social marketing academics and practitioners. Participants were asked to discuss failures in social marketing practice based on their experience in the field. A total of 49 participants provided their input to the survey. Thematic analysis was used to develop four themes addressing the research question. Importance It is widely acknowledged that reflecting and learning from past failures to promote future best practices is desirable for any discipline. As an empirically based social change discipline, social marketing would benefit from the elevation of failure within its broader research agenda. Results Four themes were identified: (1) Failures occur when the target behaviors are not achieved, (2) Tactics used to measure failures, (3) Process failure, and (4) Failures either not measured or reframed as lessons learned. A conceptual framework was created to characterize the nature of failures in social marketing practice, representing a feedback loop deemed problematic for the discipline. Recommendations We call for social marketers to explicitly acknowledge and address failures when describing and reporting on their work and project outcomes. Efforts should be made to adopt a reflexive stance and examine and address internal and external factors affecting the program’s failures.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"241 - 256"},"PeriodicalIF":3.0,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45108119","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 : 2023-06-29DOI: 10.1177/15245004231186955
Sayibu Ibrahim Nnindini, Justice Boateng Dankwah
Despite global efforts to combat the menace of open defecation, the phenomenon persists, particularly in developing nations. It is estimated that about 14% of Sub-Saharan Africa’s population still practice open defecation. The study sought to examine the behavioral and psychological mechanisms that influence attitudes toward open-defecation-free behavior in Ghana by applying a behavior change theory. The following hypotheses were formulated and tested by this study: households’ attitude towards open defecation-free has a significant positive relationship with the actual open defecation-free behavior, household’s subjective norms towards open defecation-free have a significant positive relationship with their actual open defecation-free behavior and households’ perceived behavioral control over open defecation free has a significant positive relationship with their actual open defecation free behavior. A cross-sectional survey was conducted involving 550 respondents. Data were analyzed using the structural equation modeling technique. All three variables of the theory of planned behavior were found to have a positive significant influence on Ghanaian households’ actual open defecation-free behaviors. Demographics such as income, educational level, and availability of latrines were found to moderate the relationships between subjective norms, perceived behavioral control, and households’ actual open defecation behavior. The study extends the current literature on social marketing by demonstrating that the theory of planned behavior could be used to predict people’s attitudes toward open-defecation-free behavior. Though the theory of planned behavior has been empirically proven as a good predictor of behavior, by moderating its relationship with open defecation-free behavior with demographic variables our model fleshes out more nuances of the theory, thereby contributing to the development of a social marketing theory. This study employed a cross-sectional survey; hence it may presume static relationships among the constructs which can be cured by a future longitudinal study that could explain the pattern of behavior change. The study recommends that government facilitates the provision of latrines for households by providing financial assistance to those who cannot afford the construction of latrines. A social marketing campaign should also be adopted to encourage the use of latrines.
{"title":"Social Marketing: Using the Theory of Planned Behaviour to Predict Open Defecation Free Behaviour Among Households in Ghana","authors":"Sayibu Ibrahim Nnindini, Justice Boateng Dankwah","doi":"10.1177/15245004231186955","DOIUrl":"https://doi.org/10.1177/15245004231186955","url":null,"abstract":"Despite global efforts to combat the menace of open defecation, the phenomenon persists, particularly in developing nations. It is estimated that about 14% of Sub-Saharan Africa’s population still practice open defecation. The study sought to examine the behavioral and psychological mechanisms that influence attitudes toward open-defecation-free behavior in Ghana by applying a behavior change theory. The following hypotheses were formulated and tested by this study: households’ attitude towards open defecation-free has a significant positive relationship with the actual open defecation-free behavior, household’s subjective norms towards open defecation-free have a significant positive relationship with their actual open defecation-free behavior and households’ perceived behavioral control over open defecation free has a significant positive relationship with their actual open defecation free behavior. A cross-sectional survey was conducted involving 550 respondents. Data were analyzed using the structural equation modeling technique. All three variables of the theory of planned behavior were found to have a positive significant influence on Ghanaian households’ actual open defecation-free behaviors. Demographics such as income, educational level, and availability of latrines were found to moderate the relationships between subjective norms, perceived behavioral control, and households’ actual open defecation behavior. The study extends the current literature on social marketing by demonstrating that the theory of planned behavior could be used to predict people’s attitudes toward open-defecation-free behavior. Though the theory of planned behavior has been empirically proven as a good predictor of behavior, by moderating its relationship with open defecation-free behavior with demographic variables our model fleshes out more nuances of the theory, thereby contributing to the development of a social marketing theory. This study employed a cross-sectional survey; hence it may presume static relationships among the constructs which can be cured by a future longitudinal study that could explain the pattern of behavior change. The study recommends that government facilitates the provision of latrines for households by providing financial assistance to those who cannot afford the construction of latrines. A social marketing campaign should also be adopted to encourage the use of latrines.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49655908","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 : 2023-06-29DOI: 10.1177/15245004231187066
Xiao Wang, Jie Xu
Background The Federal Drug Administration authorized Pfizer’s vaccine for emergency use among children aged 5–11 in the United States. Parents decide whether to vaccinate their children. Focus of the Article Guided by the health belief model, this research examined the factors associated with U.S. parents’ intentions to vaccinate their children aged 5–11 against COVID-19. It also investigated the role of liberty and collectivist values in parents’ intentions to vaccinate their children. Methods An online survey was conducted in November and December 2021, shortly after the U.S. Food and Drug Administration authorized Pfizer’s COVID-19 vaccine for use among children ages 5–11. Results Structural equation modeling analysis of 571 parents’ responses showed that parents’ perceptions of their children’s susceptibility to COVID-19, perceived efficacy of the vaccine, and their anticipated guilt for not vaccinating their children predicted their intentions to vaccinate their children. In addition, collectivist value orientations had strong and positive associations with perceived susceptibility, perceived benefits, and anticipated guilt. In contrast, libertarian value orientations negatively predicted these three variables with moderate effect sizes. Recommendations For future vaccination campaigns (e.g., COVID-19, influenza, or another emergent infectious disease), social marketing practitioners should first understand the role of perceived risks of a disease and the benefits and side effects of the vaccines based on formative research. Individuals, social groups, or regions with high libertarian or low collectivist value orientations may require different strategies (e.g., getting vaccinated may help you live more freely).
{"title":"The Role of Collectivism and Liberty in Parents’ Risk Perceptions, Anticipated Guilt, and Intentions to Vaccinate Their Children Against COVID-19","authors":"Xiao Wang, Jie Xu","doi":"10.1177/15245004231187066","DOIUrl":"https://doi.org/10.1177/15245004231187066","url":null,"abstract":"Background The Federal Drug Administration authorized Pfizer’s vaccine for emergency use among children aged 5–11 in the United States. Parents decide whether to vaccinate their children. Focus of the Article Guided by the health belief model, this research examined the factors associated with U.S. parents’ intentions to vaccinate their children aged 5–11 against COVID-19. It also investigated the role of liberty and collectivist values in parents’ intentions to vaccinate their children. Methods An online survey was conducted in November and December 2021, shortly after the U.S. Food and Drug Administration authorized Pfizer’s COVID-19 vaccine for use among children ages 5–11. Results Structural equation modeling analysis of 571 parents’ responses showed that parents’ perceptions of their children’s susceptibility to COVID-19, perceived efficacy of the vaccine, and their anticipated guilt for not vaccinating their children predicted their intentions to vaccinate their children. In addition, collectivist value orientations had strong and positive associations with perceived susceptibility, perceived benefits, and anticipated guilt. In contrast, libertarian value orientations negatively predicted these three variables with moderate effect sizes. Recommendations For future vaccination campaigns (e.g., COVID-19, influenza, or another emergent infectious disease), social marketing practitioners should first understand the role of perceived risks of a disease and the benefits and side effects of the vaccines based on formative research. Individuals, social groups, or regions with high libertarian or low collectivist value orientations may require different strategies (e.g., getting vaccinated may help you live more freely).","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"43 ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41277884","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 : 2023-06-28DOI: 10.1177/15245004231186903
Beatriz Casais
Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.
{"title":"Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change","authors":"Beatriz Casais","doi":"10.1177/15245004231186903","DOIUrl":"https://doi.org/10.1177/15245004231186903","url":null,"abstract":"Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"208 - 224"},"PeriodicalIF":3.0,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45696369","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 : 2023-05-06DOI: 10.1177/15245004231172877
Rowena K. Sturzaker
From the constantly changing rules on mask-wearing and social distancing to rapidly having to show results to secure quick roll-out of social marketing programs, the COVID-19 pandemic highlighted the need for speed and fl exibility when developing social marketing programs. This commentary discusses two examples detailing how social marketing was used during the pandemic and re fl ects on the suitability of the social marketing planning process in the rapidly changing environments which arose from the pandemic
{"title":"Can We Make Social Marketing More ‘Nimble’?","authors":"Rowena K. Sturzaker","doi":"10.1177/15245004231172877","DOIUrl":"https://doi.org/10.1177/15245004231172877","url":null,"abstract":"From the constantly changing rules on mask-wearing and social distancing to rapidly having to show results to secure quick roll-out of social marketing programs, the COVID-19 pandemic highlighted the need for speed and fl exibility when developing social marketing programs. This commentary discusses two examples detailing how social marketing was used during the pandemic and re fl ects on the suitability of the social marketing planning process in the rapidly changing environments which arose from the pandemic","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"182 - 186"},"PeriodicalIF":3.0,"publicationDate":"2023-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44195393","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 : 2023-05-02DOI: 10.1177/15245004231174874
Aldenise P. Ewing, Marlene Joannie Bewa, R. Zemen, Tali Schneider, Portia J. Zaire, Justice Clark, Jennifer L. Hefner, Claudia Parvanta
Background More than 50% of colorectal cancer (CRC)–related deaths could be prevented with early detection and treatment. Federally Qualified Healthcare Centers (FQHCs)—safety-net facilities that provide primary care services to uninsured, underinsured and minority patients—report some of the lowest CRC screening rates. Effective CRC screening interventions within FQHCs may help to promote CRC screening utilization among patients from diverse backgrounds. Focus of Article This study was designed to explore average-risk, patient perceptions of facilitators and impediments of using the Fecal Immunochemical Test (FIT) kit for CRC screening within the social marketing framework of the 4 “P’s”—product, price, place, and promotion. Research Aim To conduct formative research with priority populations (i.e., diverse, FQHC patients), assess acceptability of the FIT kit, and identify ways to better meet preferences and needs. Program Design/Approach Qualitative, Focus Groups. Importance to the Social Marketing Field Findings from this study would aid in the future development of a community-based prevention marketing intervention to promote CRC screening within FQHCs that serve diverse patient populations. Methods Focus groups were conducted in English and Spanish with CRC screening age-eligible patients from a South Florida FQHC System. Interview guides were designed to better understand FQHC patient perceptions of CRC Screening via the FIT kit (product) by up-to-date and not up-to-date participants. Additional topics included likes/dislikes (price), preferred location for completing CRC screening and receiving CRC prevention education (place), and strategies for persuasive communication to increase CRC screening among patients who visit FQHCs (promotion). Data were analyzed to identify FIT screening facilitators and impediments using thematic coding in MaxQDA. Results Five focus groups, involving 36 participants aged 50 and older, were conducted. Over half of participants self-identified as Hispanic (36%) or non-Hispanic Black (28%). Key facilitators were the convenience and simplicity of at-home testing (product), presumed affordability of it compared to colonoscopy (price), and ability to return by mail (place). Participants also shared numerous strategies for promotion, including direct referral from Primary Care Providers, mass media campaigns, mailed or electronic reminders from the clinic, and peer advocacy events in churches. Recommendations for Research or Practice Social marketing provides an adequate approach for developing a patient-centered campaign to promote CRC screening uptake at FQHCs. Future CRC screening promotional campaigns at FQHCs should build on the motivation that patients must prioritize their health by emphasizing the convenience of completing CRC screening at home with the capability of mailing it back. Clinics should also work to reduce patient responsibility by developing automated clinic system reminders to openly communica
{"title":"Developing a Social Marketing–Based Colorectal Cancer Screening Campaign Centered on Stool-Based Testing for Patients Utilizing Services at a Federally Qualified Healthcare Center","authors":"Aldenise P. Ewing, Marlene Joannie Bewa, R. Zemen, Tali Schneider, Portia J. Zaire, Justice Clark, Jennifer L. Hefner, Claudia Parvanta","doi":"10.1177/15245004231174874","DOIUrl":"https://doi.org/10.1177/15245004231174874","url":null,"abstract":"Background More than 50% of colorectal cancer (CRC)–related deaths could be prevented with early detection and treatment. Federally Qualified Healthcare Centers (FQHCs)—safety-net facilities that provide primary care services to uninsured, underinsured and minority patients—report some of the lowest CRC screening rates. Effective CRC screening interventions within FQHCs may help to promote CRC screening utilization among patients from diverse backgrounds. Focus of Article This study was designed to explore average-risk, patient perceptions of facilitators and impediments of using the Fecal Immunochemical Test (FIT) kit for CRC screening within the social marketing framework of the 4 “P’s”—product, price, place, and promotion. Research Aim To conduct formative research with priority populations (i.e., diverse, FQHC patients), assess acceptability of the FIT kit, and identify ways to better meet preferences and needs. Program Design/Approach Qualitative, Focus Groups. Importance to the Social Marketing Field Findings from this study would aid in the future development of a community-based prevention marketing intervention to promote CRC screening within FQHCs that serve diverse patient populations. Methods Focus groups were conducted in English and Spanish with CRC screening age-eligible patients from a South Florida FQHC System. Interview guides were designed to better understand FQHC patient perceptions of CRC Screening via the FIT kit (product) by up-to-date and not up-to-date participants. Additional topics included likes/dislikes (price), preferred location for completing CRC screening and receiving CRC prevention education (place), and strategies for persuasive communication to increase CRC screening among patients who visit FQHCs (promotion). Data were analyzed to identify FIT screening facilitators and impediments using thematic coding in MaxQDA. Results Five focus groups, involving 36 participants aged 50 and older, were conducted. Over half of participants self-identified as Hispanic (36%) or non-Hispanic Black (28%). Key facilitators were the convenience and simplicity of at-home testing (product), presumed affordability of it compared to colonoscopy (price), and ability to return by mail (place). Participants also shared numerous strategies for promotion, including direct referral from Primary Care Providers, mass media campaigns, mailed or electronic reminders from the clinic, and peer advocacy events in churches. Recommendations for Research or Practice Social marketing provides an adequate approach for developing a patient-centered campaign to promote CRC screening uptake at FQHCs. Future CRC screening promotional campaigns at FQHCs should build on the motivation that patients must prioritize their health by emphasizing the convenience of completing CRC screening at home with the capability of mailing it back. Clinics should also work to reduce patient responsibility by developing automated clinic system reminders to openly communica","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"164 - 181"},"PeriodicalIF":3.0,"publicationDate":"2023-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45556542","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 : 2023-04-26DOI: 10.1177/15245004231173429
Mafalda Martinho, S. Silva, Paulo Duarte, Marisa R. Ferreira
Background The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several challenges to regulators, companies, and consumers, since HTPs are advertised as a less harmful alternative to conventional cigarettes. Focus of the Article This study aims to analyze smokers' perception of HTPs to provide insights for social marketing campaigns targeting behavioral change. Research questions The main objectives of this research are: (1) to assess whether smokers and ex-smokers view HTPs as less harmful to health than traditional cigarettes; and (2) to determine to what extent HTPs can help increase the intention to quit smoking. Methods This study explores smokers’ perception of HTPs consumption using a modified version of the Health Belief Model (HBM). A survey study involving 250 smokers and ex-smokers was conducted to test the conceptual model using PLS-Path modeling to validate the research hypotheses. The data were analyzed using the SPSS 27 and SmartPLS 3.3 programs. Results The results suggest that the perceived benefits of heated tobacco consumption negatively influence the likelihood of quitting smoking. Therefore, HTPs do not work as auxiliary products with regard to the intention to quit smoking. In some cases, the effect is quite the opposite, as HTPs use increases tobacco consumption and dependence. Perceived susceptibility and perceived severity are not significant predictors of the decision to quit smoking. Research limitations Future research could use a sample that includes only HTPs smokers and ex-smokers, analyze HTPs benefits and understand the primary motivation behind replacing conventional cigarettes with HTPs. Practical implications Entities attempting to promote the reduction of tobacco consumption should equate HTPs to conventional tobacco and focus on campaigns targeting only HTPs smokers. Whenever studying perceptions on HTPs, it is important to consider smokers’ dependence on nicotine and the particularities of the devices used to consume HTPs. Importance to the Social Marketing Field Considering the social relevance and growth of heated tobacco consumption, as well as the increase of the tobacco industry’s economic power, this research offers relevant insights into consumers’ perceptions toward HTPs.
{"title":"Are Perceived Benefits of Heated Tobacco Products Consumption Aiding Smoking Cessation?","authors":"Mafalda Martinho, S. Silva, Paulo Duarte, Marisa R. Ferreira","doi":"10.1177/15245004231173429","DOIUrl":"https://doi.org/10.1177/15245004231173429","url":null,"abstract":"Background The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several challenges to regulators, companies, and consumers, since HTPs are advertised as a less harmful alternative to conventional cigarettes. Focus of the Article This study aims to analyze smokers' perception of HTPs to provide insights for social marketing campaigns targeting behavioral change. Research questions The main objectives of this research are: (1) to assess whether smokers and ex-smokers view HTPs as less harmful to health than traditional cigarettes; and (2) to determine to what extent HTPs can help increase the intention to quit smoking. Methods This study explores smokers’ perception of HTPs consumption using a modified version of the Health Belief Model (HBM). A survey study involving 250 smokers and ex-smokers was conducted to test the conceptual model using PLS-Path modeling to validate the research hypotheses. The data were analyzed using the SPSS 27 and SmartPLS 3.3 programs. Results The results suggest that the perceived benefits of heated tobacco consumption negatively influence the likelihood of quitting smoking. Therefore, HTPs do not work as auxiliary products with regard to the intention to quit smoking. In some cases, the effect is quite the opposite, as HTPs use increases tobacco consumption and dependence. Perceived susceptibility and perceived severity are not significant predictors of the decision to quit smoking. Research limitations Future research could use a sample that includes only HTPs smokers and ex-smokers, analyze HTPs benefits and understand the primary motivation behind replacing conventional cigarettes with HTPs. Practical implications Entities attempting to promote the reduction of tobacco consumption should equate HTPs to conventional tobacco and focus on campaigns targeting only HTPs smokers. Whenever studying perceptions on HTPs, it is important to consider smokers’ dependence on nicotine and the particularities of the devices used to consume HTPs. Importance to the Social Marketing Field Considering the social relevance and growth of heated tobacco consumption, as well as the increase of the tobacco industry’s economic power, this research offers relevant insights into consumers’ perceptions toward HTPs.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"145 - 163"},"PeriodicalIF":3.0,"publicationDate":"2023-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46435033","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 : 2023-04-21DOI: 10.1177/15245004231173194
Anna Kitunen, S. Rundle-Thiele, J. Carins, S. Deshpande
Background Segmentation use in social marketing especially in improving the health of young adults is limited, and theory use within segmentation remains infrequent. A generalisable segmentation structure that can be reliably applied across different young adult’s samples may assist social marketers to move beyond one size fits all healthy eating programs. Focus of the Article Segmentation is an essential marketing principle which allows customising marketing activities to the needs of specific segments. Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised and a cross-sample validation of segments across different populations remains to be demonstrated. Importance to the Social Marketing Field Delivery of healthy eating programs targeted to group differences and accommodating a broader theory-based socio-ecological viewpoint is needed to engage with a cross section of young adults more effectively along with a cross-sample validation of segments across different populations to identify a valid segmentation structure that can be reliably applied across the Australian young adult population. Methods A replication study was conducted using the same constructs, items and analytical procedures as in the original study. Data was collected online and in person using a paper survey in two military bases to ensure a mix of Australian Defence Force (ADF) trainee types. Psychographic variables informed by the MOA framework were collected and used to segment the sample with two-step cluster analysis along with a demographic measure (education) and behavioural measure (eating behaviour) to repeat the segmentation analysis. Results The ability of the MOA framework to explain eating behaviour was confirmed in the ADF trainee sample, and two-step cluster analysis produced a similar segment structure to the original study with education, opportunity and motivation to eat healthy being the most important variables in segment formation. Recommendations for Research or Practice Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of young adults. This empirical replication study confirmed a similar theory-driven healthy eating segment solution across two young adult populations illustrating the value of using behavioural theories to draw segments and utilising the same theory to cross-validate the constructs in a comparable sample. Future research could use this approach to identify a valid segmentation structure that can be reliably applied across different populations and behavioural contexts.
{"title":"Can Motivation, Opportunity and Ability Theory Informed Segments Be Validated in the Australian Defence Force?","authors":"Anna Kitunen, S. Rundle-Thiele, J. Carins, S. Deshpande","doi":"10.1177/15245004231173194","DOIUrl":"https://doi.org/10.1177/15245004231173194","url":null,"abstract":"Background Segmentation use in social marketing especially in improving the health of young adults is limited, and theory use within segmentation remains infrequent. A generalisable segmentation structure that can be reliably applied across different young adult’s samples may assist social marketers to move beyond one size fits all healthy eating programs. Focus of the Article Segmentation is an essential marketing principle which allows customising marketing activities to the needs of specific segments. Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised and a cross-sample validation of segments across different populations remains to be demonstrated. Importance to the Social Marketing Field Delivery of healthy eating programs targeted to group differences and accommodating a broader theory-based socio-ecological viewpoint is needed to engage with a cross section of young adults more effectively along with a cross-sample validation of segments across different populations to identify a valid segmentation structure that can be reliably applied across the Australian young adult population. Methods A replication study was conducted using the same constructs, items and analytical procedures as in the original study. Data was collected online and in person using a paper survey in two military bases to ensure a mix of Australian Defence Force (ADF) trainee types. Psychographic variables informed by the MOA framework were collected and used to segment the sample with two-step cluster analysis along with a demographic measure (education) and behavioural measure (eating behaviour) to repeat the segmentation analysis. Results The ability of the MOA framework to explain eating behaviour was confirmed in the ADF trainee sample, and two-step cluster analysis produced a similar segment structure to the original study with education, opportunity and motivation to eat healthy being the most important variables in segment formation. Recommendations for Research or Practice Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of young adults. This empirical replication study confirmed a similar theory-driven healthy eating segment solution across two young adult populations illustrating the value of using behavioural theories to draw segments and utilising the same theory to cross-validate the constructs in a comparable sample. Future research could use this approach to identify a valid segmentation structure that can be reliably applied across different populations and behavioural contexts.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"127 - 144"},"PeriodicalIF":3.0,"publicationDate":"2023-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44223031","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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