Pub Date : 2022-09-22DOI: 10.1177/15245004221126580
P. C. Palmedo, Samantha Flores, Kalya Castillo, Moria Byrne-Zaaloff, K. Moltzen
Background Racial and ethnic targeted marketing of junk foods, particularly sugar sweetened beverages (SSBs), is a health concern for communities already disproportionately suffering from obesity, diabetes, and heart disease. Focus of the Article The article is a report on qualitative research which explored attitudes and message testing intended to dissuade youth from drinking SSBs. Research Question Can the incorporation of countermarketing messages improve the effectiveness of a curriculum and/or social marketing campaign to reduce SSB consumption among youth in The Bronx, NY? Design and Approach Eight focus groups (N = 66) with youth 12–15 to explore ideas and messages to reduce SSB consumption. Youth were recruited from a coalition of afterschool programs dedicated to eliminating racial and ethnic health disparities. The focus groups explored product (formulation), price (low), place (ubiquity), and promotion (racial and ethnic targeting), and focused on messages that can be used to counter existing industry messaging. Importance to Social Marketing Countermarketing, a sub-field of social marketing, has been effective in tobacco control, but its effectiveness has been less understood with ultra-processed foods and beverages. We wanted to learn how participants would respond to information about the product manipulation and racial targeted marketing that underlies much of the poor nutritional choices in underserved communities. We were seeking to determine if incorporating this information into a comprehensive social marketing plan could positively influence consumption habits. Methods Eight focus groups with 66 students. The focus group guide was informed by the Theory of Planned Behavior and the literature on youth consumption of SSBs, and employed a semi-structured interview design. Using an inductive modified grounded theory approach, the team identified relevant themes and insights for social marketing practice. Recommendations for Research or Practice The results of this study can assist in the development of a social marketing strategy to reduce SSB consumption among populations targeted by food and beverage companies. The study reinforces prior research that countermarketing messaging may be effective in such a campaign. Potentially effective messaging topics include racial/ethnic targeting, product formulation, and the health effects of processed foods. Limitations While this research project covered messaging and broad strategy, it did not explore specific tactics to activate the concepts discussed in the focus groups. Also, while the study may be considered generalizable to other large cities in the U.S., broader applicability should be met with caution.
{"title":"Exploring Countermarketing Messages to Reduce Youth Sugar-Sweetened Beverage Consumption in The Bronx, NY","authors":"P. C. Palmedo, Samantha Flores, Kalya Castillo, Moria Byrne-Zaaloff, K. Moltzen","doi":"10.1177/15245004221126580","DOIUrl":"https://doi.org/10.1177/15245004221126580","url":null,"abstract":"Background Racial and ethnic targeted marketing of junk foods, particularly sugar sweetened beverages (SSBs), is a health concern for communities already disproportionately suffering from obesity, diabetes, and heart disease. Focus of the Article The article is a report on qualitative research which explored attitudes and message testing intended to dissuade youth from drinking SSBs. Research Question Can the incorporation of countermarketing messages improve the effectiveness of a curriculum and/or social marketing campaign to reduce SSB consumption among youth in The Bronx, NY? Design and Approach Eight focus groups (N = 66) with youth 12–15 to explore ideas and messages to reduce SSB consumption. Youth were recruited from a coalition of afterschool programs dedicated to eliminating racial and ethnic health disparities. The focus groups explored product (formulation), price (low), place (ubiquity), and promotion (racial and ethnic targeting), and focused on messages that can be used to counter existing industry messaging. Importance to Social Marketing Countermarketing, a sub-field of social marketing, has been effective in tobacco control, but its effectiveness has been less understood with ultra-processed foods and beverages. We wanted to learn how participants would respond to information about the product manipulation and racial targeted marketing that underlies much of the poor nutritional choices in underserved communities. We were seeking to determine if incorporating this information into a comprehensive social marketing plan could positively influence consumption habits. Methods Eight focus groups with 66 students. The focus group guide was informed by the Theory of Planned Behavior and the literature on youth consumption of SSBs, and employed a semi-structured interview design. Using an inductive modified grounded theory approach, the team identified relevant themes and insights for social marketing practice. Recommendations for Research or Practice The results of this study can assist in the development of a social marketing strategy to reduce SSB consumption among populations targeted by food and beverage companies. The study reinforces prior research that countermarketing messaging may be effective in such a campaign. Potentially effective messaging topics include racial/ethnic targeting, product formulation, and the health effects of processed foods. Limitations While this research project covered messaging and broad strategy, it did not explore specific tactics to activate the concepts discussed in the focus groups. Also, while the study may be considered generalizable to other large cities in the U.S., broader applicability should be met with caution.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"274 - 287"},"PeriodicalIF":3.0,"publicationDate":"2022-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43145632","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 : 2022-08-17DOI: 10.1177/15245004221116857
E. S. Nkwei, M. Roberts-Lombard, D. Maduku
Background Behavioral sustenance is one of the main outcomes of social marketing programs to address health issues, such as HIV and AIDS prevention. However, academic research into consistent condom use is interestingly sparse, particularly in South Africa, the country with the highest HIV-infected population in the world. Young adults are particularly vulnerable because they often engage in unprotected sex. Focus of the Article This study explores the factors driving consistent condom use intention with theoretical considerations in the expectation confirmation theory. The study investigates whether factors within the condom product category such as brand satisfaction and brand value enhance or weaken the effect of met/unmet brand expectations on consistent condom use intention of young adults. It further tests whether this potential enhanced or weakened effect significantly differs between male and female condom users. Research Questions Does dis/confirmation influence consistent condom use in the presence of brand satisfaction and brand value or not? Does gender moderate the mediations found in the expectation confirmation model? Importance to the Social Marketing Field From a theoretical perspective, the study expands the expectancy confirmation theory by focusing on the indirect effects of dis/confirmation on continuance intention. The study also tests the mediated moderating role of gender. Methods The study was descriptive in nature and a quantitative survey was used to obtain data from 724 young adults in South Africa. Quota sampling was applied to select respondents. Finally, the structural equation modelling technique was used to assess the measurement and structural models. Results Findings indicate that perceived brand value determines consistent condom use intention. The mediating role of perceived brand value on the relationship between dis/confirmation and consistent condom use intention was more pronounced among males compared to females. Dis/confirmation and perceived brand value were significant determinants of condom brand satisfaction. However, the influence of brand satisfaction on consistent condom use intention was not supported. Recommendations for Research or Practice The concept of consistent condom use should be integrated in the brand message. A segmented approach based on gender should be used by condom companies to promote their products to young adults. These companies should provide condoms that meet the expectations of male and female young adult consumers as two different market segments. Limitations Only one province was investigated in South Africa. Social desirability bias was not controlled.
{"title":"A Moderated Mediation Model to Explain Consistent Condom Use Intention Among Young Adults in South Africa","authors":"E. S. Nkwei, M. Roberts-Lombard, D. Maduku","doi":"10.1177/15245004221116857","DOIUrl":"https://doi.org/10.1177/15245004221116857","url":null,"abstract":"Background Behavioral sustenance is one of the main outcomes of social marketing programs to address health issues, such as HIV and AIDS prevention. However, academic research into consistent condom use is interestingly sparse, particularly in South Africa, the country with the highest HIV-infected population in the world. Young adults are particularly vulnerable because they often engage in unprotected sex. Focus of the Article This study explores the factors driving consistent condom use intention with theoretical considerations in the expectation confirmation theory. The study investigates whether factors within the condom product category such as brand satisfaction and brand value enhance or weaken the effect of met/unmet brand expectations on consistent condom use intention of young adults. It further tests whether this potential enhanced or weakened effect significantly differs between male and female condom users. Research Questions Does dis/confirmation influence consistent condom use in the presence of brand satisfaction and brand value or not? Does gender moderate the mediations found in the expectation confirmation model? Importance to the Social Marketing Field From a theoretical perspective, the study expands the expectancy confirmation theory by focusing on the indirect effects of dis/confirmation on continuance intention. The study also tests the mediated moderating role of gender. Methods The study was descriptive in nature and a quantitative survey was used to obtain data from 724 young adults in South Africa. Quota sampling was applied to select respondents. Finally, the structural equation modelling technique was used to assess the measurement and structural models. Results Findings indicate that perceived brand value determines consistent condom use intention. The mediating role of perceived brand value on the relationship between dis/confirmation and consistent condom use intention was more pronounced among males compared to females. Dis/confirmation and perceived brand value were significant determinants of condom brand satisfaction. However, the influence of brand satisfaction on consistent condom use intention was not supported. Recommendations for Research or Practice The concept of consistent condom use should be integrated in the brand message. A segmented approach based on gender should be used by condom companies to promote their products to young adults. These companies should provide condoms that meet the expectations of male and female young adult consumers as two different market segments. Limitations Only one province was investigated in South Africa. Social desirability bias was not controlled.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"208 - 228"},"PeriodicalIF":3.0,"publicationDate":"2022-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47611640","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 : 2022-08-03DOI: 10.1177/15245004221117316
Amarjeet Singh
Background Socio-economic issues; such as social economic inequality, sustainability of resources, and environmental concern are major social concerns and the call for economic reforms to address these issues is growing louder. Sharing economy, as a socio-economic system, presents a solution to the current linear economic model having the potential to address the aforementioned socio-economic issues. Sharing, being environmentally friendly and sustainable in nature, bridges the gap of social economic inequality prevalent in society. The attributes of the sharing economy are different from the traditional economic model which is more “social” in nature, hence making social marketing techniques more suitable than the conventional marketing approach. Focus of the Article The conceptual paper is focused on the application of social marketing in the sharing economy to address socio-economic issues and in doing so presents a framework to achieve its goal. Research Question How can social marketing effectively influence social behavioural changes as they relate to socio-economic changes? Program Design/Approach The framework developed outlines three levels of intervention for the successful implementation of social marketing in the sharing economy. The downstream intervention focuses on influencing consumer behavioural traits necessary for the adoption of the sharing economy by applying an appropriate marketing mix strategy. The upstream intervention focuses on policy and lawmakers, social and economic institutions, environmental groups, advocacy bodies, and lobbying organisations capable of addressing the root cause of the issue. The midstream intervention focuses on integrating upstream intervention with downstream through service providers. Importance to the Social Marketing Field The research paper extends social marketing application from influencing social behavioural issues to addressing and influencing socio-economic issues with its proposed application in sharing economy. The study provides a framework to address key socio-economic (social economic inequality) and consumer behavioural issues (materialism and ownership) that are prevalent in society. Method The proposed social marketing framework for the sharing economy is created after carrying out a systematic literature review on social marketing and sharing economy. The extant literature analysis focussed on key definitional parameters and their evolution over time. With the identification of key elements and benchmark framework, the three levels of social marketing intervention are developed and presented for the actionable implementation of a successful marketing strategy. Future Research The research paper provides an initial framework for the social marketing intervention in the sharing economy and in influencing socio-economic change which opens the door for future research direction; what additional upstream and midstream social marketing intervention is necessary to bring socio-cultur
{"title":"A Social Marketing Framework for the Sharing Economy","authors":"Amarjeet Singh","doi":"10.1177/15245004221117316","DOIUrl":"https://doi.org/10.1177/15245004221117316","url":null,"abstract":"Background Socio-economic issues; such as social economic inequality, sustainability of resources, and environmental concern are major social concerns and the call for economic reforms to address these issues is growing louder. Sharing economy, as a socio-economic system, presents a solution to the current linear economic model having the potential to address the aforementioned socio-economic issues. Sharing, being environmentally friendly and sustainable in nature, bridges the gap of social economic inequality prevalent in society. The attributes of the sharing economy are different from the traditional economic model which is more “social” in nature, hence making social marketing techniques more suitable than the conventional marketing approach. Focus of the Article The conceptual paper is focused on the application of social marketing in the sharing economy to address socio-economic issues and in doing so presents a framework to achieve its goal. Research Question How can social marketing effectively influence social behavioural changes as they relate to socio-economic changes? Program Design/Approach The framework developed outlines three levels of intervention for the successful implementation of social marketing in the sharing economy. The downstream intervention focuses on influencing consumer behavioural traits necessary for the adoption of the sharing economy by applying an appropriate marketing mix strategy. The upstream intervention focuses on policy and lawmakers, social and economic institutions, environmental groups, advocacy bodies, and lobbying organisations capable of addressing the root cause of the issue. The midstream intervention focuses on integrating upstream intervention with downstream through service providers. Importance to the Social Marketing Field The research paper extends social marketing application from influencing social behavioural issues to addressing and influencing socio-economic issues with its proposed application in sharing economy. The study provides a framework to address key socio-economic (social economic inequality) and consumer behavioural issues (materialism and ownership) that are prevalent in society. Method The proposed social marketing framework for the sharing economy is created after carrying out a systematic literature review on social marketing and sharing economy. The extant literature analysis focussed on key definitional parameters and their evolution over time. With the identification of key elements and benchmark framework, the three levels of social marketing intervention are developed and presented for the actionable implementation of a successful marketing strategy. Future Research The research paper provides an initial framework for the social marketing intervention in the sharing economy and in influencing socio-economic change which opens the door for future research direction; what additional upstream and midstream social marketing intervention is necessary to bring socio-cultur","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"248 - 266"},"PeriodicalIF":3.0,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49287371","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 : 2022-08-03DOI: 10.1177/15245004221117299
Ali Ibrahim, S. Rundle‐Thiele, Ra'd Almestarihi
Background and Situation Analysis The United Nations has announced serious global water crises at the beginning of the 21st century. In the United Arab Emirates (UAE), the problem of water shortage is more significant than in other parts of the world, due to lack of the natural freshwater resources and extremely harsh weather. All of this compounded with the highest individual water consumption in the world; the average consumption per capita is 500 L a day, around 82% above the global average. Focus of the Article The main objectives of this study were to gain insights about factors that might impact residents water consumption behavior and open more avenues for using social marketing to influence residents’ behaviors. Research question The research questions are: RQ1: What beliefs are held about the UAEs current water situation? RQ2: What are the current water consumption behaviors of UoS residents? RQ3: What would facilitate lower water consumption? Importance to the Social Marketing Field The importance of this study is to develop a model which may be employed to change individual water consumption behavior using social marketing principles Method A case study methodology was applied to collect data from the University of Sharjah for this study, using the focus groups method. A convenience sample of six focus groups with a total of 39 participants of students, faculty members, administrative staff, and other stakeholders formed the basis of the current study. Results This study revealed that the residents lacked accurate knowledge about the water situation inside the country. In addition, consumers showed mismatch between their religious beliefs and actual consumption behaviors. Recommendations for research/or practice More studies and research should take place in this field, especially in connection with personal behavior issues where individuals need encouragement and incentives to change underlying habits, such as over-consumption of water, obesity, and road accidents.
{"title":"Consumer Insights into Changing Water Consumption Behavior: A Social Marketing Formative Study","authors":"Ali Ibrahim, S. Rundle‐Thiele, Ra'd Almestarihi","doi":"10.1177/15245004221117299","DOIUrl":"https://doi.org/10.1177/15245004221117299","url":null,"abstract":"Background and Situation Analysis The United Nations has announced serious global water crises at the beginning of the 21st century. In the United Arab Emirates (UAE), the problem of water shortage is more significant than in other parts of the world, due to lack of the natural freshwater resources and extremely harsh weather. All of this compounded with the highest individual water consumption in the world; the average consumption per capita is 500 L a day, around 82% above the global average. Focus of the Article The main objectives of this study were to gain insights about factors that might impact residents water consumption behavior and open more avenues for using social marketing to influence residents’ behaviors. Research question The research questions are: RQ1: What beliefs are held about the UAEs current water situation? RQ2: What are the current water consumption behaviors of UoS residents? RQ3: What would facilitate lower water consumption? Importance to the Social Marketing Field The importance of this study is to develop a model which may be employed to change individual water consumption behavior using social marketing principles Method A case study methodology was applied to collect data from the University of Sharjah for this study, using the focus groups method. A convenience sample of six focus groups with a total of 39 participants of students, faculty members, administrative staff, and other stakeholders formed the basis of the current study. Results This study revealed that the residents lacked accurate knowledge about the water situation inside the country. In addition, consumers showed mismatch between their religious beliefs and actual consumption behaviors. Recommendations for research/or practice More studies and research should take place in this field, especially in connection with personal behavior issues where individuals need encouragement and incentives to change underlying habits, such as over-consumption of water, obesity, and road accidents.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"229 - 247"},"PeriodicalIF":3.0,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42016392","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 : 2022-07-19DOI: 10.1177/15245004221116082
J. Carins, Anna Kitunen, S. Rundle‐Thiele
Background Segmentation remains underutilised in social marketing research and practice. Simple segmentation tools that are easy to administer and simple for audience members to complete may increase the use of segmentation across the social marketing process. Focus of the Article Segmentation is a foundational marketing principle which allows marketers to tailor marketing activity to the needs of specific groups (segments). Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised. Data-driven methods are used to identify segments based on several variables collected via surveys, but they take time, require large sample sizes and technical analyses; and can be costly and time consuming. Importance to the Field Simple diagnostic tools are needed to simplify data collection and increase the use of key social marketing principles such as segmentation. Methods Three studies were conducted to create and verify a short diagnostic segmentation tool and later refine a tool that reflects contemporary social marketing practice. The first employed multiple linear regression to predict segment membership based on previously performed two-step cluster analysis. The second applied the tool to another data set to verify whether the tool could predict segment membership accurately. The final study delivers a short diagnostic tool following the same development approach to a data set drawn from a larger sample that included objective measures ensuring focus moved beyond how individuals think and feel. Results Segments in the first study had been defined by five variables (derived from 16 survey questions). The tool was able to predict segment membership to a high level of accuracy from five questions. In the second study the tool was used to predict segments, which had high correspondence to the segments identified in that analysis, which was also based on five variables (16 questions). The third study extended development to an analysis using 16 defining variables, based on 40 survey questions. The final tool predicted segment membership to a high degree of accuracy based on five survey questions. 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 more people. This simple tool developed and verified within and across samples has potential to simplify data collection enabling greater uptake of segmentation in social marketing practice. The final tool incorporated objective measures to ensure segmentation moves beyond the myopic consumer focus that has dominated social marketing. Future research could use the approach in this paper to derive short diagnostic tools with a broader range of behavioural contexts and with more diverse populations. Limitations The behavioural measures used in these studies were self-report measures, and the use of a more objective measure would f
{"title":"When Less is More: A Short-form Tool to Increase Segmentation Implementation","authors":"J. Carins, Anna Kitunen, S. Rundle‐Thiele","doi":"10.1177/15245004221116082","DOIUrl":"https://doi.org/10.1177/15245004221116082","url":null,"abstract":"Background Segmentation remains underutilised in social marketing research and practice. Simple segmentation tools that are easy to administer and simple for audience members to complete may increase the use of segmentation across the social marketing process. Focus of the Article Segmentation is a foundational marketing principle which allows marketers to tailor marketing activity to the needs of specific groups (segments). Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised. Data-driven methods are used to identify segments based on several variables collected via surveys, but they take time, require large sample sizes and technical analyses; and can be costly and time consuming. Importance to the Field Simple diagnostic tools are needed to simplify data collection and increase the use of key social marketing principles such as segmentation. Methods Three studies were conducted to create and verify a short diagnostic segmentation tool and later refine a tool that reflects contemporary social marketing practice. The first employed multiple linear regression to predict segment membership based on previously performed two-step cluster analysis. The second applied the tool to another data set to verify whether the tool could predict segment membership accurately. The final study delivers a short diagnostic tool following the same development approach to a data set drawn from a larger sample that included objective measures ensuring focus moved beyond how individuals think and feel. Results Segments in the first study had been defined by five variables (derived from 16 survey questions). The tool was able to predict segment membership to a high level of accuracy from five questions. In the second study the tool was used to predict segments, which had high correspondence to the segments identified in that analysis, which was also based on five variables (16 questions). The third study extended development to an analysis using 16 defining variables, based on 40 survey questions. The final tool predicted segment membership to a high degree of accuracy based on five survey questions. 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 more people. This simple tool developed and verified within and across samples has potential to simplify data collection enabling greater uptake of segmentation in social marketing practice. The final tool incorporated objective measures to ensure segmentation moves beyond the myopic consumer focus that has dominated social marketing. Future research could use the approach in this paper to derive short diagnostic tools with a broader range of behavioural contexts and with more diverse populations. Limitations The behavioural measures used in these studies were self-report measures, and the use of a more objective measure would f","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"191 - 207"},"PeriodicalIF":3.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44408142","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 : 2022-06-01DOI: 10.1177/15245004221097715
Evelyn Kumoji, O. Oyenubi, Alice Rhoades, J. Cassaniti, Fred Rariewa, S. Ohkubo
Background: Digital programs need to understand the characteristics of their audiences to develop services that meet the needs of different user groups.Focus of the Article: This manuscript is related to research and evaluation, and to four social marketing benchmarks: Consumer Research, Segmentation and Targeting, Consumer Orientation, and Exchange.Research Question: What are the behavioral characteristics and user profiles among duka owners who are using a digital business capacity-building platform in Nairobi, Kenya.Design/Approach: Survey assessment of use of a mobile-friendly online platform for promoting business growth among underserved micro-retail shop (duka) owners in Nairobi, Kenya. The UJoin platform offers duka owners access to business and financial courses, online mentoring, networking opportunities, and access to product information.Importance to the Field: The research will provide critical insights into program and audience needs for use of digital platforms, including promoting, scaling, and strengthening digital services.Methods: 805 shop owners in Nairobi, Kenya participated in a survey about perceptions and use of the internet. Latent class analysis identified homogeneous “classes” within the sample, and behavioral profiles and predictors of platform use.Results: Analysis yielded a 3-class model. Class 1 Endorsers endorsed community norms, social support, learning, networking, and perceived business benefits from websites. Class 2 Skeptics did not support collaboration and learning. Class 3 Unengaged lacked support to use online platforms. Predictors of frequent use of digital platforms were self-efficacy (OR: 5.95, p < .001), Endorser (OR: 3.13, p < .001) and Unengaged (OR: 2.42, p < .055) class, and agreeing that connections to duka owners is important (OR: 3.02, p < .003).Conclusion: Diversified strategies to promote use of online platforms may meet different needs of sub-groups among user groups.Recommendations for Research and Practice: Multiple strategies are needed to address different needs of sub-groups within a larger audience. Programs may benefit from investments to characterize the audience during recruitment to better understand attitudes towards, and efficacy to use, the internet, level of motivation, technology and support needs, and attitudes towards learning and networking.Limitations: The survey sample was a non-random selection of duka owners and relied on self-reported data which may be subject to social-desirability bias and recall. Some of the survey questions about perceptions were derived from single-item variables rather than an index or scale. The cross-sectional design of the survey precludes causal inferences.
背景:数字节目需要了解其受众的特点，以开发满足不同用户群体需求的服务。本文的重点是研究和评估，以及四个社会营销基准:消费者研究，细分和目标定位，消费者导向和交换。研究问题:在肯尼亚内罗毕，使用数字商业能力建设平台的duka所有者的行为特征和用户概况是什么?设计/方法:对肯尼亚内罗毕服务不足的微型零售商店(duka)所有者使用移动友好在线平台促进业务增长的调查评估。UJoin平台为duka所有者提供商业和金融课程、在线指导、社交机会和产品信息。对该领域的重要性:该研究将为节目和受众使用数字平台的需求提供关键见解，包括促进、扩展和加强数字服务。方法:肯尼亚内罗毕805名店主参与了一项关于互联网认知和使用的调查。潜在类别分析确定了样本中的同类“类别”，以及平台使用的行为概况和预测因素。结果:分析得到3类模型。第一类背书者认可社区规范、社会支持、学习、网络和从网站中感知到的商业利益。第二类怀疑论者不支持合作和学习。第3类Unengaged缺乏使用在线平台的支持。频繁使用数字平台的预测因子是自我效能(OR: 5.95, p < 0.001)、认可(OR: 3.13, p < 0.001)和不参与(OR: 2.42, p < 0.055)类别，并同意与duka所有者的联系很重要(OR: 3.02, p < 0.003)。结论:促进网络平台使用的多元化策略可以满足用户群体中不同子群体的不同需求。对研究和实践的建议:需要多种策略来满足更大受众中的子群体的不同需求。在招聘过程中，为了更好地了解受众对互联网的态度和使用效果、动机水平、技术和支持需求以及对学习和网络的态度，项目可能会受益于对受众的投资。局限性:调查样本是非随机选择的duka所有者，依赖于自我报告的数据，这些数据可能受到社会期望偏差和回忆的影响。一些关于感知的调查问题来自单项变量，而不是指数或量表。调查的横断面设计排除了因果推论。
{"title":"Understanding the Audience for a Digital Capacity-Building Platform for Micro-Retailers in Nairobi, Kenya: A Latent Class Segmentation Analysis","authors":"Evelyn Kumoji, O. Oyenubi, Alice Rhoades, J. Cassaniti, Fred Rariewa, S. Ohkubo","doi":"10.1177/15245004221097715","DOIUrl":"https://doi.org/10.1177/15245004221097715","url":null,"abstract":"Background: Digital programs need to understand the characteristics of their audiences to develop services that meet the needs of different user groups.Focus of the Article: This manuscript is related to research and evaluation, and to four social marketing benchmarks: Consumer Research, Segmentation and Targeting, Consumer Orientation, and Exchange.Research Question: What are the behavioral characteristics and user profiles among duka owners who are using a digital business capacity-building platform in Nairobi, Kenya.Design/Approach: Survey assessment of use of a mobile-friendly online platform for promoting business growth among underserved micro-retail shop (duka) owners in Nairobi, Kenya. The UJoin platform offers duka owners access to business and financial courses, online mentoring, networking opportunities, and access to product information.Importance to the Field: The research will provide critical insights into program and audience needs for use of digital platforms, including promoting, scaling, and strengthening digital services.Methods: 805 shop owners in Nairobi, Kenya participated in a survey about perceptions and use of the internet. Latent class analysis identified homogeneous “classes” within the sample, and behavioral profiles and predictors of platform use.Results: Analysis yielded a 3-class model. Class 1 Endorsers endorsed community norms, social support, learning, networking, and perceived business benefits from websites. Class 2 Skeptics did not support collaboration and learning. Class 3 Unengaged lacked support to use online platforms. Predictors of frequent use of digital platforms were self-efficacy (OR: 5.95, p < .001), Endorser (OR: 3.13, p < .001) and Unengaged (OR: 2.42, p < .055) class, and agreeing that connections to duka owners is important (OR: 3.02, p < .003).Conclusion: Diversified strategies to promote use of online platforms may meet different needs of sub-groups among user groups.Recommendations for Research and Practice: Multiple strategies are needed to address different needs of sub-groups within a larger audience. Programs may benefit from investments to characterize the audience during recruitment to better understand attitudes towards, and efficacy to use, the internet, level of motivation, technology and support needs, and attitudes towards learning and networking.Limitations: The survey sample was a non-random selection of duka owners and relied on self-reported data which may be subject to social-desirability bias and recall. Some of the survey questions about perceptions were derived from single-item variables rather than an index or scale. The cross-sectional design of the survey precludes causal inferences.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"147 - 168"},"PeriodicalIF":3.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48157474","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 : 2022-06-01DOI: 10.1177/15245004221097752
M. Kutlu
Background: While there is still hunger in the world, a significant amount of food is wasted, which harms the environment. This study focuses on food waste at the consumer level and investigates the role of personality traits on food-waste-aversion. Focus of the Article: Segmentation with personality traits for food waste reduction campaigns. Research Question: Is there a link between personality traits and food-waste-aversion? Are there any associations among consumers’ levels of food-waste-aversion, frugality, conscientiousness, and religiosity? Importance to the Social Marketing Field: Segmentation is a neglected marketing tool in designing campaigns against food waste. This study identifies possible market segments of social marketing campaigns against food waste. In addition, associations among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown in this study. Methods: This study adopts a cross-sectional research design. A convenience sample of 301 consumers in Turkey is surveyed via an online questionnaire. Results: Results of Chi-Square Automatic Interaction Detector (CHAID) analysis indicate five distinct consumer segments, namely frugal believers, frugal seculars, conscientious individuals, casual females, and casual males. Moreover, positive associations (p < 0.001) among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown. Recommendations for Research or Practice: This study provides a segmentation procedure with the trait perspective. Frugality, conscientiousness, and religiosity traits can play an essential role in food waste reduction. Targeting individuals with communications fit with their personality is likely to increase the success of food waste reduction interventions. Limitations: Due to a lack of behavioral data, this study investigates food waste at the attitudinal level. Further study could use behavioral measures. In addition, the majority of participants in the survey are Muslim. In order to validate research findings across different cultures, it should be carried out in other countries.
{"title":"A Trait-Based Consumer Segmentation for Food Waste Reduction Campaigns","authors":"M. Kutlu","doi":"10.1177/15245004221097752","DOIUrl":"https://doi.org/10.1177/15245004221097752","url":null,"abstract":"Background: While there is still hunger in the world, a significant amount of food is wasted, which harms the environment. This study focuses on food waste at the consumer level and investigates the role of personality traits on food-waste-aversion. Focus of the Article: Segmentation with personality traits for food waste reduction campaigns. Research Question: Is there a link between personality traits and food-waste-aversion? Are there any associations among consumers’ levels of food-waste-aversion, frugality, conscientiousness, and religiosity? Importance to the Social Marketing Field: Segmentation is a neglected marketing tool in designing campaigns against food waste. This study identifies possible market segments of social marketing campaigns against food waste. In addition, associations among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown in this study. Methods: This study adopts a cross-sectional research design. A convenience sample of 301 consumers in Turkey is surveyed via an online questionnaire. Results: Results of Chi-Square Automatic Interaction Detector (CHAID) analysis indicate five distinct consumer segments, namely frugal believers, frugal seculars, conscientious individuals, casual females, and casual males. Moreover, positive associations (p < 0.001) among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown. Recommendations for Research or Practice: This study provides a segmentation procedure with the trait perspective. Frugality, conscientiousness, and religiosity traits can play an essential role in food waste reduction. Targeting individuals with communications fit with their personality is likely to increase the success of food waste reduction interventions. Limitations: Due to a lack of behavioral data, this study investigates food waste at the attitudinal level. Further study could use behavioral measures. In addition, the majority of participants in the survey are Muslim. In order to validate research findings across different cultures, it should be carried out in other countries.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"130 - 146"},"PeriodicalIF":3.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43715220","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 : 2022-05-04DOI: 10.1177/15245004221097696
Tracey Haldeman, Wesley Schmidt
Background and Situation Analysis Baltimore County waterways are impaired by pollution from pet waste. Baltimore County engaged in a campaign to reduce bacteria in waterways caused by dog waste. This paper explores modalities to effectuate change in pet owner behavior which will ameliorate the negative effects of dog waste on the environment. Priority Audience Dog owners living within Baltimore County who are not picking up dog waste in their backyards. Behavioral Objective The behavioral objective was to encourage people who were not currently picking up dog waste in their yards to start doing so. Strategy/Intervention Planning and Development The study examined the effectiveness of using a community-based social marketing (CBSM) campaign to reduce bacteria in streams by encouraging dog owners to clean up properly after their pets. Our approach included all elements of the four Ps of marketing (product, price, place, promotion). The study included formative research to understand barriers and motivators of the audience and to test messages. The campaign was implemented in four targeted areas and then bacteria in waterways was measured to evaluate behavior change. Community-based social marketing strategies included interpersonal communication, securing commitments, promoting social norms, using prompts and increasing knowledge of pet waste pollution in waterways. Evaluation Methods and Results The pilot compared three different delivery methods: (A) direct to household (HH) using door-to-door outreach, (B) outreach at pet-related location(s) and (C) a combination of (A) and (B) in order to determine the best use of resources for future campaigns. Results from four implementation areas were compared to two non-treatment control areas; over 12,000 HHs combined. We measured the effect of the campaign by analyzing the change in the Most Probable Number (MPN) of fecal indicator bacteria (E. coli) per 100 mL of stream water in both implementation and control areas before the campaign as compared to post-campaign. We then compared results from our campaign to any changes that may have also occurred in those same time periods in 2018 (the year prior to our campaign). Comparing 2019 changes to any changes in 2018 helped to determine whether variations in measured bacteria may have been due to seasonal fluctuations. Results showed a measured decrease in bacteria levels in 3 out of 4 targeted areas from pre-implementation to post-implementation. Our research findings suggested that CBSM contributed to decreased bacteria levels in streams. Recommendations for Social Marketing Practice During this study, we learned the importance of interpersonal communication and partnerships to help promote the product. Partnerships included places where our primary audience trusted information received and places where we could reach a high concentration of our target audience. Results indicate that interpersonal communication at partner locations seemed just as effective
{"title":"Using Community-Based Social Marketing to Reduce Pet Waste Bacteria in Streams","authors":"Tracey Haldeman, Wesley Schmidt","doi":"10.1177/15245004221097696","DOIUrl":"https://doi.org/10.1177/15245004221097696","url":null,"abstract":"Background and Situation Analysis Baltimore County waterways are impaired by pollution from pet waste. Baltimore County engaged in a campaign to reduce bacteria in waterways caused by dog waste. This paper explores modalities to effectuate change in pet owner behavior which will ameliorate the negative effects of dog waste on the environment. Priority Audience Dog owners living within Baltimore County who are not picking up dog waste in their backyards. Behavioral Objective The behavioral objective was to encourage people who were not currently picking up dog waste in their yards to start doing so. Strategy/Intervention Planning and Development The study examined the effectiveness of using a community-based social marketing (CBSM) campaign to reduce bacteria in streams by encouraging dog owners to clean up properly after their pets. Our approach included all elements of the four Ps of marketing (product, price, place, promotion). The study included formative research to understand barriers and motivators of the audience and to test messages. The campaign was implemented in four targeted areas and then bacteria in waterways was measured to evaluate behavior change. Community-based social marketing strategies included interpersonal communication, securing commitments, promoting social norms, using prompts and increasing knowledge of pet waste pollution in waterways. Evaluation Methods and Results The pilot compared three different delivery methods: (A) direct to household (HH) using door-to-door outreach, (B) outreach at pet-related location(s) and (C) a combination of (A) and (B) in order to determine the best use of resources for future campaigns. Results from four implementation areas were compared to two non-treatment control areas; over 12,000 HHs combined. We measured the effect of the campaign by analyzing the change in the Most Probable Number (MPN) of fecal indicator bacteria (E. coli) per 100 mL of stream water in both implementation and control areas before the campaign as compared to post-campaign. We then compared results from our campaign to any changes that may have also occurred in those same time periods in 2018 (the year prior to our campaign). Comparing 2019 changes to any changes in 2018 helped to determine whether variations in measured bacteria may have been due to seasonal fluctuations. Results showed a measured decrease in bacteria levels in 3 out of 4 targeted areas from pre-implementation to post-implementation. Our research findings suggested that CBSM contributed to decreased bacteria levels in streams. Recommendations for Social Marketing Practice During this study, we learned the importance of interpersonal communication and partnerships to help promote the product. Partnerships included places where our primary audience trusted information received and places where we could reach a high concentration of our target audience. Results indicate that interpersonal communication at partner locations seemed just as effective","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"109 - 129"},"PeriodicalIF":3.0,"publicationDate":"2022-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43901846","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 : 2022-04-23DOI: 10.1177/15245004221097802
I. Coffie, A. Nkukpornu, William Adomako Kankam, C. E. Ocloo
Background The misconceptions and conspiracy theories against the Covid-19 vaccines have been identified as potential factors that could negatively impact herd immunity for the Covid-19 vaccination. Focus of the article From the perspectives of the Health Belief Model and the Theory of Planned Behavior, the study sought to determine an effective social marketing intervention to address the misconceptions about the Covid-19 vaccines. Research Hypotheses The hypotheses stipulate that perceived susceptibility, perceived severity, perceived benefit, and perceived barriers of the coronavirus will positively influence Covid-19 vaccination behavior. The study further hypothesized that subjective norms (important others) would significantly mediate the relationships. Methods Structured questionnaires were used to collect data from 821 individuals from three administrative regions, which constitutes 65% of the population of Ghana. The quota and convenience sampling technique was used in selecting the respondents due to the lack of a sampling frame. Results The study’s findings show that only perceived susceptibility and the perceived barrier directly influence the Covid-19 vaccination behavior. The result, however, shows a significant improvement when important others were introduced as a mediating variable. Thus, all four constructs had a positive and significant influence on Covid-19 vaccination behavior through subjective norm (important others) as an intervening variable. The study shows the value of using opinion leaders as a communication channel in addressing the misperceptions and conspiracy theories against the Covid-19 vaccines. Recommendation for Research/Practice To effectively address the misconceptions about the Covid-19 vaccines and improve herd immunity, social marketers should identify key influencers in various communities and cities and use them in promoting the vaccination program. The study examined and found subjective norms (perceived social pressure from important others in society on an individual to perform or not to perform a behavior) as a significant mediator for promoting the Covid-19 vaccination behavior. Limitations The current study examined the mediating role of subjective norm and the HBMs' constructs. Future studies could also consider integrating subjective norm as a mediator in other behavioral change theories to predict the target audience’s behavior.
{"title":"Using Social Marketing to Demystify the Myths Surrounding Covid-19 Vaccination: The Mediating Role of Important Others","authors":"I. Coffie, A. Nkukpornu, William Adomako Kankam, C. E. Ocloo","doi":"10.1177/15245004221097802","DOIUrl":"https://doi.org/10.1177/15245004221097802","url":null,"abstract":"Background The misconceptions and conspiracy theories against the Covid-19 vaccines have been identified as potential factors that could negatively impact herd immunity for the Covid-19 vaccination. Focus of the article From the perspectives of the Health Belief Model and the Theory of Planned Behavior, the study sought to determine an effective social marketing intervention to address the misconceptions about the Covid-19 vaccines. Research Hypotheses The hypotheses stipulate that perceived susceptibility, perceived severity, perceived benefit, and perceived barriers of the coronavirus will positively influence Covid-19 vaccination behavior. The study further hypothesized that subjective norms (important others) would significantly mediate the relationships. Methods Structured questionnaires were used to collect data from 821 individuals from three administrative regions, which constitutes 65% of the population of Ghana. The quota and convenience sampling technique was used in selecting the respondents due to the lack of a sampling frame. Results The study’s findings show that only perceived susceptibility and the perceived barrier directly influence the Covid-19 vaccination behavior. The result, however, shows a significant improvement when important others were introduced as a mediating variable. Thus, all four constructs had a positive and significant influence on Covid-19 vaccination behavior through subjective norm (important others) as an intervening variable. The study shows the value of using opinion leaders as a communication channel in addressing the misperceptions and conspiracy theories against the Covid-19 vaccines. Recommendation for Research/Practice To effectively address the misconceptions about the Covid-19 vaccines and improve herd immunity, social marketers should identify key influencers in various communities and cities and use them in promoting the vaccination program. The study examined and found subjective norms (perceived social pressure from important others in society on an individual to perform or not to perform a behavior) as a significant mediator for promoting the Covid-19 vaccination behavior. Limitations The current study examined the mediating role of subjective norm and the HBMs' constructs. Future studies could also consider integrating subjective norm as a mediator in other behavioral change theories to predict the target audience’s behavior.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"169 - 183"},"PeriodicalIF":3.0,"publicationDate":"2022-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48373938","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 : 2022-04-23DOI: 10.1177/15245004221097830
C. Purdy
{"title":"Tribute to Philip D. Harvey: A Social Marketing Founding Father and Titan","authors":"C. Purdy","doi":"10.1177/15245004221097830","DOIUrl":"https://doi.org/10.1177/15245004221097830","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"184 - 185"},"PeriodicalIF":3.0,"publicationDate":"2022-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46783380","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：