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How Social Marketing Contributed to Expanding Size of Overall Condom Markets in Ethiopia, Brazil, and Indonesia 社会营销如何促进埃塞俄比亚、巴西和印度尼西亚安全套市场的整体规模扩大
IF 3 Q3 BUSINESS Pub Date : 2022-03-28 DOI: 10.1177/15245004221077965
D. J. Olson, C. Purdy, R. Harrington, Dan Marun, J. E. García
Background and Situation Analysis For more than 50 years, social marketing has been used to address a variety of health issues in the Global South, including the promotion and distribution of condoms for family planning and HIV prevention. Condom social marketers aim not just to increase sales of their own brands; they seek to increase demand for all condoms—whether it be through the commercial, non-profit or public sectors. The number of male condoms distributed through social marketing increased from 591 million in 27 countries in 1991 to more than 1.5 billion in 66 countries in 2020. Concurrent with this growth in the number of countries, the size of the condom markets also grew in most, if not all, of those countries. Target Audience(s) The primary audiences of condom social marketing programs are low income and high-risk populations in the developing countries of Africa, Asia, Eastern Europe, Latin America, and the Caribbean. They often focus on young people and high risk groups—such as sex workers and their partners, injecting drug users, soldiers, and migrant workers—who do not always have reliable access to affordable condoms. As condom social marketing programs mature, they often use market segmentation to add higher priced condoms aimed at middle-income and even higher-income consumers, and the profits are used to “cross-subsidize” the lower-priced brands. Behavioral Objective To increase purchase and use of condoms, particularly with low-income people and certain high risk individuals (such as young people, commercial sex workers, injecting drug users and men who have sex with men), by selling them through a wide variety of sales outlets at highly subsidized prices. Strategy The authors examined mature condom social marketing programs in Ethiopia, Brazil and Indonesia where the growth in condom social marketing was accompanied by similar growth of the total condom market. They looked at the evolution and sales of these three programs, and the larger condom universes in those countries. The authors were interested to know if social marketing programs help expand the larger condom markets, and not just grow sales of their own products. Results Based on the evidence, the authors believe that these three programs contributed significantly to creating larger markets even though there were surely other forces at work (such as changes in government policy or fears of being infected with HIV). This article adds to the limited literature on the effect of successful condom social marketing programs on their broader markets. Recommendations for Social Marketing Practice The authors make five recommendations for social marketers interested in replicating the success of these programs: 1) keeping one product in each product category highly affordable, 2) applying market segmentation through cross-subsidization, 3) showing flexibility in distribution, 4) pushing the limits on behavior change communication, and 5) building the product category (Neuga
50多年来,社会营销一直被用来解决全球南方的各种健康问题,包括促进和分发用于计划生育和预防艾滋病毒的避孕套。安全套社交营销人员的目标不仅仅是增加自己品牌的销量;他们试图增加对所有避孕套的需求——无论是通过商业、非盈利还是公共部门。通过社会营销分发的男用避孕套数量从1991年的27个国家的5.91亿个增加到2020年66个国家的15亿个以上。在国家数量增长的同时,避孕套市场的规模在大多数国家(如果不是全部的话)也在增长。目标受众安全套社会营销计划的主要受众是非洲、亚洲、东欧、拉丁美洲和加勒比地区发展中国家的低收入和高危人群。他们通常关注年轻人和高风险群体,如性工作者及其伴侣、注射吸毒者、士兵和农民工,这些人并不总是有可靠的途径获得负担得起的避孕套。随着避孕套社会营销计划的成熟,他们往往采用市场细分的方式,针对中等收入甚至高收入的消费者,增加价格较高的避孕套,并将利润用于“交叉补贴”价格较低的品牌。行为目标增加购买和使用避孕套,特别是低收入人群和某些高风险人群(如年轻人、商业性工作者、注射吸毒者和男男性行为者),通过各种销售渠道以高补贴价格出售避孕套。作者考察了埃塞俄比亚、巴西和印度尼西亚成熟的避孕套社会营销计划,在这些国家,避孕套社会营销的增长伴随着避孕套总市场的类似增长。他们研究了这三个项目的发展和销售情况,以及这些国家更大的避孕套市场。作者很想知道社会营销计划是否有助于扩大避孕套市场,而不仅仅是增加自己产品的销售。基于这些证据,作者认为这三个项目对创造更大的市场做出了重大贡献,尽管肯定有其他力量在起作用(比如政府政策的变化或对感染艾滋病毒的恐惧)。这篇文章增加了对成功的避孕套社会营销计划对其更广泛的市场的影响有限的文献。对于想要复制这些成功项目的社会营销人员,作者提出了5条建议:1)在每个产品类别中保持一种产品的高价格,2)通过交叉补贴应用市场细分,3)在分销中表现出灵活性,4)推动行为改变沟通的极限,5)建立产品类别(Neugaard, 2008)。
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引用次数: 1
Caught in the Act: Detecting Respondent Deceit and Disinterest in On-Line Surveys. A Case Study Using Facial Expression Analysis 在线调查中发现被调查者的欺骗和不感兴趣。使用面部表情分析的案例研究
IF 3 Q3 BUSINESS Pub Date : 2022-02-05 DOI: 10.1177/15245004221074403
R. W. Hammond, Claudia Parvanta, R. Zemen
Background Much social marketing research is done on-line recruiting participants through Amazon Mechanical Turk, vetted panel vendors, social media, or community sources. When compensation is offered, care must be taken to distinguish genuine respondents from those with ulterior motives. Focus of the Article We present a case study based on unanticipated empirical observations made while evaluating perceived effectiveness (PE) ratings of anti-tobacco public service announcements (PSAs) using facial expression (FE) analysis (pretesting). Importance to the Social Marketing Field This study alerts social marketers to the risk and impact of disinterest or fraud in compensated on-line surveys. We introduce FE analysis to detect and remove bad data, improving the rigor and validity of on-line data collection. We also compare community (free) and vetted panel (fee added) recruitment in terms of usable samples. Methods We recruited respondents through (Community) sources and through a well-known (Panel) vendor. Respondents completed a one-time, random block design Qualtrics® survey that collected PE ratings and recorded FE in response to PSAs. We used the AFFDEX® feature of iMotions® to calculate respondent attention and expressions; we also visually inspected respondent video records. Based on this quan/qual analysis, we divided 501 respondents (1503 observations) into three groups: (1) Those demonstrably watching PSAs before rating them (Valid), (2) those who were inattentive but completed the rating tasks (Disinterested), and (3) those employing various techniques to game the system (Deceitful). We used one-way analysis of variance (ANOVA) of attention (head positioning), engagement (all facial expressions), and specific facial expressions (FE) to test the likelihood a respondent fell into one of the three behavior groups. Results PE ratings: The Community pool (N = 92) was infiltrated by Deceitful actors (58%), but the remaining 42% was “attentive” (i.e., no disinterest). The Panel pool (N = 409) included 11% deceitful and 2% disinterested respondents. Over half of the PSAs change rank order when deceitful responses are included in the Community sample. The smaller proportion of Deceitful and Disinterested (D&D) respondents in the Panel affected 2 (out of 12) videos. In both samples, the effect was to lower the PE ranking of more diverse and “locally made” PSAs. D&D responses clustered tightly to the mean values, believed to be an artefact of “professional” test taking behavior. FE analysis: The combined Valid sample was more attentive (87.2% of the time) compared to Disinterested (51%) or Deceitful (41%) (ANOVA F = 195.6, p < .001). Models using “engagement” and specific Fes (“cheek raise and smirk”) distinguished Valid from D&D responses. Recommendations False PE pretesting scores waste social marketing budgets and could have disastrous results. Risk can be reduced by using vetted panels with a trade-off that community sources may produce more aut
背景许多社会营销研究都是通过亚马逊机械土耳其人、经过审查的面板供应商、社交媒体或社区来源在线招募参与者。在提供赔偿时,必须注意区分真正的答复者和别有用心的答复者。文章的重点我们提出了一个案例研究,该研究基于在使用面部表情(FE)分析(预测试)评估反烟草公共服务公告(PSA)的感知有效性(PE)评级时所做的出乎意料的实证观察。对社会营销领域的重要性这项研究提醒社会营销人员在有偿在线调查中不感兴趣或欺诈的风险和影响。我们引入了有限元分析来检测和去除不良数据,提高了在线数据采集的严谨性和有效性。我们还比较了社区(免费)和审查小组(收费)招聘的可用样本。方法我们通过(社区)来源和知名(小组)供应商招募受访者。受访者完成了一项一次性随机区块设计Qualtrics®调查,该调查收集了PE评级,并记录了对PSA的FE。我们使用iMotions®的AFFDEX®功能来计算受访者的注意力和表情;我们还目视检查了受访者的视频记录。基于这一quan/qual分析,我们将501名受访者(1503次观察)分为三组:(1)那些在评分前明显观看了公益广告的人(有效),(2)那些注意力不集中但完成了评分任务的人(不感兴趣),以及(3)那些使用各种技术玩系统游戏的人(欺骗)。我们使用注意力(头部定位)、参与度(所有面部表情)和特定面部表情(FE)的单因素方差分析(ANOVA)来测试受访者属于三个行为组之一的可能性。结果PE评分:社区池(N=92)被欺骗行为者渗透(58%),但其余42%是“专注”的(即没有不感兴趣)。专家组成员(N=409)包括11%的欺骗性受访者和2%的无利害关系受访者。当社区样本中包含欺骗性回复时,超过一半的公益广告会改变排名顺序。专家组中欺骗和无兴趣(D&D)受访者的比例较小,影响了2个(共12个)视频。在这两个样本中,效果都是降低了更多样化和“本地制造”PSA的PE排名。D&D反应与平均值紧密相关,被认为是“专业”考试行为的产物。FE分析:与无兴趣(51%)或欺骗(41%)相比,组合有效样本更专注(87.2%的时间)(ANOVA F=195.6,p<.001)。使用“参与”和特定Fes(“脸颊抬高和假笑”)的模型区分了有效和D&D反应。建议虚假的体育预测试分数浪费了社会营销预算,可能会产生灾难性的结果。可以通过使用经过审查的小组来降低风险,同时权衡社区来源可能会产生更真正感兴趣的受访者。提供了在有和没有网络摄像头记录的情况下,使调查更具篡改性的方法,以及清理数据的程序。在补偿受访者之前,请检查数据!局限性这是在一项家长研究中偶然发现的。这项研究需要计算机,这可能会使调查对象群体产生偏见。社区池比小组组小,限制了统计能力。
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引用次数: 1
Celebrating Lessons Learned from “Unsuccessful” Social Marketing Interventions 庆祝从“不成功”的社会营销干预中吸取的教训
IF 3 Q3 BUSINESS Pub Date : 2022-02-02 DOI: 10.1177/15245004221077324
S. Deshpande
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引用次数: 6
Social Marketing in Latin America: A Historical Overview 拉丁美洲的社会营销:历史回顾
IF 3 Q3 BUSINESS Pub Date : 2022-02-02 DOI: 10.1177/15245004211073189
Marisol Alonso Vazquez, N. Aya Pastrana
Background Although research about the trajectory of social marketing in the Global South has recently emerged, there is still limited scientific evidence exploring the past and current state of social marketing in Latin America. Understanding how social marketing has been used broadly in Latin America can help identify areas to prioritize and further advance social marketing research in the region. Focus of the Article This article provides evidence of the evolution of social marketing in Latin America from the 1960s. It offers a better understanding of the application of social marketing in this region, and focuses on identifying challenges and applications illustrative of its evolution. Importance to the Social Marketing Field This study provides a historical overview of the evolution of social marketing in Latin America. It explores how social marketing has been applied across time to drive positive social change in this region. Relevant studies identified during this study serve as valuable information for researchers and practitioners interested in studying and applying social marketing in Latin America and similar contexts. Methods This exploratory study presents a broad overview of the body of literature with a focus on illustrative examples that depict the trajectory of social marketing in Latin America across time. Evidence in English, Spanish, and Portuguese languages were collected through diverse sources including search engines, academic databases, social marketing journals, and consultation with researchers and practitioners from the region. This search was complemented with evidence from a selection of classic social marketing books. Results The evidence collected shows that social marketing has been used in Latin America for four decades but still has not achieved its full potential. Findings show a predominant use of downstream social marketing approaches as opposed to midstream or upstream approaches. Results also show that international funding was a key element for grounding the use of social marketing in Latin America between the 1970s and 1990s but it appears to be less predominant after these decades. Recommendations for Research or Practice Further research is required to provide a more nuanced understanding of the Latin American social marketing landscape. Scholars and practitioners are invited to share experiences and further investigate conceptualizations of social marketing from their unique contexts, realities, and native languages. Limitations This study was delimited to provide a historical overview of the use of social marketing in Latin America based on a synthesis of the existing literature. A systematic approach to evidence synthesis is recommended for future studies on this topic.
背景尽管最近出现了关于全球南方社会营销轨迹的研究,但探索拉丁美洲社会营销的过去和现状的科学证据仍然有限。了解社交营销在拉丁美洲的广泛应用有助于确定优先领域,并进一步推进该地区的社交营销研究。文章的焦点本文提供了20世纪60年代以来拉丁美洲社会营销发展的证据。它更好地了解了社交营销在该地区的应用,并重点确定了说明其发展的挑战和应用。对社会营销领域的重要性本研究提供了拉丁美洲社会营销演变的历史概述。它探讨了社会营销是如何跨时间应用于推动该地区积极的社会变革的。本研究中确定的相关研究为有兴趣在拉丁美洲和类似背景下研究和应用社会营销的研究人员和从业者提供了宝贵的信息。方法这项探索性研究对文献进行了广泛的概述,重点是描述拉丁美洲社会营销随时间变化轨迹的例证。英语、西班牙语和葡萄牙语的证据是通过各种来源收集的,包括搜索引擎、学术数据库、社会营销期刊,以及与该地区研究人员和从业者的协商。这一搜索得到了一些经典社会营销书籍的证据的补充。结果收集到的证据表明,社交营销在拉丁美洲已经使用了40年,但仍未充分发挥其潜力。研究结果表明,与中游或上游方法相比,下游社会营销方法占主导地位。研究结果还表明,在20世纪70年代至90年代期间,国际资金是拉丁美洲社会营销应用的一个关键因素,但在这几十年之后,它似乎不再占主导地位。研究或实践建议需要进一步的研究,以提供对拉丁美洲社会营销格局的更细致的理解。邀请学者和从业者分享经验,并从他们独特的背景、现实和母语进一步研究社会营销的概念。局限性本研究旨在综合现有文献,对拉丁美洲社会营销的使用进行历史概述。建议今后对这一主题的研究采用系统的证据综合方法。
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引用次数: 2
Using Formative Research to Develop a Social Marketing Campaign to Understand Food Shopping Behaviors in Young Mothers 运用形成性研究开发社会营销活动以了解年轻母亲的食品购物行为
IF 3 Q3 BUSINESS Pub Date : 2022-01-31 DOI: 10.1177/15245004211073187
Judit Sarai Alvarado, Ximena Perez-Velazco, Victoria Gregorio, Mike Newton Ward, M. De Marco
Background The Supplemental Nutrition Assistance Program (SNAP), formerly known as food stamps, serves as the primary method of governmental-funded defense against food insecurity in the USA through the provision of food-purchasing assistance to eligible low-income people and families. However, participation in SNAP has been associated with dietary disparities and increased risk of chronic disease associated with overweight and obesity. Low-income individuals are more vulnerable to diet-related chronic disease, as they often have limited resources, are unable to afford healthier foods, such as fruits and vegetables, experience a lack of geographic access to healthy foods, and find themselves without time to prepare healthy meals. As a result, financially marginalized populations are less likely to adhere to Federal Dietary Guidelines for Americans. Objective The purpose of this study was twofold: first, to gain insight into factors influencing food choices and grocery shopping behaviors of women with children, on a limited budget, who utilize or are eligible for SNAP; second, to develop and implement interventions based on these insights to enable participants to better adhere to the Federal Dietary Guidelines for Americans. Methods We conducted independent formative interviews with 19 women in Spring 2018 to develop a social marketing campaign to promote a behavior change associated with healthy grocery shopping practices. These participants were interviewed using a loosely guided interview that gauged barriers, benefits, motivators, competition, and influencers of using a food budget. Of these participants, we identified those who were actively practicing the selected behavior of budgeting for and purchasing healthy foods, like fruits and vegetables. To empower women within this community by drawing from the experiences and knowledge of other women from this same community, participants were selected to participate in a more thorough interview process, followed by a journey mapping exercise. Data collected from the interviews and journey mapping exercise were analyzed for barriers and facilitators to developing and maintaining the adoption and use of a healthy food budget. In response, the research team conducted a search for interventions that aligned with the outlined barriers noted from the interviews and developed a social marketing campaign. This social marketing campaign was then delivered in a series of sessions where pre- and post-surveys were administered to assess grocery shopping behaviors and budgeting practices. Results Specific topics yielded from the journey mapping exercise included tips and tricks mothers used to successfully budget for and purchase healthy foods. Additionally, mothers who participated in the social marketing intervention reported grocery shopping at least one to two times a week. When asked about their habits related to purchasing fruits and vegetables through pre- and post-surveys, 60% of the participants rep
补充营养援助计划(SNAP),以前称为食品券,是美国政府通过向符合条件的低收入人群和家庭提供食品购买援助来抵御食品不安全的主要方法。然而,参与SNAP与饮食差异和与超重和肥胖相关的慢性疾病风险增加有关。低收入人群更容易患与饮食有关的慢性疾病,因为他们往往资源有限,无法负担水果和蔬菜等更健康的食物,缺乏获得健康食物的地理位置,并且没有时间准备健康膳食。因此,经济上处于边缘地位的人群不太可能遵守美国联邦膳食指南。本研究的目的有两个:首先,深入了解影响食品选择和杂货店购物行为的因素,在有限的预算下,有孩子的妇女使用或有资格获得SNAP;第二,根据这些见解制定和实施干预措施,使参与者能够更好地遵守美国联邦膳食指南。我们于2018年春季对19名女性进行了独立的形成性访谈,以开展一项社会营销活动,促进与健康杂货购物习惯相关的行为改变。这些参与者接受了一个松散的指导访谈,评估了使用食品预算的障碍、好处、激励因素、竞争和影响因素。在这些参与者中,我们确定了那些积极实践预算和购买健康食品(如水果和蔬菜)的选定行为的人。为了通过借鉴同一社区其他妇女的经验和知识来增强该社区妇女的权能,参与者被选中参加一个更彻底的面试过程,然后进行旅程测绘。分析了从访谈和旅程绘图工作中收集的数据,以确定制定和维持健康食品预算的采用和使用的障碍和促进因素。作为回应,研究小组进行了一项与访谈中列出的障碍相一致的干预措施的搜索,并开展了一项社会营销活动。这个社会营销活动随后在一系列的会议上进行,在这些会议上进行了前后调查,以评估杂货购物行为和预算实践。结果:从旅行地图练习中得出的具体主题包括母亲成功预算和购买健康食品的技巧和技巧。此外,参与社会营销干预的母亲每周至少购物一到两次。在前后调查中,当被问及他们购买水果和蔬菜的习惯时,60%的参与者表示每次去杂货店购物时都会有意购买水果和蔬菜。79%的女性表示在购物前会为杂货制定预算,而42%的女性表示会坚持这个预算。该研究确定了影响预算和购买健康杂货的三个决定因素领域,可以为未来形成性研究和开发利用或有资格获得SNAP的有孩子的妇女的干预措施提供信息。
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引用次数: 0
The Pandemic-Induced Personal Data Explosion 疫情引发的个人数据爆炸
IF 3 Q3 BUSINESS Pub Date : 2022-01-27 DOI: 10.1177/15245004221076858
A. Canhoto, A. Brough
Background Government and private responses to the COVID-19 pandemic resulted in the generation and dissemination of personal data not previously available in the public sphere. Focus of the Article This “Notes from the Field” paper reflects on the implications of this surge of new data for the study and practice of social marketing. The paper examines how this phenomenon impacts on the following aspects of social marketing: (1) Setting of explicit social goals; (2) citizen orientation and focus; (3) value proposition delivery via the social marketing intervention mix; (4) theory-, insight-, data-, and evidence-informed audience segmentation; (5) competition/barrier and asset analysis; and (6) critical thinking, reflexivity, and being ethical. Research Question How are the government and private responses to the pandemic shaping the generation and use of personal data, and what are the implications of this eruption of data for the social marketing scholarly community? Approach The paper highlights how the pandemic resulted in significant changes in behavior of government and citizens alike, and how these changes, in turn, spurred the generation and dissemination of new personal data. Subsequently, we draw on the Core Social Marketing Concepts framework to explore how the aforementioned data explosion impacts on the six dimensions of this central framework. Importance to the Social Marketing Field The COVID-19 pandemic is more than a temporary public health event. Therefore, it is important to consider the lasting consequences that may stem from the pandemic-induced personal data explosion, for both consumers and social marketing scholars and practitioners. Methods This paper comments on a topical matter, and discusses its implications for the social marketing community. Results We find that the data explosion creates conflicting social marketing goals, and that inequalities in access to digital technology are increasingly impacting what voices are heard, and which concerns are prioritized. Moreover, new innovations may be enabled or needed, leading to the improvement of firms' ability to create value for individual citizens; the creation of new datasets—particularly among demographics that previously had a limited digital footprint—enhances the ability to segment markets and target social marketing activities. Furthermore, the pandemic-induced data explosion may lead to the identification of additional barriers to positive social behaviors that have emerged, diminished, or even disappeared during the pandemic; but researchers need to critically examine the consequences of the government and private behaviors at the macro, meso, and micro levels. Recommendations for Research or Practice We propose a research agenda for the social marketing community, consisting of 21 research questions. Limitations Our analysis focuses on the behavior of government and citizens in North America and Western Europe.
背景:政府和私营部门对2019冠状病毒病大流行的应对措施导致了以前无法在公共领域获得的个人数据的生成和传播。这篇“来自现场的笔记”论文反映了这一激增的新数据对社会营销研究和实践的影响。本文考察了这一现象对社会营销的影响:(1)明确社会目标的设定;(2)公民导向和关注点;(3)通过社会营销干预组合传递价值主张;(4)基于理论、洞察、数据和证据的受众细分;(5)竞争/壁垒和资产分析;(6)批判性思维、反身性和道德。政府和私人对疫情的反应如何影响个人数据的产生和使用,这种数据的爆发对社会营销学术界有什么影响?本文强调了疫情如何导致政府和公民的行为发生重大变化,以及这些变化如何反过来刺激了新的个人数据的产生和传播。随后,我们利用核心社会营销概念框架来探讨上述数据爆炸如何影响这个核心框架的六个维度。COVID-19大流行不仅仅是一个暂时的公共卫生事件。因此,必须考虑大流行引发的个人数据爆炸可能对消费者和社会营销学者和从业人员造成的持久后果。方法本文对一个话题进行评论,并讨论其对社会营销界的影响。我们发现,数据爆炸产生了相互冲突的社会营销目标,而数字技术的不平等正日益影响人们听到的声音,以及优先考虑的问题。此外,新的创新可能会被启用或需要,从而导致企业为个人公民创造价值的能力的提高;新数据集的创建——特别是在以前数字足迹有限的人口统计数据中——增强了细分市场和目标社会营销活动的能力。此外,大流行引起的数据爆炸可能导致确定在大流行期间出现、减少甚至消失的积极社会行为的额外障碍;但研究人员需要在宏观、中观和微观层面上批判性地审视政府和私人行为的后果。研究或实践建议我们为社会营销界提出了一个研究议程,包括21个研究问题。我们的分析集中在北美和西欧的政府和公民的行为。
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引用次数: 1
Selecting High-Impact Landscape Irrigation Conservation Behaviors: Formative Research to Inform Behavior-Change Efforts 选择高影响景观灌溉保护行为:为行为改变工作提供信息的形成性研究
IF 3 Q3 BUSINESS Pub Date : 2022-01-26 DOI: 10.1177/15245004211071057
L. Warner, John M. Diaz, M. Dukes
Background This work addresses the increasing prevalence of water scarcity. Droughts are projected to worsen as a result of climate change and urbanization, increasing the need for all sectors to reduce the amount of water used. Home landscape irrigation represents an important opportunity to reduce water use in the United States. Focus of the Article This formative research study used social marketing techniques to estimate potential impact of irrigation water conservation behaviors, weight and prioritize the behaviors to guide behavior selection in the context of residential irrigation conservation. Research Objective The objectives were to estimate (1) the potential impact of, (2) current adoption levels and likelihood of adoption of, and to (3) prioritize various landscape irrigation water conservation behaviors. Program Design/Approach When addressing any issue, including water scarcity, identifying target behaviors is the first, foundational step for a successful social marketing campaign. This research focuses on formative social marketing research to inform local interventions designed to reduce the amount of water applied to residential yards across the United States. Importance to the Social Marketing Field This study outlines a process to compare and prioritize water conservation behaviors with the goal of reducing residential landscape irrigation usage. We demonstrate a technique for obtaining this type of formative research, the lack of which can serve as a barrier to change agents promoting behaviors in any context. Methods We employed a two-pronged quantitative survey research approach to collect technical experts’ impact ranking and U.S. residents’ current adoption levels and likelihood of adopting potential irrigation water conservation behaviors. The 14-member expert panel was selected using purposive and snowball sampling techniques, and the residential sample (N = 2601) was recruited using purposive sampling. Results Mean weights ranged from −46.55 to 61.13. Singly considering impact, current adoption levels, or likelihood of adoption would result in a different behavior receiving priority for a campaign (eliminating irrigated areas in landscapes, installing smart irrigation controllers, and following local watering restrictions, respectively). However, when these values were considered together, installing drought-tolerant plants in the yard had the greatest overall weight. Limitations A possible conceptual limitation of this case study was the national scope of our research. The findings provide valuable baseline data for behavior change practitioners working across the country, and it is advisable to replicate this process at a local scale corresponding to the targeted intervention. Recommendations for Research or Practice The findings underscore the importance of including technical experts and target audience members early in social marketing program planning and reveal the importance of systematically approaching behavio
本工作旨在解决日益普遍的水资源短缺问题。由于气候变化和城市化,预计干旱将恶化,这增加了所有部门减少用水量的需求。在美国,家庭景观灌溉是减少用水的一个重要机会。本形成性研究采用社会营销技术估算灌溉节水行为的潜在影响,对行为进行权重排序,指导居民灌溉节水行为选择。研究目的:评估(1)景观灌溉节水行为的潜在影响;(2)目前采用的水平和可能性;(3)对各种景观灌溉节水行为进行优先排序。在解决任何问题时,包括水资源短缺,确定目标行为是成功的社会营销活动的第一步,也是基本的一步。本研究侧重于形成性社会营销研究,以告知当地干预措施,旨在减少全美住宅院子的用水量。对社会营销领域的重要性本研究概述了一个过程,以减少住宅景观灌溉的使用为目标,比较和优先考虑节水行为。我们展示了一种获得这种类型的形成性研究的技术,缺乏这种技术可能会成为任何情况下改变推动者促进行为的障碍。方法采用双管齐下的定量调查研究方法,收集技术专家的影响排名和美国居民目前的采用水平和采取潜在灌溉节水行为的可能性。采用目的抽样法和滚雪球抽样法选取14人专家组,采用目的抽样法选取2601名居民样本。结果平均体重为- 46.55 ~ 61.13。单独考虑影响、当前的采用水平或采用的可能性会导致不同的行为在活动中获得优先级(分别消除景观中的灌溉区域、安装智能灌溉控制器和遵守当地的灌溉限制)。然而,当这些值一起考虑时,在院子里安装耐旱植物的总重量最大。本案例研究的一个可能的概念限制是我们研究的国家范围。研究结果为全国各地的行为改变从业者提供了有价值的基线数据,建议在当地范围内复制与目标干预相对应的这一过程。研究或实践的建议研究结果强调了在社会营销计划规划早期包括技术专家和目标受众成员的重要性,并揭示了系统地接近行为改变选择以彻底考虑潜在行为的不同组成部分的重要性。致力于水问题的行为改变实践者可以使用这里报告的权重来为有针对性的干预确定行为的优先级,而在所有领域工作的人都可以遵循这个过程,在地方一级确定行为的优先级。将可能性分解为行为前因,用于研究和应用,这是一个令人兴奋的机会。
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引用次数: 6
Health Self-Identity–Based Motivations and Behavioral Intentions: A Predictive Model and Segmentation Analysis 基于健康自我认同的动机和行为意向:一个预测模型和细分分析
IF 3 Q3 BUSINESS Pub Date : 2021-11-16 DOI: 10.1177/15245004211053853
E. Quaye, Kgaiso Mokgethi, Leeford Edem Kojo Ameyibor
Background As lifestyle-related diseases increase globally, there is a need to focus on the mechanisms for promoting healthy living and healthy behavioral intentions. Focus of the article The present study investigates how health self-identity influences health consciousness, self-efficacy, consumer knowledge, and normative beliefs. Moreover, the study analyzes the moderating effect of consumer knowledge and normative beliefs on behavioral intentions to maintain a healthy lifestyle. A posthoc segmentation analysis through latent class analysis distinguishes two main segments of health-conscious individuals. Research questions The following research questions guide the study (1) how does health self-identity as a motivational factor influence (a) health consciousness, (b) self-efficacy, (c) consumer knowledge, and (d) normative beliefs and, in turn, account for healthy behavioral intentions? (2) How does consumer knowledge interact with normative beliefs to predict behavioral intentions to maintain a healthy lifestyle? Methods A correlational research design was employed for this study where an online survey of 249 South African audiences was recruited to participate in this study. Structural equation modeling (SEM) and latent class analysis through Mplus were used for data analysis. The interaction effect analysis was also performed using the latent moderated structural model approach, which employs the unique capabilities of SEM. Results The findings highlight the important role of health self-identity as a motivation base for maintaining health consciousness, self-efficacy beliefs, consumers’ knowledge about healthy living, and normative beliefs. Health consciousness and self-efficacy, in turn, influenced healthy behavioral intentions. Although consumer knowledge and normative beliefs independently did not impact healthy behavioral intentions, when both factors interact, the effect becomes significant, suggesting that levels of consumer knowledge about healthy living associate reasonably with the extent of susceptibility to normative influence in explaining healthy behavioral intentions. Two segments classified as moderately health-conscious, and pure health enthusiasts were identified based on six psychographic and two demographics variables. Recommendations for practice Social marketers interested in effecting positive change in healthy living should emphasize the role of health self-identities to generate health consciousness and encourage a sense of self-belief about people’s ability to make positive health choices. Moreover, communications seeking to promote healthy living among individuals should have campaigns highlighting the role of a knowledgeable audience about healthy living in social networks. Finally, social marketing campaigns may also focus on the extent of health consciousness, self-identity, and attitudes towards healthy living to encourage behavior change. Limitations The cross-sectional nature of the study does not warrant t
背景随着生活方式相关疾病在全球范围内的增加,有必要关注促进健康生活和健康行为意图的机制。文章的重点本研究调查了健康自我认同如何影响健康意识、自我效能感、消费者知识和规范信念。此外,本研究还分析了消费者知识和规范信念对维持健康生活方式的行为意向的调节作用。通过潜在类别分析的死后分割分析区分了健康意识个体的两个主要部分。研究问题以下研究问题指导了这项研究(1)健康自我认同作为一种动机因素如何影响(a)健康意识、(b)自我效能、(c)消费者知识和(d)规范信念,进而影响健康行为意图?(2) 消费者知识如何与规范信念相互作用,以预测维持健康生活方式的行为意图?方法本研究采用相关研究设计,对249名南非受众进行了在线调查。使用结构方程建模(SEM)和通过Mplus进行的潜在类别分析进行数据分析。结果健康自我认同是维持健康意识、自我效能信念、消费者健康生活知识和规范信念的重要动机基础。健康意识和自我效能反过来影响健康行为意向。尽管消费者知识和规范信念独立地不会影响健康行为意图,但当这两个因素相互作用时,这种影响变得显著,这表明消费者对健康生活的知识水平与解释健康行为意图时对规范影响的易感性程度合理相关。根据六个心理和两个人口统计变量,确定了两个被归类为中等健康意识和纯粹健康爱好者的群体。实践建议对实现健康生活的积极变化感兴趣的社会营销人员应强调健康自我认同在产生健康意识方面的作用,并鼓励人们对自己做出积极健康选择的能力产生自信。此外,寻求促进个人健康生活的传播活动应突出了解健康生活的受众在社交网络中的作用。最后,社会营销活动也可能关注健康意识、自我认同和对健康生活的态度的程度,以鼓励行为改变。局限性本研究的横截面性质不足以证明本研究中所检查的影响的因果关系。此外,样本量限制了将结果推广到整个人群。
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引用次数: 0
A Critical Overview of Social Marketing in Asia 亚洲社会营销综述
IF 3 Q3 BUSINESS Pub Date : 2021-11-14 DOI: 10.1177/15245004211053847
Bo Pang, S. Deshpande, Tuyet-Mai Nguyen, Jeawon Kim, Yara Almosa, Amna Arif, D. Arli, Marat Bakpayev, B. Erdogan, Haruka Fujihira, H. Gallage, M. Kadir, Derek Ong Lai Teik, Patama Satawedin, N. Weinreich, Murooj Yousef
Background Social marketing has been used in Asia to combat various social issues (Deshpande & Lee (2013). However, our understanding of social marketing awareness, adaptation, and achievement in Asian countries is limited. The focus of the Article An historical overview of social marketing developments in Asia. Importance to the Social Marketing Field This paper is one of the first attempts to integrate social marketing theory and practice in Asia to understand its strengths and weaknesses and to provide a recommendation to enhance the adoption and effectiveness of social marketing program design, implementation, and evaluation to generate social and behavioral change. Design/methodology/approach The authors representing 18 Asian countries searched for social marketing growth and trends in prominence, conceptual developments, social issues and solutions, and effectiveness in English and local language literature. This paper describes themes by highlighting examples of initiatives. Findings Our analysis reveals a broad spectrum of social marketing practices in Asia, focusing traditionally on managing overpopulation and preventing communicable diseases and, more recently, non-communicable diseases and climate action. The practice also revealed close integration with policies, overreliance on the government sector, lack of robust research studies, theorizing, documentation, training, and community involvement, and challenges presented by cultural factors and the confusion of understanding the term. Recommendations for research or practice The study recommends establishing the Asian Social Marketing Association and Asian Social Marketing Institute, adopt a Total Market Approach, improve documentation, clarify the boundaries of social marketing, enhance the effectiveness of strategies by embracing research, involving the beneficiary communities, and by learning from others.
背景社会营销在亚洲被用于解决各种社会问题(Deshpande&Lee(2013)。然而,我们对亚洲国家的社会营销意识、适应能力和成就的了解是有限的。文章的重点亚洲社会营销发展的历史概述。对社会营销领域的重要性本文是首次尝试将亚洲的社会营销理论与实践相结合,以了解其优势和劣势,并提出建议,以提高社会营销计划设计、实施和评估的采用率和有效性,从而产生社会和行为变化。设计/方法论/方法代表18个亚洲国家的作者在英语和当地语言文献中寻找社会营销的增长和趋势、概念发展、社会问题和解决方案以及有效性。本文通过突出举措的例子来描述主题。调查结果我们的分析揭示了亚洲广泛的社会营销实践,传统上侧重于管理人口过剩和预防传染病,最近还侧重于非传染病和气候行动。这种做法还显示出与政策的紧密结合、对政府部门的过度依赖、缺乏强有力的研究、理论、文件、培训和社区参与,以及文化因素和理解该术语的混乱带来的挑战。研究或实践建议该研究建议成立亚洲社会营销协会和亚洲社会营销研究所,采用全面市场方法,改进文件,澄清社会营销的界限,通过接受研究、让受益社区参与进来以及向他人学习来提高战略的有效性。
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引用次数: 3
Retailer Volunteerism as a Plastic Shopping Bag Governance Tool: Shoppers’ Reflections and Contributions to Environmental Social Marketing 作为塑料购物袋治理工具的零售商志愿服务:购物者对环境社会营销的思考与贡献
IF 3 Q3 BUSINESS Pub Date : 2021-11-04 DOI: 10.1177/15245004211055688
A. Muposhi, R. Shamhuyenhanzva
Introduction The pollution of landscapes and coastal environments with plastic shopping bag litter is an escalating global problem. The introduction of plastic bag tax aimed at addressing this challenge achieved limited success in South Africa. This study explores South African shoppers’ perceptions towards social marketing anchored retailer voluntary initiatives, which is an emerging plastic bag policy option. Literature Adverse environmental and social effects of plastic shopping bags are discussed. Retailer voluntary initiatives used to de-market plastic shopping bags, including jurisdictions where they were implemented, are also reviewed. The focus is on retailer anti-plastic bag initiatives such as ‘reusable shopping bags’ and ‘plastic bag-free’ shops. Methods This study is situated within a constructivist research paradigm and a qualitative methodology. Data were collected from a sample of 31 grocery shoppers recruited from retailer outlets in South Africa’s metropolitan cities, Johannesburg and Pretoria. In-depth interviews were conducted to explore shoppers’ perceptions towards retailer-driven anti-plastic bag voluntary initiatives. Thematic content analysis was used to analyse interview data. Findings The findings of this study highlight shoppers’ negative perceptions towards retailer anti-plastic bag voluntary initiatives. Shoppers perceived retailer anti-plastic bag voluntary initiatives as forms of green capitalism, green entrepreneurship, symbolic corporate social responsibility, strategic business posture, commandeered green consumerism, measured environmental morality, masked green washing and calculated pre-emptive behaviour. Future studies may seek to extend the generalisability of these findings by using a larger sample size. Conclusion The study’s findings highlight the trust deficit associated with retailer anti-plastic bags voluntary initiatives and the importance of enhancing market acceptance and legitimacy. Mistrust and cynicism directed towards retailer anti-plastic bag voluntary initiatives point to the importance of consumer education aimed at emphasising the negative effects of single-use plastic shopping bags. This study concludes that reliance on retailer self-regulation may not be the best approach to solve the escalating problem of plastic bag litter. We argue that national governments need to implement interventions that strike a balance between environmental sustainability and economic development.
引言塑料购物袋垃圾对景观和沿海环境的污染是一个不断升级的全球问题。旨在应对这一挑战的塑料袋税在南非取得的成功有限。这项研究探讨了南非购物者对以社会营销为基础的零售商自愿倡议的看法,这是一种新兴的塑料袋政策选择。文献讨论了塑料购物袋对环境和社会的不利影响。还审查了用于淘汰塑料购物袋的零售商自愿举措,包括实施这些举措的司法管辖区。重点是零售商的反塑料袋倡议,如“可重复使用的购物袋”和“无塑料袋”商店。方法本研究采用建构主义研究范式和定性研究方法。数据是从南非大都市约翰内斯堡和比勒陀利亚的零售商招募的31名杂货店购物者中收集的。我们进行了深入访谈,探讨购物者对零售商推动的反塑料袋自愿倡议的看法。采用主题内容分析法对访谈数据进行分析。调查结果这项研究的结果突显了购物者对零售商反塑料袋自愿倡议的负面看法。购物者将零售商的反塑料袋自愿倡议视为绿色资本主义、绿色创业、象征性的企业社会责任、战略商业姿态、征用绿色消费主义、衡量环境道德、掩盖绿色洗涤和精心策划的先发制人行为。未来的研究可能会通过使用更大的样本量来扩大这些发现的普遍性。结论研究结果强调了与零售商反塑料袋自愿倡议相关的信任赤字,以及提高市场接受度和合法性的重要性。针对零售商反塑料袋自愿倡议的不信任和冷嘲热讽表明了旨在强调一次性塑料购物袋负面影响的消费者教育的重要性。这项研究得出结论,依赖零售商的自我监管可能不是解决日益严重的塑料袋垃圾问题的最佳方法。我们认为,各国政府需要实施干预措施,在环境可持续性和经济发展之间取得平衡。
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引用次数: 1
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Social Marketing Quarterly
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