Pub Date : 2021-06-09DOI: 10.1177/15245004211021643
S. Rundle-Thiele, Timo Dietrich, J. Carins
Background: This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large. Method: Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change. Results: Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program. Recommendations for Research or Practice: Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.
{"title":"CBE: A Framework to Guide the Application of Marketing to Behavior Change","authors":"S. Rundle-Thiele, Timo Dietrich, J. Carins","doi":"10.1177/15245004211021643","DOIUrl":"https://doi.org/10.1177/15245004211021643","url":null,"abstract":"Background: This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large. Method: Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change. Results: Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program. Recommendations for Research or Practice: Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211021643","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49362781","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 : 2021-05-31DOI: 10.1177/15245004211013737
Nombulelo Dilotsotlhe, H. Duh
Background: Some 80% of the South African (SA) middle class consumers use washing machines, electric cookers, fridges, freezers and other appliances. Considering the growing water and electricity shortages in SA, the government advocates the use of green appliances. However, the factors helping or hindering the positive attitudes, purchase and use of green appliances need examination. Focus of the article: This study focuses on the first and second steps of the community-based social marketing (CBSM) framework, whereby for behavioral change, behaviors, their drivers and barriers are to be examined before strategy formulation. Thus, this study first assessed SA black middle class consumers’ green appliances attitude, behavioral intention and actual behavior. It then integrated the Theory of Consumption Values (TCV), Diffusion of Innovations Theory (DOI), and Theory of Planned Behavior (TPB) to examine the consumer-related and product-related factors helping or hindering the green appliances attitudes, behavioral intentions and actual behavior. Research Hypotheses: From the integration of the TCV, DOI and TPB, a conceptual model was developed that proposed that consumer-related factors (functional, conditional, epistemic, emotional and social values) and product-related factors (relative advantage, complexity, compatibility and observability) will influence green appliances attitude, which with perceived behavioral control will impact behavioral intention, proposed as a driver of actual behavior. Methods: Considering that the black middle-class are a fast growing and large (about 4.2 million South Africans) community of consumers, cross-sectional quantitative data was collected from 500 black middle class consumers through self-administered questionnaires. Partial Least Squares Structural Equation Modeling was used to test 14 hypotheses. Results: The respondents expressed positive attitudes toward green appliances (M = 5.80 on a 7-point Likert scale and positive intention to buy green appliances (M = 5.78). Most of the study participants have purchased one or more green appliances (M = 6.09). The integrated model explained 84.5% of attitude toward green appliances. The significant drivers of attitude were functional, conditional, and epistemic values (consumer-related factors), and relative advantage, compatibility, and observability (product-related factors). The attitude, social value and perceived behavioral control explained 83.1% of behavioral intention, which with PBC explained 24.2% of actual behavior. Recommendations for practice: Considering that the third step of the CBSM framework is to develop strategies for behavioral change, the South-African government, environmental agencies and social marketers should seek ways to reward the large segment of black middle class consumers, so that their positive green appliances attitudes and behavioral intentions can further be converted to actual purchase. The consumer-related and product-related d
{"title":"Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application","authors":"Nombulelo Dilotsotlhe, H. Duh","doi":"10.1177/15245004211013737","DOIUrl":"https://doi.org/10.1177/15245004211013737","url":null,"abstract":"Background: Some 80% of the South African (SA) middle class consumers use washing machines, electric cookers, fridges, freezers and other appliances. Considering the growing water and electricity shortages in SA, the government advocates the use of green appliances. However, the factors helping or hindering the positive attitudes, purchase and use of green appliances need examination. Focus of the article: This study focuses on the first and second steps of the community-based social marketing (CBSM) framework, whereby for behavioral change, behaviors, their drivers and barriers are to be examined before strategy formulation. Thus, this study first assessed SA black middle class consumers’ green appliances attitude, behavioral intention and actual behavior. It then integrated the Theory of Consumption Values (TCV), Diffusion of Innovations Theory (DOI), and Theory of Planned Behavior (TPB) to examine the consumer-related and product-related factors helping or hindering the green appliances attitudes, behavioral intentions and actual behavior. Research Hypotheses: From the integration of the TCV, DOI and TPB, a conceptual model was developed that proposed that consumer-related factors (functional, conditional, epistemic, emotional and social values) and product-related factors (relative advantage, complexity, compatibility and observability) will influence green appliances attitude, which with perceived behavioral control will impact behavioral intention, proposed as a driver of actual behavior. Methods: Considering that the black middle-class are a fast growing and large (about 4.2 million South Africans) community of consumers, cross-sectional quantitative data was collected from 500 black middle class consumers through self-administered questionnaires. Partial Least Squares Structural Equation Modeling was used to test 14 hypotheses. Results: The respondents expressed positive attitudes toward green appliances (M = 5.80 on a 7-point Likert scale and positive intention to buy green appliances (M = 5.78). Most of the study participants have purchased one or more green appliances (M = 6.09). The integrated model explained 84.5% of attitude toward green appliances. The significant drivers of attitude were functional, conditional, and epistemic values (consumer-related factors), and relative advantage, compatibility, and observability (product-related factors). The attitude, social value and perceived behavioral control explained 83.1% of behavioral intention, which with PBC explained 24.2% of actual behavior. Recommendations for practice: Considering that the third step of the CBSM framework is to develop strategies for behavioral change, the South-African government, environmental agencies and social marketers should seek ways to reward the large segment of black middle class consumers, so that their positive green appliances attitudes and behavioral intentions can further be converted to actual purchase. The consumer-related and product-related d","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211013737","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42674574","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 : 2021-05-10DOI: 10.1177/15245004211013467
Yasmeen Elsantil
Background: Despite consumers appearing to assign great importance to green purchasing and expecting companies to produce their goods in an environmentally friendly way, they do not always exhibit this positive attitude while making purchases. Focus: This paper aims to discuss the extent to which green purchasing behavior in the Arabic Gulf is affected by individuals’ perceived environmental attitudes, concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived self-identity in environmental protection, perceived social context in environmental protection, as well as demographics. Methods: The study adopted a quantitative research approach using a survey questionnaire on a sample of 324 individuals residing in different Arab countries in the Gulf area. A 5-point Likert scale was used. Path analysis was conducted to test and evaluate the hypothesized relationships among constructs. Results: The study found importantly, by using multiple regression analyses, that consumers’ environmental concern, self-identity in environmental protection, and social context in environmental protection are significant predictors of green purchasing behavior and can predict 38.9% of green purchasing behavior. Among demographic factors, gender showed a significant effect on green purchasing behavior. Importance to Social Marketing Field: The present study enhances the social marketing literature through the understanding of green purchasing behaviors from a perspective of non-Western countries. Recommendation for Research or Practice: This paper has significant managerial implications. The findings could help marketers and government in formulating strategies that encourage green purchasing behavior in the Arabic Gulf. Limitations: Although the current study shed some light on green purchasing behaviors in the Arabic Gulf, it did not focus on a particular type of green product; rather, it looked at green purchasing behavior in general.
{"title":"Antecedents of Green Purchasing Behavior in the Arabic Gulf","authors":"Yasmeen Elsantil","doi":"10.1177/15245004211013467","DOIUrl":"https://doi.org/10.1177/15245004211013467","url":null,"abstract":"Background: Despite consumers appearing to assign great importance to green purchasing and expecting companies to produce their goods in an environmentally friendly way, they do not always exhibit this positive attitude while making purchases. Focus: This paper aims to discuss the extent to which green purchasing behavior in the Arabic Gulf is affected by individuals’ perceived environmental attitudes, concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived self-identity in environmental protection, perceived social context in environmental protection, as well as demographics. Methods: The study adopted a quantitative research approach using a survey questionnaire on a sample of 324 individuals residing in different Arab countries in the Gulf area. A 5-point Likert scale was used. Path analysis was conducted to test and evaluate the hypothesized relationships among constructs. Results: The study found importantly, by using multiple regression analyses, that consumers’ environmental concern, self-identity in environmental protection, and social context in environmental protection are significant predictors of green purchasing behavior and can predict 38.9% of green purchasing behavior. Among demographic factors, gender showed a significant effect on green purchasing behavior. Importance to Social Marketing Field: The present study enhances the social marketing literature through the understanding of green purchasing behaviors from a perspective of non-Western countries. Recommendation for Research or Practice: This paper has significant managerial implications. The findings could help marketers and government in formulating strategies that encourage green purchasing behavior in the Arabic Gulf. Limitations: Although the current study shed some light on green purchasing behaviors in the Arabic Gulf, it did not focus on a particular type of green product; rather, it looked at green purchasing behavior in general.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211013467","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41676514","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 : 2021-05-03DOI: 10.1177/15245004211013333
Jagwinder Singh, R. Kaur
Background: Littering has been identified as a major issue in India that has negative impacts on the environment as well as public health. Focus of the article: Guided by the Theory of Planned Behavior, this empirical study determines the influence of three major concepts namely attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Research Hypotheses: The hypotheses stipulate that attitude, subjective norms, and self-efficacy have a significant influence on the intention to perform anti-littering behavior. Methods: In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. The data have been analyzed through confirmatory factor analysis in AMOS 21.0 to classify the considerations of the antecedents of the intention according to their relative significance using the natural gaps in standardized regression weight values. Subsequently, path analysis has been used to test a series of hypotheses concerning the direct effects of attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Results: The findings of the study revealed that all three constructs; attitude, subjective norms, and self-efficacy have a significant influence on the intention to adopt anti-littering behavior. Subjective norms influence intention to the highest extent closely followed by attitude. Recommendations for Research/Practice: Social marketers are recommended to target subjective norms and attitude while designing social marketing interventions to promote anti-littering behavior. Limitations: One limitation of this study is the existing gap between self-reported behavioral intention and actual behavior.
{"title":"Influencing the Intention to Adopt Anti-Littering Behavior: An Approach With Modified TPB Model","authors":"Jagwinder Singh, R. Kaur","doi":"10.1177/15245004211013333","DOIUrl":"https://doi.org/10.1177/15245004211013333","url":null,"abstract":"Background: Littering has been identified as a major issue in India that has negative impacts on the environment as well as public health. Focus of the article: Guided by the Theory of Planned Behavior, this empirical study determines the influence of three major concepts namely attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Research Hypotheses: The hypotheses stipulate that attitude, subjective norms, and self-efficacy have a significant influence on the intention to perform anti-littering behavior. Methods: In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. The data have been analyzed through confirmatory factor analysis in AMOS 21.0 to classify the considerations of the antecedents of the intention according to their relative significance using the natural gaps in standardized regression weight values. Subsequently, path analysis has been used to test a series of hypotheses concerning the direct effects of attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Results: The findings of the study revealed that all three constructs; attitude, subjective norms, and self-efficacy have a significant influence on the intention to adopt anti-littering behavior. Subjective norms influence intention to the highest extent closely followed by attitude. Recommendations for Research/Practice: Social marketers are recommended to target subjective norms and attitude while designing social marketing interventions to promote anti-littering behavior. Limitations: One limitation of this study is the existing gap between self-reported behavioral intention and actual behavior.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211013333","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45352632","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 : 2021-04-28DOI: 10.1177/15245004211005828
Joya A. Kemper, Ann-Marie Kennedy
Background: A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns. Focus of the Article: This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Minds mental health advertisements and examines how attitudes and beliefs changed over time in response to these norms. Importance to the Social Marketing Field: This research offers a new approach to social marketing evaluation and demonstrates the importance of consistent incorporation of cultural-moral institutional norms in social marketing campaigns. Method: Using macro-social marketing theory, thematic analysis is used to identify the cultural-moral institutional norms in the Like Minds campaign advertisements over a 10-year period (2002–2012). Results: The Like Minds campaign was found to have multiple cultural-moral institutional norms, such as Mental illness as a villain, Personal responsibility, and Inherent human dignity, as well as utilizing two different institutionalization processes of Socialization and Identity Formation. However, these norms were inconsistently and sometimes contradictorily presented and as a result, not all changes in mental health stigma beliefs and attitudes show long term change. Rates for service uptake also had mixed results during the campaign duration, though overall an increase in uptake was found. Recommendations for Research and Practice: The research highlights the importance of understanding the underlying institutionalized cultural-moral norms presented in communications and aligning those with the overall objectives of a social marketing campaign. Limitations: Like Minds campaign phases 2 to 5 are analyzed, phase 1 was inaccessible for analysis and advertisements after 2012 are not analyzed.
{"title":"Evaluating Social Marketing Messages in New Zealand’s Like Minds Campaign and Its Effect on Stigma","authors":"Joya A. Kemper, Ann-Marie Kennedy","doi":"10.1177/15245004211005828","DOIUrl":"https://doi.org/10.1177/15245004211005828","url":null,"abstract":"Background: A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns. Focus of the Article: This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Minds mental health advertisements and examines how attitudes and beliefs changed over time in response to these norms. Importance to the Social Marketing Field: This research offers a new approach to social marketing evaluation and demonstrates the importance of consistent incorporation of cultural-moral institutional norms in social marketing campaigns. Method: Using macro-social marketing theory, thematic analysis is used to identify the cultural-moral institutional norms in the Like Minds campaign advertisements over a 10-year period (2002–2012). Results: The Like Minds campaign was found to have multiple cultural-moral institutional norms, such as Mental illness as a villain, Personal responsibility, and Inherent human dignity, as well as utilizing two different institutionalization processes of Socialization and Identity Formation. However, these norms were inconsistently and sometimes contradictorily presented and as a result, not all changes in mental health stigma beliefs and attitudes show long term change. Rates for service uptake also had mixed results during the campaign duration, though overall an increase in uptake was found. Recommendations for Research and Practice: The research highlights the importance of understanding the underlying institutionalized cultural-moral norms presented in communications and aligning those with the overall objectives of a social marketing campaign. Limitations: Like Minds campaign phases 2 to 5 are analyzed, phase 1 was inaccessible for analysis and advertisements after 2012 are not analyzed.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211005828","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45533310","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 : 2021-04-20DOI: 10.1177/15245004211010202
M. Akbar, Liz Foote, Clidna Soraghan, Rachael Millard, F. Spotswood
Background: This paper addresses the key factors that cause social marketing programs (typically consisting of discrete programs or interventions, but also including broader-scale initiatives) to fail. It argues that understanding these failures offers greater insight to researchers and practitioners than publications solely focused on successes. Focus: Our paper discusses the causes of the failure of social marketing programs, an area that has largely been ignored in extant research. Research Question: What causes social marketing programs to fail? Importance: As the majority of practitioner-oriented social marketing research focuses on how to develop a successful program, we identify a tendency to ignore failed programs. We suggest that both researchers and practitioners can arguably learn more useful lessons from failures rather than successes. Thus, this paper contributes to social marketing literature by exploring the key causes of social marketing failures. Methods: We conducted ten semi-structured interviews with social marketing practitioners recruited using a purposive sampling technique. Results: We identify four elements responsible for the failure of social marketing programs, each centered on the planning and implementation stage. Firstly, formative research at the earliest stages of program planning is often neglected, resulting in a limited understanding of the target audience. Relatedly, extant research is frequently overlooked during this early planning stage, and this failure to use available social marketing theory and frameworks can result in program performing poorly. Thirdly, for a program to be successful, it must be congruent with the goals of the wider environment and infrastructure within which it is situated; adopting too narrow a focus can also result in a limited impact or program failure. Lastly, we found a common issue relating of stakeholder mismanagement, specifically around issues of power imbalance and mismanaged expectations resulting in social marketing program failing to launch. Researchers and practitioners must acknowledge that social marketing programs do indeed fail but recognize that in these failings lies insight into how to enhance future practice. Recommendations: We suggest that more attention is required from social marketing practitioners during the early design stage into understanding the target audience in detail. We suggest drawing upon extant social marketing frameworks and research to inform the planning and development of social marketing programs. We demonstrate how implementing these changes in the earliest stages of program designs would reduce the chance of program failure. Further, we suggest that adopting a more systems-level approach or critical approach would additionally benefit program outcomes. Limitations: A relatively small sample size could be considered a limitation of the study. Similarly, our focus on practitioner insights may limit the scope of the findings. Future research
{"title":"What Causes Social Marketing Programs to Fail? A Qualitative Study","authors":"M. Akbar, Liz Foote, Clidna Soraghan, Rachael Millard, F. Spotswood","doi":"10.1177/15245004211010202","DOIUrl":"https://doi.org/10.1177/15245004211010202","url":null,"abstract":"Background: This paper addresses the key factors that cause social marketing programs (typically consisting of discrete programs or interventions, but also including broader-scale initiatives) to fail. It argues that understanding these failures offers greater insight to researchers and practitioners than publications solely focused on successes. Focus: Our paper discusses the causes of the failure of social marketing programs, an area that has largely been ignored in extant research. Research Question: What causes social marketing programs to fail? Importance: As the majority of practitioner-oriented social marketing research focuses on how to develop a successful program, we identify a tendency to ignore failed programs. We suggest that both researchers and practitioners can arguably learn more useful lessons from failures rather than successes. Thus, this paper contributes to social marketing literature by exploring the key causes of social marketing failures. Methods: We conducted ten semi-structured interviews with social marketing practitioners recruited using a purposive sampling technique. Results: We identify four elements responsible for the failure of social marketing programs, each centered on the planning and implementation stage. Firstly, formative research at the earliest stages of program planning is often neglected, resulting in a limited understanding of the target audience. Relatedly, extant research is frequently overlooked during this early planning stage, and this failure to use available social marketing theory and frameworks can result in program performing poorly. Thirdly, for a program to be successful, it must be congruent with the goals of the wider environment and infrastructure within which it is situated; adopting too narrow a focus can also result in a limited impact or program failure. Lastly, we found a common issue relating of stakeholder mismanagement, specifically around issues of power imbalance and mismanaged expectations resulting in social marketing program failing to launch. Researchers and practitioners must acknowledge that social marketing programs do indeed fail but recognize that in these failings lies insight into how to enhance future practice. Recommendations: We suggest that more attention is required from social marketing practitioners during the early design stage into understanding the target audience in detail. We suggest drawing upon extant social marketing frameworks and research to inform the planning and development of social marketing programs. We demonstrate how implementing these changes in the earliest stages of program designs would reduce the chance of program failure. Further, we suggest that adopting a more systems-level approach or critical approach would additionally benefit program outcomes. Limitations: A relatively small sample size could be considered a limitation of the study. Similarly, our focus on practitioner insights may limit the scope of the findings. Future research","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211010202","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45683706","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 : 2021-03-26DOI: 10.1177/15245004211003111
Phill Sherring
Background: New Zealand’s Ministry for Primary Industries (MPI) manages the “declare or dispose” biosecurity border compliance social marketing program. Its aim is to protect the country’s important horticulture and agriculture industries from imported pests and diseases, and its environment. The program encourages visitors to New Zealand to leave potential biosecurity risk items at home or dispose in specially marked bins on arrival. An important part of this is having New Zealand ethnic communities advocate on MPI’s behalf to friends and family overseas to follow the biosecurity rules. To fully engage the community to be advocates, it was felt that the community should be involved in the creation of this aspect of the program. Focus of the article: The article is a case study explaining how MPI used co-design methodology to create an advocacy program with a local community to assist behavior change in overseas visitors. The article focusses on the process and planning (including following a six-step co-design model) from a practitioners’ perspective to develop a program co-created with the target audience, rather than the final interventions developed. Program design/approach: The “declare or dispose” program had been solely “expert led” and designed by social marketers and researchers. The program is heavily influenced by a mix of quantitative and ethnographic research. These feed into customer journey mapping where interventions are inserted to influence audiences’ behavior. To assist in advocacy from the New Zealand Indian community to friends and family overseas, a customer led co-design process was developed to create community engagement and advocacy. Methods: MPI ran three co-design sessions involving members of local Indian community groups. The sessions used a mixture of card sorting and open discussion within small groups. The card sorting was used to review, and rate current interventions used in the behavior change program (including interventions both overseas direct to visitors and locally to community members). The open discussion asked participants to generate new ideas for potential new interventions to reach visitors. Results: Through the ranking of existing tools and participant suggestions of new ideas—MPI has developed an advocacy program that spans expert-led and user-led interventions. As hoped, the user-led suggestions were at a community-based level, resulting in a stronger buy-in from the community to deliver advocacy messages to overseas friends and family. Recommendations for practice: The article is useful for practitioners by detailing how to not only use co-design for creating new ideas, but also to evaluate existing ones to create a program blending both expert- and user-led interventions. MPI followed a six-step co-design process to organize its co-design program. This ensured that the right preparation was followed, sessions were effective, and the desired results of the program were achieved.
{"title":"Using Co-Design to Create Community Advocacy for Biosecurity Behavior Change","authors":"Phill Sherring","doi":"10.1177/15245004211003111","DOIUrl":"https://doi.org/10.1177/15245004211003111","url":null,"abstract":"Background: New Zealand’s Ministry for Primary Industries (MPI) manages the “declare or dispose” biosecurity border compliance social marketing program. Its aim is to protect the country’s important horticulture and agriculture industries from imported pests and diseases, and its environment. The program encourages visitors to New Zealand to leave potential biosecurity risk items at home or dispose in specially marked bins on arrival. An important part of this is having New Zealand ethnic communities advocate on MPI’s behalf to friends and family overseas to follow the biosecurity rules. To fully engage the community to be advocates, it was felt that the community should be involved in the creation of this aspect of the program. Focus of the article: The article is a case study explaining how MPI used co-design methodology to create an advocacy program with a local community to assist behavior change in overseas visitors. The article focusses on the process and planning (including following a six-step co-design model) from a practitioners’ perspective to develop a program co-created with the target audience, rather than the final interventions developed. Program design/approach: The “declare or dispose” program had been solely “expert led” and designed by social marketers and researchers. The program is heavily influenced by a mix of quantitative and ethnographic research. These feed into customer journey mapping where interventions are inserted to influence audiences’ behavior. To assist in advocacy from the New Zealand Indian community to friends and family overseas, a customer led co-design process was developed to create community engagement and advocacy. Methods: MPI ran three co-design sessions involving members of local Indian community groups. The sessions used a mixture of card sorting and open discussion within small groups. The card sorting was used to review, and rate current interventions used in the behavior change program (including interventions both overseas direct to visitors and locally to community members). The open discussion asked participants to generate new ideas for potential new interventions to reach visitors. Results: Through the ranking of existing tools and participant suggestions of new ideas—MPI has developed an advocacy program that spans expert-led and user-led interventions. As hoped, the user-led suggestions were at a community-based level, resulting in a stronger buy-in from the community to deliver advocacy messages to overseas friends and family. Recommendations for practice: The article is useful for practitioners by detailing how to not only use co-design for creating new ideas, but also to evaluate existing ones to create a program blending both expert- and user-led interventions. MPI followed a six-step co-design process to organize its co-design program. This ensured that the right preparation was followed, sessions were effective, and the desired results of the program were achieved.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211003111","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41259683","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 : 2021-03-01DOI: 10.1177/1524500421992135
Angela Makris, M. Khaliq, Elizabeth Perkins
Background: One in four Americans have a disability but remain an overlooked minority population at risk for health care disparities. Adults with disabilities can be high users of primary care but often face unmet needs and poor-quality care. Providers lack training, knowledge and have biased practices and behaviors toward people with disabilities (PWD); which ultimately undermines their quality of care. Focus of the Article: The aim is to identify behavior change interventions for decreasing health care disparities for people with disabilities in a healthcare setting, determine whether those interventions used key features of social marketing and identify gaps in research and practice. Research Question: To what extent has the social marketing framework been used to improve health care for PWD by influencing the behavior of health care providers in a primary health care setting? Program Design/Approach: Scoping Review. Importance to the Social Marketing Field: Social marketing has a long and robust history in health education and public health promotion, yet limited work has been done in the disabilities sector. The social marketing framework encompasses the appropriate features to aligned with the core principles of the social model of disability, which espouses that the barriers for PWD lie within society and not within the individual. Incorporating elements of the social model of disability into the social marketing framework could foster a better understanding of the separation of impairment and disability in the healthcare sector and open a new area of research for the field. Results: Four articles were found that target primary care providers. Overall, the studies aimed to increase knowledge, mostly for clinically practices and processes, not clinical behavior change. None were designed to capture if initial knowledge gains led to changes in behavior toward PWD. Recommendations: The lack of published research provides an opportunity to investigate both the applicability and efficacy of social marketing in reducing health care disparities for PWD in a primary care setting. Integrating the social model of disability into the social marketing framework may be an avenue to inform future interventions aimed to increase health equity and inclusiveness through behavior change interventions at a systems level.
{"title":"A Scoping Review of Behavior Change Interventions to Decrease Health Care Disparities for Patients With Disabilities in a Primary Care Setting: Can Social Marketing Play a Role?","authors":"Angela Makris, M. Khaliq, Elizabeth Perkins","doi":"10.1177/1524500421992135","DOIUrl":"https://doi.org/10.1177/1524500421992135","url":null,"abstract":"Background: One in four Americans have a disability but remain an overlooked minority population at risk for health care disparities. Adults with disabilities can be high users of primary care but often face unmet needs and poor-quality care. Providers lack training, knowledge and have biased practices and behaviors toward people with disabilities (PWD); which ultimately undermines their quality of care. Focus of the Article: The aim is to identify behavior change interventions for decreasing health care disparities for people with disabilities in a healthcare setting, determine whether those interventions used key features of social marketing and identify gaps in research and practice. Research Question: To what extent has the social marketing framework been used to improve health care for PWD by influencing the behavior of health care providers in a primary health care setting? Program Design/Approach: Scoping Review. Importance to the Social Marketing Field: Social marketing has a long and robust history in health education and public health promotion, yet limited work has been done in the disabilities sector. The social marketing framework encompasses the appropriate features to aligned with the core principles of the social model of disability, which espouses that the barriers for PWD lie within society and not within the individual. Incorporating elements of the social model of disability into the social marketing framework could foster a better understanding of the separation of impairment and disability in the healthcare sector and open a new area of research for the field. Results: Four articles were found that target primary care providers. Overall, the studies aimed to increase knowledge, mostly for clinically practices and processes, not clinical behavior change. None were designed to capture if initial knowledge gains led to changes in behavior toward PWD. Recommendations: The lack of published research provides an opportunity to investigate both the applicability and efficacy of social marketing in reducing health care disparities for PWD in a primary care setting. Integrating the social model of disability into the social marketing framework may be an avenue to inform future interventions aimed to increase health equity and inclusiveness through behavior change interventions at a systems level.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500421992135","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44213610","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 : 2021-03-01DOI: 10.1177/1524500420988263
Monica M. Popa Sârghie
Background: The present paper focuses on compulsive buying, outlining the need to tackle this phenomenon using a social marketing approach, for the wellbeing of the affected individuals, their families and contacts, and for the health of our society at large. Focus of the Article: This conceptual development article is centered on behavior change and social marketing strategies that can address compulsive buying. Research Questions: How can social marketers help in curbing compulsive buying? What conceptual components and practical guidelines can be used in marketing programs for addressing compulsive shopping? Program Design/Approach: The platform developed herein outlines segmentation, targeting, product, price, place and promotional strategies recommended based on theoretical elements across disciplines. Importance to the Social Marketing Field: To date, compulsive buying has largely been ignored in the social marketing field, despite its relevance and prevalence. This paper provides a framework that can be employed in developing social marketing programs. Method: The proposed platform was created by bridging the literatures on compulsive buying and social marketing, identifying useful theoretical elements (e.g., the potential of the Thranstheoretical model), adapting and customizing these elements to provide actionable insights for intervention programs. The toolkit used for tackling other addictions was taken into account and integrated into the current development. Future Research: This paper offers an initial framework for social marketing efforts aimed at compulsive buying. It hopes to inspire significantly more work in this area to explore the potential of other theories and approaches to foster behavioral change for the better.
{"title":"Using Social Marketing to Tackle Compulsive Buying","authors":"Monica M. Popa Sârghie","doi":"10.1177/1524500420988263","DOIUrl":"https://doi.org/10.1177/1524500420988263","url":null,"abstract":"Background: The present paper focuses on compulsive buying, outlining the need to tackle this phenomenon using a social marketing approach, for the wellbeing of the affected individuals, their families and contacts, and for the health of our society at large. Focus of the Article: This conceptual development article is centered on behavior change and social marketing strategies that can address compulsive buying. Research Questions: How can social marketers help in curbing compulsive buying? What conceptual components and practical guidelines can be used in marketing programs for addressing compulsive shopping? Program Design/Approach: The platform developed herein outlines segmentation, targeting, product, price, place and promotional strategies recommended based on theoretical elements across disciplines. Importance to the Social Marketing Field: To date, compulsive buying has largely been ignored in the social marketing field, despite its relevance and prevalence. This paper provides a framework that can be employed in developing social marketing programs. Method: The proposed platform was created by bridging the literatures on compulsive buying and social marketing, identifying useful theoretical elements (e.g., the potential of the Thranstheoretical model), adapting and customizing these elements to provide actionable insights for intervention programs. The toolkit used for tackling other addictions was taken into account and integrated into the current development. Future Research: This paper offers an initial framework for social marketing efforts aimed at compulsive buying. It hopes to inspire significantly more work in this area to explore the potential of other theories and approaches to foster behavioral change for the better.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420988263","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42861205","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 : 2021-03-01DOI: 10.1177/1524500421990183
Tim Antric, M. Toledano, D. Mckie
Background: This article is the first to explore the emergence and evolution of social marketing as a professional practice in Aotearoa New Zealand [1] (NZ). Focus of the Article: The article identifies key political factors enabling the emergence, and causing the decline, of social marketing in NZ. Research Question: What are the factors that practitioners of social marketing identify as most influential on its development in NZ? Importance to the Social Marketing Field: The article makes a unique contribution to the growing literature on the history of social marketing in different jurisdictions by providing the first account of how social marketing evolved in NZ and by identifying the crucial role of political factors. Methods: The research is based on appreciative inquiry-based interviews with 20 experienced social marketers and a review of key documents. Because the field in NZ is small, it was possible to interview almost all of the leading figures. Results: This study constructs a timeline of significant political impacts on social marketing in NZ and identifies neoliberal approaches as key. Initially, neoliberalism enabled the growth of social marketing due to its emphasis on individual responsibility for health. Later, a neoliberal agenda helped disestablish the discipline due to social marketing shifting focus from downstream to upstream economic, political and social factors. Recommendations for Research or Practice: This research concludes that to sustain the legitimacy of their field, social marketers need to produce ongoing evidence-based communication of their effectiveness and responsibility and be less dependent on government funding. It also suggests the continuing enlargement of specifically situated studies of the different evolutions of social marketing in different places to better map commonalities and contrasts. Limitations: The study is limited to social marketing in NZ and would be strengthened by comparative studies of social marketing within other cultures and political systems during particular historical periods. While mainly exploring NZ social marketers’ experience from their own point of view, it could be broadened to include other perspectives.
{"title":"Learning From Practice and Politics: The Rise and Fall of Social Marketing in Aotearoa New Zealand (1984–2017)","authors":"Tim Antric, M. Toledano, D. Mckie","doi":"10.1177/1524500421990183","DOIUrl":"https://doi.org/10.1177/1524500421990183","url":null,"abstract":"Background: This article is the first to explore the emergence and evolution of social marketing as a professional practice in Aotearoa New Zealand [1] (NZ). Focus of the Article: The article identifies key political factors enabling the emergence, and causing the decline, of social marketing in NZ. Research Question: What are the factors that practitioners of social marketing identify as most influential on its development in NZ? Importance to the Social Marketing Field: The article makes a unique contribution to the growing literature on the history of social marketing in different jurisdictions by providing the first account of how social marketing evolved in NZ and by identifying the crucial role of political factors. Methods: The research is based on appreciative inquiry-based interviews with 20 experienced social marketers and a review of key documents. Because the field in NZ is small, it was possible to interview almost all of the leading figures. Results: This study constructs a timeline of significant political impacts on social marketing in NZ and identifies neoliberal approaches as key. Initially, neoliberalism enabled the growth of social marketing due to its emphasis on individual responsibility for health. Later, a neoliberal agenda helped disestablish the discipline due to social marketing shifting focus from downstream to upstream economic, political and social factors. Recommendations for Research or Practice: This research concludes that to sustain the legitimacy of their field, social marketers need to produce ongoing evidence-based communication of their effectiveness and responsibility and be less dependent on government funding. It also suggests the continuing enlargement of specifically situated studies of the different evolutions of social marketing in different places to better map commonalities and contrasts. Limitations: The study is limited to social marketing in NZ and would be strengthened by comparative studies of social marketing within other cultures and political systems during particular historical periods. While mainly exploring NZ social marketers’ experience from their own point of view, it could be broadened to include other perspectives.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500421990183","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46546973","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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