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Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling 调查传统营销组合在不同变化阶段的相关性:来自家庭回收的经验证据
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-07-16 DOI: 10.1108/JSOCM-11-2020-0221
Paul Blaise Issock Issock, M. Mpinganjira, M. Roberts-Lombard
PurposeThis study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households.Design/methodology/approachThis study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste.FindingsThe results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases.Originality/valueWhilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.
目的本研究旨在为社会营销计划中传统营销组合的相关性提供实证证据和不同的视角。这是对社会营销领域中关于传统营销组合(4Ps)兼容性的持续争论的回应。在这样做的过程中,本研究考察了行为变化阶段在南非家庭回收利用背景下影响传统营销组合要素有效性方面发挥的重要作用。设计/方法/方法本研究采用定量方法,对南非699名户主进行了调查。应用多组分析和结构方程模型来测试变化阶段对营销组合元素对回收生活垃圾意图的潜在影响的影响。研究结果表明,尽管传统的营销组合元素对回收生活垃圾的意愿影响不大,但进一步的分析表明,营销组合的这种影响取决于目标受众所处的变化阶段。因此,研究结果表明,当目标受众处于沉思和准备阶段时,营销组合因素会显著影响回收意愿。独创性/价值虽然在社会营销举措中采用传统营销组合的批评者和支持者都提供了相关的论据,但这场辩论在很大程度上仍然是理论性的。本研究讨论了行为改变计划中传统营销组合的局限性,以及在使用4P时基于行为改变阶段的细分方法的必要性。然而,鉴于4P在社会营销文献中的霸权地位,本研究揭示了在不同变化阶段激活以影响回收行为意图的适当“P”。
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引用次数: 6
Shaping social marketing research: a retrospective of the journal of social marketing 塑造社会营销研究:社会营销期刊回顾
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-07-10 DOI: 10.1108/jsocm-06-2020-0099
Muhammad Farrukh, A. Raza, Fanchen Meng, Yihua Wu, Zhouyang Gu
PurposeThis paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020.Design/methodology/approachThe bibliometric approach is used to present publication characteristics. For so doing, the bibliographic data was extracted from the Scopus database.FindingsThe results show an increasing trend in the publication and in the number of citations. Moreover, the findings also revealed that although JSOCM received publications worldwide, countries from the developed world such as Australia and the USA are the most productive countries.Originality/valueAs the first retrospection of the journal, this study not only educates and enriches JSOCM’s global readers and aspiring contributors but may also be helpful to its editorial board, as it provides several inputs to navigate the way forward.
本文旨在分析《社会营销杂志》(Journal of Social Marketing,简称JSOCM)自2011年创刊至2020年的出版趋势和轨迹。设计/方法/方法采用文献计量学方法来呈现出版物的特征。为此,从Scopus数据库中提取书目数据。研究结果表明,论文发表量和被引次数呈上升趋势。此外,调查结果还显示,尽管JSOCM在世界各地都有出版物,但来自发达国家如澳大利亚和美国的国家是最具生产力的国家。作为期刊的第一次回顾,这项研究不仅教育和丰富了JSOCM的全球读者和有抱负的贡献者,而且可能对其编辑委员会有所帮助,因为它提供了一些指引前进方向的输入。
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引用次数: 3
An extended theory of planned behaviour model to predict intention to use bioplastic 预测生物塑料使用意向的计划行为模型扩展理论
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-07-05 DOI: 10.1108/JSOCM-09-2020-0190
D. G. Taño, Janet Hernández Méndez, R. Díaz-Armas
PurposeApproaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour.Design/methodology/approachTo gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review.FindingsThe results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns.Social implicationsGiven the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers.Originality/valueThis study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.
目的基于社会营销的方法导致提出了系统干预措施,以实现个人行为,并考虑到对整个社会的好处。塑料的使用对环境产生了重大的负面影响,因此实施了许多政策,如使用可生物降解的包装,以确保可持续的生产和消费模式(可持续发展目标12)。本文旨在分析解释消费者使用生物塑料意图的背景因素,以指导公司和政府旨在鼓励此类行为的社会营销活动。设计/方法/方法为了收集数据,通过由18岁以上参与者组成的在线小组对3612人进行了抽样调查 年龄。该模型及其假设通过结构方程和PLS技术进行了检验,使用了从文献综述中获得的六个自变量。结果变量“对生物塑料的态度”、“主观规范”和“减少塑料使用的活动”的结果显示,对使用生物塑料的意愿有显著影响。本文还将讨论在开展社会营销活动时应考虑的对政府和环境管理者的影响。社会影响鉴于可回收生物塑料使用行为方面感知的社会压力的重要性,可以开展社会营销活动,鼓励消费者、企业、政府组织和供应商等不同社会主体采取对环境负责的行为。独创性/价值这项研究展示了解释使用生物塑料意图的因素,迄今为止,对生物塑料的研究很少。
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引用次数: 8
Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India 新媒体在农业学习和发展中的可用性和有效性:以印度南部各州为例
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-21 DOI: 10.1108/jsocm-11-2019-0203
Payel Das, Deepika Pradip
PurposeDespite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation.Design/methodology/approachThe study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing.FindingsNew media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information.Research limitations/implicationsDespite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995).Practical implicationsFrom the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming.Originality/valueThe researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural ch
目的尽管在印度这样一个区域多元化的国家,政府采取了许多农业举措,但农业状况不佳,农民自杀案件猖獗。这项研究旨在通过使用新媒体,在印度南部农民中进行社会变革和行为改变。这项研究衡量了影响新媒体可访问性和可用性的因素、过程中的障碍以及农民通过网络社交营销带来的社会转型行为的变化。设计/方法/方法这项研究本质上是行动参与式的,通过使用德尔菲技术对184名智能手机用户使用新媒体的印度南部农村农民进行第一级调查,对数据进行三角测量。在下一级,农民被要求使用WhatsApp进行农业新共享。在最后阶段,对企业家和农民进行了个人访谈,以了解他们采用新媒体、电子学习和在线社交营销的情况。发现新媒体是改变农业实践的最佳方式。这是一个全国所有农民都可以聚集在一起解决农业危机问题的论坛。通过WhatsApp进行的在线社交营销是改变行为的最佳方法之一,因为不同的农民可以分享他们对危机的经历和情绪,并为问题提供适当的解决方案。而且,OSM最重要的特点之一是它将第三方从各种各样的问题中删除,无论是销售、购买还是寻求和共享信息。研究局限性/含义尽管试图涵盖农业社会营销方式中的不同障碍,但这项研究并非没有局限性。语言是一个障碍,这项研究需要大量时间来感知变化和采用。此外,由于时间限制,作者明确地将创新者、早期采用者和早期多数同层意见领袖和创新采用者联系在一起。正如Rogers(1995)所建议的那样,这些可以分为五个层次进行单独分析。实际含义从管理的角度来看,政府应该扩大服务范围,教授农学家和农民使用新媒体。应用程序和软件的营销人员和制造商可以利用这一业务为农民推出产品。我们需要专为农民设计的应用程序,在这里,全国各地的农业和农业从业者可以就他们的产品、农业条件进行互动,并解决农业和农业中出现的问题。原创性/价值研究人员认为,在印度这样一个区域多元化的国家,几乎没有任何研究为农业和农业部门提供战略。这项研究是首次提出新媒体战略,以接触不同地区的农民,并进行细分,以改变行为,采用新媒体,实现更好和可持续的农业。它衡量了影响农民新媒体可访问性和可用性的因素,同时提出了改变行为的策略。
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引用次数: 2
The role of construal fit in threat appeal to persuade young drivers not to text while driving 解释匹配在说服年轻司机开车时不要发短信的威胁吸引力中的作用
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-16 DOI: 10.1108/JSOCM-06-2020-0109
D. Lim, J. Lin, Ungyoung Chung, Young-do Ko
PurposeThis paper aims to investigate the effect of matching social distance and the concrete/abstract visual presentation of the threats of distracted driving in campaign design.Design/methodology/approachThis study conducts a series of 2 (social distance frame: close vs distant) × 2 (visual rhetoric style: literal vs metaphorical) online experiments on the perspective of the construal level theory.FindingsThis study identified that a fit between social distance and visual rhetoric style of the threat enhances the effect of a social marketing campaign targeting young adults. A message framed in terms of socially proximal entities shows a favorable impact on young drivers’ threat perception and behavioral intention when the visual rhetoric depicts the threats of texting while driving more concrete. On the other hand, more distant social entities in the message show a better impact when the threats are visualized in metaphor.Originality/valueThis paper enhances the understanding of a threat appeal message design by adding empirical evidence of matching visual rhetoric style and social distance. The findings provide theoretical and practical implications for social marketing campaigns, regarding the strategic tailoring of messages, particularly in public service announcements that discourage texting while driving on young adults.
目的本文旨在研究社交距离匹配和分心驾驶威胁的具体/抽象视觉呈现在活动设计中的效果。设计/方法论/方法本研究进行了一系列2项(社交距离框架:近距离与远距离) × 2(视觉修辞风格:字面与隐喻)基于构念层面理论的网络实验。发现这项研究发现,社交距离和威胁的视觉修辞风格之间的匹配可以增强针对年轻人的社交营销活动的效果。当视觉修辞更具体地描述开车时发短信的威胁时,以社会接近实体为框架的信息对年轻司机的威胁感知和行为意图产生了有利影响。另一方面,当威胁被隐喻化时,信息中距离更远的社会实体表现出更好的影响。独创性/价值本文通过添加视觉修辞风格和社交距离匹配的经验证据,增强了对威胁诉求信息设计的理解。研究结果为社交营销活动提供了理论和实践启示,涉及信息的战略定制,特别是在不鼓励年轻人开车时发短信的公共服务公告中。
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引用次数: 2
Social marketing hackers 社交营销黑客
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-16 DOI: 10.1108/JSOCM-12-2020-0238
M. Raciti
PurposeSocial marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room.Design/methodology/approachExpanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena.FindingsThe first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing.Originality/valueThis paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.
目的社会营销已经成熟。如今,这项研究是一门合法的学科,拥有丰富的经验证据,明显证明了为更大的利益带来行为改变的能力。作为社会营销人员,这项研究正在迅速扩展视野,人们对影响所选社会原因的错综复杂的系统越来越感兴趣。这项研究变得勇敢和大胆,但这项研究现在是否冒着将工作和我们自己浪漫化的风险?是时候重新调整、评估并解决社交营销室中的大象问题了。设计/方法论/方法在我的“变革2020驱动系统变革”小组演讲的基础上,这项研究是一种挑衅,一种思考,围绕着两种观察到的现象展开。发现观察到的第一个现象是当代社会营销人员的许多身份——黑客、变革推动者、英雄、政治权力经纪人和木偶大师。观察到的第二个现象是对系统思维的兴趣加速,为此作者提出了三个先决条件——对系统的认识;承认这项研究是系统的一部分,以及社会营销非殖民化的必要性。原创性/价值本文提出了具有挑战性的问题,但没有提供社会营销人员应该、能够或确实如何弥补盲点、与悖论和解或澄清观点的解决方案。提供解决方案不仅会很天真,而且还会扼杀你,读者,在成为一个综合性的人和觉醒的社会营销专业人士的过程中的成长。
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引用次数: 4
Antecedents and consequences of corporate social responsibility: a meta-analysis 企业社会责任的前因后果:一个元分析
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-16 DOI: 10.1108/JSOCM-08-2020-0157
F. Santini, W. Ladeira, Marlon Dalmoro, C. Matos
PurposeThis study aims to consolidate finds about corporate social responsibility (CSR) by conducting a meta-analysis. CSR is a topic present in both academic and practitioner discussions. Research has been conducted in different countries and contexts, using diverse methodological approaches. Consequently, there are different views about CSR and conflicting results.Design/methodology/approachThis paper conducted a meta-analysis to analyse the constructs that are antecedents and consequences of CSR. This paper has also tested the moderating effects of theoretical, methodological and economic variables. The data analysis involved 66 studies, which generated 385 observations and an accumulated sample of 19,817 respondents.FindingsThe findings indicate that environmental concerns, market orientation and stakeholder pressure are the most relevant CSR antecedents. On the other hand, CSR has the strongest effects on organisational commitment, non-financial performance and customer purchasing intention. Also, firm size and cultural orientation were partially significant moderators on the relationships between organisational commitment, CSR and financial performance.Originality/valueThe meta-analytical approach allows for more accurate effect size estimations for each relationship analysed, as the meta-analytic method jointly evaluates the results produced by a great variety of studies performed in different contexts, making it possible to draw more accurate conclusions.
目的本研究旨在通过荟萃分析巩固有关企业社会责任(CSR)的研究成果。企业社会责任是学术界和实践者共同讨论的话题。研究在不同的国家和背景下进行,使用不同的方法方法。因此,对企业社会责任有不同的看法和相互矛盾的结果。设计/方法/方法本文进行了一项荟萃分析,以分析作为企业社会责任的前提和后果的结构。本文还检验了理论变量、方法变量和经济变量的调节效应。数据分析涉及66项研究,产生了385项观察结果,累积了19817名受访者的样本。研究结果表明,环境问题、市场导向和利益相关者压力是最相关的企业社会责任前因。另一方面,企业社会责任对组织承诺、非财务绩效和顾客购买意愿的影响最大。此外,企业规模和文化取向对组织承诺、企业社会责任和财务绩效之间的关系起到部分显著调节作用。原创性/价值荟萃分析方法允许对分析的每个关系进行更准确的效应大小估计,因为荟萃分析方法联合评估在不同背景下进行的各种研究产生的结果,从而有可能得出更准确的结论。
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引用次数: 3
The use of digital technologies in social marketing: a systematic review 数字技术在社会营销中的应用:系统综述
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-09 DOI: 10.1108/JSOCM-01-2021-0022
Tina Flaherty, C. Domegan, Mihir Anand
PurposeWith the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social platforms, much remains nebulous about the opportunities these technologies hold for social marketers beyond their previously documented use as communication and promotion tools. This paper aims to provide a rich examination of the variety of digital technologies used within social marketing and establish the scale of integration between digital technologies and social marketing.Design/methodology/approachFollowing systematic literature review procedures, a systematic literature review through eight databases was conducted. The systematic review focussed on the assessment of social marketing studies that incorporated a wide range of mature and emerging digital technologies such as the internet, mobile platforms and social media channels. A total of 50 social marketing studies (2014–2020) were analysed.FindingsThe review found that there have been major advancements in the technologies available to social marketers in recent years. Furthermore, the adoption of digital technologies by social marketers has evolved from a communication or promotion function where generic information is pushed to the citizen, towards the use of these technologies for a more personalised design, content and behaviour change intervention. In some studies, the digital technologies were the primary means for interactions and collaborations to take place. The review also found that digital technologies target more than the individual citizen. Digital technologies are used to target multi-level stakeholders, policy makers and partners as part of behavioural change interventions.Originality/valueOnly two previous reviews have synthesised digital technologies and their use in social marketing. This review provides a recent depiction of the range and scale of integration within social marketing. Specifically, it demonstrates the expansion beyond a persuasive application to their use for research, segmentation and targeting, collaboration and co-creation, the product and facilitator of service delivery. Finally, this review provides a heat map to illustrate the integration between digital technologies and key concepts and criteria within social marketing.
目的随着数字技术在当代日常生活中的爆炸式发展,加上疫情、远程工作、在线学习和购物以及社交平台的激增,这些技术为社交营销人员带来的机会除了之前记录的用作沟通和推广工具外,还有很多尚不明确。本文旨在对社会营销中使用的各种数字技术进行丰富的研究,并确定数字技术与社会营销之间的整合规模。设计/方法/方法遵循系统的文献综述程序,通过八个数据库进行了系统的文献回顾。该系统综述侧重于对社会营销研究的评估,这些研究结合了互联网、移动平台和社交媒体渠道等一系列成熟和新兴的数字技术。共分析了50项社会营销研究(2014-2020)。调查结果该评论发现,近年来,社交营销人员可以使用的技术取得了重大进步。此外,社交营销人员对数字技术的采用已经从向公民推送通用信息的沟通或推广功能发展到使用这些技术进行更个性化的设计、内容和行为改变干预。在一些研究中,数字技术是进行互动和合作的主要手段。审查还发现,数字技术针对的不仅仅是公民个人。作为行为改变干预措施的一部分,数字技术被用于针对多层次的利益相关者、政策制定者和合作伙伴。原创性/价值之前只有两篇评论综合了数字技术及其在社交营销中的应用。这篇综述提供了社会营销整合范围和规模的最新描述。具体而言,它展示了从有说服力的应用扩展到研究、细分和目标定位、合作和共创、产品和服务提供的促进者。最后,这篇综述提供了一个热图来说明数字技术与社交营销中的关键概念和标准之间的整合。
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引用次数: 11
The effect of children’s facial expressions in eliciting benevolent behavior for child sponsorships versus one-time donations 儿童面部表情对儿童赞助与一次性捐赠引发慈善行为的影响
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-09 DOI: 10.1108/JSOCM-07-2020-0113
Hyunkyu Jang
PurposeThis paper aims to examine the influence of personal distress on donor choice of happy- or sad-faced child in two donation contexts, monetary donations and child sponsorships.Design/methodology/approachThis research conducted two experimental studies, in which participants chose a child to benefit out of eight needy children.FindingsMore people chose sad-faced children than happy-faced children in monetary donations, whereas in child sponsorships, the preference for sad-faced over happy-faced children disappeared: people chose happy-faced children as often as they chose sad-faced children.Originality/valueThis research distinguishes between two types of personal distress, experienced and anticipated distress, explaining why donor choices of child differ between monetary donations (where only experienced distress is present) and child sponsorships (where both experienced and anticipated distress are present).
目的研究在金钱捐赠和儿童赞助两种捐赠情境下,个人痛苦对快乐或悲伤儿童捐赠选择的影响。设计/方法/方法本研究进行了两项实验研究,参与者从8名贫困儿童中选择一名儿童受益。在金钱捐赠中,更多的人选择了愁眉苦脸的孩子,而在儿童赞助中,人们对愁眉苦脸的孩子的偏好消失了:人们选择愁眉苦脸的孩子的次数和选择愁眉苦脸的孩子的次数一样多。独创性/价值本研究区分了两种类型的个人痛苦,经历过的痛苦和预期的痛苦,解释了为什么捐赠者对儿童的选择在金钱捐赠(只有经历过的痛苦)和儿童赞助(经历过和预期的痛苦)之间有所不同。
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引用次数: 2
Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil 利用宏观社会营销实现可持续发展目标:巴西城市范围内解决肥胖问题的干预措施
IF 2.4 4区 管理学 Q2 BUSINESS Pub Date : 2021-06-07 DOI: 10.1108/JSOCM-09-2020-0187
Adriana Bastos, T. Veludo-de-Oliveira, Mirella Yani-De-Soriano, Marcio Atalla, B. Gualano
Purpose The purpose of this paper is to demonstrate how macro-social marketing can contribute to the United Nations 2030 sustainable development’s goal of reducing non-communicable diseases and promoting and well-being by addressing the wicked problem of obesity. Design/methodology/approach A comprehensive, population-based intervention developed as a call-to-action movement to address obesity city-wide in Brazil was conducted and analyzed according to a macro-social marketing perspective, combined with the total process planning model (TPP). Findings The intervention was successful in effecting systemic change by targeting multi-level audiences to trigger active participation and interaction of multiple sectors at the macro, meso and micro levels; fostering the related positive behaviors of physical activity and healthful eating; and using a complementary range of intervening tools including events, mass media and social digital media. Originality/value Using a holistic view that combines macro-social marketing with the TPP, this paper offers factual evidence on how to connect research and action meaningfully to address obesity by engaging, connecting and/or partnering with multiple stakeholders in an effort to promote a healthful lifestyle and well-being.
目的本文的目的是展示宏观社会营销如何通过解决肥胖这一邪恶问题,为联合国2030年可持续发展减少非传染性疾病、促进健康和福祉的目标做出贡献。设计/方法/方法根据宏观社会营销视角,结合全过程规划模型(TPP),对巴西城市范围内解决肥胖问题的行动号召运动进行了全面的、基于人群的干预,并进行了分析。调查结果干预措施成功地实现了系统性变革,其目标是多层次的受众,促使多个部门在宏观、中观和微观层面积极参与和互动;培养与体育活动和健康饮食相关的积极行为;以及使用一系列互补的干预工具,包括活动、大众媒体和社交数字媒体。独创性/价值本文采用宏观社会营销与TPP相结合的整体观点,就如何通过与多个利益相关者接触、联系和/或合作,努力促进健康的生活方式和福祉,将研究和行动有意义地联系起来,以解决肥胖问题提供了事实证据。
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引用次数: 4
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Journal of Social Marketing
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