Pub Date : 2023-09-13DOI: 10.1108/jsocm-03-2023-0062
Caitlin Zunckel, Pragasen Pillay, Mark Hamilton Drummond, David Rosenstein
Purpose Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements. Design/methodology/approach A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention. Findings Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement ( p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert ( p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement ( p < 0.05). Originality/value This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.
{"title":"Advertising to reduce meat consumption: positive framing versus negative framing effects on attention","authors":"Caitlin Zunckel, Pragasen Pillay, Mark Hamilton Drummond, David Rosenstein","doi":"10.1108/jsocm-03-2023-0062","DOIUrl":"https://doi.org/10.1108/jsocm-03-2023-0062","url":null,"abstract":"Purpose Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements. Design/methodology/approach A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention. Findings Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement ( p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert ( p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement ( p < 0.05). Originality/value This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"66 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134990280","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-11DOI: 10.1108/jsocm-04-2023-0088
Sarah Geegan, Bobi Ivanov, Kimberly A. Parker, Stephen A. Rains, John Banas
Purpose Research is needed regarding how to influence young adults’ patterns of cell phone use while driving, amid social pressures to stay connected to their peers. Such insight could form the basis of a social marketing campaign. This study aims to explore the potential of inoculation and narrative messages as strategies to protect (i.e. generate resistance against) negative attitudes toward texting and driving. Design/methodology/approach Using a three-phase experiment, the investigation explored the impact of different communication message strategies (i.e. inoculation, narrative, control) aimed at reducing texting while driving. Findings Results indicated that, for college students exposed to messages in support of texting and driving, inoculation messages were superior to both narrative and control messages. These findings can guide the development of strategic social marketing interventions. Practical implications Social marketing scholars and practitioners should consider weaving inoculation messages throughout social marketing campaigns focused on this important issue. Originality/value To the authors’ knowledge, this is the first study to evaluate and compare inoculation and narrative strategies in the context of texting and driving.
{"title":"The effects of inoculation and narrative messages on texting and driving among college students","authors":"Sarah Geegan, Bobi Ivanov, Kimberly A. Parker, Stephen A. Rains, John Banas","doi":"10.1108/jsocm-04-2023-0088","DOIUrl":"https://doi.org/10.1108/jsocm-04-2023-0088","url":null,"abstract":"\u0000Purpose\u0000Research is needed regarding how to influence young adults’ patterns of cell phone use while driving, amid social pressures to stay connected to their peers. Such insight could form the basis of a social marketing campaign. This study aims to explore the potential of inoculation and narrative messages as strategies to protect (i.e. generate resistance against) negative attitudes toward texting and driving.\u0000\u0000\u0000Design/methodology/approach\u0000Using a three-phase experiment, the investigation explored the impact of different communication message strategies (i.e. inoculation, narrative, control) aimed at reducing texting while driving.\u0000\u0000\u0000Findings\u0000Results indicated that, for college students exposed to messages in support of texting and driving, inoculation messages were superior to both narrative and control messages. These findings can guide the development of strategic social marketing interventions.\u0000\u0000\u0000Practical implications\u0000Social marketing scholars and practitioners should consider weaving inoculation messages throughout social marketing campaigns focused on this important issue.\u0000\u0000\u0000Originality/value\u0000To the authors’ knowledge, this is the first study to evaluate and compare inoculation and narrative strategies in the context of texting and driving.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42077521","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-21DOI: 10.1108/jsocm-04-2023-0074
A. Tapp, G. Ursachi, Dan Campsall
Purpose Critical social marketing can play a vital role in countering the consequences of behaviours toxified by commercial marketing. This paper aims to hypothesise that auto sector brand activities may be associated with riskier driving. Design/methodology/approach In this paper, the authors hypothesised that auto sector brand activities may be associated with riskier driving. UK collision data was examined, focusing on collisions that occurred because of an “injudicious action” (risky or aggressive driving manoeuvres) and analysing this data set by comparing the incidence of vehicle brands involved. Findings After allowing for other effects, a gradient graph illustrated differing associations between vehicle brands and collision rates. Practical implications A discussion was offered, adopting the position that if such a problem exists the solutions cannot be left to the sector itself, and that socially responsible interventions may be required. A number of social marketing strategies are proposed including regulatory support, “Truth Campaign” style exposure of commercial damage, and counter-marketing that promotes safe driver behaviour. Originality/value This work provides valuable empirical support to the concerns raised by previous workers about the possible effects of automotive sector advertising on driving behaviour. The paper offers a concise discussion of ways forward, concluding with the novel possibility of regulating individual brands as an alternative to sector-wide regulation.
{"title":"Exploring the relationship between car brands and risky driving","authors":"A. Tapp, G. Ursachi, Dan Campsall","doi":"10.1108/jsocm-04-2023-0074","DOIUrl":"https://doi.org/10.1108/jsocm-04-2023-0074","url":null,"abstract":"\u0000Purpose\u0000Critical social marketing can play a vital role in countering the consequences of behaviours toxified by commercial marketing. This paper aims to hypothesise that auto sector brand activities may be associated with riskier driving.\u0000\u0000\u0000Design/methodology/approach\u0000In this paper, the authors hypothesised that auto sector brand activities may be associated with riskier driving. UK collision data was examined, focusing on collisions that occurred because of an “injudicious action” (risky or aggressive driving manoeuvres) and analysing this data set by comparing the incidence of vehicle brands involved.\u0000\u0000\u0000Findings\u0000After allowing for other effects, a gradient graph illustrated differing associations between vehicle brands and collision rates.\u0000\u0000\u0000Practical implications\u0000A discussion was offered, adopting the position that if such a problem exists the solutions cannot be left to the sector itself, and that socially responsible interventions may be required. A number of social marketing strategies are proposed including regulatory support, “Truth Campaign” style exposure of commercial damage, and counter-marketing that promotes safe driver behaviour.\u0000\u0000\u0000Originality/value\u0000This work provides valuable empirical support to the concerns raised by previous workers about the possible effects of automotive sector advertising on driving behaviour. The paper offers a concise discussion of ways forward, concluding with the novel possibility of regulating individual brands as an alternative to sector-wide regulation.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43288139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-17DOI: 10.1108/jsocm-04-2023-0081
A. Fenton, S. Sands, C. Ferraro, J. Pallant, E. Ghafoori
Purpose Although saving for retirement is critical, many people are reluctant to contribute money now in anticipation of a future event, namely their retirement. This study aims to investigate the interaction effect between message frame and message appeal on individual preparedness for retirement, specifically in terms of an individual’s willingness to contribute to retirement savings. Design/methodology/approach Across three studies, the authors show that message frames with a gain-orientation are more persuasive when self-oriented rather than oriented towards socially distant others. In Study 1, the authors use a 2 (gain-loss message frame) × 3 (self, close-other, distant-other message appeal) experimental design with ad copy manipulating the scenarios. In Study 2, the authors replicate and extend Study 1 to validate the findings. In Study 3, the authors overlay life-stage to determine how consumers differ in terms of their willingness to contribute to retirement. Findings Across the studies the authors find that message frame and message appeal influence consumer preparedness for retirement. The authors investigate these effects in terms of willingness to contribute to retirement savings (Studies 1–3) as well as satisfaction with retirement savings, anticipated retirement enjoyment, positive emotions and negative emotions (Studies 1 and 2). Originality/value While a substantive amount of research has been devoted to retirement planning, gaps remain as to the efficacy of communication message strategies on influencing retirement preparedness. This research seeks to contribute towards this literature stream by uncovering the ways in which individuals can be encouraged to contribute towards retirement planning.
{"title":"Preparing for retirement: the influence of message frame, message appeal and life stage","authors":"A. Fenton, S. Sands, C. Ferraro, J. Pallant, E. Ghafoori","doi":"10.1108/jsocm-04-2023-0081","DOIUrl":"https://doi.org/10.1108/jsocm-04-2023-0081","url":null,"abstract":"\u0000Purpose\u0000Although saving for retirement is critical, many people are reluctant to contribute money now in anticipation of a future event, namely their retirement. This study aims to investigate the interaction effect between message frame and message appeal on individual preparedness for retirement, specifically in terms of an individual’s willingness to contribute to retirement savings.\u0000\u0000\u0000Design/methodology/approach\u0000Across three studies, the authors show that message frames with a gain-orientation are more persuasive when self-oriented rather than oriented towards socially distant others. In Study 1, the authors use a 2 (gain-loss message frame) × 3 (self, close-other, distant-other message appeal) experimental design with ad copy manipulating the scenarios. In Study 2, the authors replicate and extend Study 1 to validate the findings. In Study 3, the authors overlay life-stage to determine how consumers differ in terms of their willingness to contribute to retirement.\u0000\u0000\u0000Findings\u0000Across the studies the authors find that message frame and message appeal influence consumer preparedness for retirement. The authors investigate these effects in terms of willingness to contribute to retirement savings (Studies 1–3) as well as satisfaction with retirement savings, anticipated retirement enjoyment, positive emotions and negative emotions (Studies 1 and 2).\u0000\u0000\u0000Originality/value\u0000While a substantive amount of research has been devoted to retirement planning, gaps remain as to the efficacy of communication message strategies on influencing retirement preparedness. This research seeks to contribute towards this literature stream by uncovering the ways in which individuals can be encouraged to contribute towards retirement planning.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46446232","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-28DOI: 10.1108/jsocm-11-2022-0230
C. Lagoe, Derek A. Newcomer, Ashley E Fico
Purpose The purpose of this study is to consider the potential use of social marketing to enhance safety compliance in a biomedical research laboratory. Design/methodology/approach This project used focus group discussions (n = 32) and semi-structured interviews (n = 10) to gather information on occupational health and safety professionals’ perceptions of safety culture, knowledge of barriers and facilitators of safety at the worksite and insights on how to effectively communicate safety information to employees through a campaign effort. Findings Results outlined the barriers (e.g. structural obstacles, lack of awareness of policies, perception of occupational safety and health professionals as safety police) and facilitators (e.g. rapport building, partnering with formal leadership and demonstrating the value of services) of safety and safety communication. Originality/value Results from this work add to theoretical and practical knowledge regarding how risk may be effectively addressed by using social marketing and health behavior theories to promote voluntary adherence to existing rules and recommendations.
{"title":"Formative research for a social marketing safety campaign at a biomedical research facility","authors":"C. Lagoe, Derek A. Newcomer, Ashley E Fico","doi":"10.1108/jsocm-11-2022-0230","DOIUrl":"https://doi.org/10.1108/jsocm-11-2022-0230","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to consider the potential use of social marketing to enhance safety compliance in a biomedical research laboratory.\u0000\u0000\u0000Design/methodology/approach\u0000This project used focus group discussions (n = 32) and semi-structured interviews (n = 10) to gather information on occupational health and safety professionals’ perceptions of safety culture, knowledge of barriers and facilitators of safety at the worksite and insights on how to effectively communicate safety information to employees through a campaign effort.\u0000\u0000\u0000Findings\u0000Results outlined the barriers (e.g. structural obstacles, lack of awareness of policies, perception of occupational safety and health professionals as safety police) and facilitators (e.g. rapport building, partnering with formal leadership and demonstrating the value of services) of safety and safety communication.\u0000\u0000\u0000Originality/value\u0000Results from this work add to theoretical and practical knowledge regarding how risk may be effectively addressed by using social marketing and health behavior theories to promote voluntary adherence to existing rules and recommendations.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44603699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-21DOI: 10.1108/jsocm-06-2022-0133
R. Kaur, Jagwinder Singh
Purpose Littering has been identified as a significant social issue in India that has negative impact on the environment as well as public health. Social marketing is a powerful tool for changing and sustaining pro-environmental behaviors, but so far no research has been found on the application of social marketing on changing littering behavior in India. This paper aims to integrate the two widely used social marketing models, health belief model (HBM) and theory of planned behavior (TPB), with an extra factor, environmental factors, in a holistic model to understand and predict anti-littering behavior in India. Design/methodology/approach In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. For data analysis, confirmatory factor analysis and structural equation model techniques in AMOS 21.0 have been used. Findings The results of the study suggest that the perceived benefits and perceived barriers have a significant direct effect on the attitude toward anti-littering behavior. No direct impact of perceived threat has been found on attitude toward anti-littering behavior. The results also confirm the role of attitude, subjective norms and self-efficacy in influencing the anti-littering intention with attitude and subjective norms having a greater impact on intention as compared to self-efficacy. Furthermore, the results also highlight that the environmental factors and intention carry more weights than perceived behavioral control in influencing anti-littering behavior. Recognizing the importance of sequential mediators in the present study, the results of the serial mediation analysis revealed that attitude and intention sequentially mediate the path linking perceived benefits, perceived barriers and anti-littering behavior. Originality/value To the best of the authors’ knowledge, the current study in terms of theory building appears to be the first to integrate social marketing models HBM and TPB to explain and understand not only anti-littering behavior but also for setting a platform of behavior change in a larger context.
{"title":"Social marketing framework for anti-littering behavior: an integrated serial mediation model","authors":"R. Kaur, Jagwinder Singh","doi":"10.1108/jsocm-06-2022-0133","DOIUrl":"https://doi.org/10.1108/jsocm-06-2022-0133","url":null,"abstract":"\u0000Purpose\u0000Littering has been identified as a significant social issue in India that has negative impact on the environment as well as public health. Social marketing is a powerful tool for changing and sustaining pro-environmental behaviors, but so far no research has been found on the application of social marketing on changing littering behavior in India. This paper aims to integrate the two widely used social marketing models, health belief model (HBM) and theory of planned behavior (TPB), with an extra factor, environmental factors, in a holistic model to understand and predict anti-littering behavior in India.\u0000\u0000\u0000Design/methodology/approach\u0000In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. For data analysis, confirmatory factor analysis and structural equation model techniques in AMOS 21.0 have been used.\u0000\u0000\u0000Findings\u0000The results of the study suggest that the perceived benefits and perceived barriers have a significant direct effect on the attitude toward anti-littering behavior. No direct impact of perceived threat has been found on attitude toward anti-littering behavior. The results also confirm the role of attitude, subjective norms and self-efficacy in influencing the anti-littering intention with attitude and subjective norms having a greater impact on intention as compared to self-efficacy. Furthermore, the results also highlight that the environmental factors and intention carry more weights than perceived behavioral control in influencing anti-littering behavior. Recognizing the importance of sequential mediators in the present study, the results of the serial mediation analysis revealed that attitude and intention sequentially mediate the path linking perceived benefits, perceived barriers and anti-littering behavior.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, the current study in terms of theory building appears to be the first to integrate social marketing models HBM and TPB to explain and understand not only anti-littering behavior but also for setting a platform of behavior change in a larger context.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41724452","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-08DOI: 10.1108/jsocm-09-2022-0185
Youngjee Ko, Hanyoung Kim, Youngji Seo, J. Han, Hye Jin Yoon, Jongmin Lee, Ja-Kyung Seo
Purpose Successful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms. Design/methodology/approach An experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design. Findings Results indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention. Originality/value The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.
{"title":"The persuasive effects of social media narrative PSAs on COVID-19 vaccination intention among unvaccinated young adults: the mediating role of empathy and psychological reactance","authors":"Youngjee Ko, Hanyoung Kim, Youngji Seo, J. Han, Hye Jin Yoon, Jongmin Lee, Ja-Kyung Seo","doi":"10.1108/jsocm-09-2022-0185","DOIUrl":"https://doi.org/10.1108/jsocm-09-2022-0185","url":null,"abstract":"Purpose\u0000Successful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms.\u0000\u0000\u0000Design/methodology/approach\u0000An experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design.\u0000\u0000\u0000Findings\u0000Results indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention.\u0000\u0000\u0000Originality/value\u0000The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46361691","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-31DOI: 10.1108/jsocm-10-2022-0214
Foula Z. Kopanidis
Purpose This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active member participation. Design/methodology/approach The data for this study ( n = 197) was obtained from four martial arts groups in Melbourne, Australia. Self-administered questionnaires assessed the importance of personal benefits, risk taking, personal values and enjoyment of specific benefits. Findings Hierarchical analysis identified shared values, excitement ( ß = −0.066, p < 0.05), sense of belonging ( ß = 0.644, p < 0.05), enjoyment of activities ( ß = 0.179, p < 0.05), fitness level ( ß = 0.564, p < 0.05), belt status ( ß = 0.466 p < 0.05) and the expectations of instructor ( ß = 0.144 p < 0.05) and others ( ß = 0.483 p < 0.05) as predictors in attracting and retaining club membership. Adult Australians share socio-demographic characteristics and common desires to attain specific benefits which appear to evolve, as membership is not perceived as an interim engagement but rather as a lifelong lifestyle choice. Practical implications By advocating positive associations between lifetime membership and active participation, social marketing campaigns can inform and contribute towards a knowledge base for sports clubs to develop targeted strategies and practices towards membership retention. Originality/value This study contributes to evidence-based social marketing approaches in an era of ageing demographics, where there remains a need to learn more about how to manage active memberships to promote healthy lifestyles and well-being at a national, community and individual level. The approach of exploring club membership at micro-level to inform tailored macro-level strategic health-related messages is also novel.
本研究旨在探讨微观层面的会员驱动因素对俱乐部保留率的影响，并通过鼓励会员积极参与来促进积极的健康相关行为。本研究的数据(n = 197)来自澳大利亚墨尔本的四个武术团体。自我管理的问卷评估了个人利益、风险承担、个人价值观和享受特定利益的重要性。分层分析发现共享价值观、兴奋度(ß = - 0.066, p <0.05)，归属感(ß = 0.644, p <0.05)，活动的乐趣(s = 0.179, p <0.05)，健康水平(ß = 0.564, p <0.05)，皮带状态(ß = 0.466 p <0.05)和教师期望(s = 0.144 p <0.05)和其他(s = 0.483 p <0.05)作为吸引和留住会员的预测因素。成年澳大利亚人有着共同的社会人口特征和获得特定利益的共同愿望，这似乎是在不断发展的，因为会员身份不被视为一种临时的参与，而是一种终身的生活方式选择。通过倡导终身会员和积极参与之间的积极联系，社会营销活动可以为体育俱乐部提供信息，并为其提供知识库，以制定有针对性的会员保留策略和实践。这项研究有助于在人口老龄化时代采用基于证据的社会营销方法，在这个时代，仍然需要更多地了解如何管理积极的会员，以在国家、社区和个人层面促进健康的生活方式和福祉。在微观层面探索俱乐部会员资格，以便为量身定制的宏观层面战略健康信息提供信息的方法也是新颖的。
{"title":"“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation","authors":"Foula Z. Kopanidis","doi":"10.1108/jsocm-10-2022-0214","DOIUrl":"https://doi.org/10.1108/jsocm-10-2022-0214","url":null,"abstract":"Purpose This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active member participation. Design/methodology/approach The data for this study ( n = 197) was obtained from four martial arts groups in Melbourne, Australia. Self-administered questionnaires assessed the importance of personal benefits, risk taking, personal values and enjoyment of specific benefits. Findings Hierarchical analysis identified shared values, excitement ( ß = −0.066, p < 0.05), sense of belonging ( ß = 0.644, p < 0.05), enjoyment of activities ( ß = 0.179, p < 0.05), fitness level ( ß = 0.564, p < 0.05), belt status ( ß = 0.466 p < 0.05) and the expectations of instructor ( ß = 0.144 p < 0.05) and others ( ß = 0.483 p < 0.05) as predictors in attracting and retaining club membership. Adult Australians share socio-demographic characteristics and common desires to attain specific benefits which appear to evolve, as membership is not perceived as an interim engagement but rather as a lifelong lifestyle choice. Practical implications By advocating positive associations between lifetime membership and active participation, social marketing campaigns can inform and contribute towards a knowledge base for sports clubs to develop targeted strategies and practices towards membership retention. Originality/value This study contributes to evidence-based social marketing approaches in an era of ageing demographics, where there remains a need to learn more about how to manage active memberships to promote healthy lifestyles and well-being at a national, community and individual level. The approach of exploring club membership at micro-level to inform tailored macro-level strategic health-related messages is also novel.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135434228","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-22DOI: 10.1108/jsocm-02-2023-0025
D. Ong, Shirley Chiu, Elizabeth Andrews, Geetha Nadarajan
Purpose The global food waste and food scarcity paradox is steadfastly increasing. This study aims to examine the effects of digital nudging as forms of positive and negative reinforcement to change food waste behavior and found that nudging positive reinforcement modifies this habit. Design/methodology/approach A field experiment was conducted on 628 diners randomly split into experiment (n = 412) and control group (n = 216) in two separate dining locations over four weeks. Out of these, 412 diners were randomly subjected to tent cards with positive (n = 228) and negative (n = 184) reinforcement nudging and completed a questionnaire to ascertain if nudging affects their consumption behavior. Consumption waste per unit revenue was calculated from all 628 diners individually to analyze the financial impact between control and experiment groups. Findings SEM analysis reveals that positive reinforcement mediates between external motivators (social media and restaurant service) and reduction of food waste behavior. Further analysis also reveals that nudging has a higher three times effect on reducing food waste as compared with no nudging (control). Social implications Positive messaging encourages behavior change more effectively as compared to negative ones. Gentle reminders of how everyone can personally be a “warrior” or “hero” in the fight against global food waste increases the likelihood of altruistic motivation in tackling these issues. Originality/value This study demonstrates how positive reinforcement in the form of nudges acts as key mediator to support reduction of consumer food waste on site, ultimately helping to reduce financial costs compared to those without nudges.
{"title":"One needs to be reminded and motivated: mediating role of digital nudging for food waste reduction","authors":"D. Ong, Shirley Chiu, Elizabeth Andrews, Geetha Nadarajan","doi":"10.1108/jsocm-02-2023-0025","DOIUrl":"https://doi.org/10.1108/jsocm-02-2023-0025","url":null,"abstract":"\u0000Purpose\u0000The global food waste and food scarcity paradox is steadfastly increasing. This study aims to examine the effects of digital nudging as forms of positive and negative reinforcement to change food waste behavior and found that nudging positive reinforcement modifies this habit.\u0000\u0000\u0000Design/methodology/approach\u0000A field experiment was conducted on 628 diners randomly split into experiment (n = 412) and control group (n = 216) in two separate dining locations over four weeks. Out of these, 412 diners were randomly subjected to tent cards with positive (n = 228) and negative (n = 184) reinforcement nudging and completed a questionnaire to ascertain if nudging affects their consumption behavior. Consumption waste per unit revenue was calculated from all 628 diners individually to analyze the financial impact between control and experiment groups.\u0000\u0000\u0000Findings\u0000SEM analysis reveals that positive reinforcement mediates between external motivators (social media and restaurant service) and reduction of food waste behavior. Further analysis also reveals that nudging has a higher three times effect on reducing food waste as compared with no nudging (control).\u0000\u0000\u0000Social implications\u0000Positive messaging encourages behavior change more effectively as compared to negative ones. Gentle reminders of how everyone can personally be a “warrior” or “hero” in the fight against global food waste increases the likelihood of altruistic motivation in tackling these issues.\u0000\u0000\u0000Originality/value\u0000This study demonstrates how positive reinforcement in the form of nudges acts as key mediator to support reduction of consumer food waste on site, ultimately helping to reduce financial costs compared to those without nudges.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47435337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-22DOI: 10.1108/jsocm-04-2022-0089
L. Christie, Marike Venter de Villiers
Purpose This paper presents a unique conceptual model that promotes behaviour change with the goal of creating a more sustainable conscious society. It aims to provide social marketers with insight on how to influence consumers' buying behaviour, which is often guided by their misperception of what is a good Quality of Life (QoL). Design/methodology/approach By means of a comprehensive, analytical review of relevant literature, this paper took a conceptual approach that included the thematic analysis of data sources such as accredited journal articles, books and other credible published materials. Findings Against the backdrop of South Africa's socio-economic conditions, this model emphasises the crucial role of individual's social and personal environment in shaping behaviour. The role of social marketers is to capitilise on consumers immediate environment to persuade them to consume more sustainably. It further gives way to the long-term, positive consequences of behaviour change on consumer's Quality of Life. The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life. Research limitations/implications Such an integrative conceptual model can be used to justify policy implications, social marketing strategies and behavioural change for the individual consumer to promote their own subjective QoL while addressing and perhaps mediating the broader social and environmental concerns. However, the application of this concept within an emerging economy, remains to be a challenge, as the awareness around sustainable consumption is still in its infant stage. Originality/value With the rise of globalisation, consumers in emerging economies aspire to portray wealth through the acquisition of materialistic possessions. This is even though the majority live in poverty and cannot sustain a lifestyle that is driven by conspicuous consumption. As a result, social marketers have a significant responsibility to inRuence consumers buying behaviour towards sustainable consumption. This paper presents a model that guides social marketers on how they can encourage pro-environmental behaviour and create a more sustainably conscious society.
{"title":"The role of social marketing in promoting quality of life through the lens of sustainable consumption","authors":"L. Christie, Marike Venter de Villiers","doi":"10.1108/jsocm-04-2022-0089","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0089","url":null,"abstract":"\u0000Purpose\u0000This paper presents a unique conceptual model that promotes behaviour change with the goal of creating a more sustainable conscious society. It aims to provide social marketers with insight on how to influence consumers' buying behaviour, which is often guided by their misperception of what is a good Quality of Life (QoL).\u0000\u0000\u0000Design/methodology/approach\u0000By means of a comprehensive, analytical review of relevant literature, this paper took a conceptual approach that included the thematic analysis of data sources such as accredited journal articles, books and other credible published materials.\u0000\u0000\u0000Findings\u0000Against the backdrop of South Africa's socio-economic conditions, this model emphasises the crucial role of individual's social and personal environment in shaping behaviour. The role of social marketers is to capitilise on consumers immediate environment to persuade them to consume more sustainably. It further gives way to the long-term, positive consequences of behaviour change on consumer's Quality of Life. The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life.\u0000\u0000\u0000Research limitations/implications\u0000Such an integrative conceptual model can be used to justify policy implications, social marketing strategies and behavioural change for the individual consumer to promote their own subjective QoL while addressing and perhaps mediating the broader social and environmental concerns. However, the application of this concept within an emerging economy, remains to be a challenge, as the awareness around sustainable consumption is still in its infant stage.\u0000\u0000\u0000Originality/value\u0000With the rise of globalisation, consumers in emerging economies aspire to portray wealth through the acquisition of materialistic possessions. This is even though the majority live in poverty and cannot sustain a lifestyle that is driven by conspicuous consumption. As a result, social marketers have a significant responsibility to inRuence consumers buying behaviour towards sustainable consumption. This paper presents a model that guides social marketers on how they can encourage pro-environmental behaviour and create a more sustainably conscious society.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41443029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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