Pub Date : 2023-05-18DOI: 10.1108/jsocm-04-2022-0069
Luke Brownlow, En Li
Purpose The COVID-19 pandemic resulted in public health measures which unintentionally made unfortunate individual-, community- and system-level impacts. People experiencing gambling harm have distinctive vulnerabilities that are exacerbated during this period of uncertainty, physical distancing, self-isolation and changes to treatment services. This paper aims to investigate narratives of gambling harm to understand unmet needs in a COVID-19 context. Design/methodology/approach A leading international gambling support forum was mined for all posts associated with COVID-19 during 2020 and thematically analyzed. Findings A series of themes and subthemes that gamblers responded to the pandemic with a series of adaptive and maladaptive behaviors in line with the integrative theoretical framework of maladaptive consumption. Additionally, people experiencing gambling harm are disproportionately impacted by the COVID-19 pandemic, and the standard public health notices do not meet their unique needs. Originality/value This research builds upon knowledge of the antecedents and consequences of maladaptive consumption behavior. Further, the findings show that the lack of preventative measures, such as targeted and timely information to combat adverse outcomes, and reflexive support services has made this time more challenging.
{"title":"Hell for consumer addiction?: thematic analysis of COVID-19 narratives in a gambling support forum","authors":"Luke Brownlow, En Li","doi":"10.1108/jsocm-04-2022-0069","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0069","url":null,"abstract":"\u0000Purpose\u0000The COVID-19 pandemic resulted in public health measures which unintentionally made unfortunate individual-, community- and system-level impacts. People experiencing gambling harm have distinctive vulnerabilities that are exacerbated during this period of uncertainty, physical distancing, self-isolation and changes to treatment services. This paper aims to investigate narratives of gambling harm to understand unmet needs in a COVID-19 context.\u0000\u0000\u0000Design/methodology/approach\u0000A leading international gambling support forum was mined for all posts associated with COVID-19 during 2020 and thematically analyzed.\u0000\u0000\u0000Findings\u0000A series of themes and subthemes that gamblers responded to the pandemic with a series of adaptive and maladaptive behaviors in line with the integrative theoretical framework of maladaptive consumption. Additionally, people experiencing gambling harm are disproportionately impacted by the COVID-19 pandemic, and the standard public health notices do not meet their unique needs.\u0000\u0000\u0000Originality/value\u0000This research builds upon knowledge of the antecedents and consequences of maladaptive consumption behavior. Further, the findings show that the lack of preventative measures, such as targeted and timely information to combat adverse outcomes, and reflexive support services has made this time more challenging.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-05-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41653403","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 : 2023-04-17DOI: 10.1108/jsocm-08-2022-0174
Rola Mahasneh, Melanie Randle, Rob Gordon, Jennifer Algie, S. Dolnicar
Purpose This study aims to investigate which factors are associated with the willingness of employers to hire people with disability from the perspective of disability employment service providers. We also identify social marketing approaches that disability employment service providers consider to be most effective in increasing employer willingness to hire people with disability. Design/methodology/approach Using the framework of the theory of planned behavior, this study examines the association of attitude, subjective norms and perceived behavioral control with employer willingness to hire people with disability. The authors do this from the perspective of disability employment service providers, who are responsible for matching people with disability with suitable employment opportunities. The authors used a qualitative approach to data collection and conducted 30 in-depth interviews. Data analysis included deductive and inductive coding to develop the themes and subthemes. Findings Attitude, subjective norms and perceived behavioral control were all perceived to influence employers’ willingness to hire people with disability. However, the importance of each construct was perceived to differ by location and organization type. Three key social marketing approaches were perceived to be most effective in increasing employer willingness to hire people with disability: educational, relational and interactive. The educational intervention attempts to increase employers’ knowledge about disability, the relational approach aims to develop relationships within the community to strengthen relationships with employers and the interactive approach involves direct contact between employers and people with disability. Originality/value Theoretically, this study reveals perceived heterogeneity in terms of the theoretical constructs that are employer hiring decisions. Practically, results help disability employment service providers design social marketing strategies that are effective in reducing barriers and increasing employment for people with disability. Methodologically, this study adds a new perspective on employer willingness to hire people with disability – that of disability employment service providers – which avoids the social desirability bias found in many self-reported studies of employer attitudes and behavior.
{"title":"Increasing employer willingness to hire people with disability: the perspective of disability employment service providers","authors":"Rola Mahasneh, Melanie Randle, Rob Gordon, Jennifer Algie, S. Dolnicar","doi":"10.1108/jsocm-08-2022-0174","DOIUrl":"https://doi.org/10.1108/jsocm-08-2022-0174","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate which factors are associated with the willingness of employers to hire people with disability from the perspective of disability employment service providers. We also identify social marketing approaches that disability employment service providers consider to be most effective in increasing employer willingness to hire people with disability.\u0000\u0000\u0000Design/methodology/approach\u0000Using the framework of the theory of planned behavior, this study examines the association of attitude, subjective norms and perceived behavioral control with employer willingness to hire people with disability. The authors do this from the perspective of disability employment service providers, who are responsible for matching people with disability with suitable employment opportunities. The authors used a qualitative approach to data collection and conducted 30 in-depth interviews. Data analysis included deductive and inductive coding to develop the themes and subthemes.\u0000\u0000\u0000Findings\u0000Attitude, subjective norms and perceived behavioral control were all perceived to influence employers’ willingness to hire people with disability. However, the importance of each construct was perceived to differ by location and organization type. Three key social marketing approaches were perceived to be most effective in increasing employer willingness to hire people with disability: educational, relational and interactive. The educational intervention attempts to increase employers’ knowledge about disability, the relational approach aims to develop relationships within the community to strengthen relationships with employers and the interactive approach involves direct contact between employers and people with disability.\u0000\u0000\u0000Originality/value\u0000Theoretically, this study reveals perceived heterogeneity in terms of the theoretical constructs that are employer hiring decisions. Practically, results help disability employment service providers design social marketing strategies that are effective in reducing barriers and increasing employment for people with disability. Methodologically, this study adds a new perspective on employer willingness to hire people with disability – that of disability employment service providers – which avoids the social desirability bias found in many self-reported studies of employer attitudes and behavior.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46205388","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 : 2023-04-11DOI: 10.1108/jsocm-06-2022-0124
Pamela Saleme, Timo Dietrich, Bo Pang, Joy Parkinson
Purpose This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial behaviour in children, using a Living Lab method. This paper aims to identify how using a Living Lab method can enhance the co-creation and evaluation of a gamified social marketing program with users and stakeholders. To the best of the authors’ knowledge, this paper is the first to apply and further develop a Living Lab framework to guide social marketing program design. Design/methodology/approach Using a case study method, the Living Lab process was applied during the development of the gamified social marketing program for promoting socio-emotional skills and prosocial behaviour in children. In total, 28 online and in-person sessions over a two-year period led to program co-creation. Guided by a mixed method approach, testing was conducted in a non-randomised waitlist control trial, while qualitative data from in-game data capture, classroom observations and recordings were collected. Findings The application of the Living Lab method warranted improvements, specifically to the front-end and back-end steps of the existing process. While the non-randomised trial indicated effectiveness of the social marketing program across all outcome measures (self-awareness, empathy and prosocial behaviour intentions) compared to control, qualitative findings showed program improvements were needed on three specific aspects, namely, interactivity, user experience and comprehension. Originality/value This study provides methodological guidance for the application of the Living Lab method in other social marketing settings to help co-create innovative social marketing solutions with diverse stakeholder groups.
{"title":"Co-creating and evaluating social marketing programs: a living lab approach","authors":"Pamela Saleme, Timo Dietrich, Bo Pang, Joy Parkinson","doi":"10.1108/jsocm-06-2022-0124","DOIUrl":"https://doi.org/10.1108/jsocm-06-2022-0124","url":null,"abstract":"\u0000Purpose\u0000This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial behaviour in children, using a Living Lab method. This paper aims to identify how using a Living Lab method can enhance the co-creation and evaluation of a gamified social marketing program with users and stakeholders. To the best of the authors’ knowledge, this paper is the first to apply and further develop a Living Lab framework to guide social marketing program design.\u0000\u0000\u0000Design/methodology/approach\u0000Using a case study method, the Living Lab process was applied during the development of the gamified social marketing program for promoting socio-emotional skills and prosocial behaviour in children. In total, 28 online and in-person sessions over a two-year period led to program co-creation. Guided by a mixed method approach, testing was conducted in a non-randomised waitlist control trial, while qualitative data from in-game data capture, classroom observations and recordings were collected.\u0000\u0000\u0000Findings\u0000The application of the Living Lab method warranted improvements, specifically to the front-end and back-end steps of the existing process. While the non-randomised trial indicated effectiveness of the social marketing program across all outcome measures (self-awareness, empathy and prosocial behaviour intentions) compared to control, qualitative findings showed program improvements were needed on three specific aspects, namely, interactivity, user experience and comprehension.\u0000\u0000\u0000Originality/value\u0000This study provides methodological guidance for the application of the Living Lab method in other social marketing settings to help co-create innovative social marketing solutions with diverse stakeholder groups.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48997103","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 : 2023-03-21DOI: 10.1108/jsocm-08-2022-0169
S. Bass, Patrick J Kelly, Jesse Brajuha, L. Gutierrez-Mock, P. D’Avanzo, Samantha Herrera, J. Sevelius
Purpose The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP. Design/methodology/approach This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies. Findings Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake. Originality/value To the best of the authors’ knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.
{"title":"Using social marketing strategies to develop and pretest PrEP education materials for transgender women","authors":"S. Bass, Patrick J Kelly, Jesse Brajuha, L. Gutierrez-Mock, P. D’Avanzo, Samantha Herrera, J. Sevelius","doi":"10.1108/jsocm-08-2022-0169","DOIUrl":"https://doi.org/10.1108/jsocm-08-2022-0169","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.\u0000\u0000\u0000Findings\u0000Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41904765","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 : 2023-03-07DOI: 10.1108/jsocm-08-2022-0164
S. Sommariva, J. Beckstead, M. Khaliq, E. Daley, D. Martinez Tyson
Purpose Effectiveness of message tactics in social marketing projects often varies across groups of individuals, which suggests the importance of tailoring communication approaches to maximize the success of promotional strategies. This study aims to contribute in this direction by using an innovative approach to promote targeted human papillomavirus vaccination, applying conjoint analysis to understand parental preferences for social media content features. Design/methodology/approach An online purpose-built quantitative survey was administered to a group of parents meeting eligibility criteria. The survey questions were designed based on inputs from formative qualitative research conducted in a previous phase of the study. Findings In the overall sample of 285 parents, responses show that image was the most important feature of social media posts overall, followed by source and text. Cluster analysis identified eight segments in the sample based on parental preferences for content features. Significant differences across segments were identified in terms of need for cognition, vaccine hesitancy, parental gender, concerns around side effects, trust in medical providers, information sharing behaviors on social media and information seeking online. Originality/value The application of conjoint analysis to promotional content allows to assess which features of the content are most important in persuading different individuals and provide insights on how people process the information, ultimately to inform targeted promotion based on preferences. Conjoint analysis has been widely used in consumer research to explore audience preferences for products or services, but only a few applications of conjoint analysis to the design and testing of promotional content are found in the literature.
{"title":"An approach to targeted promotion of HPV vaccination based on parental preferences for social media content","authors":"S. Sommariva, J. Beckstead, M. Khaliq, E. Daley, D. Martinez Tyson","doi":"10.1108/jsocm-08-2022-0164","DOIUrl":"https://doi.org/10.1108/jsocm-08-2022-0164","url":null,"abstract":"\u0000Purpose\u0000Effectiveness of message tactics in social marketing projects often varies across groups of individuals, which suggests the importance of tailoring communication approaches to maximize the success of promotional strategies. This study aims to contribute in this direction by using an innovative approach to promote targeted human papillomavirus vaccination, applying conjoint analysis to understand parental preferences for social media content features.\u0000\u0000\u0000Design/methodology/approach\u0000An online purpose-built quantitative survey was administered to a group of parents meeting eligibility criteria. The survey questions were designed based on inputs from formative qualitative research conducted in a previous phase of the study.\u0000\u0000\u0000Findings\u0000In the overall sample of 285 parents, responses show that image was the most important feature of social media posts overall, followed by source and text. Cluster analysis identified eight segments in the sample based on parental preferences for content features. Significant differences across segments were identified in terms of need for cognition, vaccine hesitancy, parental gender, concerns around side effects, trust in medical providers, information sharing behaviors on social media and information seeking online.\u0000\u0000\u0000Originality/value\u0000The application of conjoint analysis to promotional content allows to assess which features of the content are most important in persuading different individuals and provide insights on how people process the information, ultimately to inform targeted promotion based on preferences. Conjoint analysis has been widely used in consumer research to explore audience preferences for products or services, but only a few applications of conjoint analysis to the design and testing of promotional content are found in the literature.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41920416","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 : 2023-02-28DOI: 10.1108/jsocm-01-2022-0014
J. Diouf, S. Lacoste-Badie, O. Droulers, K. Gallopel-Morvan
Purpose Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence. Design/methodology/approach A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention. Findings Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability. Practical implications This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers. Originality/value To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.
{"title":"Effect of alcohol ad content regulations on young people: a multi-method study","authors":"J. Diouf, S. Lacoste-Badie, O. Droulers, K. Gallopel-Morvan","doi":"10.1108/jsocm-01-2022-0014","DOIUrl":"https://doi.org/10.1108/jsocm-01-2022-0014","url":null,"abstract":"\u0000Purpose\u0000Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence.\u0000\u0000\u0000Design/methodology/approach\u0000A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention.\u0000\u0000\u0000Findings\u0000Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability.\u0000\u0000\u0000Practical implications\u0000This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47904535","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 : 2023-02-13DOI: 10.1108/jsocm-03-2022-0062
Noviana Amelia, H. Saragih
Purpose In addition to being one of the most commonly purchased items by infant caretakers, disposable baby diapers (DBDs) are among the most detrimental products to the environment. Shifting to a diapering method that is less harmful to the environment is an example of pro-environmental conduct. Hence, this study aims to examine how motivation, subjective norms, perceived benefits and perceived threats influence pro-environmental behavior (PEB) intention. Design/methodology/approach This research uses a two-stage disjoint approach of partial least squares structural equation modeling to examine the data. In the conceptual model, a combination of reflective-reflective second-order constructs is used in the motivation, perceived benefits and perceived threats. A total of 233 respondents from a developing economy in Southeast Asia provide the data. Findings This study suggests that perceived benefits (i.e. environmental, monetary and symbol) and threats (i.e. susceptibility and severity) are significant determinants of PEB. Surprisingly, motivation and subjective norms had no significant relationship with consumers' adoption of non-DBD alternatives. Research limitations/implications To persuade caretakers to act in an environmentally responsible manner, the findings of this study imply that, where relevant, considerations for a wide variety of benefits and health risks should be made apparent. Environmental, financial and symbolic benefits should be shared with prospective target audiences. Caretakers should be warned of probable health effects of not being environmentally friendly. This study argues that caretakers' lack of information of non-DBD options may explain the insignificance of subjective norms and motivation. Originality/value This study contributes to the social marketing literature by examining the influence of motivation, subjective norms, perceived benefits and perceived threats on the intention to use more-environmentally friendly alternatives to DBDs as a manifestation of PEB.
{"title":"Factors predicting pro-environmental behavior: the case of baby diapers","authors":"Noviana Amelia, H. Saragih","doi":"10.1108/jsocm-03-2022-0062","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0062","url":null,"abstract":"\u0000Purpose\u0000In addition to being one of the most commonly purchased items by infant caretakers, disposable baby diapers (DBDs) are among the most detrimental products to the environment. Shifting to a diapering method that is less harmful to the environment is an example of pro-environmental conduct. Hence, this study aims to examine how motivation, subjective norms, perceived benefits and perceived threats influence pro-environmental behavior (PEB) intention.\u0000\u0000\u0000Design/methodology/approach\u0000This research uses a two-stage disjoint approach of partial least squares structural equation modeling to examine the data. In the conceptual model, a combination of reflective-reflective second-order constructs is used in the motivation, perceived benefits and perceived threats. A total of 233 respondents from a developing economy in Southeast Asia provide the data.\u0000\u0000\u0000Findings\u0000This study suggests that perceived benefits (i.e. environmental, monetary and symbol) and threats (i.e. susceptibility and severity) are significant determinants of PEB. Surprisingly, motivation and subjective norms had no significant relationship with consumers' adoption of non-DBD alternatives.\u0000\u0000\u0000Research limitations/implications\u0000To persuade caretakers to act in an environmentally responsible manner, the findings of this study imply that, where relevant, considerations for a wide variety of benefits and health risks should be made apparent. Environmental, financial and symbolic benefits should be shared with prospective target audiences. Caretakers should be warned of probable health effects of not being environmentally friendly. This study argues that caretakers' lack of information of non-DBD options may explain the insignificance of subjective norms and motivation.\u0000\u0000\u0000Originality/value\u0000This study contributes to the social marketing literature by examining the influence of motivation, subjective norms, perceived benefits and perceived threats on the intention to use more-environmentally friendly alternatives to DBDs as a manifestation of PEB.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47336912","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 : 2023-02-10DOI: 10.1108/jsocm-07-2022-0161
Thomas S. Mueller
Purpose It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good. Design/methodology/approach Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020. Findings Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad. Research limitations/implications This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience. Originality/value This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).
对于企业来说，确定社会行动广告是否与他们各自的品牌互补是一个艰巨的过程。本研究旨在探讨当品牌考虑事业相关的合作伙伴关系作为其整体营销策略的一部分的机会和缺点。品牌所推动的社会行动既有激励因素，也有诋毁因素。对于组织、机构和公司来说，更好地了解是否或何时使用有助于社会公益的广告是至关重要的。设计/方法/方法研究的第一阶段是通过个人访谈进行的定性分析。采访中的编码段落被汇总成主题，这些主题后来定义了10个社会行动广告措施。研究的第二阶段是定量分析(N = 506)，测试消费者对社会行动广告“你爱我”的参与程度。这则广告是为Dr. Dre Beats品牌设计的，以回应2020年乔治·弗洛伊德(George Floyd)谋杀案。在引发社会变革之前，品牌需要仔细审视自己的历史、政治关联以及对所有消费者群体的关注。讨论了政治观点和性别认同引起的差异。回归表明“使用刻板印象的社交广告”是情感投入的关键显著预测因子。消费者感觉“在社会行动广告中受到尊重和代表”是基于事实的认知参与的关键重要预测因素。当消费者观看社会行动广告时，“通过美德信号扭曲的社会行动广告”影响品牌购买的可能性增加38%。研究局限性/意义这是一项非资助研究。参与访谈的受访者，以及那些被选中进行数据收集的人，是通过方便和判断性的非概率抽样来征求的。这些数据带有种族和经济偏见。在种族变量中，76%的受访者是白人;51%的人说他们“很富有，有很多资产”。这两个变量都不能代表一般人群。在未来，研究人员应该收集一个无偏见的分层概率样本，以更接近地反映一般人群和消费者受众。原创性/价值本文以Farrukh等人(2021)的建议为基础，他们呼吁在侵犯人权和社会变革领域发表更多的研究。这项研究的结果是一个警世故事。在两极分化的社会中，政治教条给首席营销官带来了将政治价值观融入品牌价值观的压力。产生敌对派系的风险为品牌开发者和战略家创造了一个危险的环境(Mahoney, 2022)。
{"title":"Social action advertising: motivators and detractors in cause-oriented behaviors","authors":"Thomas S. Mueller","doi":"10.1108/jsocm-07-2022-0161","DOIUrl":"https://doi.org/10.1108/jsocm-07-2022-0161","url":null,"abstract":"\u0000Purpose\u0000It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good.\u0000\u0000\u0000Design/methodology/approach\u0000Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020.\u0000\u0000\u0000Findings\u0000Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad.\u0000\u0000\u0000Research limitations/implications\u0000This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience.\u0000\u0000\u0000Originality/value\u0000This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"16 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62175929","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 : 2023-02-09DOI: 10.1108/jsocm-04-2022-0079
M. A. Saleem, Amar Shafiq, Hanan Afzal, Aisha Khalid, Ninh Nguyen
Purpose The purpose of this study is to identify which social and psychological factors better determine intentions to quit smoking to inform public health policy. Design/methodology/approach Data for this cross-sectional study were collected via face-to-face interaction following the pen-and-paper method. A total of 371 usable responses were received from randomly selected respondents of eight public sector universities located in the South Punjab province of Pakistan. Partial least squares structural equation modeling analysis was performed using SmartPLS program. A supplementary qualitative study, based on 21 in-depth interviews with the smokers, was conducted to augment findings of the quantitative study. Findings Results showed that protection motivation theory and theory of planned behaviour are supported to predict intentions to quit smoking. Subjective norms have a greater influence on intentions to quit smoking than attitudes towards smoking cessation, while perceived behavioural control fails to predict intentions to quit smoking. Perceived rewards and perceived cost are significant in predicting attitudes towards smoking cessation, while extrinsic rewards predict intentions to quit smoking. Originality/value The existing models reported in the literature have sparsely investigated the cognitive (such as motivation and emotions) and social factors (such as social influence and behavioural controls) together as determinants of intentions to quit smoking, leaving room for more studies on an integrated model of these factors. This study takes the opportunity and proposes an integrated model encompassing psycho-social factors to predict tobacco consumption quitting behaviour in an emerging economy context.
{"title":"Addiction or social need: towards a model to predict smoking cessation intentions","authors":"M. A. Saleem, Amar Shafiq, Hanan Afzal, Aisha Khalid, Ninh Nguyen","doi":"10.1108/jsocm-04-2022-0079","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0079","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to identify which social and psychological factors better determine intentions to quit smoking to inform public health policy.\u0000\u0000\u0000Design/methodology/approach\u0000Data for this cross-sectional study were collected via face-to-face interaction following the pen-and-paper method. A total of 371 usable responses were received from randomly selected respondents of eight public sector universities located in the South Punjab province of Pakistan. Partial least squares structural equation modeling analysis was performed using SmartPLS program. A supplementary qualitative study, based on 21 in-depth interviews with the smokers, was conducted to augment findings of the quantitative study.\u0000\u0000\u0000Findings\u0000Results showed that protection motivation theory and theory of planned behaviour are supported to predict intentions to quit smoking. Subjective norms have a greater influence on intentions to quit smoking than attitudes towards smoking cessation, while perceived behavioural control fails to predict intentions to quit smoking. Perceived rewards and perceived cost are significant in predicting attitudes towards smoking cessation, while extrinsic rewards predict intentions to quit smoking.\u0000\u0000\u0000Originality/value\u0000The existing models reported in the literature have sparsely investigated the cognitive (such as motivation and emotions) and social factors (such as social influence and behavioural controls) together as determinants of intentions to quit smoking, leaving room for more studies on an integrated model of these factors. This study takes the opportunity and proposes an integrated model encompassing psycho-social factors to predict tobacco consumption quitting behaviour in an emerging economy context.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46600733","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 : 2023-02-03DOI: 10.1108/jsocm-05-2022-0100
S. Rahi
Purpose In the wake of COVID-19 pandemic, public health is associated with the acceptance of vaccination unless it reaches herd immunity level, which is 67%. Nevertheless, citizens have shown hesitancy toward acceptance of COVID-19 vaccination globally. Therefore, this study aims to investigate factors which influence citizen’s intention to get COVID-19 vaccination with two well-known theories, namely, protection motivation theory and theory of planned behavior. Aside of direct relationship, the moderating effect of perceived awareness is also tested between attitude and citizens’ intention to get COVID-19 vaccine. Design/methodology/approach The research framework is statistically tested with data set of 215 responses. Data were collected from Pakistani citizens residing in Islamabad, Lahore, Narowal and Burban. For data collection, convenience sampling approach is used. The positivism research paradigm is adopted to design the research framework. Data were estimated with structural equation modeling approach. Findings Results of the statistical analysis unveiled that collectively perceived severity, vulnerability, subjective norm and perceived behavioral control have explained substantial variance R2 52.9% in measuring citizens’ attitude toward acceptance of COVID-19 vaccination. Likewise, attitude and awareness have explained substantial variance R2 54.6% in measuring citizens’ intention to accept COVID-19 vaccine. Moreover, results have shown substantial Stone–Geisser Q2 value to predict citizens’ attitude and intention to accept COVID-19 vaccine. Practical implications In term of theoretical contributions, this study has combined two well-known theories, namely, protection motivation theory and theory of planned behavior, to investigate citizens’ attitude and intention to get COVID-19 vaccine. Therefore, practically this study directs that government officials and health-care practitioners should create awareness among citizens about pandemic by highlighting severity and vulnerability of the COVID-19 virus toward health which, in turn, motivate citizens to get COVID-19 vaccine on time. Social implications The ongoing health crisis could be reduced if citizens achieve herd immunity against COVID-19 virus, resulting in long-term welfare of the society. This research has significant social impact on citizen’s lives, as it revealed that citizens could be motivated to get COVID-19 vaccination if they get adequate awareness about pandemic, enhance behavioral control and understand severity and vulnerability of the COVID-19 virus. Originality/value The current research is valuable, as it unveils factors which encourage citizens to get COVID-19 vaccine. In terms of originality, to the best of the author’s knowledge, this study is the first that integrates protection motivation theory and theory of planned behavior toward citizens’ intention to get COVID-19 vaccine during pandemic.
{"title":"What drives citizens to get the COVID-19 vaccine? The integration of protection motivation theory and theory of planned behavior","authors":"S. Rahi","doi":"10.1108/jsocm-05-2022-0100","DOIUrl":"https://doi.org/10.1108/jsocm-05-2022-0100","url":null,"abstract":"\u0000Purpose\u0000In the wake of COVID-19 pandemic, public health is associated with the acceptance of vaccination unless it reaches herd immunity level, which is 67%. Nevertheless, citizens have shown hesitancy toward acceptance of COVID-19 vaccination globally. Therefore, this study aims to investigate factors which influence citizen’s intention to get COVID-19 vaccination with two well-known theories, namely, protection motivation theory and theory of planned behavior. Aside of direct relationship, the moderating effect of perceived awareness is also tested between attitude and citizens’ intention to get COVID-19 vaccine.\u0000\u0000\u0000Design/methodology/approach\u0000The research framework is statistically tested with data set of 215 responses. Data were collected from Pakistani citizens residing in Islamabad, Lahore, Narowal and Burban. For data collection, convenience sampling approach is used. The positivism research paradigm is adopted to design the research framework. Data were estimated with structural equation modeling approach.\u0000\u0000\u0000Findings\u0000Results of the statistical analysis unveiled that collectively perceived severity, vulnerability, subjective norm and perceived behavioral control have explained substantial variance R2 52.9% in measuring citizens’ attitude toward acceptance of COVID-19 vaccination. Likewise, attitude and awareness have explained substantial variance R2 54.6% in measuring citizens’ intention to accept COVID-19 vaccine. Moreover, results have shown substantial Stone–Geisser Q2 value to predict citizens’ attitude and intention to accept COVID-19 vaccine.\u0000\u0000\u0000Practical implications\u0000In term of theoretical contributions, this study has combined two well-known theories, namely, protection motivation theory and theory of planned behavior, to investigate citizens’ attitude and intention to get COVID-19 vaccine. Therefore, practically this study directs that government officials and health-care practitioners should create awareness among citizens about pandemic by highlighting severity and vulnerability of the COVID-19 virus toward health which, in turn, motivate citizens to get COVID-19 vaccine on time.\u0000\u0000\u0000Social implications\u0000The ongoing health crisis could be reduced if citizens achieve herd immunity against COVID-19 virus, resulting in long-term welfare of the society. This research has significant social impact on citizen’s lives, as it revealed that citizens could be motivated to get COVID-19 vaccination if they get adequate awareness about pandemic, enhance behavioral control and understand severity and vulnerability of the COVID-19 virus.\u0000\u0000\u0000Originality/value\u0000The current research is valuable, as it unveils factors which encourage citizens to get COVID-19 vaccine. In terms of originality, to the best of the author’s knowledge, this study is the first that integrates protection motivation theory and theory of planned behavior toward citizens’ intention to get COVID-19 vaccine during pandemic.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"1 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41378758","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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