Journal of Social Marketing最新文献_第6页

The restless desire for the new versus sustainability: the pressing need for social marketing in fashion industry 对新事物与可持续性的无休止的渴望:时尚行业对社会营销的迫切需求

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-09-30 DOI: 10.1108/jsocm-02-2022-0036

Deniz Atik, Zeynep Ozdamar Ertekin

PurposeDetrimental impacts on social and ecological well-being of excessive fashion consumption and production practices are posing threats on future generations. Therefore, the need for sustainable solutions and endorsing them through social marketing efforts is more urgent than ever. From the consumption angle, this study aims to explore the driving forces behind consumers’ restless desire for the new and the growing need to consume sustainably.Design/methodology/approachThis paper is conceptual in nature, and through a review of the literature in fashion, consumer, sustainability and social marketing studies, it examines why consumer desire for the new is so profound and how it conflicts with sustainability goals of the fashions industry. With a macrosocial approach, it reveals how multiple constituents of the fashion system can contribute toward sustainability goals.FindingsThis study explains consumers’ psychological and social needs driving their restless desire for the new and the role of fast fashion companies fuelling this desire. It also discusses the consequences of excessive fashion consumption and presents social marketing solutions at micro, meso and macro levels with upstream and downstream effects toward sustainability goals.Practical implicationsConsidering the increasing consciousness about the negative impacts of excessive fashion consumption, this study suggests both practical and social implications that are associated with multiple stakeholders including consumers, fashion companies and public policymakers.Originality/valueThis study reveals in detail the challenges and potential social marketing solutions at micro, meso and macro levels, concerning the conflict between consumers’ restless desire for the new and the pressing need to consume more sustainably.

目的过度的时尚消费和生产方式对社会和生态健康的有害影响正在对子孙后代构成威胁。因此，比以往任何时候都更迫切需要可持续的解决方案，并通过社会营销努力来支持它们。本研究旨在从消费的角度，探讨消费者对新事物永不停止的渴望和不断增长的可持续消费需求背后的驱动力。设计/方法/方法这篇论文本质上是概念性的，通过对时尚、消费者、可持续性和社会营销研究方面的文献的回顾，它探讨了为什么消费者对新事物的渴望如此深刻，以及它如何与时尚行业的可持续性目标相冲突。通过宏观社会方法，它揭示了时尚系统的多个组成部分如何为可持续发展目标做出贡献。这项研究解释了消费者的心理和社会需求驱动了他们对新事物无休止的渴望，而快时尚公司则助长了这种欲望。它还讨论了过度时尚消费的后果，并提出了社会营销解决方案在微观，中观和宏观层面与上游和下游对可持续发展目标的影响。考虑到人们越来越意识到过度时尚消费的负面影响，本研究提出了与包括消费者、时尚公司和公共政策制定者在内的多个利益相关者相关的现实和社会影响。创意/价值本研究从微观、中观和宏观三个层面详细揭示了社会营销面临的挑战和潜在的解决方案，涉及消费者对新事物的无休止渴望与更可持续消费的迫切需求之间的冲突。

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引用次数: 6

The role of user centric measures in the use of non-pharmaceutical interventions (NPIs) 以用户为中心的措施在非药物干预（NPI）使用中的作用

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-08-12 DOI: 10.1108/jsocm-04-2022-0071

Matti J. Haverila, Kai C. Haverila, Caitlin McLaughlin

PurposeHealth authorities have introduced non-pharmaceutical interventions (NPIs) with the aim of reducing the spread of viruses. Against the backdrop of social marketing, normative and utility theories, the purpose of the paper is to examine the relationships between user centric measures such as perceived effectiveness, user satisfaction, and value for effort on intentions to continue to use NPIs. Furthermore, the moderating role of value for effort on user satisfaction and, subsequently, intentions to continue to use NPIs was also considered.Design/methodology/approachA cross-sectional online survey was completed in British Columbia, Canada (N = 287). Analysis was done with partial least squares structural equation modeling.FindingsThe results show that the relationships between user centric measures are positive and significant on intentions to continue to use NPIs. Furthermore, value for effort moderated the relationship between user satisfaction and intentions to continue to use NPIs – but the relationship was negative. Thus, the higher values of the value for effort construct cause the relationship between user satisfaction and reuse intention to somewhat diminish.Originality/valueThe results confirm the positive and significant relationships between user centric measures in the context of the use of NPIs and introduce a new understanding of the effect of value for effort on the relationship between user satisfaction and intentions to use NPIs. This enables health officials to better understand how to encourage the use of NPIs.

目的卫生当局引入了非药物干预措施，旨在减少病毒的传播。在社会营销、规范和效用理论的背景下，本文的目的是检验以用户为中心的衡量标准之间的关系，如感知有效性、用户满意度和继续使用NPI的努力价值。此外，还考虑了努力的价值对用户满意度的调节作用，以及随后继续使用NPI的意图。设计/方法/方法在加拿大不列颠哥伦比亚省完成了一项横断面在线调查（N=287）。分析采用偏最小二乘结构方程模型。结果表明，以用户为中心的措施之间的关系是积极的，对继续使用NPI的意图具有显著意义。此外，努力的价值调节了用户满意度和继续使用NPI的意图之间的关系，但这种关系是负面的。因此，努力值结构的较高值会导致用户满意度和重用意图之间的关系有所减弱。原创性/价值研究结果证实了在使用NPI的背景下，以用户为中心的措施之间存在积极而显著的关系，并引入了对努力价值对用户满意度和使用NPI意图之间关系的影响的新理解。这使卫生官员能够更好地了解如何鼓励使用NPI。

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引用次数: 0

Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing 信息框架对可持续消费行为的影响:社会营销的系统回顾与未来研究方向

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-07-25 DOI: 10.1108/jsocm-09-2021-0221

Emma Shaozhen Florence, D. Fleischman, R. Mulcahy, M. Wynder

PurposeThe purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally sustainable behaviour, which is a form of pro-social behaviour. Specifically, this paper focuses on three types of message framing: positive–negative, self–other and abstract–concrete.Design/methodology/approachThis paper reports on a systematic review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework identifying 108 articles published relating to message framing and environmental sustainability between 2005 and 2020. Descriptive analysis of the data was undertaken in combination with a thematic approach.FindingsThe results demonstrate that single frames do not reliably increase sustainable consumer behaviour. Instead, the use of two message frames is more consistently effective. However, there is some disparity in relation to the combined effects of two message frames. The research also identifies that the use of three combined message frames is underexplored in the existing literature.Research limitations/implicationsSocial marketing and consumer psychology researchers have explored many types of message framing. This study focuses on three common types. Also, the review is limited to valence framing. The authors recognise that visual aspects of message frames also determine the effectiveness of messaging. Another limitation is that only empirical studies published between 2005 and 2020 were reviewed.Originality/valuePast review papers related to the impact of messaging on sustainable consumer behaviour either focus on one type of message framing, such as the positive–negative frame, or did not categorise message framing into different types. The current review focuses on three types of message framing that have been examined separately and in combination in the literature. Based on the findings, this study proposes a synthesised theoretical framework for future research.

本研究的目的是对信息框架及其在说服消费者采用环境可持续行为方面的有效性的文献进行系统回顾，这是一种亲社会行为。具体而言，本文重点研究了三种类型的信息框架:积极-消极、自我-他者和抽象-具体。设计/方法/方法本文报告了在系统评价和荟萃分析框架的首选报告项目指导下的系统评价，确定了2005年至2020年间发表的108篇与信息框架和环境可持续性相关的文章。结合专题方法对数据进行了描述性分析。研究结果表明，单一框架并不能可靠地增加可持续的消费者行为。相反，使用两个消息框架更加一致有效。然而，在两个消息框架的综合效果方面存在一些差异。该研究还指出，在现有文献中，三种组合消息框架的使用尚未得到充分探索。研究局限/启示社会营销和消费者心理学研究者已经探索了许多类型的信息框架。本研究主要关注三种常见类型。同时，本研究仅限于效价框架。作者认识到消息框架的可视化方面也决定了消息传递的有效性。另一个限制是，只审查了2005年至2020年之间发表的实证研究。独创性/价值过去关于信息传递对可持续消费者行为影响的综述论文要么关注于一种类型的信息框架，如积极-消极框架，要么没有将信息框架分类为不同类型。目前的审查侧重于三种类型的信息框架，已分别检查和组合在文献中。在此基础上，本研究为未来的研究提出了一个综合的理论框架。

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引用次数: 10

The relative merit of two segmentation approaches: executives views and a cost-benefit analysis 两种细分方法的相对优点:高管观点和成本效益分析

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-07-21 DOI: 10.1108/jsocm-01-2022-0026

Ali Ibrahim, S. Rundle‐Thiele, K. Knox, Ra'd Almestarihi

PurposeThis study aims to capture the views of executives about the merit of using the two segmentation approaches (quantitative vs qualitative). Furthermore, this study aimed to examine costs and benefits for two different segmentation approaches, using a minimax simple cost-benefit analysis (CBA) matrix.Design/methodology/approachA total of 16 semistructured interviews were conducted with executives within the University of Sharjah (UoS). Furthermore, a minimax approach was applied to the CBA study.FindingsEvidence in this study found that the financial cost of quantitative segmentation approaches was higher than qualitative approaches. However, the decision-makers trusted the quantitative approach more regardless of the incurred costs. The study also found that there was a limited knowledge about social marketing and segmentation among executives.Research limitations/implicationsLimitations of this study relate to the methodology applied, the sample selected and the lead research. Another factor is selection bias, which limited this study to one organization’s executives. It is conceivable that middle-level management would have had the desire to participate because they make the recommendations to top management in decision-making. The researcher did not collect precise data on time taken to design, implement and analyses the two segmentation studies, which qualified the precision of the CBA. Also, the fact that the sample includes participants from a relatively narrow range of disciplines should be noted as a limitation of the study.Practical implicationsThe current study provides a case study demonstrating how CBA provides a dollar amount estimate permitting alternate segmentation approaches to be compared and contrasted, assisting in the value estimation of any social marketing project.Social implicationsThe paper draws upon two streams of the literature: social marketing and CBA. The paper focused on the understanding of the literature, CBA offers a technique applicable to demonstrating cost savings that can be derived from choosing one method over another. Moreover, CBA assists in understanding the benefits or potential opportunity cost both financially and nonfinancially.Originality/valueThis paper presents one of the first studies conducting a CBA to compare and contrast two segmentation approaches in social marketing. The study provides interesting insights into the perceptions of management executives over alternative research methods, although the results are limited to a case study.

目的本研究旨在捕捉高管对使用两种分割方法(定量与定性)的优点的看法。此外，本研究旨在检验两种不同的分割方法的成本和效益，使用最小最大简单成本效益分析(CBA)矩阵。设计/方法/方法对沙迦大学(UoS)的管理人员进行了16次半结构化访谈。此外，极小极大方法应用于CBA研究。本研究发现定量分割方法的财务成本高于定性分割方法。然而，无论产生的成本如何，决策者更信任定量方法。该研究还发现，高管们对社会营销和细分的了解有限。研究的局限性/启示本研究的局限性与所采用的方法、所选择的样本和主要研究有关。另一个因素是选择偏差，它将这项研究限制在一个组织的高管身上。可以想象，中层管理人员会有参与的愿望，因为他们在决策过程中向高层管理人员提出建议。研究者没有收集到设计、实施和分析两项分割研究所需时间的精确数据，这使得CBA的准确性受到限制。此外，样本包括来自相对狭窄的学科范围的参与者这一事实应被视为研究的局限性。实际意义当前的研究提供了一个案例研究，展示了CBA如何提供一个金额估计，允许对不同的细分方法进行比较和对比，协助任何社会营销项目的价值估计。社会影响本文借鉴了两种文献:社会营销和CBA。本文着重于对文献的理解，CBA提供了一种适用于演示从选择一种方法而不是另一种方法中获得的成本节约的技术。此外，CBA有助于理解经济上和非经济上的利益或潜在的机会成本。原创性/价值本文是第一批进行CBA比较和对比社会营销中两种细分方法的研究之一。尽管研究结果仅限于案例研究，但该研究为管理人员对替代研究方法的看法提供了有趣的见解。

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引用次数: 0

Mitigation versus adaptation: climate-change-related appeals and pondering the future 减缓与适应:与气候变化有关的呼吁和对未来的思考

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-06-28 DOI: 10.1108/jsocm-01-2022-0006

Lina Xu, M. Hyman

PurposeResponding to a recent editorial call for sustainable development (Truong and Saunders, 2021), this study aims to explore the persuasiveness of climate-change-related appeals.Design/methodology/approachThree scenario-based experiments were conducted to test the effect of climate-change-related appeals on persuasion, the underlying mechanism causing that effect and associated boundary conditions. Statistical results were based on analysis of variance, mediation and moderation analysis.FindingsAdaptation-oriented appeals are more persuasive than mitigation-oriented appeals. Specifically, adaptation (versus mitigation) appeals activate a self-regulation process that encourages people to think about the future, making them more likely to address climate change. This effect is salient when consumers’ environmental concerns are low.Practical implicationsTo boost message persuasiveness, marketers and public policymakers could construct abstract and long-horizon climate-change-related appeals and provide prompts or interventions to promote people’s elaborations about potential outcomes.Social implicationsTo boost message persuasiveness, marketers and public policymakers could construct abstract and long-horizon climate-change-related appeals and provide prompts or interventions to promote people’s elaborations about potential outcomes.Originality/valueRevealing mitigation and adaptation climate-change-related appeals yield diverse effects.

为了响应最近关于可持续发展的社论呼吁(Truong和Saunders, 2021)，本研究旨在探讨气候变化相关呼吁的说服力。设计/方法/方法进行了三个基于场景的实验，以测试与气候变化相关的上诉对说服的影响、产生这种影响的潜在机制和相关的边界条件。统计结果基于方差分析、中介分析和调节分析。以适应为导向的呼吁比以缓解为导向的呼吁更有说服力。具体而言，适应(相对于缓解)呼吁启动了一个自我调节过程，鼓励人们思考未来，使他们更有可能应对气候变化。当消费者对环境的关注程度较低时，这种效应尤为显著。为了提高信息的说服力，市场营销人员和公共政策制定者可以构建抽象的、长期的气候变化相关呼吁，并提供提示或干预措施，以促进人们对潜在结果的阐述。为了提高信息的说服力，市场营销人员和公共政策制定者可以构建抽象的、长期的气候变化相关呼吁，并提供提示或干预措施，以促进人们对潜在结果的阐述。独创性/价值揭示缓解和适应与气候变化有关的呼吁产生不同的效果。

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引用次数: 0

Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study 异形蔬果对消费者购买意愿的影响:一项元分析研究

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-06-08 DOI: 10.1108/jsocm-08-2021-0178

Ana Carolina Campos, Fernando de Oliveira Santini, M. G. Perin, W. Ladeira

PurposeThe purpose of this meta-analytic study is to investigate the possible influence of food shape abnormality on consumer’s willingness to buy fruits and vegetables. This research also investigates some possible moderators (methodological, cultural, socio-economic and contextual) that could influence the direct effects.Design/methodology/approachThis study applied the meta-analysis approach to understand the effect of food shape abnormality on willingness to buy fruits and vegetables. In this research, 16 empirical articles were examined, with a total of 54 effect sizes.FindingsThe results showed consistent negative effects between food shape abnormality and consumers’ willingness to buy fruits and vegetables. This study also found significant effects related to culture (Hofstede’s cultural dimensions) and to socio-economic (Human Development Index) moderators. The findings demonstrated that cultures with higher power distance levels promoted stronger effects in the relationship between abnormally shaped food and willingness to buy. Additionally, related to social–economy aspects of a nation, the negative effects between abnormally shaped food and willingness to buy are stronger in countries with low human development rates.Practical implicationsPublic policymakers can benefit from the main findings by implementing interventions strategies and education campaigns based on different cultural dimensions. In cultures characterized by high levels of aversion to uncertainty, social communication campaigns can build trust and provide the consumer more knowledge about abnormally shaped fruits and vegetables, whereas in cultures characterized by low levels of masculinity, related to higher levels of sustainability, local producers can benefit from the “local food” positioning to sell abnormally shaped fruits and vegetables.Originality/valueThis research advances studies about consumer behaviour in relation to food waste, highlighting factors beyond aesthetic issues, such as a nation’s culture and its economic context. These results open the way for new work in this area.

目的本研究旨在探讨食品形状异常对消费者购买果蔬意愿的可能影响。本研究还调查了可能影响直接效果的一些可能的调节因素(方法、文化、社会经济和背景)。设计/方法/方法本研究采用元分析方法了解食物形状异常对果蔬购买意愿的影响。本研究共检验了16篇实证文章，共54个效应量。结果表明，食品形状异常与消费者购买水果和蔬菜的意愿之间存在一致的负向影响。这项研究还发现了与文化(Hofstede的文化维度)和社会经济(人类发展指数)调节因子相关的显著影响。研究结果表明，权力距离水平越高的文化，对形状异常的食物和购买意愿之间的关系的影响就越大。此外，与一个国家的社会经济方面有关，在人类发展速度较低的国家，形状异常的食物与购买意愿之间的负面影响更为强烈。公共政策制定者可以通过实施基于不同文化维度的干预策略和教育活动，从主要研究结果中受益。在以高度厌恶不确定性为特征的文化中，社会传播活动可以建立信任，并为消费者提供更多关于异常形状的水果和蔬菜的知识，而在以低水平的男子气概为特征的文化中，与更高水平的可持续性相关，当地生产者可以从“当地食品”定位中受益，以销售异常形状的水果和蔬菜。原创性/价值这项研究推进了与食物浪费有关的消费者行为研究，突出了审美问题之外的因素，比如一个国家的文化和经济背景。这些结果为这一领域的新工作开辟了道路。

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引用次数: 4

Guest editorial: Introduction to the 50th anniversary special issue 嘉宾评论:50周年特刊简介

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-06-06 DOI: 10.1108/jsocm-07-2022-271

M. Basil

引用次数: 0

Understanding flooding events in Ghana: a social marketing and self-determination theory perspective 理解加纳洪水事件:一个社会营销和自决理论的视角

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-05-31 DOI: 10.1108/jsocm-03-2021-0049

Ernest Yaw Tweneboah-Koduah, Matilda Adams, Michael Nana Amoakoh, Stephen Mahamah Braimah

Purpose

The purpose of this study is to deepen the understanding of individuals’ flood disaster mitigation behaviour through the theoretical lens of self-determination theory (SDT). Specifically, the paper examines the influence of autonomy, competence and relatedness on individuals’ self-determined motivation for flood disaster mitigation. The study also examines whether self-determined motivation influences individuals’ flood disaster mitigation behaviour adoption.

Design/methodology/approach

Through a cross-sectional survey design, the study used a quantitative research approach for data collection and analyses. Specifically, data was analysed using the structural equation modelling technique.

Findings

The result of this study revealed that competence was the strongest predictor of self-determined motivation, followed by autonomy. The result further shows that self-determined motivation positively influences individual’s adoption of flood mitigation behaviour. However, the results showed that relatedness does not predict self-determined motivation for flood disaster mitigation.

Practical implications

To enhance the effectiveness of flood disaster mitigation social marketing campaigns, the SDT psychological needs constructs (particularly, competence and autonomy) can aid in assessing the motivation of the target population towards adopting mitigation behaviours. An assessment of motivation will help understand perception of flood risk and behavioural evaluation. The consideration of autonomy and competence on motivation will aid in developing effective campaigns to satisfy the needs of the target population.

Originality/value

The paper adds to the limited research that used SDT to understand a social marketing phenomenon.

目的本研究旨在通过自我决定理论(SDT)的理论视角加深对个体洪水减灾行为的理解。具体而言，本文考察了自主性、胜任性和关联性对个体洪水减灾自我决定动机的影响。本研究还考察了自我决定动机是否影响个体的防洪减灾行为采用。设计/方法/方法通过横断面调查设计，本研究采用定量研究方法进行数据收集和分析。具体来说，使用结构方程建模技术对数据进行了分析。研究结果表明，能力是自我决定动机的最强预测因子，其次是自主性。结果进一步表明，自我决定动机对个体采取防洪行为具有正向影响。然而，研究结果表明，相关性并不能预测洪水减灾的自我决定动机。实践意义为了提高抗洪减灾社会营销活动的有效性，SDT心理需求结构(特别是能力和自主性)可以帮助评估目标人群采取抗洪减灾行为的动机。对动机的评估将有助于理解对洪水风险的认知和行为评估。考虑到动机方面的自主性和能力将有助于制定有效的运动，以满足目标人口的需要。原创性/价值本文补充了使用SDT来理解社会营销现象的有限研究。

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引用次数: 0

Solar rooftop adoption among Indian households: a structural equation modeling analysis 印度家庭太阳能屋顶的采用:结构方程模型分析

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-05-10 DOI: 10.1108/jsocm-07-2021-0170

Vikas Kumar, A. Kaushik

PurposeThis study aims to examine factors influencing purchase intentions of households toward solar rooftops, using diffusion of innovation theory.Design/methodology/approachSix dimensions from the diffusion of innovation theory have been contemplated to assess households’ purchase intentions toward solar rooftops. Primary data was collected from 863 respondents by using a purposive sampling technique from different parts of India. The study used structural equation modeling analysis to examine the data.FindingsResults confirmed that the dimensions, namely, relative advantage, compatibility, complexity, innovations and observability, positively influence households’ purchase intentions of solar rooftops, except for the trialability dimension.Research limitations/implicationsData for the study is based on a purposive sampling technique that restricts the representation of the whole population. There may be variance in public perception from place to place due to demographic and psychographic differences.Practical implicationsThe present study would facilitate devising a roadmap to improve the quality of the environment. Policy planners, researchers and professionals would find the implications of this study helpful in developing critical strategies.Originality/valueThe research practically explores households’ intention to purchase solar rooftops by filling the gap in previous literature. Findings of the study can equip firms with several advantages. Through the present study, one gets to know that developed and developing economies have similar energy usage issues. Further, it empirically examines the applicability of diffusion of innovation theory in the solar rooftops context.

目的运用创新扩散理论，探讨农户太阳能屋顶购买意愿的影响因素。设计/方法/方法从创新理论的扩散中考虑了六个维度来评估家庭对太阳能屋顶的购买意愿。通过使用来自印度不同地区的有目的抽样技术，从863名受访者中收集了主要数据。本研究采用结构方程模型分析对数据进行检验。研究结果证实，相对优势、兼容性、复杂性、创新性和可观察性四个维度对家庭太阳能屋顶的购买意愿有正向影响，但可试性维度除外。研究的局限性/意义本研究的数据基于有目的的抽样技术，限制了整个人群的代表性。由于人口和心理的差异，各地公众的看法可能会有所不同。实际意义本研究有助制订改善环境质素的路线图。政策规划者、研究人员和专业人员会发现这项研究的含义有助于制定关键战略。原创性/价值本研究实际探讨家庭购买太阳能屋顶的意愿，填补了以往文献的空白。研究结果可以为企业提供几个优势。通过目前的研究，人们了解到发达经济体和发展中经济体有相似的能源使用问题。此外，它实证检验了创新扩散理论在太阳能屋顶背景下的适用性。

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引用次数: 9

BUILD: a five-step process to develop theory-driven social marketing interventions 构建：制定理论驱动的社会营销干预措施的五步过程

IF 2.4 4区管理学 Q2 BUSINESS

Journal of Social Marketing

Pub Date : 2022-05-02 DOI: 10.1108/jsocm-11-2021-0252

Yannick van Hierden, Timo Dietrich, S. Rundle-Thiele

PurposeIn social marketing practice, there is no all-encompassing approach that guides researchers and practitioners to build theory-driven social marketing interventions. While the Co-create–Build–Engage (CBE) process offers a roadmap for marketing application, including outlining when and where social marketing’s eight benchmark principles have been applied, limited practical guidance on how and when theory should be applied is offered. This paper reports one case study demonstrating how theory was applied to deliver a theory-informed well-being behavior change intervention.Design/methodology/approachThis paper proposes and applies a new five-step theory-driven social marketing intervention build process (BUILD) drawn from an extensive base of social marketing research and application. Using a case study method, we showcase how the five-step process was applied to inform the design, build and implementation of a well-being behavior change intervention.FindingsThis study proposes a five-step process to build theory-driven social marketing interventions called BUILD: Begin with the objective, Use theory, Initiate program design, Let’s produce and Develop the engagement plan. This study provides a step-by-step and easy-to-follow BUILD process which outlines how social marketers can apply a selected theory to inform program design and implementation.Practical implicationsThe BUILD process offers a roadmap to build theory-driven social marketing interventions that include all elements of intervention development, namely, objective-setting, theory evaluation, selection and application, producing the program and planning for program engagement.Originality/valueThis study provides a novel five-step process to help social marketing researchers and practitioners build theory-driven social marketing interventions.

目的在社会营销实践中，没有一种包罗万象的方法来指导研究人员和从业者建立理论驱动的社会营销干预措施。虽然共创-构建-参与（CBE）流程为营销应用提供了路线图，包括概述社交营销的八项基准原则何时何地应用，但对如何以及何时应用理论提供了有限的实践指导。本文报告了一个案例研究，证明了该理论是如何应用于提供理论知情的幸福感行为改变干预的。设计/方法论/方法本文在广泛的社会营销研究和应用基础上，提出并应用了一个新的五步理论驱动的社会营销干预构建过程（build）。使用案例研究方法，我们展示了如何应用五步流程来为幸福行为改变干预的设计、构建和实施提供信息。发现这项研究提出了一个五步过程来构建理论驱动的社会营销干预措施，称为构建：从目标开始，使用理论，启动计划设计，让我们制定和制定参与计划。这项研究提供了一个循序渐进、易于遵循的构建过程，概述了社会营销人员如何应用选定的理论来为程序设计和实施提供信息。实践意义构建过程为构建理论驱动的社会营销干预提供了路线图，其中包括干预发展的所有要素，即目标设定、理论评估、选择和应用、制定计划和计划参与。独创性/价值本研究提供了一个新颖的五步过程，帮助社会营销研究人员和从业者建立理论驱动的社会营销干预措施。

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引用次数: 4