Pub Date : 2022-02-14DOI: 10.1108/jsocm-08-2021-0192
Ann-Marie Kennedy, E. Veer, Joya A. Kemper
Purpose This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic tool to bolster students’ learning and understanding of social marketing. In the described course, students are asked to choose one area of their lives to try and change using concepts taught to them in class. They are then asked to reflect on their personal change journey and apply it to others in the form of a social marketing plan. Design/methodology/approach The authors share a conceptual journey using social marketing as pedagogy following the evolution of a marketing for behavioural change undergraduate course. Benchmark criteria for social marketing are used to discuss and conceptualise a transformative social marketing pedagogy. The authors take a reflexive approach to explore course development, motivations, assumptions and activities to expand on their approach. Findings Social marketing as pedagogy suggests that behaviour change is not just taught through course content but also embedded throughout the course as a learning tool and outcome. A social marketing course can encourage individual behaviour change by asking students to critically reflect on their own behaviour change journey to fully experience and understand the underpinnings and implications for social marketing. In this way, the authors adopt transformative learning as the outcome of social marketing AS pedagogy. The authors suggest through experiential learning, including active learning and reflexivity, students are able to change their frame of reference or how they interpret the world around them, in regard to complex social issues, which may encourage behaviour change. Originality/value As social marketers, the authors must reflect not only on what they teach students (Kelly, 2013) but also on how they teach them. Previous literature has not provided any unique pedagogy for how to teach social marketing. This article provides the first pedagogy for social marketing education – the Transformative social marketing pedagogy which views social marketing AS pedagogy. The authors present the value of experiential learning as a three-pronged approach incorporating Interpretive Experiences, Transformative Experiences and developing Praxis, which includes elements of feeding forward and authentic assessment. This approach provides a unique contribution to the area by providing a pedagogical approach that goes beyond mere knowledge acquisition to transformative learning.
{"title":"Social marketing AS pedagogy","authors":"Ann-Marie Kennedy, E. Veer, Joya A. Kemper","doi":"10.1108/jsocm-08-2021-0192","DOIUrl":"https://doi.org/10.1108/jsocm-08-2021-0192","url":null,"abstract":"\u0000Purpose\u0000This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic tool to bolster students’ learning and understanding of social marketing. In the described course, students are asked to choose one area of their lives to try and change using concepts taught to them in class. They are then asked to reflect on their personal change journey and apply it to others in the form of a social marketing plan.\u0000\u0000\u0000Design/methodology/approach\u0000The authors share a conceptual journey using social marketing as pedagogy following the evolution of a marketing for behavioural change undergraduate course. Benchmark criteria for social marketing are used to discuss and conceptualise a transformative social marketing pedagogy. The authors take a reflexive approach to explore course development, motivations, assumptions and activities to expand on their approach.\u0000\u0000\u0000Findings\u0000Social marketing as pedagogy suggests that behaviour change is not just taught through course content but also embedded throughout the course as a learning tool and outcome. A social marketing course can encourage individual behaviour change by asking students to critically reflect on their own behaviour change journey to fully experience and understand the underpinnings and implications for social marketing. In this way, the authors adopt transformative learning as the outcome of social marketing AS pedagogy. The authors suggest through experiential learning, including active learning and reflexivity, students are able to change their frame of reference or how they interpret the world around them, in regard to complex social issues, which may encourage behaviour change.\u0000\u0000\u0000Originality/value\u0000As social marketers, the authors must reflect not only on what they teach students (Kelly, 2013) but also on how they teach them. Previous literature has not provided any unique pedagogy for how to teach social marketing. This article provides the first pedagogy for social marketing education – the Transformative social marketing pedagogy which views social marketing AS pedagogy. The authors present the value of experiential learning as a three-pronged approach incorporating Interpretive Experiences, Transformative Experiences and developing Praxis, which includes elements of feeding forward and authentic assessment. This approach provides a unique contribution to the area by providing a pedagogical approach that goes beyond mere knowledge acquisition to transformative learning.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47249415","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 : 2022-02-11DOI: 10.1108/jsocm-05-2021-0117
T. Willmott, S. Rundle‐Thiele
Purpose Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for standardised frameworks and methods, this study aims to present a four-step theory application process with the aim of supporting improved theory use across the entire social marketing process. Design/methodology/approach The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory application in social marketing. To address key challenges impeding rigorous theory use, the theory selection, iterative schematisation, theory testing and explicit reporting of theory use (TITE) four-step theory application process is proposed. Evidence-based guidance, current best practice examples, and a worked example are provided to illustrate how the TITE process may be initially followed. Findings Low levels and poor quality of theory use suggest social marketing researchers and practitioners need further support in rigorously applying theories across the life of an intervention. The TITE process leverages the known benefits of theory use and capitalises on the reciprocal relationship that may be enacted between theory selection, iterative schematisation, theory testing and explicit reporting of theory use. Research limitations/implications The TITE process delivers a standardised framework that aims to stimulate rigorous theory application and explicit reporting of theory use in social marketing. Clear theory application and reporting will permit a more fine-grained understanding of intervention effectiveness to be established by shifting away from a simple dichotomous view of effectiveness (success or failure) to unpacking the “active ingredients” contributing to observed outcomes. Practical implications The evidence-based guidance and best practice examples provided for each step of the TITE process will increase the accessibility and usability of theory among practitioners. With time the TITE process will support practitioners by delivering a robust theory base that can be reliably followed to further extend on social marketing’s effectiveness. Originality/value This paper draws on interdisciplinary methods and resources to propose a standardised framework – the TITE process – designed to support rigorous theory application and explicit reporting of theory use in social marketing. Refinement, uptake and widespread implementation of the TITE process will improve theory use and support the creation of a shared language, thereby advancing social marketing’s cumulative knowledge base over time.
{"title":"Improving theory use in social marketing: the TITE four-step theory application process","authors":"T. Willmott, S. Rundle‐Thiele","doi":"10.1108/jsocm-05-2021-0117","DOIUrl":"https://doi.org/10.1108/jsocm-05-2021-0117","url":null,"abstract":"\u0000Purpose\u0000Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for standardised frameworks and methods, this study aims to present a four-step theory application process with the aim of supporting improved theory use across the entire social marketing process.\u0000\u0000\u0000Design/methodology/approach\u0000The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory application in social marketing. To address key challenges impeding rigorous theory use, the theory selection, iterative schematisation, theory testing and explicit reporting of theory use (TITE) four-step theory application process is proposed. Evidence-based guidance, current best practice examples, and a worked example are provided to illustrate how the TITE process may be initially followed.\u0000\u0000\u0000Findings\u0000Low levels and poor quality of theory use suggest social marketing researchers and practitioners need further support in rigorously applying theories across the life of an intervention. The TITE process leverages the known benefits of theory use and capitalises on the reciprocal relationship that may be enacted between theory selection, iterative schematisation, theory testing and explicit reporting of theory use.\u0000\u0000\u0000Research limitations/implications\u0000The TITE process delivers a standardised framework that aims to stimulate rigorous theory application and explicit reporting of theory use in social marketing. Clear theory application and reporting will permit a more fine-grained understanding of intervention effectiveness to be established by shifting away from a simple dichotomous view of effectiveness (success or failure) to unpacking the “active ingredients” contributing to observed outcomes.\u0000\u0000\u0000Practical implications\u0000The evidence-based guidance and best practice examples provided for each step of the TITE process will increase the accessibility and usability of theory among practitioners. With time the TITE process will support practitioners by delivering a robust theory base that can be reliably followed to further extend on social marketing’s effectiveness.\u0000\u0000\u0000Originality/value\u0000This paper draws on interdisciplinary methods and resources to propose a standardised framework – the TITE process – designed to support rigorous theory application and explicit reporting of theory use in social marketing. Refinement, uptake and widespread implementation of the TITE process will improve theory use and support the creation of a shared language, thereby advancing social marketing’s cumulative knowledge base over time.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43620556","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 : 2022-02-10DOI: 10.1108/jsocm-06-2021-0145
Jessica Salgado Sequeiros, Arturo Molina-Collado, M. Gómez-Rico, D. Basil
Purpose Through a bibliometric analysis and scientific mapping, this study aims to examine research in the field of social marketing over the past 50 years and to propose a future research agenda. Design/methodology/approach A bibliometric analysis based on keyword co-occurrences is used to analyze 1,492 social marketing articles published from 1971 to 2020. The articles were extracted from the Web of Science and Scopus databases. SciMAT software was used, which provides a strategic diagram of topics, clusters, networks and relationships, allowing for the identification and assessment of relational connections among social marketing topics. Findings The results show that advertising, fear and children were some of the driving themes of social marketing over the past 50 years. In addition, the analysis identifies four promising areas for future research: consumption, intervention, strategy and analytical perspectives. Research limitations/implications This analysis can serve as a reference guide for future research in the field of social marketing. This study focused on quantitative analysis. An in-depth qualitative analysis would be a valuable future extension. Originality/value This research offers a unique systematic analysis of the progression of social marketing scholarship and provides a guide for future research related to social marketing. Importantly, this work suggests crucial issues that have not yet been sufficiently developed.
{"title":"Examining 50 years of social marketing through a bibliometric and science mapping analysis","authors":"Jessica Salgado Sequeiros, Arturo Molina-Collado, M. Gómez-Rico, D. Basil","doi":"10.1108/jsocm-06-2021-0145","DOIUrl":"https://doi.org/10.1108/jsocm-06-2021-0145","url":null,"abstract":"\u0000Purpose\u0000Through a bibliometric analysis and scientific mapping, this study aims to examine research in the field of social marketing over the past 50 years and to propose a future research agenda.\u0000\u0000\u0000Design/methodology/approach\u0000A bibliometric analysis based on keyword co-occurrences is used to analyze 1,492 social marketing articles published from 1971 to 2020. The articles were extracted from the Web of Science and Scopus databases. SciMAT software was used, which provides a strategic diagram of topics, clusters, networks and relationships, allowing for the identification and assessment of relational connections among social marketing topics.\u0000\u0000\u0000Findings\u0000The results show that advertising, fear and children were some of the driving themes of social marketing over the past 50 years. In addition, the analysis identifies four promising areas for future research: consumption, intervention, strategy and analytical perspectives.\u0000\u0000\u0000Research limitations/implications\u0000This analysis can serve as a reference guide for future research in the field of social marketing. This study focused on quantitative analysis. An in-depth qualitative analysis would be a valuable future extension.\u0000\u0000\u0000Originality/value\u0000This research offers a unique systematic analysis of the progression of social marketing scholarship and provides a guide for future research related to social marketing. Importantly, this work suggests crucial issues that have not yet been sufficiently developed.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46383948","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 : 2022-02-08DOI: 10.1108/jsocm-07-2021-0151
V. Maas, Lyne M. G. Blanchette, Wencke van Amstel, A. Franx, M. Poels, M. P. Koster
Purpose Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective parents to actively prepare for pregnancy through preconception care (PCC). This study aims to describe the development of a PCC social marketing strategy based on the eight-point benchmark criteria for effective social marketing and to clarify the concept of using social marketing for health promotion purposes. Design/methodology/approach An extensive literature search was carried out regarding the needs of the target population and PCC behavioural goals, leading to the development of a bottom-up, ambassador-driven, communication concept. Findings In-depth insights of all benchmarks were analysed and incorporated during the development process of a new PCC social marketing strategy, with a special focus on the application of the “Health Belief Model” (Benchmark 3) and “the Four-P framework” (Benchmark 8). Evidence-based preconceptional health information is our product, for a low price as the information is freely attainable, promoting a message of overall women‘s health and online or through a consult with a health-care provider as the appropriate place. This formative research resulted in the development of the Woke Women® strategy, empowering women to actively prepare for pregnancy. Originality/value Developing a social marketing strategy to enhance actively preparing for pregnancy shows potential to encourage prospective parents to adopt healthier preconceptional lifestyle behaviours and can therefore improve the health of future generations.
{"title":"A social marketing strategy to promote preconception care: development of the Woke Women strategy","authors":"V. Maas, Lyne M. G. Blanchette, Wencke van Amstel, A. Franx, M. Poels, M. P. Koster","doi":"10.1108/jsocm-07-2021-0151","DOIUrl":"https://doi.org/10.1108/jsocm-07-2021-0151","url":null,"abstract":"\u0000Purpose\u0000Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective parents to actively prepare for pregnancy through preconception care (PCC). This study aims to describe the development of a PCC social marketing strategy based on the eight-point benchmark criteria for effective social marketing and to clarify the concept of using social marketing for health promotion purposes.\u0000\u0000\u0000Design/methodology/approach\u0000An extensive literature search was carried out regarding the needs of the target population and PCC behavioural goals, leading to the development of a bottom-up, ambassador-driven, communication concept.\u0000\u0000\u0000Findings\u0000In-depth insights of all benchmarks were analysed and incorporated during the development process of a new PCC social marketing strategy, with a special focus on the application of the “Health Belief Model” (Benchmark 3) and “the Four-P framework” (Benchmark 8). Evidence-based preconceptional health information is our product, for a low price as the information is freely attainable, promoting a message of overall women‘s health and online or through a consult with a health-care provider as the appropriate place. This formative research resulted in the development of the Woke Women® strategy, empowering women to actively prepare for pregnancy.\u0000\u0000\u0000Originality/value\u0000Developing a social marketing strategy to enhance actively preparing for pregnancy shows potential to encourage prospective parents to adopt healthier preconceptional lifestyle behaviours and can therefore improve the health of future generations.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42704625","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 : 2022-01-14DOI: 10.1108/jsocm-08-2021-0188
Aimee S. Riedel, R. Mulcahy, A. Beatson, Byron W. Keating
Purpose This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults. Design/methodology/approach A total of 3,169 papers were screened, with 20 relevant empirical studies meeting the eligibility criteria for the systematic review. These were analysed according to Andreasen’s (2002) and NSMC’s (2006) social marketing benchmarks. Findings The findings provide evidence regarding the efficacy of behavioural and clinical interventions targeting individuals and groups, including motivational, life skills training, cognitive behavioural therapy, comprehensive health and social risk assessments and buprenorphine treatment interventions. Further, results evidence that there is yet to be an intervention which has implemented the full marketing mix, and limited studies have used the social marketing benchmarks of exchange and competition. Originality/value To the best of the authors’ knowledge, this study is the first to conduct a comprehensive systematic review and provide key recommendations outlining the potential for social marketing to support the improved uptake and efficacy of interventions. A research agenda is also put forward to direct future social marketing scholarship in the area of young adult drug interventions.
{"title":"Young adult drug interventions: a social marketing systematic review and research agenda","authors":"Aimee S. Riedel, R. Mulcahy, A. Beatson, Byron W. Keating","doi":"10.1108/jsocm-08-2021-0188","DOIUrl":"https://doi.org/10.1108/jsocm-08-2021-0188","url":null,"abstract":"\u0000Purpose\u0000This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 3,169 papers were screened, with 20 relevant empirical studies meeting the eligibility criteria for the systematic review. These were analysed according to Andreasen’s (2002) and NSMC’s (2006) social marketing benchmarks.\u0000\u0000\u0000Findings\u0000The findings provide evidence regarding the efficacy of behavioural and clinical interventions targeting individuals and groups, including motivational, life skills training, cognitive behavioural therapy, comprehensive health and social risk assessments and buprenorphine treatment interventions. Further, results evidence that there is yet to be an intervention which has implemented the full marketing mix, and limited studies have used the social marketing benchmarks of exchange and competition.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first to conduct a comprehensive systematic review and provide key recommendations outlining the potential for social marketing to support the improved uptake and efficacy of interventions. A research agenda is also put forward to direct future social marketing scholarship in the area of young adult drug interventions.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49596991","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 : 2022-01-14DOI: 10.1108/jsocm-04-2021-0077
D. Conroy, Amy Errmann, Jenny Young, I. Fifita
Purpose This research aims to gain insight into how consumers interact with a commercially available genetic nutrition programme, DNAfit, to explore health change via an intervention. Design/methodology/approach Focus groups were conducted between June and October 2019, pre-, during- and post-intervention, with a total sample of 14 younger (aged 25–44 years) and 14 mature (aged 45–65 years) cohorts from New Zealand. Qualitative thematic analysis was completed with the help of NVivo software. Findings Younger participants in this study engaged less overall with DNAfit, felt the service did not match their lifestyles and did not encourage their believability of genetic personalised nutrition (GPN). In contrast, mature participants had positive engagement with GPN, as their motivation to use the service fit with their motivation for longevity. Overall, social uptake in health changes based on GPN is likely to depend on life stage. Originality/value This paper adds to limited social marketing research, which seeks novel avenues to explore how consumers engage with GPN technologies to drive social change, assisting social marketers on how to more effectively deliver health programmes that allow consumer-driven interaction to build health capabilities.
{"title":"Genetic nutrition programmes – disappointment or empowered health? Exploring consumer engagement to understand social health change","authors":"D. Conroy, Amy Errmann, Jenny Young, I. Fifita","doi":"10.1108/jsocm-04-2021-0077","DOIUrl":"https://doi.org/10.1108/jsocm-04-2021-0077","url":null,"abstract":"\u0000Purpose\u0000This research aims to gain insight into how consumers interact with a commercially available genetic nutrition programme, DNAfit, to explore health change via an intervention.\u0000\u0000\u0000Design/methodology/approach\u0000Focus groups were conducted between June and October 2019, pre-, during- and post-intervention, with a total sample of 14 younger (aged 25–44 years) and 14 mature (aged 45–65 years) cohorts from New Zealand. Qualitative thematic analysis was completed with the help of NVivo software.\u0000\u0000\u0000Findings\u0000Younger participants in this study engaged less overall with DNAfit, felt the service did not match their lifestyles and did not encourage their believability of genetic personalised nutrition (GPN). In contrast, mature participants had positive engagement with GPN, as their motivation to use the service fit with their motivation for longevity. Overall, social uptake in health changes based on GPN is likely to depend on life stage.\u0000\u0000\u0000Originality/value\u0000This paper adds to limited social marketing research, which seeks novel avenues to explore how consumers engage with GPN technologies to drive social change, assisting social marketers on how to more effectively deliver health programmes that allow consumer-driven interaction to build health capabilities.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46468789","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 : 2022-01-03DOI: 10.1108/jsocm-12-2021-246
V. D. Truong, Stephen G. Saunders
{"title":"Guest editorial","authors":"V. D. Truong, Stephen G. Saunders","doi":"10.1108/jsocm-12-2021-246","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-246","url":null,"abstract":"","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48641630","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 : 2021-12-30DOI: 10.1108/jsocm-05-2021-0114
Sarah Ryan, K. E. Kariippanon, A. Okely, R. Stanley, G. Waqa, Melanie Randle
Purpose Social marketing has been widely used to effectively and voluntarily change behaviours worldwide. The social marketing benchmark criteria offer a framework to apply this approach. This paper aims to examine the extent of use and predictors of success of social marketing benchmark criteria in changing the health behaviours of Pacific Islands populations. Design/methodology/approach A systematic review of studies designed to change health behaviours among Pacific Islands populations. Studies were assessed against the social marketing benchmark criteria to determine the extent to which the reported intervention used a social marketing approach; and whether the use of the social marketing benchmark criteria led to more effective interventions. Findings In total, 22 studies were included. In total, 13 were conducted within the Pacific Islands and 9 were aimed at Pacific Islands populations living in America, New Zealand or Hawaii. The most common criteria used were behaviour change, insight and customer orientation. Theory criterion was least commonly used. There was no clear indication of which criterion or combination of criteria, resulted in more effective interventions. Research limitations/implications Further empirical evaluations of social marketing interventions within the Pacific Islands context are required to appropriately assess effective predictors of success for this population group. Studies of social marketing interventions targeting non-Pacific Islands populations in non-Pacific Island countries and territories may have limited applicability to Pacific Islanders living in Pacific Island countries and territories. Originality/value While similar studies have been conducted, this is the first study to review all behaviour change interventions by applying a social marketing lens in the Pacific Islands. While globally this may have been reviewed, the Pacific Islands has a unique context that needs to be considered, rather than assuming a one size fits all approach. This study offers a comprehensive overview of existing health behaviour change interventions in the Pacific Islands and a call to action to move social marketing forward within the Pacific Islands.
{"title":"Social marketing benchmark criteria use in health behaviour change interventions in pacific islands populations: a systematic review","authors":"Sarah Ryan, K. E. Kariippanon, A. Okely, R. Stanley, G. Waqa, Melanie Randle","doi":"10.1108/jsocm-05-2021-0114","DOIUrl":"https://doi.org/10.1108/jsocm-05-2021-0114","url":null,"abstract":"\u0000Purpose\u0000Social marketing has been widely used to effectively and voluntarily change behaviours worldwide. The social marketing benchmark criteria offer a framework to apply this approach. This paper aims to examine the extent of use and predictors of success of social marketing benchmark criteria in changing the health behaviours of Pacific Islands populations.\u0000\u0000\u0000Design/methodology/approach\u0000A systematic review of studies designed to change health behaviours among Pacific Islands populations. Studies were assessed against the social marketing benchmark criteria to determine the extent to which the reported intervention used a social marketing approach; and whether the use of the social marketing benchmark criteria led to more effective interventions.\u0000\u0000\u0000Findings\u0000In total, 22 studies were included. In total, 13 were conducted within the Pacific Islands and 9 were aimed at Pacific Islands populations living in America, New Zealand or Hawaii. The most common criteria used were behaviour change, insight and customer orientation. Theory criterion was least commonly used. There was no clear indication of which criterion or combination of criteria, resulted in more effective interventions.\u0000\u0000\u0000Research limitations/implications\u0000Further empirical evaluations of social marketing interventions within the Pacific Islands context are required to appropriately assess effective predictors of success for this population group. Studies of social marketing interventions targeting non-Pacific Islands populations in non-Pacific Island countries and territories may have limited applicability to Pacific Islanders living in Pacific Island countries and territories.\u0000\u0000\u0000Originality/value\u0000While similar studies have been conducted, this is the first study to review all behaviour change interventions by applying a social marketing lens in the Pacific Islands. While globally this may have been reviewed, the Pacific Islands has a unique context that needs to be considered, rather than assuming a one size fits all approach. This study offers a comprehensive overview of existing health behaviour change interventions in the Pacific Islands and a call to action to move social marketing forward within the Pacific Islands.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47653390","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 : 2021-11-17DOI: 10.1108/jsocm-05-2021-0105
Yan Huang, Hye Jin Yoon
Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media. Design/methodology/approach Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability). Findings Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention. Originality/value The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.
{"title":"Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type","authors":"Yan Huang, Hye Jin Yoon","doi":"10.1108/jsocm-05-2021-0105","DOIUrl":"https://doi.org/10.1108/jsocm-05-2021-0105","url":null,"abstract":"\u0000Purpose\u0000Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media.\u0000\u0000\u0000Design/methodology/approach\u0000Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability).\u0000\u0000\u0000Findings\u0000Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention.\u0000\u0000\u0000Originality/value\u0000The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41689368","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 : 2021-11-04DOI: 10.1108/jsocm-03-2021-0051
Hafize Çelik, Forrest Watson
Purpose This paper aims to explore the complexity of the “leaky pipeline” of women in science, technology, engineering and maths (STEM) in the intriguing contexts where there are a high number of STEM graduates but a low number of women working in these fields. Design/methodology/approach The authors conducted in-depth interviews with eight STEM “leavers” and eight “persisters” in Turkey to understand the multi-level influences on their career paths. Findings The behavioural ecological model is applied to enrich the understanding of women’s attrition from STEM. The authors found a complex system of actors, relationships and influences that impact the negotiations of women’s felt misfit/love of their STEM career and changing self-actualisation. Practical implications The authors highlight that social marketers should consider the complex influences on even the most individualistic-looking decisions to produce systemic change. Originality/value This paper deepens the use of the behavioural ecological model in the ways that the layers of motivator and demotivator influences interact with women’s internal negotiations of career choice. The paper integrates classic theories (self-actualisation (Maslow, 1943) and two-factor model (Herzberg et al., 1959)) within systems social marketing.
目的本文旨在探索女性在科学、技术、工程和数学（STEM）领域的“泄漏管道”的复杂性，在这种有趣的背景下，STEM毕业生人数很多，但在这些领域工作的女性人数很少。设计/方法论/方法作者对土耳其的八名STEM“离职者”和八名“留任者”进行了深入采访，以了解对他们职业道路的多层次影响。发现应用行为生态学模型来丰富STEM对女性流失的理解。作者发现了一个由参与者、关系和影响组成的复杂系统，这些系统会影响女性对STEM职业的不适应/热爱以及不断变化的自我意识的谈判。实际含义作者强调，社会营销人员应该考虑对哪怕是最具个人主义色彩的决策的复杂影响，以产生系统性的变化。独创性/价值本文深化了行为生态模型的使用，激励因素和去激励因素的影响层与女性职业选择的内部谈判相互作用。本文将经典理论（自我实现（Maslow，1943）和双因素模型（Herzberg et al.，1959））整合到系统社会营销中。
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