社交营销黑客

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2021-06-16 DOI:10.1108/JSOCM-12-2020-0238
M. Raciti
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引用次数: 4

摘要

目的社会营销已经成熟。如今,这项研究是一门合法的学科,拥有丰富的经验证据,明显证明了为更大的利益带来行为改变的能力。作为社会营销人员,这项研究正在迅速扩展视野,人们对影响所选社会原因的错综复杂的系统越来越感兴趣。这项研究变得勇敢和大胆,但这项研究现在是否冒着将工作和我们自己浪漫化的风险?是时候重新调整、评估并解决社交营销室中的大象问题了。设计/方法论/方法在我的“变革2020驱动系统变革”小组演讲的基础上,这项研究是一种挑衅,一种思考,围绕着两种观察到的现象展开。发现观察到的第一个现象是当代社会营销人员的许多身份——黑客、变革推动者、英雄、政治权力经纪人和木偶大师。观察到的第二个现象是对系统思维的兴趣加速,为此作者提出了三个先决条件——对系统的认识;承认这项研究是系统的一部分,以及社会营销非殖民化的必要性。原创性/价值本文提出了具有挑战性的问题,但没有提供社会营销人员应该、能够或确实如何弥补盲点、与悖论和解或澄清观点的解决方案。提供解决方案不仅会很天真,而且还会扼杀你,读者,在成为一个综合性的人和觉醒的社会营销专业人士的过程中的成长。
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Social marketing hackers
Purpose Social marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room. Design/methodology/approach Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena. Findings The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing. Originality/value This paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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