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
{"title":"社交营销黑客","authors":"M. Raciti","doi":"10.1108/JSOCM-12-2020-0238","DOIUrl":null,"url":null,"abstract":"\nPurpose\nSocial 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.\n\n\nDesign/methodology/approach\nExpanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena.\n\n\nFindings\nThe 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.\n\n\nOriginality/value\nThis 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.\n","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"Social marketing hackers\",\"authors\":\"M. Raciti\",\"doi\":\"10.1108/JSOCM-12-2020-0238\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nSocial 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.\\n\\n\\nDesign/methodology/approach\\nExpanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena.\\n\\n\\nFindings\\nThe 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.\\n\\n\\nOriginality/value\\nThis 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.\\n\",\"PeriodicalId\":51732,\"journal\":{\"name\":\"Journal of Social Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.1000,\"publicationDate\":\"2021-06-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Social Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/JSOCM-12-2020-0238\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/JSOCM-12-2020-0238","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
期刊最新文献
Reducing food waste through persuasive communication design: how data visualisation principles reinforce behaviour change social marketing messages Recognising motivation in others: the effectiveness of using social proof to change driving behaviour Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study An inclusive extension of the Theory of Planned Behavior for explaining household food leftover reduction intention among Gen Z What drives women to adopt menstrual cups? The integration of consumer values and theory of planned behaviour
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1