Social marketing at 50: towards an epistemological expansion of the discipline to embrace diversity: A Viewpoint

IF 3.1 4区 管理学 Q2 BUSINESS
Erik Cateriano-Arévalo, Saud Alrakhayes, Liz Foote, Tamanna Hussain, Krystle Lai, Lucy Nyundo
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引用次数: 8

Abstract

Purpose This study aims to mark the 50th anniversary of social marketing as an innovative social change discipline; this viewpoint reviews “epistemological diversity” within social marketing and calls for its incorporation in the expansion of the discipline. Design/methodology/approach Cognisant of the visible (e.g., (APA 6.29) gender, age, race) and invisible (e.g., (APA 6.29) epistemology, experience, socioeconomic status) dimensions of diversity, this viewpoint focuses on one invisible dimension of diversity – epistemology. Using secondary data, an epistemological review of social marketing is undertaken by selecting five aspects that serve as potential indicators: professional associations, global conferences, education and training, research and publication and practice. Several recommendations are made to expand epistemological diversity in social marketing. Findings The epistemological review of diversity within social marketing reveals disparities between the Global North and South. These disparities are due to varying opportunities for participation in associations, conferences, education and training, and research and publication. In addition, there exist “hidden” social change practitioners who implement programmes in the Global South that are consistent with social marketing practice, but continue to be unchronicled and unheralded. Originality/value For many years, social marketing scholars and practitioners have been working to expand the boundaries of the discipline, with a focus on theory and application. Although the authors acknowledge that diversity and equity are inherently central to this discipline, epistemological diversity, specifically as linked to the geographies of the Global South, has been largely overlooked. Our viewpoint nudges the social marketing community into including epistemological diversity in the ongoing discourse around broadening and deepening the discipline of social marketing.
50年的社会营销:走向学科的认识论扩展以拥抱多样性:一个观点
本研究旨在纪念社会营销作为一门创新的社会变革学科诞生50周年;这一观点回顾了社会营销中的“认识论多样性”,并呼吁将其纳入该学科的扩展。设计/方法论/方法认识到多样性的可见(例如,(APA 6.29)性别、年龄、种族)和不可见(例如,(APA 6.29)认识论、经验、社会经济地位)维度,这种观点关注多样性的一个无形维度——认识论。使用二手数据,通过选择作为潜在指标的五个方面对社会营销进行认识论审查:专业协会,全球会议,教育和培训,研究和出版以及实践。提出了几点建议,以扩大认识论的多样性在社会营销。对社会营销多样性的认识论回顾揭示了全球北方和南方之间的差异。这些差异是由于参加协会、会议、教育和培训以及研究和出版的机会不同造成的。此外,还有一些“隐藏的”社会变革实践者,他们在全球南方实施与社会营销实践一致的项目,但仍然未被记录和宣传。原创性/价值多年来,社会营销学者和实践者一直致力于扩大这一学科的边界,重点是理论和应用。尽管作者承认多样性和平等本质上是这门学科的核心,但认识论的多样性,特别是与全球南方地区的地理联系在一起的多样性,在很大程度上被忽视了。我们的观点推动社会营销界将认识论多样性纳入正在进行的围绕扩大和深化社会营销学科的讨论中。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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