Social Marketin Quarterly最新文献

{"title":"Systems Social Marketing and Macro-Social Marketing: A Systematic Review","authors":"Tina Flaherty, C. Domegan, Sinead Duane, Dmitry Brychkov, Mihir Anand","doi":"10.1177/1524500420925188","DOIUrl":"https://doi.org/10.1177/1524500420925188","url":null,"abstract":"Background: The adoption of systems thinking within social marketing is illustrated by the emerging literature relating to systems social marketing and macro-social marketing. Systems social marketing and macro-social marketing signal a shift from singular level behavior change toward a more holistic, multilevel change mode of operandi for complex and wicked problems. In recognition of this broadening perspective, Truong et al. took the first steps to describe the relationship between systems thinking and social marketing through a critical appraisal. However, their analysis stopped short of defining systems social marketing and macro-social marketing, examining how the concepts have been applied, and the impact this has on our change methodologies. Focus: This article is related to research and evaluation of the social marketing field. Research Question: This study aims to (a) examine the causality looseness surrounding the descriptions of systems social marketing and macro-social marketing, (b) conceptualize systems social marketing and macro-social marketing, and (c) develop a taxonomy for classifying and interpreting the systems-based social marketing–related literature. Methods: Following best practice protocols, a systematic review was conducted to identify systems social marketing and macro-social marketing literature and interventions published prior to March 2020. Five databases were searched using a combination of relevant search terms. Results: Sixteen thousand and forty-seven title and abstracts were screened, resulting in 45 articles being reviewed, 8 of which were interventions. Analysis of the findings indicated both systems social marketing and macro-social marketing use nonlinear causality and seeks to understand the structural and behavioral dynamics in a system to leverage change. Moreover, the findings suggest that systems social marketing focuses on evolutionary dynamics and a “whole system in the room” approach, pursuing top-down, bottom-up iterative processes with macro-social marketing pursuing institutional dynamics and “inside the system” top-down processes. Importance to Social Marketing Field: This article is one of the first efforts to examine the inner anatomy of systems social marketing and macro-social marketing for causality and definitional clarity. In drawing a distinction between the two orientations, social marketers can begin to understand in what contexts and settings these perspectives are most applicable. Recommendations: The taxonomy and search strategy can be adopted in other reviews as they offer a rich and diverse basis for further conceptual analysis of systems-based social marketing–related literature. Limitation: Community-based prevention marketing, community-based social marketing, and community-led assets-based social marketing articles were excluded from this review. Hence, further research could include these approaches and uncover their features, analogies, and differences versus systems socia","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123156270","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Normative Influence on Household Waste Separation: The Moderating Effect of Policy Implementation and Sociodemographic Variables","authors":"Paul Blaise Issock Issock, M. Roberts-Lombard, M. Mpinganjira","doi":"10.1177/1524500420918842","DOIUrl":"https://doi.org/10.1177/1524500420918842","url":null,"abstract":"Background: With the increasing production of domestic waste in South African urban areas, household waste separation has become a crucial recycling activity for better management of domestic waste and a decrease in environmental pollution. Focus of the article: This empirical study investigates how normative influences can shape the intention to separate household waste and how these influences are moderated by sociodemographic attributes and upstream social marketing interventions (recycling policy implementation). Research Hypotheses: The hypotheses stipulate that descriptive, injunctive, and moral norms have an influence on the behavioral intention to separate household waste before disposal. Policy implementation and sociodemographic variables moderate the impact of these normative forces on behavioral intention. Methods: A cross-sectional design was applied to this study. A survey was administered to collect quantitative data from 350 households residing in a city that is currently implementing a mandatory recycling policy (Johannesburg) and from 349 households in a city that is not doing so (Tshwane). Structural equation modeling and moderation analysis were the main data analysis techniques applied to this study. Results: The findings underline the importance of injunctive and moral norms in influencing the intention to separate household waste. Gender and age appeared to play an important moderating role in the relationships between norms and behavioral intention. Policy implementation had no effect on the reported influences of social and moral norms on the intention to separate household waste. Recommendations for Practice: Policy makers in emerging markets are encouraged to apply more persuasive and decisive actions such as financial incentives (or disincentives) that will motivate households to comply with recycling policies. Limitations: One limitation of this study is the application of a cross-sectional design relying on self-reported measures of norms and behavioral intention.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"189 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121534430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Systems Thinking in Upstream Social Marketing: Using Soft Systems Methodology to Improve Midwifery Policy in Jordan","authors":"Houda A. Khayame, Mona M. Abdeljawad","doi":"10.1177/1524500420925810","DOIUrl":"https://doi.org/10.1177/1524500420925810","url":null,"abstract":"Background: Despite being acknowledged worldwide as essential maternal care providers, midwives remain marginalized in the Jordanian healthcare system. Further, considering Jordan’s goal to achieve a total fertility rate of 2.1 by 2030 and Jordanian women’s preference for female providers, enhancing midwives’ role could significantly promote the use of reproductive health and family planning services. Focus of the Article: We report on opportunities created by opening the boundary of our social marketing understanding to systems thinking in practice (STiP), using soft systems methodology (SSM) to engage with the complex situation of midwifery policy in Jordan. Research Question: In what ways could STiP benefit upstream social marketing interventions? We attempt to answer this question from the perspective of an SSM action research in Jordan. Program Design/Approach: The intervention combines stakeholder analysis and evidence-based policy with an SSM seven-stage cycle. We analyze the compatibility of SSM with social marketing through the NSMC’s eight benchmark criteria. Importance to the Social Marketing Field: The case offers to learn experientially about the relevance of a systems’ approach to complement social marketing frameworks. Drawing from the practical application of SSM, this study suggests that using systems’ tools in social marketing interventions might significantly contribute to achieving intended behavioral outcomes. Methods: Gordon’s alternative framework for upstream social marketing, “advocacy, relationship building and stakeholders’ engagement,” was enacted through the SSM’s seven stages. Research findings provided advocacy arguments. Rich pictures, conceptual modeling, and the CATWOE exercise fostered relationship building and stakeholders’ engagement toward the accommodation stage. Results: At the systematic level, that is, the linear chain of programmatic activities, the policy objective was achieved with an amended Law submitted to the Parliament for debate. At the systemic level, that is, the dynamic relationships among stakeholders, the social learning that emerged during the SSM process reduced policymakers’ resistance and fostered their collective action. Recommendations for Research or Practice: Social marketers can benefit from further experimentation with systems’ approaches to develop their STiP capabilities. Thus, social marketing practice, at this historical moment, could be better equipped conceptually and practically to manage for the emergence of positive behavior change in messy upstream situations where policy and politics are always enmeshed. Limitations: SSM calls for several iterations until stakeholders feel that no more change is needed. However, these iterations are challenging to implement during the limited time frame of development projects. In this case, another iteration was suggested to diffuse the conflict between midwives and obstetrician-gynecologists who saw themselves as victims of this policy","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134276414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An Experimental Application of the Brand Equity Pyramid Using a Healthy Movement Product Brand","authors":"A. Lithopoulos, A. Latimer-Cheung","doi":"10.1177/1524500420923352","DOIUrl":"https://doi.org/10.1177/1524500420923352","url":null,"abstract":"Background: The brand equity pyramid is a theory that explains how people develop a relationship with a brand. Although the theory has received some support, few studies have tested it using a product brand, and no study has experimentally tested the theory. Research Question: The study tested whether brand equity pyramid variables pertaining to a health behavior promotion product brand (the Canadian 24-Hour Movement Guidelines for Children and Youth) can be experimentally manipulated. The first objective was to examine whether brand equity of the guidelines would be higher in the intervention group compared to the control group. The second objective was to explore whether parental attitudes and intentions toward support, support behaviors, and parent-perceived child behavior would be higher in the intervention group compared to the control. Method: Using an online survey platform in Canada, all participants first viewed the guidelines. Participants in the intervention group were then presented with a video targeting key brand equity variables, whereas the control group received no video. Participants were 161 Canadian parents (M age = 38.17, SD = 7.33 years) with a child 5–12 years of age. Measurements of brand equity and behavioral variables were taken at Time 1 (immediately post-intervention) and 2 weeks later at Time 2. Results: The intervention group had greater brand awareness than the control group and also showed a more positive attitude toward ensuring their child is less sedentary. However, generally, the 1-time intervention had limited effects. Recommendations for Research or Practice: This study indicates that a single exposure to stimuli targeting brand equity constructs can enhance awareness and some proximal cognitions. Future studies should examine whether repeated exposures to brand advertisements result in change in more important, distal variables such as brand loyalty and actual behavior. Limitations: This study lacked a true baseline measurement time point, there was only one exposure to brand stimuli, and parent-perceived child behavior was measured rather than behavior reported by the children themselves.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"119 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116614432","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Outcome Evaluation of an Empirical Study: Food Waste Social Marketing Pilot","authors":"Jeawon Kim, S. Rundle‐Thiele, K. Knox, Samuel Hodgkins","doi":"10.1177/1524500420918690","DOIUrl":"https://doi.org/10.1177/1524500420918690","url":null,"abstract":"Background: Evidence indicates behavior change is more likely when more social marketing benchmark principles are applied. Yet, transparent and clear reporting of the application of benchmarks to change behavior is rare. Focus of the Article: The aims of this study were (1) to verify the efficacy of social marketing in reducing food waste and (2) to enumerate and critique the practicality of applying social marketing benchmark criteria. Research Question: To address the research aims, two research questions were proposed: (1) Can a social marketing program designed with consumers reduce household food waste behavior? and (2) How are social marketing benchmarks applied to reduce food waste? Program Design/Approach: A consumer-insight driven social marketing program Waste Not Want Not (WNWN) was designed following the social marketing process and delivered to local Redland City Council residents located within the pilot area. This article reports a process and outcome evaluation for the pilot study and a critical evaluation of benchmark criteria application. Importance to the Social Marketing Field: This article demonstrates social marketing’s efficacy to reduce food waste behavior in households, and it critically evaluates application of benchmark criteria to assist future research and practice. Methods: In total, 314 local council area residents were randomly allocated into either a program (n = 110) or control group (n = 204). The program group received intervention materials and invitations to attend the 2-week program activities held in a local shopping center. Control group participants received nothing. The extent of social marketing benchmark application was examined for the WNWN program. Results: Outcome evaluation indicated that the pilot study reduced self-reported household food waste and increased perceived level of self-efficacy in cooking for the program group, but not the control group. WNWN successfully applied five of the eight social marketing benchmark criteria, namely, consumer orientation, insight, competition, marketing mix, and behavior change. Recommendations for Research or Practice: Given that use of more benchmarks increases the likelihood of behavior change, future research must advocate for complete application of the eight major social marketing benchmark criteria in program design. Clear operational definitions are required to improve practice and behavioral change outcomes. Limitations: Study 1 focused on individual feedback and self-reported data minimizing the possibility of generalization. Future research could employ observational methods and involve a wider array of stakeholders to increase generalizability.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"103 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114092690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How One Social Marketing Organization Is Transitioning From Charity to Social Enterprise","authors":"C. Purdy","doi":"10.1177/1524500420918703","DOIUrl":"https://doi.org/10.1177/1524500420918703","url":null,"abstract":"The financing model of the U.S. non-profit social marketing organization DKT International has changed dramatically since it was founded 31 years ago. In the early days, DKT was reliant on donor funding, and most of its products were heavily subsidized in order to reach low-income and marginalized populations. However, over the last three decades, DKT has become increasingly financially sustainable due to a fortuitous combination of clever marketing, rising incomes, and the stable and often declining cost of procuring contraceptives. This has been especially true in middle-income countries like Indonesia, Brazil, and Ghana but also in lower-income countries and regions like Ethiopia and Bihar, India. Because all DKT programs sell products, they earn revenue. Through a mixture of cost recovery and cross-subsidization strategies, DKT has been able to simultaneously serve a wide range of income segments while generating sales revenue that can offset costs and even turn a profit in some countries. Such profits are reinvested in activities that educate and shift behavior or deployed to other countries to start up new ventures. This article describes the transition experienced by DKT, from charity to social enterprise, and profiles country examples in three different stages of financial sustainability, providing potential lessons for other non-profits. As generating resources for non-profits becomes more challenging, organizations may wish to explore ways to generate revenues and increase cost recovery by monetizing the products and services they provide.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130271201","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages","authors":"Stephanie Schartel Dunn, Gwendelyn Nisbett","doi":"10.1177/1524500420917180","DOIUrl":"https://doi.org/10.1177/1524500420917180","url":null,"abstract":"Background: Increasingly, celebrities are used as spokespeople for nearly all types of marketing. Endorsements can build positive celebrity-brand associations, resulting in favorable brand, product, or issue knowledge. Focus of the Article: This project examines the impact of celebrity influence in social marketing campaigns. Source and receiver characteristics are used to explore how people react to such persuasive messages from celebrities and how those reactions influence behavior. Research Question: Do race (RQ1) and gender (RQ2) of celebrity influence perceptions of (a) credibility, (b) similarity, and (c) heuristic evaluation? How do these factors influence message evaluation (RQ3)? Perceptions of (a) source credibility and (b) similarity as well as (c) heuristic evaluations will increase positive message evaluations (H1). Such positive message evaluations will increase behavioral intentions (H4). Level of (a) perceived source credibility, (b) perceived similarity, and (c) heuristic evaluation of a message is negatively related to message reactance (H2). The level of psychological reactance to a message source is negatively related to behavioral intent related to the message topic (H3). Importance to the Social Marketing Field: The objective of this study is to better understand how characteristics of celebrities, perceptions of the celebrities, and psychological barriers impact intended behavior change attributed to a social marketing message. Because social marketing seeks behavior change as part of an exchange with the targeted audiences, this study contributes a basic understanding of how attributes of the speaker impact social marketing effectiveness. Methods: An experiment was conducted (N = 798) comparing how persuasive messages from celebrities of different genders and races are perceived. Results: Results indicate that there are significant differences in how persuasive messages from female celebrities are received as compared to messages from male celebrities. Further, race was shown to play a role in feelings of psychological reactance in response to the persuasive messages. Recommendations for Research of Practice: Results suggests marketers should seek out celebrity spokespeople who have the ability to be well-liked by members of the targeted market. The desire to identify with the message source can be a significant enough benefit to inspire behavior change. Having a spokesperson the audience wants to align themselves with is positively correlated with behavioral intentions.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116604089","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Tribute to Jim Mintz: A Pioneer and Leader","authors":"F. Lagarde, Jay Kassirer","doi":"10.1177/1524500419889142","DOIUrl":"https://doi.org/10.1177/1524500419889142","url":null,"abstract":"","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126396490","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Future of Social Marketing: Let’s Get It in Orbit by 2025!","authors":"Nancy R. Lee","doi":"10.1177/1524500419889141","DOIUrl":"https://doi.org/10.1177/1524500419889141","url":null,"abstract":"We need to do more than promote Social Marketing. The word is out there, but is not understood by most and is misunderstood by many. We need to market Social Marketing. We need to do this in order for Social Marketing to be the #1 proven discipline turned to for behavior change for social good. In this article, you will read about products we need to develop and/or “sell more of”; incentives (price) we need to highlight and deliver; ways to increase convenience of access (place) to our offerings; new promotional opportunities, and potential funding sources (partnerships).","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116033946","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Checking Our Blind Spots: The Most Common Mistakes Made by Social Marketers","authors":"Julie Cook, S. Fries, J. Lynes","doi":"10.1177/1524500420903016","DOIUrl":"https://doi.org/10.1177/1524500420903016","url":null,"abstract":"Background: The work of social marketers and the environment in which they work is complex, which inevitably results in mistakes being made and sometimes, the failure of a social marketing program. Unfortunately, social marketers do not often report their own mistakes. Even when failures or mistakes are reported, it is usually for the purpose of one study, as opposed to a wider understanding of mistakes made by social marketers in the field. This is a significant gap in the development of social marketing practice since understanding the nature of the most common mistakes made by social marketers could assist them in assessing their own shortcomings and potentially lead to more effective programs. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of social marketing experts regarding the most common mistakes made by social marketers? Importance to the Field: A greater understanding of the common mistakes made by social marketers will allow practitioners to assess their own shortcomings, improve program outcomes, and raise the status of the social marketing field. Methods: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. In-depth interviews with 17 social marketing experts were conducted. Experts were purposefully chosen based on a set of criteria including the number of years of experience they had in the field. Results: The interviews revealed nine mistake categories: inadequate research, poor strategy development, ad hoc approaches to programs, mismanagement of stakeholders, poorly designed program objectives, weak evaluation and monitoring, poor execution of pilots, inadequate segmentation and targeting, and poor documentation. Additionally, the interviews revealed two other emergent, crosscutting themes that affect the mistakes being made: external influences that the social marketer may not have direct control over and the social marketer’s own preconceptions that they bring to the program. Recommendations for Research or Practice: Future research may explore (1) the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers and (2) perspectives from the social marketing community as to the most common mistakes made by social marketers. Social marketers may consider being more reflexive in their work, including reporting their own mistakes and failed programs, as well as challenging the biases they may bring to the work that they do. Limitations: The sample size is small and therefore not generalizable to all social marketing experts or the social marketing community. Also, there are many parts of the world in which social marketers practice, but which are not represented by the social marketing experts. Additionally, the “mistakes” listed are based on opinion as opposed to direct observation, which may make them more s","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129628784","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}