Social Marketin Quarterly最新文献

{"title":"Social Marketing Interventions in Iran: A Systematic Review; 2002–2017","authors":"Seyed Mahdi Alhosseini Almodarresi, Asghar Shahadati, S. S. Ardekani","doi":"10.1177/1524500419900823","DOIUrl":"https://doi.org/10.1177/1524500419900823","url":null,"abstract":"Social marketing, as an interdisciplinary approach, has been proved effective in improving individual and social life in multiple fields. One way to expand this growing field is to investigate and evaluate the current literature on principles and benchmark criteria of social marketing. Thus, the present study aims to evaluate social marketing interventions in the country of Iran with two main objectives: (a) examining the use of seven social marketing components used in interventions and (b) investigating the scope of intervention in three social marketing streams (i.e., downstream, midstream, upstream). Following standard review studies in this field, a primary search was conducted on 13 online databases (7 Persian and 6 English databases). Using relevant keywords, Persian and English articles published from 2002 to 2017 were extracted from national and international journals. A total of 497 records were obtained from the search, 5 of which met the criteria for entering this review study. Analyses of the findings indicated that most interventions in Iran lack the minimum social marketing criteria and merely focused on a downstream approach. By investigating social marketing interventions, this research extends understanding of the social marketing status in developing countries, specifically in Iran with a non-English language. While the findings provide empirical support for the previous framework of the seven benchmark criteria, it can be concluded that Iran is at an early stage in its development of using social marketing interventions. This study recommends the use of multiple methods for conducting formative research and considers midstream and upstream approaches.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130183608","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":"Remembering Dr. Susan D. Kirby, SMQ’s Associate Editor","authors":"Jeffrey W Jordan, S. Robinson","doi":"10.1177/1524500420903525","DOIUrl":"https://doi.org/10.1177/1524500420903525","url":null,"abstract":"","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128224927","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":"Using Motivation, Opportunity, and Ability Model in Social Marketing to Predict “Galamsey” Behavior in Ghana","authors":"E. Y. Tweneboah-Koduah, V. Mann, Matilda Adams","doi":"10.1177/1524500419901254","DOIUrl":"https://doi.org/10.1177/1524500419901254","url":null,"abstract":"Background: Illegal mining (hereafter referred to as “galamsey”) has adverse effect on human life, the environment, and other living organisms that support human existence. However, the traditional strategies employed by governments and other stakeholders to tackle “galamsey” have proved ineffective in changing “galamseyers” behavior. Focus: This research thus aims to apply the motivation, opportunity, and ability (MOA) model in social marketing to predict and explain behavior change toward galamsey activities in Ghana. Specifically, the paper investigates the influence of Motivation (i.e., attitudes toward stopping “galamsey” activities, beliefs and subjective norms) on intentions toward the behavior, as well as opportunity and ability on the intentions–behavior nexus. Key Hypotheses: The study tested the following key hypotheses: There is a positive and significant relationship between beliefs and intention to stop galamsey activities, there is a positive and significant relationship between attitude and intention to stop galamsey activities, there is a positive and significant relationship between social norms and behavioral intention to stop galamsey activities, and there is a positive and significant relationship between intention to stop galamsey and galamsey behavior change. Methods: Self-administered survey was used to collect data from “galamsey” operators (n = 238) in Kyebi-Ghana, using convenience and snowball sampling techniques. The hypothesized relationships were analyzed using partial least squares structural equation modeling (PLS-SEM). Results: The findings of the study reveal that “galamseyers” behavioral intention toward stopping “galamsey” is mainly determined by the respondents’ beliefs about and positive attitudes toward the behavior. The results further establish a positive significant relationship between intention and actual behavior change. Moreover, the findings suggest a strong interactive relationship between intentions and ability, intentions and opportunity and actual behavior. The study however did not find a significant relationship between social norms and intentions to stop “galamsey” activities. Recommendation for Research or Practice: These findings can be used to develop interventions aimed at fostering positive behavior change toward “galamsey.” Importance to Social Marketing Field: By applying the MOA model to a social marketing context, the study contributes to knowledge by providing a deeper theoretical understanding from an emerging economy context. Limitation: Although the MOA model was able to predict “galamsey” behavior change, the model has been criticized for including opportunities and failing to mention that inhibitors (barriers) to be reduced to foster sustainable behavior change. Hence, future studies should include other variables in the model to cater for this gap.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122141425","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":"Community-Based Social Marketing—Creating Lasting, Sustainable, Environmental Change: Case Study of a Household Stormwater Management Program in the Region of Waterloo, Ontario","authors":"L. Smith, J. Lynes, S. E. Wolfe","doi":"10.1177/1524500419883288","DOIUrl":"https://doi.org/10.1177/1524500419883288","url":null,"abstract":"With increased frequency of extreme weather events due to climate change, there is growing need for urban, small-scale adaptation and preventative measures such as stormwater management to reduce the risk of flooding. Homeowners are often reluctant to adopt preventative stormwater measures without tangible benefits or direct experience with the flooding risks or other negative externalities. Using community-based social marketing (CBSM) as a framework, we investigated how to more effectively encourage stormwater management at the household level. In collaboration with the Canadian non-profit organization, Reep Green Solutions (Region of Waterloo, Ontario), we focused on an existing program, the RAIN Home Visit (RHV), which was designed to increase engagement in pro-environmental stormwater management behaviors. Reports from the RHV were assessed, and past program participants were interviewed using a semi-structured question set to identify barriers encountered in enacting these behaviors and to assess the program for inclusion of CBSM principles and tools. Surveys were used to collect demographic data from participants. We found that while preferred behaviors were explained and incentives were provided, more thorough, clear explanation was needed for homeowners as well as incentives of suitable size and value to effectively motivate homeowners to change. Key features that should be included in future RHV programs are public commitments, follow-up, and reminders. Further research should consider risk perception impacts with CBSM, to determine how these can work together and, perhaps, which precedes the other. Some people may be more influenced by social norms to act and others by risk perception.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125382434","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":"Using Homeowners’ Association Membership to Define Audience Segments for Targeted Local Social Marketing Interventions: Implications From a Statewide Study","authors":"L. Warner","doi":"10.1177/1524500419882978","DOIUrl":"https://doi.org/10.1177/1524500419882978","url":null,"abstract":"People working on water issues in the state of Florida, USA, recognize outdoor water conservation as an important area of focus. Social marketing has become increasingly accepted as a behavior change approach in Florida, but often the individuals who wish to use social marketing do not have access to the formative audience research needed. In addition to a lack of formative audience research, the prevalence of homeowners’ associations (HOAs) across the state further complicates outdoor water conservation initiatives. This study’s purpose was to evaluate how those who live in HOAs might be considered distinct segments for residential outdoor water conservation interventions. An electronic survey instrument was used to collect data to examine the relationship between theory of planned behavior variables and landscape water conservation behavioral intent in HOA and non-HOA segments. The model fits the two segments similarly. Then, descriptive norms drawn from four distinct referent groups (close-peer, neighborhood, state, and national) were introduced to the theory of planned behavior variables. None of the descriptive norms were significant in the non-HOA model, and close-peer, state, and national norms were significant in the HOA model. State norms had a negative relationship with behavioral intent. Findings revealed clear distinctions in factors relating to behavioral intent between the two segments. Social marketing efforts should treat non-HOA and HOA members as distinct segments and incorporate the normative beliefs that relate to intent among HOA dwellers.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131167939","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":"Factors Associated With Intention to Moderate Drinking Among Student Drinkers","authors":"Khai Trieu Tran, K. Robertson, M. Thyne","doi":"10.1177/1524500419883970","DOIUrl":"https://doi.org/10.1177/1524500419883970","url":null,"abstract":"This study addresses the dearth of literature into drinking moderation and demonstrates the value of a social ecological approach for identifying the influencers of students’ intention to moderate drinking. In doing so, the study supports a promotion approach over an avoidance approach as a new opportunity for addressing heavy student drinking through social marketing. A quantitative survey is conducted within a sample of university students (n = 660) in Vietnam where drinking moderation is commonplace. This research context is arguably helpful to discover factors linked to drinking in moderation, which could inform interventions to reduce problematic drinking in heavy-drinking cultures. Findings suggest that there exist multiple levels of influence on students’ intention to moderate drinking beyond individual factors, which makes drinking moderation a complex phenomenon. There also exist gender differences in how the factors affect moderate drinking intention. Females appear to moderate their drinking through both internal and external control mechanisms, while males tend to moderate their drinking mainly through internal control. These findings can be used to develop interventions aimed at fostering safe and sensible drinking cultures. By taking a comprehensive approach, the most necessary targets are identified to bring about the desired change. It is also suggested that the interventions should be tailored to different gender needs.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"296 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116317111","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":"Segmenting Adolescents Around Social Influences on Their Eating Behavior: Findings From Italy","authors":"S. De Rosis, F. Pennucci, C. Seghieri","doi":"10.1177/1524500419882059","DOIUrl":"https://doi.org/10.1177/1524500419882059","url":null,"abstract":"Adolescence is a fundamental period in everyone’s life. Teenagers have for the first time the possibility to take on responsibility about their choices in many domains, building their own “lifestyle.” Among these domains, food is one of the most important considering the implications for their future health. Deep knowledge of teenagers’ behaviors and of factors affecting their choices can support tailored health policy and social marketing interventions for this population. The purpose of this article is to prospectively segment teenagers around food socialization factors as influencing factors of food preferences, attitudes, and behaviors of adolescents. A cluster analysis (CA) was performed on a sample of 4,749 respondents aged 15 and 18 years coming from Tuscany (Italy). Considering food well-being and consumer socialization frameworks, the CA used three food socialization variables related to influences and source of information/advices at intrapersonal, interpersonal, and broader societal levels. Five distinct groups were identified and described, showing deep differences in the adolescents’ food behaviors corresponding to different socialization patterns. Adolescents who reported broader food socialization at all investigated levels present better lifestyle habits. Social marketers, policy makers, and health professionals can work on specific influencing food socialization factors for tailoring marketing interventions and increasing their positive impact on adolescents’ food behaviors.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123863502","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":"Social Marketing’s Strengths, Weaknesses, Opportunities, and Threats (SWOT): A Commentary","authors":"S. Deshpande","doi":"10.1177/1524500419881770","DOIUrl":"https://doi.org/10.1177/1524500419881770","url":null,"abstract":"Background: Over the past half century, social marketing has come into its own, both as a discipline and a practice, for creating positive social outcomes. However, as the operating environment continues to evolve, the role of social marketing in the change landscape requires consideration. Focus of the article: In this article, the author presents a commentary on the present and future role of social marketing research and practice through the lens of a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Topics discussed in the analysis include the boundary definition of social marketing, modalities of practice, sources of funding, the complexity of target issues, and professional standing and competition. Importance to the social marketing field: Critical analysis of social marketing research and practice can assist to maintain and grow its relevance and adoption among key stakeholders. Recommendations for Research or Practice: Several recommendations are made for addressing the issues identified in the SWOT analysis. These include conscious effort to market social marketing; clarify the concept of audience orientation when designing social marketing solutions; address specific research questions that produce academic and managerial insights; utilize corporate partnerships creatively; offer social marketing course to retain accreditation of professions such as marketing, public health, environmental studies, or public administration; and, encourage documentation of initiatives. Limitations: The discussion presented here is based purely on opinions and experience of the author.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"275 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115945338","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":"Green Consumer Behavior: The Case of Czech Consumers of Generation Y","authors":"Přemysl Průša, T. Sadílek","doi":"10.1177/1524500419881783","DOIUrl":"https://doi.org/10.1177/1524500419881783","url":null,"abstract":"The aim of this article is to reveal the perception of green marketing by young consumers from Generation Y and present a research model with variables that influence green consumer behavior (GCB). As the main method, we used a questionnaire survey with a sample of 520 respondents, mainly students at the University of Economics in Prague. Results were subjected to exploratory factor analysis, which examined convergent and discriminant validity. Finally, a model with four variables (Environmentalism, Preference, Payment, Tolerance) that influence GCB was confirmed. Recommendations of the research enable us to better understand the reasons why consumers from Generation Y do, or do not, buy green products. Firms can better focus their marketing strategies and communications with respect to variables that influence GCB. This research uncovers Generation Y consumers’ distinct preferences toward GCB. It also contributes to theoretical and practical aspects of GCB and has implications for research and practice, as green marketing continues to be an important issue. In terms of practical application in industry, the research’s outcomes are essential to promote better market demand, segmentation, targeting, and positioning of green products for Generation Y consumers.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131489827","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":"Profiling Green Consumers","authors":"Ronald B. Larson, Jessica M. Farac","doi":"10.1177/1524500419882391","DOIUrl":"https://doi.org/10.1177/1524500419882391","url":null,"abstract":"Many studies have tried using demographics and other measures to improve our understanding of prospective green buyers and to learn how to encourage more green behaviors. This study employed two online surveys of U.S. adults (total of 1,330 respondents) to examine the contribution of demographic, psychographic, and other variables for describing consumers with environment-friendly attitudes. The results confirmed the limited value of demographics (e.g., age was not related to green attitudes). New variables tested included impulsiveness behavior, privacy concerns, religiosity, spirituality, risk and time preferences, handedness, and political orientation. Although most green studies have not included social desirability bias controls, this measure appeared to be important. Other variables that were positively linked to green attitudes include hedonic consumption, privacy concerns, spirituality measures, risk preferences, and liberal political preferences. These results offer new insights for building segments of green consumers, for developing messages for these consumers, and for efficiently communicating with consumers who have environment-friendly attitudes.","PeriodicalId":338285,"journal":{"name":"Social Marketin Quarterly","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115944685","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}