Journal of Social Marketing最新文献

{"title":"Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling","authors":"Paul Blaise Issock Issock, M. Mpinganjira, M. Roberts-Lombard","doi":"10.1108/JSOCM-11-2020-0221","DOIUrl":"https://doi.org/10.1108/JSOCM-11-2020-0221","url":null,"abstract":"\u0000Purpose\u0000This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households.\u0000\u0000\u0000Design/methodology/approach\u0000This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste.\u0000\u0000\u0000Findings\u0000The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases.\u0000\u0000\u0000Originality/value\u0000Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42926794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Shaping social marketing research: a retrospective of the journal of social marketing","authors":"Muhammad Farrukh, A. Raza, Fanchen Meng, Yihua Wu, Zhouyang Gu","doi":"10.1108/jsocm-06-2020-0099","DOIUrl":"https://doi.org/10.1108/jsocm-06-2020-0099","url":null,"abstract":"\u0000Purpose\u0000This paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020.\u0000\u0000\u0000Design/methodology/approach\u0000The bibliometric approach is used to present publication characteristics. For so doing, the bibliographic data was extracted from the Scopus database.\u0000\u0000\u0000Findings\u0000The results show an increasing trend in the publication and in the number of citations. Moreover, the findings also revealed that although JSOCM received publications worldwide, countries from the developed world such as Australia and the USA are the most productive countries.\u0000\u0000\u0000Originality/value\u0000As the first retrospection of the journal, this study not only educates and enriches JSOCM’s global readers and aspiring contributors but may also be helpful to its editorial board, as it provides several inputs to navigate the way forward.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42107751","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An extended theory of planned behaviour model to predict intention to use bioplastic","authors":"D. G. Taño, Janet Hernández Méndez, R. Díaz-Armas","doi":"10.1108/JSOCM-09-2020-0190","DOIUrl":"https://doi.org/10.1108/JSOCM-09-2020-0190","url":null,"abstract":"\u0000Purpose\u0000Approaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour.\u0000\u0000\u0000Design/methodology/approach\u0000To gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review.\u0000\u0000\u0000Findings\u0000The results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns.\u0000\u0000\u0000Social implications\u0000Given the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers.\u0000\u0000\u0000Originality/value\u0000This study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48384752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India","authors":"Payel Das, Deepika Pradip","doi":"10.1108/jsocm-11-2019-0203","DOIUrl":"https://doi.org/10.1108/jsocm-11-2019-0203","url":null,"abstract":"\u0000Purpose\u0000Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation.\u0000\u0000\u0000Design/methodology/approach\u0000The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing.\u0000\u0000\u0000Findings\u0000New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information.\u0000\u0000\u0000Research limitations/implications\u0000Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995).\u0000\u0000\u0000Practical implications\u0000From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming.\u0000\u0000\u0000Originality/value\u0000The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural ch","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49393220","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of construal fit in threat appeal to persuade young drivers not to text while driving","authors":"D. Lim, J. Lin, Ungyoung Chung, Young-do Ko","doi":"10.1108/JSOCM-06-2020-0109","DOIUrl":"https://doi.org/10.1108/JSOCM-06-2020-0109","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the effect of matching social distance and the concrete/abstract visual presentation of the threats of distracted driving in campaign design.\u0000\u0000\u0000Design/methodology/approach\u0000This study conducts a series of 2 (social distance frame: close vs distant) × 2 (visual rhetoric style: literal vs metaphorical) online experiments on the perspective of the construal level theory.\u0000\u0000\u0000Findings\u0000This study identified that a fit between social distance and visual rhetoric style of the threat enhances the effect of a social marketing campaign targeting young adults. A message framed in terms of socially proximal entities shows a favorable impact on young drivers’ threat perception and behavioral intention when the visual rhetoric depicts the threats of texting while driving more concrete. On the other hand, more distant social entities in the message show a better impact when the threats are visualized in metaphor.\u0000\u0000\u0000Originality/value\u0000This paper enhances the understanding of a threat appeal message design by adding empirical evidence of matching visual rhetoric style and social distance. The findings provide theoretical and practical implications for social marketing campaigns, regarding the strategic tailoring of messages, particularly in public service announcements that discourage texting while driving on young adults.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46239660","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social marketing hackers","authors":"M. Raciti","doi":"10.1108/JSOCM-12-2020-0238","DOIUrl":"https://doi.org/10.1108/JSOCM-12-2020-0238","url":null,"abstract":"\u0000Purpose\u0000Social 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.\u0000\u0000\u0000Design/methodology/approach\u0000Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena.\u0000\u0000\u0000Findings\u0000The 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.\u0000\u0000\u0000Originality/value\u0000This 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.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47920169","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Antecedents and consequences of corporate social responsibility: a meta-analysis","authors":"F. Santini, W. Ladeira, Marlon Dalmoro, C. Matos","doi":"10.1108/JSOCM-08-2020-0157","DOIUrl":"https://doi.org/10.1108/JSOCM-08-2020-0157","url":null,"abstract":"\u0000Purpose\u0000This study aims to consolidate finds about corporate social responsibility (CSR) by conducting a meta-analysis. CSR is a topic present in both academic and practitioner discussions. Research has been conducted in different countries and contexts, using diverse methodological approaches. Consequently, there are different views about CSR and conflicting results.\u0000\u0000\u0000Design/methodology/approach\u0000This paper conducted a meta-analysis to analyse the constructs that are antecedents and consequences of CSR. This paper has also tested the moderating effects of theoretical, methodological and economic variables. The data analysis involved 66 studies, which generated 385 observations and an accumulated sample of 19,817 respondents.\u0000\u0000\u0000Findings\u0000The findings indicate that environmental concerns, market orientation and stakeholder pressure are the most relevant CSR antecedents. On the other hand, CSR has the strongest effects on organisational commitment, non-financial performance and customer purchasing intention. Also, firm size and cultural orientation were partially significant moderators on the relationships between organisational commitment, CSR and financial performance.\u0000\u0000\u0000Originality/value\u0000The meta-analytical approach allows for more accurate effect size estimations for each relationship analysed, as the meta-analytic method jointly evaluates the results produced by a great variety of studies performed in different contexts, making it possible to draw more accurate conclusions.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44834451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The use of digital technologies in social marketing: a systematic review","authors":"Tina Flaherty, C. Domegan, Mihir Anand","doi":"10.1108/JSOCM-01-2021-0022","DOIUrl":"https://doi.org/10.1108/JSOCM-01-2021-0022","url":null,"abstract":"\u0000Purpose\u0000With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social platforms, much remains nebulous about the opportunities these technologies hold for social marketers beyond their previously documented use as communication and promotion tools. This paper aims to provide a rich examination of the variety of digital technologies used within social marketing and establish the scale of integration between digital technologies and social marketing.\u0000\u0000\u0000Design/methodology/approach\u0000Following systematic literature review procedures, a systematic literature review through eight databases was conducted. The systematic review focussed on the assessment of social marketing studies that incorporated a wide range of mature and emerging digital technologies such as the internet, mobile platforms and social media channels. A total of 50 social marketing studies (2014–2020) were analysed.\u0000\u0000\u0000Findings\u0000The review found that there have been major advancements in the technologies available to social marketers in recent years. Furthermore, the adoption of digital technologies by social marketers has evolved from a communication or promotion function where generic information is pushed to the citizen, towards the use of these technologies for a more personalised design, content and behaviour change intervention. In some studies, the digital technologies were the primary means for interactions and collaborations to take place. The review also found that digital technologies target more than the individual citizen. Digital technologies are used to target multi-level stakeholders, policy makers and partners as part of behavioural change interventions.\u0000\u0000\u0000Originality/value\u0000Only two previous reviews have synthesised digital technologies and their use in social marketing. This review provides a recent depiction of the range and scale of integration within social marketing. Specifically, it demonstrates the expansion beyond a persuasive application to their use for research, segmentation and targeting, collaboration and co-creation, the product and facilitator of service delivery. Finally, this review provides a heat map to illustrate the integration between digital technologies and key concepts and criteria within social marketing.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43313654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effect of children’s facial expressions in eliciting benevolent behavior for child sponsorships versus one-time donations","authors":"Hyunkyu Jang","doi":"10.1108/JSOCM-07-2020-0113","DOIUrl":"https://doi.org/10.1108/JSOCM-07-2020-0113","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the influence of personal distress on donor choice of happy- or sad-faced child in two donation contexts, monetary donations and child sponsorships.\u0000\u0000\u0000Design/methodology/approach\u0000This research conducted two experimental studies, in which participants chose a child to benefit out of eight needy children.\u0000\u0000\u0000Findings\u0000More people chose sad-faced children than happy-faced children in monetary donations, whereas in child sponsorships, the preference for sad-faced over happy-faced children disappeared: people chose happy-faced children as often as they chose sad-faced children.\u0000\u0000\u0000Originality/value\u0000This research distinguishes between two types of personal distress, experienced and anticipated distress, explaining why donor choices of child differ between monetary donations (where only experienced distress is present) and child sponsorships (where both experienced and anticipated distress are present).\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42054001","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil","authors":"Adriana Bastos, T. Veludo-de-Oliveira, Mirella Yani-De-Soriano, Marcio Atalla, B. Gualano","doi":"10.1108/JSOCM-09-2020-0187","DOIUrl":"https://doi.org/10.1108/JSOCM-09-2020-0187","url":null,"abstract":"Purpose The purpose of this paper is to demonstrate how macro-social marketing can contribute to the United Nations 2030 sustainable development’s goal of reducing non-communicable diseases and promoting and well-being by addressing the wicked problem of obesity. Design/methodology/approach A comprehensive, population-based intervention developed as a call-to-action movement to address obesity city-wide in Brazil was conducted and analyzed according to a macro-social marketing perspective, combined with the total process planning model (TPP). Findings The intervention was successful in effecting systemic change by targeting multi-level audiences to trigger active participation and interaction of multiple sectors at the macro, meso and micro levels; fostering the related positive behaviors of physical activity and healthful eating; and using a complementary range of intervening tools including events, mass media and social digital media. Originality/value Using a holistic view that combines macro-social marketing with the TPP, this paper offers factual evidence on how to connect research and action meaningfully to address obesity by engaging, connecting and/or partnering with multiple stakeholders in an effort to promote a healthful lifestyle and well-being.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2021-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49479878","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}