Journal of Social Marketing最新文献

{"title":"The “problem” of Australian First Nations doctoral education: a policy analysis","authors":"Maria M. Raciti, Catherine Manathunga, Jing Qi","doi":"10.1108/jsocm-08-2023-0174","DOIUrl":"https://doi.org/10.1108/jsocm-08-2023-0174","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Social marketing and government policy are intertwined. Despite this, policy analysis by social marketers is rare. This paper aims to address the dearth of policy analysis in social marketing and introduce and model a methodology grounded in Indigenous knowledge and from an Indigenous standpoint. In Australia, a minuscule number of First Nations people complete doctoral degrees. The most recent, major policy review, the Australian Council of Learned Academies (ACOLA) Report, made a series of recommendations, with some drawn from countries that have successfully uplifted Indigenous doctoral candidates’ success. This paper “speaks back” to the ACOLA Report.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper subjects the ACOLA Report, implementation plans and evaluations to a detailed Indigenous Critical Discourse Analysis using Nakata’s Indigenous standpoint theory and Bacchi’s Foucauldian discourse analysis to trace why policy borrowing from other countries is challenging if other elements of the political, social and cultural landscape are fundamentally unsupportive of reforms.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This paper makes arguments about the effects produced by the way the “problem” of First Nations doctoral education has been represented in this suite of Australian policy documents and the ways in which changes could be made that would actually address the pressing need for First Nations doctoral success in Australia.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Conducting policy analysis benefits social marketers in many ways, helping to navigate policy complexities and advocate for meaningful policy reforms for a social cause. This paper aims to spark more social marketing policy analysis and introduces a methodology uncommon to social marketing.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"202 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139910613","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":"Reducing plastic waste in the workplace: a program evaluation","authors":"Alieena Mathew, Sebastian Isbanner, S. Rundle-Thiele","doi":"10.1108/jsocm-05-2023-0115","DOIUrl":"https://doi.org/10.1108/jsocm-05-2023-0115","url":null,"abstract":"\u0000Purpose\u0000This study aims to develop a research agenda for the advancement of theory application in practical contexts by presenting a case study of the Engagement in Plastic-free Innovation for Change (EPIC) programme delivered by Plastic Oceans Australasia (POA).\u0000\u0000\u0000Design/methodology/approach\u0000EPIC is a behaviour change programme by POA that aims to reduce single-use plastic (SUP) consumption in workplaces. The study evaluates the programme’s impact on employee perceptions and actual behaviour through pre- and post-programme data collection in two Australian workplaces. Data was gathered via online surveys and waste audits and analysed using SPSS statistics and Excel.\u0000\u0000\u0000Findings\u0000The case study highlights the need for theory application in programme evaluation instruments. Theory was not used in the programme evaluation tool, and theory could not be mapped onto the tool retroactively. The data from the present study showed mixed results. Data from Workplaces 1 and 2 indicated that EPIC successfully improved three out of seven employee perceptions of SUP reduction efforts. However, individual workplace data showed that EPIC only improved one out of seven perceptions in Workplace 1 and three out of seven perceptions in Workplace 2. Surprisingly, Workplace 1 observed a decrease in plastic waste after the programme, while Workplace 2 saw an increase. Without the clear integration of theory, it is difficult to pinpoint areas for improvement. It is, however, posited that COVID-19 restrictions on people attending their workplaces and low survey response rates may have contributed to these unexpected results.\u0000\u0000\u0000Practical implications\u0000The present study highlights key improvements that can be made to evaluations of voluntary behaviour change programmes. Careful evaluation of behaviour change programmes is key to improving programme effectiveness. Practitioners will find the suggested improvements from this study helpful in developing and refining voluntary behaviour change programme evaluations.\u0000\u0000\u0000Originality/value\u0000This is one of the first studies to evaluate the impacts of a voluntary behaviour change programme aimed at reducing SUPs in the workplace. It also adds to the limited literature on voluntary behaviour change interventions overall and adds to the movement towards better application of theory in behaviour change interventions.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"27 3","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139379974","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":"Editorial: Social marketing futures","authors":"C. Domegan","doi":"10.1108/jsocm-01-2024-280","DOIUrl":"https://doi.org/10.1108/jsocm-01-2024-280","url":null,"abstract":"","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"4 6","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139124857","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":"Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic","authors":"Hue Trong Duong, Mor Yachin, Zachary B. Massey","doi":"10.1108/jsocm-06-2023-0154","DOIUrl":"https://doi.org/10.1108/jsocm-06-2023-0154","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online experiment was conducted with vaccine-hesitant consumers (<em>N</em> = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"18 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138566046","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":"Why can’t we be friends? Bridging the academic/practitioner gap in social marketing","authors":"Liz Foote, Phill Sherring, Sharyn Rundle-Thiele","doi":"10.1108/jsocm-09-2023-0232","DOIUrl":"https://doi.org/10.1108/jsocm-09-2023-0232","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In this paper we (a pracademic, a practitioner, and an academic) aim to explore the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. We also propose a research agenda to spur dialog and guide further investigations in this area. Insights from prior research, coupled with the co-authors’ experience and observations, indicate that a disconnect does exist between academia and practice within social marketing, though it is admittedly and unsurprisingly not uniform across contexts and disciplinary areas. Given social marketing’s identity as a practice-oriented field, there are many existing examples of academic/practitioner collaboration and the successful linkage of theory and practice that deserve to be amplified. However, the challenges associated with the very different systems and structures affecting both worlds mean the disconnect is problematic enough to warrant systematic change to ensure the two worlds are more aligned.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper (a pracademic, a practitioner and an academic) explores the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. The authors also propose a research agenda to spur dialog and guide further investigations in this area.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors suggest five key reasons that focus should be placed upon closing the academic/practitioner gap in social marketing: demonstrating societal value by contributing to practice; embedding and developing theories in practice; adding to the social marketing literature; contributing to social marketing teaching; and communicating the value and effectiveness of social marketing. To close the gap, the authors propose specific recommendations within four broad areas: marketing the academia and practitioner collaboration offer; building ongoing relationships; creating collaborative partnerships; and changing the publishing model ensuring communications are accessible to all. They also suggest ways for social marketing associations and peak bodies to play a role.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The concept of a disconnect between academia and practice is by no means new; it has been a pervasive issue across disciplines for decades. However, this issue has not been the subject of much discussion within the social marketing literature. Recommendations outlined in this paper serve as a starting point for discussion. The authors also acknowledge that due to long standing “bright spots” in the field, numerous examples currently exist. They place an emphasis upon highlighting these examples while illuminating a path forward.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"23 8","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138509346","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":"Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour","authors":"David Micallef, Lukas Parker, Linda Brennan, Bruno Schivinski, Michaela Jackson","doi":"10.1108/jsocm-03-2023-0066","DOIUrl":"https://doi.org/10.1108/jsocm-03-2023-0066","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Purposive and convenience sampling were used to identify (<em>n</em> = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"24 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138509345","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":"Conceptualising reflexivity within critical discourse of social marketing","authors":"Rachael Millard, M. Bilal Akbar","doi":"10.1108/jsocm-11-2022-0234","DOIUrl":"https://doi.org/10.1108/jsocm-11-2022-0234","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming failures.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper is a critical literature review.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study proposes a typology for a reflexive approach to social marketing practice to overcome failures. The typology is built on self and critical reflexivity, simultaneously allowing social marketers to reflect on external and internal factors that may affect the individual's role and could negatively affect social marketing practice unless otherwise considered. The types of reflexivity discussed are not prescriptive; instead, the authors intend to provoke further discussion on an under-researched but vital area of social marketing.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The proposed typology is conceptual; an empirical investigation to gain social marketer's views would further enhance the effectiveness of the applications of the typology.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Social marketers could use the proposed typology for future practice.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is the first study that conceptualises various types of reflexivity within social marketing practice to overcome failures.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"23 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138509347","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":"Adding hope to mitigate defensive responses: the effect of guilt+hope appeals in road safety campaigns","authors":"Bingjing Mao, Nicholas Carcioppolo, Shiyun Tian, Tyler R. Harrison","doi":"10.1108/jsocm-03-2023-0053","DOIUrl":"https://doi.org/10.1108/jsocm-03-2023-0053","url":null,"abstract":"Purpose Guilt appeals are increasingly being used in road safety campaigns, despite recent research that has raised doubts about their effectiveness and the potential for triggering defensive responses. Building on the extended parallel process model, this study aims to add to this growing body of research by evaluating whether combining a hope message with guilt appeals can solve this problem. Design/methodology/approach An online experiment with a 2 (Appeal type: Guilt vs Guilt+hope) × 2 (Language intensity: Low vs High) between-subjects design was conducted. A total of 399 participants recruited from Amazon’s Mechanical Turk were randomized to view one of the four advertisements discouraging texting while driving (TWD). Their affective responses, perceptions about the advertisements and intentions to not TWD were measured. Findings The results showed that compared to guilt-only appeals, guilt+hope appeals directly reduced defensive responses (i.e. perceived manipulative intent and anger) across varying levels of language intensity. In addition, guilt+hope appeals mitigated the negative impacts of manipulative intent on intended emotions and intentions to not TWD. Originality/value Findings of this study mark the first to support the idea that communicating hope within guilt appeals is a promising social marketing strategy to discourage TWD.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"26 22","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134991796","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":"Two-stage taxonomy for measuring success in social marketing practice","authors":"M. Bilal Akbar, Nihar Amoncar, Erik Cateriano-Arévalo, Alison Lawson","doi":"10.1108/jsocm-11-2022-0226","DOIUrl":"https://doi.org/10.1108/jsocm-11-2022-0226","url":null,"abstract":"Purpose Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success. Design/methodology/approach In this qualitative study, the authors conducted an open-ended online questionnaire with 48 worldwide social marketing experts, most with more than 20 years of experience in the field. The authors analyzed data using topic modeling, a machine-learning method that groups responses/terms into cluster topics based on similarities. Keywords in each topic served to generate themes for discussion. Findings While behavior change is mentioned as paramount to conceptualizing success, participants prefer to use more tangible and less complex forms to define/measure success, such as campaign recall uptick. In addition, lack of funding was considered an important factor in measuring success. This study provides a two-stage taxonomy to better understand success in social marketing. Originality/value To the best of the authors’ knowledge, this study is one of the first to conceptualize success in social marketing practice.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"110 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135808709","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":"Perceptions underlying road safety behaviours of drivers in urban Ghana – a health-belief and planned behaviour perspective","authors":"Raphael Odoom, Priscilla Teika Odoom, Mavis Essandoh","doi":"10.1108/jsocm-05-2023-0113","DOIUrl":"https://doi.org/10.1108/jsocm-05-2023-0113","url":null,"abstract":"Purpose The study aims to examine social-psychological beliefs and personality traits and their linkage with driver predispositions and road safety behaviour grounded on notions derived from an integration of the health belief model (HBM) and the theory of planned behaviour (TPB) in social marketing. Design/methodology/approach The study used a cross-sectional survey to gather data from 587 licenced drivers in 3 major urban settlements in Ghana. The theoretical model was tested by using covariance-based structural equation modelling. Findings The study finds that the effects of perceived benefits, perceived behavioural control, social norms and cues to action on road safety behaviour are direct; the effects of perceived susceptibility, severity and barriers on road safety behaviour are fully mediated by driver attitude towards safe driving. Some of these effects were moderated by conscientiousness and neuroticism. Practical implications The findings offer empirical grounds for the development of evidence-based social marketing interventions that leverage efficacy-centred messages, social influence through community-based approaches, informational cues with consistent education and are tailored to the personality traits of drivers with the aim of inducing wilful on-road safety behaviour towards achieving sustainable road safety culture. Originality/value This study extends the integrative applicability of the HBM and TPB in understanding road safety behaviour and establishes attitude as a vital facilitator, and personality traits as moderators of the belief-preventive behaviour linkage within a developing country context. It contributes towards the use of theory-based outcomes to enhance the efficacy of social marketing road safety campaigns.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"99 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135477692","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}