Journal of Social Marketing最新文献

{"title":"Social action advertising: motivators and detractors in cause-oriented behaviors","authors":"Thomas S. Mueller","doi":"10.1108/jsocm-07-2022-0161","DOIUrl":"https://doi.org/10.1108/jsocm-07-2022-0161","url":null,"abstract":"\u0000Purpose\u0000It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good.\u0000\u0000\u0000Design/methodology/approach\u0000Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020.\u0000\u0000\u0000Findings\u0000Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad.\u0000\u0000\u0000Research limitations/implications\u0000This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience.\u0000\u0000\u0000Originality/value\u0000This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62175929","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":"Addiction or social need: towards a model to predict smoking cessation intentions","authors":"M. A. Saleem, Amar Shafiq, Hanan Afzal, Aisha Khalid, Ninh Nguyen","doi":"10.1108/jsocm-04-2022-0079","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0079","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to identify which social and psychological factors better determine intentions to quit smoking to inform public health policy.\u0000\u0000\u0000Design/methodology/approach\u0000Data for this cross-sectional study were collected via face-to-face interaction following the pen-and-paper method. A total of 371 usable responses were received from randomly selected respondents of eight public sector universities located in the South Punjab province of Pakistan. Partial least squares structural equation modeling analysis was performed using SmartPLS program. A supplementary qualitative study, based on 21 in-depth interviews with the smokers, was conducted to augment findings of the quantitative study.\u0000\u0000\u0000Findings\u0000Results showed that protection motivation theory and theory of planned behaviour are supported to predict intentions to quit smoking. Subjective norms have a greater influence on intentions to quit smoking than attitudes towards smoking cessation, while perceived behavioural control fails to predict intentions to quit smoking. Perceived rewards and perceived cost are significant in predicting attitudes towards smoking cessation, while extrinsic rewards predict intentions to quit smoking.\u0000\u0000\u0000Originality/value\u0000The existing models reported in the literature have sparsely investigated the cognitive (such as motivation and emotions) and social factors (such as social influence and behavioural controls) together as determinants of intentions to quit smoking, leaving room for more studies on an integrated model of these factors. This study takes the opportunity and proposes an integrated model encompassing psycho-social factors to predict tobacco consumption quitting behaviour in an emerging economy context.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46600733","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":"What drives citizens to get the COVID-19 vaccine? The integration of protection motivation theory and theory of planned behavior","authors":"S. Rahi","doi":"10.1108/jsocm-05-2022-0100","DOIUrl":"https://doi.org/10.1108/jsocm-05-2022-0100","url":null,"abstract":"\u0000Purpose\u0000In the wake of COVID-19 pandemic, public health is associated with the acceptance of vaccination unless it reaches herd immunity level, which is 67%. Nevertheless, citizens have shown hesitancy toward acceptance of COVID-19 vaccination globally. Therefore, this study aims to investigate factors which influence citizen’s intention to get COVID-19 vaccination with two well-known theories, namely, protection motivation theory and theory of planned behavior. Aside of direct relationship, the moderating effect of perceived awareness is also tested between attitude and citizens’ intention to get COVID-19 vaccine.\u0000\u0000\u0000Design/methodology/approach\u0000The research framework is statistically tested with data set of 215 responses. Data were collected from Pakistani citizens residing in Islamabad, Lahore, Narowal and Burban. For data collection, convenience sampling approach is used. The positivism research paradigm is adopted to design the research framework. Data were estimated with structural equation modeling approach.\u0000\u0000\u0000Findings\u0000Results of the statistical analysis unveiled that collectively perceived severity, vulnerability, subjective norm and perceived behavioral control have explained substantial variance R2 52.9% in measuring citizens’ attitude toward acceptance of COVID-19 vaccination. Likewise, attitude and awareness have explained substantial variance R2 54.6% in measuring citizens’ intention to accept COVID-19 vaccine. Moreover, results have shown substantial Stone–Geisser Q2 value to predict citizens’ attitude and intention to accept COVID-19 vaccine.\u0000\u0000\u0000Practical implications\u0000In term of theoretical contributions, this study has combined two well-known theories, namely, protection motivation theory and theory of planned behavior, to investigate citizens’ attitude and intention to get COVID-19 vaccine. Therefore, practically this study directs that government officials and health-care practitioners should create awareness among citizens about pandemic by highlighting severity and vulnerability of the COVID-19 virus toward health which, in turn, motivate citizens to get COVID-19 vaccine on time.\u0000\u0000\u0000Social implications\u0000The ongoing health crisis could be reduced if citizens achieve herd immunity against COVID-19 virus, resulting in long-term welfare of the society. This research has significant social impact on citizen’s lives, as it revealed that citizens could be motivated to get COVID-19 vaccination if they get adequate awareness about pandemic, enhance behavioral control and understand severity and vulnerability of the COVID-19 virus.\u0000\u0000\u0000Originality/value\u0000The current research is valuable, as it unveils factors which encourage citizens to get COVID-19 vaccine. In terms of originality, to the best of the author’s knowledge, this study is the first that integrates protection motivation theory and theory of planned behavior toward citizens’ intention to get COVID-19 vaccine during pandemic.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41378758","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 impact of impression construction consumption on social identity: a study on Chinese female professionals","authors":"Dan Wang, Sigen Song, F. Chan, Linyan Feng","doi":"10.1108/jsocm-03-2022-0066","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0066","url":null,"abstract":"\u0000Purpose\u0000Expenditures on beauty, fitness and body shaping by females have increased significantly in recent years. Most previous studies examined this from the psychological perspective of self-acceptance and self-liking. However, this phenomenon may also have social implications. This study aims to provide a profound understanding of the social environment for female professionals as well as actionable insights for the government and social institutions.\u0000\u0000\u0000Design/methodology/approach\u0000A research model was developed based on impression management and social identity theories incorporating impression management motives, impression construction consumption and social identity. A survey study of 419 Chinese female professionals was conducted to test the research model.\u0000\u0000\u0000Findings\u0000This study surveyed 419 Chinese female professionals and found that impression management motives significantly drove female professionals to spend on their faces and bodies for impression construction, which in turn contributed to the enhancement of their social identities in three dimensions: relational identity, public identity and collective identity.\u0000\u0000\u0000Originality/value\u0000In a male-dominated society, it has become a norm that females should be cautious about their facial appearance and body shape. Females are often forced to consume to attain physical attractiveness and to construct a favorable social image. This study shows that consumption for impression construction has become a frequently used strategy for impression management and identifies key areas of societal concern.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42421326","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 country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine","authors":"Davood Ghorbanzadeh, M. Shabbir","doi":"10.1108/jsocm-03-2022-0047","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0047","url":null,"abstract":"\u0000Purpose\u0000This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the theory of reasoned action with the country of origin image, brand image and electronic word of mouth (e-WOM) variables.\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling (SEM) technique tests the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, WOM, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine.\u0000\u0000\u0000Originality/value\u0000The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy of this product category and assessing its demand in various markets.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47402006","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":"Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion","authors":"Emi Moriuchi","doi":"10.1108/jsocm-05-2022-0111","DOIUrl":"https://doi.org/10.1108/jsocm-05-2022-0111","url":null,"abstract":"\u0000Purpose\u0000This study aims to determine the perception and attitude of consumers toward the presence of cybernetic avatars (CAs) as part of a social inclusion initiative.\u0000\u0000\u0000Design/methodology/approach\u0000A mixed method was used to conduct the study using facial recognition expressions and surveys. Three studies were conducted. Study 1 examines consumers’ attitudes and perceptions of a CA and what it can do to promote social inclusivity among people who have mobility disabilities but wish to work. Study 2 tests a conceptual model to determine the factors that affect consumers’ intention to visit an establishment that uses CAs as their employees. Study 3 extends Study 2 and tests two moderators predicted to influence consumers’ attitudes toward CAs and their intention to visit an establishment that uses CAs.\u0000\u0000\u0000Findings\u0000The results show that consumers generally accept and are excited about such technological developments. Study 2 further supports this positive perception with its conceptual model. Study 3 provides insights into how the moderating factors influence a consumer’s attitude toward CAs and their intention to visit the establishment. Between consumers who have a mobility disability and those who do not, those who have mobility disabilities showed a more positive attitude and intention to patronize such an establishment.\u0000\u0000\u0000Originality/value\u0000Studies on CAs are still in the infancy stage. This study provides insight into how society can use technology to promote social inclusion, contrary to prior opposing arguments towards integrating robots into society.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42690824","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":"Should I donate secondhand clothes? Cognitive, affective, and conative model during the COVID-19 pandemic","authors":"M. Amin, Halimin Herjanto","doi":"10.1108/jsocm-12-2021-0279","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-0279","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the secondhand clothes (SHC) donating behavior phenomenon using the cognitive-affective-conative model and examines the moderating role of COVID-19 knowledge on the relationship between the desire to donate and actual SHC donating behavior.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 160 questionnaires were distributed to potential participants who donated their clothes to thrift shops during the COVID-19 pandemic in the USA.\u0000\u0000\u0000Findings\u0000A total of 145 useable surveys were collected for analysis. The study found that the desire to donate SHC plays an essential role in enhancing actual SHC donating behavior. In addition, the study found that perceived responsibility and altruistic fear positively influence the desire to donate SHC. In contrast, individuals’ COVID-19 knowledge does not moderate the relationship between the desire to donate SHC and actual SHC donating behavior.\u0000\u0000\u0000Originality/value\u0000A limited empirical study uses the cognitive–affective–conative approach to SHC donating behavior. The findings of this study enhance the body of SHC’s theoretical knowledge and enhance individuals’ participation in donation programs in support of their community and humanitarian programs.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43677992","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":"When individual action requires collective approval: a roadmap for solar power adoption by strata property owners","authors":"Ben Charters, Troy Heffernan, M. Daly","doi":"10.1108/jsocm-04-2022-0076","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0076","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine a situation in which individual action requires collective approval – solar power adoption in strata properties – and offers a motivation-opportunity-ability theory-based model with which such a situation may be approached.\u0000\u0000\u0000Design/methodology/approach\u0000A Delphi methodology was undertaken for this study, with three iterative questionnaires administered online to a panel of strata property, renewable energy and sustainable housing experts.\u0000\u0000\u0000Findings\u0000The Delphi panel’s insights have informed a new conceptual model, the Strata Solar Champion Roadmap (SSCR), outlining the variables affecting strata-based solar power adoption.\u0000\u0000\u0000Research limitations/implications\u0000Researchers and practitioners are encouraged to test and enhance the model’s generalisability. Further case studies or quantitative analysis measuring the strength of the relationships identified in the SSCR model is particularly necessary. The SSCR could also be applied when examining other common strata governance disputes.\u0000\u0000\u0000Practical implications\u0000Policymakers and social marketers are encouraged to apply the SSCR when planning interventions to facilitate strata scheme solar power adoption. Furthermore, the SSCR offers guidance to strata property owners and strata schemes seeking to adopt solar power, thus increasing renewable energy use in a major sector of the Australian energy market.\u0000\u0000\u0000Originality/value\u0000Within this context, the SSCR’s conceptualisation of strata-based solar PV adoption provides new insights into individual behaviour change requiring collective approval.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47472104","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 plastic of the future: determinants for switching intention from synthetic to biodegradable plastics among the young consumers","authors":"T. Moshood, G. Nawanir, F. Mahmud, M. Ahmad, F. Mohamad, A. AbdulGhani","doi":"10.1108/jsocm-05-2022-0097","DOIUrl":"https://doi.org/10.1108/jsocm-05-2022-0097","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the young Malaysian consumers’ switching intention from synthetic to biodegradable plastics. This research shows the factors affecting young Malaysian consumers’ switching intention towards biodegradable plastic rather than traditional plastic (synthetic plastics). In this study, there are three factors to be considered whether they influence the young consumers in Malaysia to change their intention towards biodegradable plastic. The three factors are environmental concern, knowledge and the perceived value of biodegradable plastic. However, biodegradable plastic’s switching intention is also affected by biodegradable plastic’s attitude, where the three factors influence this attitude. Thus, all variables are considered in this research to investigate the reasons for switching intention from synthetic to biodegradable plastics among young Malaysian consumers.\u0000\u0000\u0000Design/methodology/approach\u0000In line with the recent economic growth, especially in developing countries, human concern for the environment has increased over time. This paradigm shift has influenced Malaysians to pay more attention to the issues related to synthetic plastics, especially in Malaysia itself. To reduce the use of synthetic plastic in Malaysia, this research is conducted to identify the young consumer’s behaviour in Malaysia towards the use of biodegradable plastics. In this study, the theory of planned behaviour (TPB) is broadened into three additional factors that potentially enhance the young consumer’s attitude and increase switching intention towards biodegradable plastics: environmental concern, knowledge and perceived value. The data were collected using a structured questionnaire via an online survey method. The structural equation modelling with SmartPLS 3 was used to analyse the data from a total of 162 respondents. The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value, and attitude. This study also provided empirical evidence that the attitude acts as a mediator for the relationship between environmental concern and perceived value towards the switching intention. These results could help the government establish a new policy to encourage citizens to use biodegradable plastics while reducing environmental pollution.\u0000\u0000\u0000Findings\u0000The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value and attitude. Furthermore, this study extends the TPB to include the intention to switch from synthetic to biodegradable plastics, where attitudes towards the environment, environmental concern and perceived value all have an impact on the intention to switch from synthetic to biodegradable plastics in the first place. As an additional contribution to the existing body of knowledge, this study provides empirical data about the variables influenc","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44867414","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":"Health communication for behavior change: evolution of a marketing framework","authors":"S. Arora, M. Sagar","doi":"10.1108/jsocm-12-2021-0275","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-0275","url":null,"abstract":"\u0000Purpose\u0000This study aims to present a novel framework of “communication-led behavioral intention” in an effort to aid in the process of planning and coordinating social marketing campaigns on difficult subjects that go against social conventions, including the proper postnatal nutrition practices.\u0000\u0000\u0000Design/methodology/approach\u0000The study followed a quasi-experimental research design. Health communications (public service announcements) were shown to the women aged 18–65 years and responses were collected using a quantitative questionnaire. Structural equation modeling with exploratory and confirmatory factor analyses was used to investigate the linkage between the factors that influence breastfeeding outcomes.\u0000\u0000\u0000Findings\u0000A strong positive impact of contextual communication was confirmed empirically on the behavioral intention to follow and recommend exclusive breastfeeding. Three communication-specific factors – “content quality,” “message clarity” and “belief in message” – were found to play a pivotal role in inducing the “behavioral intention.” These relationships were found to be mediated by “empathy” which is an emotional state experienced out of the respondent’s ability to sense the thoughts and feelings of the characters in the communication.\u0000\u0000\u0000Originality/value\u0000This study is one of the few attempts on measuring breastfeeding outcomes using theoretical constructs. The framework suggested in the study has a lot of potential in assisting practitioners and researchers to develop effective interventions on complex topics that challenge social norms. Further, this paper offers important insights on the women with limited decision-making capacity on breastfeeding and child care.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49392346","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}