Journal of Social Marketing最新文献

{"title":"Understanding flooding events in Ghana: a social marketing and self-determination theory perspective","authors":"Ernest Yaw Tweneboah-Koduah, Matilda Adams, Michael Nana Amoakoh, Stephen Mahamah Braimah","doi":"10.1108/jsocm-03-2021-0049","DOIUrl":"https://doi.org/10.1108/jsocm-03-2021-0049","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to deepen the understanding of individuals’ flood disaster mitigation behaviour through the theoretical lens of self-determination theory (SDT). Specifically, the paper examines the influence of autonomy, competence and relatedness on individuals’ self-determined motivation for flood disaster mitigation. The study also examines whether self-determined motivation influences individuals’ flood disaster mitigation behaviour adoption.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Through a cross-sectional survey design, the study used a quantitative research approach for data collection and analyses. Specifically, data was analysed using the structural equation modelling technique.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The result of this study revealed that competence was the strongest predictor of self-determined motivation, followed by autonomy. The result further shows that self-determined motivation positively influences individual’s adoption of flood mitigation behaviour. However, the results showed that relatedness does not predict self-determined motivation for flood disaster mitigation.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>To enhance the effectiveness of flood disaster mitigation social marketing campaigns, the SDT psychological needs constructs (particularly, competence and autonomy) can aid in assessing the motivation of the target population towards adopting mitigation behaviours. An assessment of motivation will help understand perception of flood risk and behavioural evaluation. The consideration of autonomy and competence on motivation will aid in developing effective campaigns to satisfy the needs of the target population.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper adds to the limited research that used SDT to understand a social marketing phenomenon.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138530370","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":"Solar rooftop adoption among Indian households: a structural equation modeling analysis","authors":"Vikas Kumar, A. Kaushik","doi":"10.1108/jsocm-07-2021-0170","DOIUrl":"https://doi.org/10.1108/jsocm-07-2021-0170","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine factors influencing purchase intentions of households toward solar rooftops, using diffusion of innovation theory.\u0000\u0000\u0000Design/methodology/approach\u0000Six dimensions from the diffusion of innovation theory have been contemplated to assess households’ purchase intentions toward solar rooftops. Primary data was collected from 863 respondents by using a purposive sampling technique from different parts of India. The study used structural equation modeling analysis to examine the data.\u0000\u0000\u0000Findings\u0000Results confirmed that the dimensions, namely, relative advantage, compatibility, complexity, innovations and observability, positively influence households’ purchase intentions of solar rooftops, except for the trialability dimension.\u0000\u0000\u0000Research limitations/implications\u0000Data for the study is based on a purposive sampling technique that restricts the representation of the whole population. There may be variance in public perception from place to place due to demographic and psychographic differences.\u0000\u0000\u0000Practical implications\u0000The present study would facilitate devising a roadmap to improve the quality of the environment. Policy planners, researchers and professionals would find the implications of this study helpful in developing critical strategies.\u0000\u0000\u0000Originality/value\u0000The research practically explores households’ intention to purchase solar rooftops by filling the gap in previous literature. Findings of the study can equip firms with several advantages. Through the present study, one gets to know that developed and developing economies have similar energy usage issues. Further, it empirically examines the applicability of diffusion of innovation theory in the solar rooftops context.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46531078","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":"BUILD: a five-step process to develop theory-driven social marketing interventions","authors":"Yannick van Hierden, Timo Dietrich, S. Rundle-Thiele","doi":"10.1108/jsocm-11-2021-0252","DOIUrl":"https://doi.org/10.1108/jsocm-11-2021-0252","url":null,"abstract":"\u0000Purpose\u0000In social marketing practice, there is no all-encompassing approach that guides researchers and practitioners to build theory-driven social marketing interventions. While the Co-create–Build–Engage (CBE) process offers a roadmap for marketing application, including outlining when and where social marketing’s eight benchmark principles have been applied, limited practical guidance on how and when theory should be applied is offered. This paper reports one case study demonstrating how theory was applied to deliver a theory-informed well-being behavior change intervention.\u0000\u0000\u0000Design/methodology/approach\u0000This paper proposes and applies a new five-step theory-driven social marketing intervention build process (BUILD) drawn from an extensive base of social marketing research and application. Using a case study method, we showcase how the five-step process was applied to inform the design, build and implementation of a well-being behavior change intervention.\u0000\u0000\u0000Findings\u0000This study proposes a five-step process to build theory-driven social marketing interventions called BUILD: Begin with the objective, Use theory, Initiate program design, Let’s produce and Develop the engagement plan. This study provides a step-by-step and easy-to-follow BUILD process which outlines how social marketers can apply a selected theory to inform program design and implementation.\u0000\u0000\u0000Practical implications\u0000The BUILD process offers a roadmap to build theory-driven social marketing interventions that include all elements of intervention development, namely, objective-setting, theory evaluation, selection and application, producing the program and planning for program engagement.\u0000\u0000\u0000Originality/value\u0000This study provides a novel five-step process to help social marketing researchers and practitioners build theory-driven social marketing interventions.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46664849","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":"Promoting respite for carers of people with dementia: a case study of social marketing effectiveness in hard to reach audiences","authors":"L. Phillipson, Danika Hall, Keryn M Johnson, E. Cridland, Elaine Fielding, C. Neville, Helen M Hasan","doi":"10.1108/jsocm-06-2021-0121","DOIUrl":"https://doi.org/10.1108/jsocm-06-2021-0121","url":null,"abstract":"\u0000Purpose\u0000This study aims to describe the development and approach of a theory-informed social marketing intervention that aimed to promote respite for carers of people with dementia. Despite a high need for respite, carers of people with dementia are often low users of available respite services. The reasons for this are complex, including knowledge, attitudinal, behavioural and systemic barriers. In the context of an aging population, effective strategies to support respite use by carers of people with dementia are needed.\u0000\u0000\u0000Design/methodology/approach\u0000Via formative research, the authors gained an in-depth understanding of a hard-to-reach and vulnerable group (carers of people with dementia). The resulting intervention informed, persuaded and supported carers to rethink the use of respite addressing specific barriers to service use. The intervention was evaluated using a naturalistic effects model.\u0000\u0000\u0000Findings\u0000Carers of people with dementia who were exposed to community-level campaign activities and also self-selected to take part in tailored coaching showed improvements to their respite knowledge, attitudes and self-efficacy. Intention to use respite and levels of personal gain from caring also increased. In contrast, carers only exposed to informational activities experienced negative changes to their respite beliefs and their sense of role captivity.\u0000\u0000\u0000Practical implications\u0000Social marketing can be used to support carer respite knowledge, attitudes and service-use behaviours in carers of people with dementia. The case study highlights an untapped role for social marketers to work in partnership with health professionals to support improvements in aged care services.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first known social marketing intervention promoting the use of respite to carers of people with dementia. Findings demonstrate that tailored support services are most effective in helping carers navigate and use respite services.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44628877","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":"Adoption of safe motherhood practices and the moderating role of facilitating conditions","authors":"Shashibala Rai, S. Biswas","doi":"10.1108/jsocm-04-2020-0072","DOIUrl":"https://doi.org/10.1108/jsocm-04-2020-0072","url":null,"abstract":"\u0000Purpose\u0000The purpose of the study is to investigate the factors responsible for the utilisation of safe motherhood practices under the Government of India (GOI)-run maternal health programme Janani Suraksha Yojana (JSY).\u0000\u0000\u0000Design/methodology/approach\u0000Data for the survey were collected from 435 expectant mothers registered under JSY from seven districts of western Uttar Pradesh, India. Based on the existing theories of behaviour change and the social marketing framework, a model of antecedents of adoption of safe motherhood practices was tested out empirically.\u0000\u0000\u0000Findings\u0000The results suggested that controlling for demographic variables such as age, education, number of children, intention to follow safe motherhood practices, maternal health self-efficacy, attitude towards safe motherhood, life satisfaction and facilitating conditions all contributed towards the adoption of safe motherhood practices. However, facilitating conditions moderated the relationship between intention to follow safe motherhood practices and adoption of safe motherhood practices.\u0000\u0000\u0000Research limitations/implications\u0000The study focused only on maternal health, excluding child health under JSY.\u0000\u0000\u0000Practical implications\u0000The study findings suggest that social marketers should focus on the individual (micro)- as well as programme (macro)-level factors to bring about systemic behaviour change.\u0000\u0000\u0000Social implications\u0000The adoption of safe motherhood practices will result in a reduction of the maternal mortality rate. This will improve the overall health of mother and child.\u0000\u0000\u0000Originality/value\u0000The JSY programme is targeted at promoting safe motherhood practices among poor women in the reproductive age group from India. The adoption of safe motherhood practices will result in less maternal mortality and contribute to the well-being of the family.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45507543","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 social marketing theory in assessing insecticide-treated net usage intentions among pregnant women in Ghana","authors":"E. Y. Tweneboah-Koduah, Shaman Abdulai, I. Coffie, M. Mahmoud","doi":"10.1108/jsocm-12-2021-0270","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-0270","url":null,"abstract":"\u0000Purpose\u0000Despite the efforts to improve the usage of insecticide-treated nets (ITNs) among pregnant women in endemic malaria countries like Ghana, its usage still remains low. Therefore, this study aims to assess the intention to use ITNs and actual usage behaviour among pregnant women in Ghana using the integrated model of behaviour prediction (IMBP) and explore factors preventing its usage.\u0000\u0000\u0000Design/methodology/approach\u0000A structured questionnaire was administered to 310 respondents using a convenience sampling technique, and the data were analysed using multiple regression. Exploratory data collected through an interview guide was analysed using Kvale and Brinkman’s (2015) five-step approach.\u0000\u0000\u0000Findings\u0000The findings indicate a significantly positive association between intention to use ITN and actual usage of ITN among pregnant women in Ghana. Attitude and normative beliefs were the most significant predictors of intention to use ITNs among pregnant women. The result further shows that despite the generally positive perception of the effectiveness of the ITN in malaria prevention and positive intention to use it, its actual usage remains low because of discomfort (primarily associated with heat, irritation, heat rashes, suffocation and vomiting, size and design, reactions to ITN’s chemicals and misconceptions about ITNs causing cancer. In this study, the implications are discussed.\u0000\u0000\u0000Originality/value\u0000This study applied the IMBP to ITNs usage intention among pregnant women in a developing market context and found the model to predict ITN usage intention effectively.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48753552","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":"Is it still possible to reduce population salt intake in the absence of adequate national policies and regulations? A social marketing intervention","authors":"Marzeyeh Soleymani Nejad, Nastaran Keshavarz-Mohammadi, N. Omidvar, F. Zayeri","doi":"10.1108/jsocm-03-2021-0060","DOIUrl":"https://doi.org/10.1108/jsocm-03-2021-0060","url":null,"abstract":"\u0000Purpose\u0000High salt intake is one of the most important causes of some serious health problems. This study aims to evaluate the effects of a salt intake reduction intervention based on social marketing model in Ahwaz city, Iran.\u0000\u0000\u0000Design/methodology/approach\u0000This was a before-after study with a control group using social marketing approach. Two similar residential complexes were chosen and randomly assigned into intervention or control groups. One hundred and thirty women were selected in each complex. Formative research was conducted, including focus group discussions (FGDs), a survey to identify cognitive factors of salt intake and a 24-h urine test to estimate salt intake value. Based on the results of the formative research, an intervention was planned and implemented for one month in the intervention group. The postintervention assessment was conducted repeating the cognitive survey and urine test. Statistical tests, including independent T-Test and paired T-Test, were used to compare the experimental and control groups.\u0000\u0000\u0000Findings\u0000Before the intervention mean salt intake levels were 8,574.41 and 8,282.23 mg/day in the intervention and control groups, respectively. The total mean scores of cognitive and behavioral factors were 25.32 and 26.41 out of 59 in the intervention and control groups, respectively. After the intervention in the intervention group, daily salt intake decreased significantly by 1,558.83 mg/day and mean total scores of cognitive and behavioral factors increased significantly by 10.73.\u0000\u0000\u0000Research limitations/implications\u0000Due to sodium excretion fluctuations in different days and/or different people, estimating sodium excretion based on one-day sample may have bias. Still, 24-h urine test is the most effective method to estimate population mean salt intake which is used in this study.\u0000\u0000\u0000Practical implications\u0000The authors could not investigate urine sodium levels in other family members due to resource limitations. Knowing this could help us to see if similar results are achieved.\u0000\u0000\u0000Originality/value\u0000Despite the lack of public policies to decrease population salt intake, interventions based on social marketing can significantly reduce salt intake. However, the long-term effect of such interventions will require further investigation.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41790138","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":"Intention and behavior toward bringing your own shopping bags in Vietnam: integrating theory of planned behavior and norm activation model","authors":"T. Nguyen","doi":"10.1108/jsocm-06-2021-0131","DOIUrl":"https://doi.org/10.1108/jsocm-06-2021-0131","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate factors affecting Vietnamese consumers’ intention and behavior toward “bringing your own shopping bags” (BYOB) instead of using plastic bags based on integrating theories: theory of planned behavior (TPB) and norm activation model (NAM).\u0000\u0000\u0000Design/methodology/approach\u0000The study used a combination of in-depth interviews and large-scale surveys. Data were collected from 536 Vietnamese consumers to explore the relationship among eight factors in the research model, including behavior, intention, attitude (AT), subjective norms (SN), perceived behavioral control, the ascription of responsibility, awareness of consequences and personal norm (PN). The data collected went through quantitative analysis steps, including Cronbach’s alpha reliability test, exploratory factor analysis, confirmatory factor analysis and structural equation modeling for scales and hypotheses testing by using SPSS and AMOS data analysis tools.\u0000\u0000\u0000Findings\u0000The results show that in a developing country like Vietnam, attitude and PNs have a stronger impact on intention toward BYOB than other factors, and the study also reveals the moderate relationship between intention with actual behavior toward BYOB. The proposed hypotheses are all accepted except the hypothesis about the relationship between SN and PNs.\u0000\u0000\u0000Research limitations/implications\u0000The main limitation of this paper is that the integrative model of TPB and NAM only explains 57% of the variance of the intention toward BYOB.\u0000\u0000\u0000Practical implications\u0000Based on the results of the study, the author makes some suggestions for Vietnamese state management agencies to promote BYOB.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study represents for the first time the application of an integrated model of TPB and NAM to learn about the intention and behavior toward BYOB.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46614915","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":"Can social cognitive theory explain breakfast frequency in workplace institutional feeding populations?","authors":"Jessica A. Harris, J. Carins, S. Rundle‐Thiele, Patricia David","doi":"10.1108/jsocm-09-2021-0214","DOIUrl":"https://doi.org/10.1108/jsocm-09-2021-0214","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to respond to calls to increase levels of theory application and extend understanding beyond individuals ensuring social and structural environmental considerations are taken into account. Social cognitive theory (SCT) was applied across two settings to examine its potential to explain breakfast eating frequency.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional survey was conducted in two institutional feeding populations [military (n = 314) and mining (n = 235)]. Participants reported key SCT constructs including breakfast eating behaviour (self-efficacy, skills, practice), cognitive aspects (knowledge, attitude, expectations) and their perceptions regarding environmental constructs (access, social norms, influence). These were measured and analysed through SPSS and structural equation modelling (SEM).\u0000\u0000\u0000Findings\u0000Results indicated that 71% males and 90% females in the military do not eat breakfast at work, and in the mining, 23% males and 24% of females do not eat breakfast at work. Furthermore, SEM modelling found only a satisfactory fit for SCT as operationalised in this study. Within the models, behavioural aspects of self-efficacy, skills and practice were significant influences on breakfast eating. Cognitive influences and perceptions of environmental influences exerted little to no effect on breakfast eating. Study results indicate that SCT, as measured in this study using a selection of environment, cognitive and behavioural constructs, does not offer sufficient explanatory potential to explain breakfast eating behaviour.\u0000\u0000\u0000Originality/value\u0000The value of this paper is to deliver a complete application of Social Cognitive Theory, ensuring multiple constructs are measured to examine the explanatory behaviour of breakfast eating frequency in workplace institutional settings.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47909675","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: ready to help revolutionise marketing education","authors":"Fiona Harris","doi":"10.1108/jsocm-07-2021-0154","DOIUrl":"https://doi.org/10.1108/jsocm-07-2021-0154","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore ways through which social marketing could help to revolutionise marketing education and argues that this change is needed now. The world is confronting a variety of serious challenges, including a global pandemic, an urgent climate emergency and overdue social transformations. Social marketing, with its far-sightedness, holistic systems thinking and genuine concern for the well-being of society and the environment, is ideally positioned to step forward to help accelerate the transformation of marketing education for the next generation of marketers.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is conceptual and is informed by the literature on social marketing over its 50 years history, supplemented by the wider marketing literature. A SWOT analysis is used to analyse the proposed transformation of marketing education.\u0000\u0000\u0000Findings\u0000Six strengths are proposed by which social marketing can help to revolutionise marketing education, identified under the acronym COHERE: collaboration with a diversity of disciplines and stakeholders; openness to sharing knowledge, experience and detailed case studies; a holistic approach with a longer time horizon; engaging authentically with the social good; research that breaks new ground in theory and practice; and ethics embedded at its core.\u0000\u0000\u0000Practical implications\u0000The opportunities to help revolutionise marketing education offered through these strengths are explored, the weaknesses and threats acknowledged and the implications for marketing and social marketing analysed.\u0000\u0000\u0000Originality/value\u0000This paper proposes how (through the six identified strengths) and when (now) social marketing can help revolutionise marketing education, by adopting a dual lens of social and commercial marketing.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46831905","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}