Journal of Social Marketing最新文献

{"title":"Exploring the drivers of energetic seniors’ social reengagement intention: evidence from China’s Pearl River Delta region","authors":"Chiou-Fong Wei, Jing Yu, Gwo-Hau Ding, Kai Wei","doi":"10.1108/jsocm-01-2021-0003","DOIUrl":"https://doi.org/10.1108/jsocm-01-2021-0003","url":null,"abstract":"\u0000Purpose\u0000After retirement, energetic seniors still can contribute to social development. This paper aims to explore the structural relationship between energetic seniors’ social reengagement intention (SRI) and its five drivers. The antecedents of energetic seniors’ SRI were identified through extensive literature (including social marketing) review and focus group interviews.\u0000\u0000\u0000Design/methodology/approach\u0000Data was collected from Pearl River Delta region of Guangdong Province, China. The proposed model was tested using partial least squares structural equation modeling with a community-based valid sample size of 750 energetic seniors (ages 60+).\u0000\u0000\u0000Findings\u0000Results indicate that energetic seniors’ SRI is directly determined by their perceived social value and knowledge sharing intention, which are, in turn, directly determined by their individual social capital, social achievement motivation and perceived social risk.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study to provide a new approach toward reengagement social development for energetic seniors. The discussion provides implications and managerial new insights for research and practice of population aging.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42078322","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 at 50: towards an epistemological expansion of the discipline to embrace diversity: A Viewpoint","authors":"Erik Cateriano-Arévalo, Saud Alrakhayes, Liz Foote, Tamanna Hussain, Krystle Lai, Lucy Nyundo","doi":"10.1108/jsocm-09-2021-0223","DOIUrl":"https://doi.org/10.1108/jsocm-09-2021-0223","url":null,"abstract":"\u0000Purpose\u0000This study aims to mark the 50th anniversary of social marketing as an innovative social change discipline; this viewpoint reviews “epistemological diversity” within social marketing and calls for its incorporation in the expansion of the discipline.\u0000\u0000\u0000Design/methodology/approach\u0000Cognisant of the visible (e.g., (APA 6.29) gender, age, race) and invisible (e.g., (APA 6.29) epistemology, experience, socioeconomic status) dimensions of diversity, this viewpoint focuses on one invisible dimension of diversity – epistemology. Using secondary data, an epistemological review of social marketing is undertaken by selecting five aspects that serve as potential indicators: professional associations, global conferences, education and training, research and publication and practice. Several recommendations are made to expand epistemological diversity in social marketing.\u0000\u0000\u0000Findings\u0000The epistemological review of diversity within social marketing reveals disparities between the Global North and South. These disparities are due to varying opportunities for participation in associations, conferences, education and training, and research and publication. In addition, there exist “hidden” social change practitioners who implement programmes in the Global South that are consistent with social marketing practice, but continue to be unchronicled and unheralded.\u0000\u0000\u0000Originality/value\u0000For many years, social marketing scholars and practitioners have been working to expand the boundaries of the discipline, with a focus on theory and application. Although the authors acknowledge that diversity and equity are inherently central to this discipline, epistemological diversity, specifically as linked to the geographies of the Global South, has been largely overlooked. Our viewpoint nudges the social marketing community into including epistemological diversity in the ongoing discourse around broadening and deepening the discipline of social marketing.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46809826","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":"Addressing food waste with a socio-cultural approach to social marketing","authors":"Ulla-Maija Sutinen","doi":"10.1108/jsocm-12-2020-0246","DOIUrl":"https://doi.org/10.1108/jsocm-12-2020-0246","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a socio-cultural approach can inform social marketing and enhance the possibilities of the field to address complex, multifaceted issues that require changes beyond the individual.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>While the paper is conceptual in nature, it uses an illustrative example of food waste as the basis for an investigation of what a socio-cultural approach, rooted in practice-theoretical understanding of change, means for social marketing.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The paper is conceptual in nature but highlights new opportunities for social marketing connected to a socio-cultural approach foregrounding practice changes. The paper introduces potential roles that social marketers can adopt to initiate and support practice changes in the context of food waste.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The paper emphasises the importance of focussing on the socio-culture and practices connected to the issue in question, both when scoping for insight and when developing the ways to address it.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By integrating a practice-theoretical understanding of change, social marketing and food waste literature, the paper offers novel insights about the potential of adopting a socio-cultural approach to social marketing. The paper discusses a socio-cultural approach to social marketing in context, emphasising the roles social marketers can play in practice changes.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138530400","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 AS pedagogy","authors":"Ann-Marie Kennedy, E. Veer, Joya A. Kemper","doi":"10.1108/jsocm-08-2021-0192","DOIUrl":"https://doi.org/10.1108/jsocm-08-2021-0192","url":null,"abstract":"\u0000Purpose\u0000This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic tool to bolster students’ learning and understanding of social marketing. In the described course, students are asked to choose one area of their lives to try and change using concepts taught to them in class. They are then asked to reflect on their personal change journey and apply it to others in the form of a social marketing plan.\u0000\u0000\u0000Design/methodology/approach\u0000The authors share a conceptual journey using social marketing as pedagogy following the evolution of a marketing for behavioural change undergraduate course. Benchmark criteria for social marketing are used to discuss and conceptualise a transformative social marketing pedagogy. The authors take a reflexive approach to explore course development, motivations, assumptions and activities to expand on their approach.\u0000\u0000\u0000Findings\u0000Social marketing as pedagogy suggests that behaviour change is not just taught through course content but also embedded throughout the course as a learning tool and outcome. A social marketing course can encourage individual behaviour change by asking students to critically reflect on their own behaviour change journey to fully experience and understand the underpinnings and implications for social marketing. In this way, the authors adopt transformative learning as the outcome of social marketing AS pedagogy. The authors suggest through experiential learning, including active learning and reflexivity, students are able to change their frame of reference or how they interpret the world around them, in regard to complex social issues, which may encourage behaviour change.\u0000\u0000\u0000Originality/value\u0000As social marketers, the authors must reflect not only on what they teach students (Kelly, 2013) but also on how they teach them. Previous literature has not provided any unique pedagogy for how to teach social marketing. This article provides the first pedagogy for social marketing education – the Transformative social marketing pedagogy which views social marketing AS pedagogy. The authors present the value of experiential learning as a three-pronged approach incorporating Interpretive Experiences, Transformative Experiences and developing Praxis, which includes elements of feeding forward and authentic assessment. This approach provides a unique contribution to the area by providing a pedagogical approach that goes beyond mere knowledge acquisition to transformative learning.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47249415","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":"Improving theory use in social marketing: the TITE four-step theory application process","authors":"T. Willmott, S. Rundle‐Thiele","doi":"10.1108/jsocm-05-2021-0117","DOIUrl":"https://doi.org/10.1108/jsocm-05-2021-0117","url":null,"abstract":"\u0000Purpose\u0000Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for standardised frameworks and methods, this study aims to present a four-step theory application process with the aim of supporting improved theory use across the entire social marketing process.\u0000\u0000\u0000Design/methodology/approach\u0000The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory application in social marketing. To address key challenges impeding rigorous theory use, the theory selection, iterative schematisation, theory testing and explicit reporting of theory use (TITE) four-step theory application process is proposed. Evidence-based guidance, current best practice examples, and a worked example are provided to illustrate how the TITE process may be initially followed.\u0000\u0000\u0000Findings\u0000Low levels and poor quality of theory use suggest social marketing researchers and practitioners need further support in rigorously applying theories across the life of an intervention. The TITE process leverages the known benefits of theory use and capitalises on the reciprocal relationship that may be enacted between theory selection, iterative schematisation, theory testing and explicit reporting of theory use.\u0000\u0000\u0000Research limitations/implications\u0000The TITE process delivers a standardised framework that aims to stimulate rigorous theory application and explicit reporting of theory use in social marketing. Clear theory application and reporting will permit a more fine-grained understanding of intervention effectiveness to be established by shifting away from a simple dichotomous view of effectiveness (success or failure) to unpacking the “active ingredients” contributing to observed outcomes.\u0000\u0000\u0000Practical implications\u0000The evidence-based guidance and best practice examples provided for each step of the TITE process will increase the accessibility and usability of theory among practitioners. With time the TITE process will support practitioners by delivering a robust theory base that can be reliably followed to further extend on social marketing’s effectiveness.\u0000\u0000\u0000Originality/value\u0000This paper draws on interdisciplinary methods and resources to propose a standardised framework – the TITE process – designed to support rigorous theory application and explicit reporting of theory use in social marketing. Refinement, uptake and widespread implementation of the TITE process will improve theory use and support the creation of a shared language, thereby advancing social marketing’s cumulative knowledge base over time.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43620556","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":"Examining 50 years of social marketing through a bibliometric and science mapping analysis","authors":"Jessica Salgado Sequeiros, Arturo Molina-Collado, M. Gómez-Rico, D. Basil","doi":"10.1108/jsocm-06-2021-0145","DOIUrl":"https://doi.org/10.1108/jsocm-06-2021-0145","url":null,"abstract":"\u0000Purpose\u0000Through a bibliometric analysis and scientific mapping, this study aims to examine research in the field of social marketing over the past 50 years and to propose a future research agenda.\u0000\u0000\u0000Design/methodology/approach\u0000A bibliometric analysis based on keyword co-occurrences is used to analyze 1,492 social marketing articles published from 1971 to 2020. The articles were extracted from the Web of Science and Scopus databases. SciMAT software was used, which provides a strategic diagram of topics, clusters, networks and relationships, allowing for the identification and assessment of relational connections among social marketing topics.\u0000\u0000\u0000Findings\u0000The results show that advertising, fear and children were some of the driving themes of social marketing over the past 50 years. In addition, the analysis identifies four promising areas for future research: consumption, intervention, strategy and analytical perspectives.\u0000\u0000\u0000Research limitations/implications\u0000This analysis can serve as a reference guide for future research in the field of social marketing. This study focused on quantitative analysis. An in-depth qualitative analysis would be a valuable future extension.\u0000\u0000\u0000Originality/value\u0000This research offers a unique systematic analysis of the progression of social marketing scholarship and provides a guide for future research related to social marketing. Importantly, this work suggests crucial issues that have not yet been sufficiently developed.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46383948","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":"A social marketing strategy to promote preconception care: development of the Woke Women strategy","authors":"V. Maas, Lyne M. G. Blanchette, Wencke van Amstel, A. Franx, M. Poels, M. P. Koster","doi":"10.1108/jsocm-07-2021-0151","DOIUrl":"https://doi.org/10.1108/jsocm-07-2021-0151","url":null,"abstract":"\u0000Purpose\u0000Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective parents to actively prepare for pregnancy through preconception care (PCC). This study aims to describe the development of a PCC social marketing strategy based on the eight-point benchmark criteria for effective social marketing and to clarify the concept of using social marketing for health promotion purposes.\u0000\u0000\u0000Design/methodology/approach\u0000An extensive literature search was carried out regarding the needs of the target population and PCC behavioural goals, leading to the development of a bottom-up, ambassador-driven, communication concept.\u0000\u0000\u0000Findings\u0000In-depth insights of all benchmarks were analysed and incorporated during the development process of a new PCC social marketing strategy, with a special focus on the application of the “Health Belief Model” (Benchmark 3) and “the Four-P framework” (Benchmark 8). Evidence-based preconceptional health information is our product, for a low price as the information is freely attainable, promoting a message of overall women‘s health and online or through a consult with a health-care provider as the appropriate place. This formative research resulted in the development of the Woke Women® strategy, empowering women to actively prepare for pregnancy.\u0000\u0000\u0000Originality/value\u0000Developing a social marketing strategy to enhance actively preparing for pregnancy shows potential to encourage prospective parents to adopt healthier preconceptional lifestyle behaviours and can therefore improve the health of future generations.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42704625","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":"Young adult drug interventions: a social marketing systematic review and research agenda","authors":"Aimee S. Riedel, R. Mulcahy, A. Beatson, Byron W. Keating","doi":"10.1108/jsocm-08-2021-0188","DOIUrl":"https://doi.org/10.1108/jsocm-08-2021-0188","url":null,"abstract":"\u0000Purpose\u0000This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 3,169 papers were screened, with 20 relevant empirical studies meeting the eligibility criteria for the systematic review. These were analysed according to Andreasen’s (2002) and NSMC’s (2006) social marketing benchmarks.\u0000\u0000\u0000Findings\u0000The findings provide evidence regarding the efficacy of behavioural and clinical interventions targeting individuals and groups, including motivational, life skills training, cognitive behavioural therapy, comprehensive health and social risk assessments and buprenorphine treatment interventions. Further, results evidence that there is yet to be an intervention which has implemented the full marketing mix, and limited studies have used the social marketing benchmarks of exchange and competition.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first to conduct a comprehensive systematic review and provide key recommendations outlining the potential for social marketing to support the improved uptake and efficacy of interventions. A research agenda is also put forward to direct future social marketing scholarship in the area of young adult drug interventions.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49596991","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":"Genetic nutrition programmes – disappointment or empowered health? Exploring consumer engagement to understand social health change","authors":"D. Conroy, Amy Errmann, Jenny Young, I. Fifita","doi":"10.1108/jsocm-04-2021-0077","DOIUrl":"https://doi.org/10.1108/jsocm-04-2021-0077","url":null,"abstract":"\u0000Purpose\u0000This research aims to gain insight into how consumers interact with a commercially available genetic nutrition programme, DNAfit, to explore health change via an intervention.\u0000\u0000\u0000Design/methodology/approach\u0000Focus groups were conducted between June and October 2019, pre-, during- and post-intervention, with a total sample of 14 younger (aged 25–44 years) and 14 mature (aged 45–65 years) cohorts from New Zealand. Qualitative thematic analysis was completed with the help of NVivo software.\u0000\u0000\u0000Findings\u0000Younger participants in this study engaged less overall with DNAfit, felt the service did not match their lifestyles and did not encourage their believability of genetic personalised nutrition (GPN). In contrast, mature participants had positive engagement with GPN, as their motivation to use the service fit with their motivation for longevity. Overall, social uptake in health changes based on GPN is likely to depend on life stage.\u0000\u0000\u0000Originality/value\u0000This paper adds to limited social marketing research, which seeks novel avenues to explore how consumers engage with GPN technologies to drive social change, assisting social marketers on how to more effectively deliver health programmes that allow consumer-driven interaction to build health capabilities.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46468789","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":"Guest editorial","authors":"V. D. Truong, Stephen G. Saunders","doi":"10.1108/jsocm-12-2021-246","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-246","url":null,"abstract":"","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48641630","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}