提高理论在社会营销中的应用:TITE四步理论应用过程

IF 3.1 4区 管理学 Q2 BUSINESS
T. Willmott, S. Rundle‐Thiele
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引用次数: 8

摘要

目的理论在社会营销中仍未得到充分利用,尽管如果理论得到具体和持续的应用,可能会产生许多潜在的好处。为了响应对标准化框架和方法的持续呼吁,本研究旨在提出一个四步理论应用过程,目的是支持在整个社会营销过程中改进理论使用。设计/方法/方法理论应用在行为改变中的作用和重要性概述了社会营销理论应用的综合审查和批判性分析。为了解决阻碍严格理论应用的关键挑战,提出了理论选择、迭代图式、理论测试和理论使用的明确报告(TITE)四步理论应用过程。提供了以证据为基础的指导、目前的最佳实践示例和一个工作示例,以说明如何最初遵循TITE进程。研究发现,理论使用水平低、质量差,表明社会营销研究人员和从业人员需要进一步支持在干预的整个生命周期中严格应用理论。TITE过程利用了理论使用的已知好处,并利用了理论选择、迭代图式、理论测试和明确报告理论使用之间可能形成的相互关系。研究局限/启示TITE过程提供了一个标准化的框架,旨在刺激严格的理论应用和明确的社会营销理论使用报告。清晰的理论应用和报告将允许通过从简单的有效性二分法(成功或失败)转变为揭示促成观察结果的“有效成分”,从而建立对干预有效性的更细致的理解。实践意义为TITE过程的每个步骤提供的循证指导和最佳实践示例将增加实践者对理论的可及性和可用性。随着时间的推移,TITE过程将通过提供可靠的理论基础来支持从业者,从而进一步扩展社会营销的有效性。原创性/价值本文借鉴了跨学科的方法和资源,提出了一个标准化的框架- TITE过程-旨在支持严格的理论应用和明确的社会营销理论使用报告。TITE过程的改进、吸收和广泛实施将改善理论的使用,并支持创建共享语言,从而随着时间的推移推进社会营销的累积知识库。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Improving theory use in social marketing: the TITE four-step theory application process
Purpose Theory 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. Design/methodology/approach The 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. Findings Low 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. Research limitations/implications The 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. Practical implications The 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. Originality/value This 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.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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