社会营销实践中失败的概念、拥抱和衡量

IF 2.3 Q3 BUSINESS
M. Akbar, Liz Foote, Alison Lawson
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引用次数: 3

摘要

背景虽然社会营销实践的失败代表了一个新兴的研究议程,但该学科尚未系统或连贯地考虑这一概念。由于缺乏对社会营销援助实践失败的明确概念,因此存在着重大的研究空白。焦点本研究旨在将社会营销实践中的失败概念化。方法采用有目的的抽样方法进行定性调查,征求知名社会营销学者和从业者的专家意见。参与者被要求根据他们在该领域的经验讨论社会营销实践中的失败。共有49名参与者对调查提供了意见。专题分析用于制定四个主题来解决研究问题。重要性人们普遍认为,反思和学习过去的失败,以促进未来的最佳实践,对任何学科来说都是可取的。作为一门基于经验的社会变革学科,社会营销将从其更广泛的研究议程中的失败提升中受益。结果确定了四个主题:(1)当目标行为没有实现时,就会发生失败;(2)用于衡量失败的策略;(3)过程失败;(4)没有衡量或重新定义为经验教训的失败。创建了一个概念框架来描述社会营销实践中失败的性质,代表了一个被认为对该学科有问题的反馈循环。建议我们呼吁社会营销人员在描述和报告他们的工作和项目成果时明确承认并解决失败。应努力采取自反立场,审查和解决影响项目失败的内部和外部因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice
Background While failure in social marketing practice represents an emerging research agenda, the discipline has not yet considered this concept systematically or cohesively. This lack of a clear conceptualization of failure in social marketing to aid practice thus presents a significant research gap. Focus This study aimed to conceptualize failures in social marketing practice. Methods A qualitative survey was conducted using purposive sampling to solicit expert views of well-established social marketing academics and practitioners. Participants were asked to discuss failures in social marketing practice based on their experience in the field. A total of 49 participants provided their input to the survey. Thematic analysis was used to develop four themes addressing the research question. Importance It is widely acknowledged that reflecting and learning from past failures to promote future best practices is desirable for any discipline. As an empirically based social change discipline, social marketing would benefit from the elevation of failure within its broader research agenda. Results Four themes were identified: (1) Failures occur when the target behaviors are not achieved, (2) Tactics used to measure failures, (3) Process failure, and (4) Failures either not measured or reframed as lessons learned. A conceptual framework was created to characterize the nature of failures in social marketing practice, representing a feedback loop deemed problematic for the discipline. Recommendations We call for social marketers to explicitly acknowledge and address failures when describing and reporting on their work and project outcomes. Efforts should be made to adopt a reflexive stance and examine and address internal and external factors affecting the program’s failures.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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