基于社区的社会营销理论与实践:加拿大节水项目的五个案例研究

IF 2.3 Q3 BUSINESS
S. Fries, Julie Cook, J. Lynes
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引用次数: 5

摘要

背景:基于社区的社会营销(CBSM)提供了一种务实的五步方法来制定一个促进可持续行为的计划。然而,CBSM理论框架是如何在实践中实施的,在很大程度上仍有待评估。为了帮助解决这一差距,Lynes等人制定了21个基准来评估CBSM项目。这项研究以这些基准为基础,使用基准和额外的评估标准来评估五个使用CBSM原则的加拿大项目。重点:本文是关于社区社会营销的研究与评价。研究问题:社区层面的CBSM理论框架是如何在实践中实施的?对社会营销领域的重要性:通过探索加拿大五个项目如何实施CBSM,本文使从业者能够更紧密地将他们的项目与CBSM原则相一致。它也有助于CBSM有效性的文献。方法:评估了五个定性案例研究,每个案例研究都有一个加拿大社区项目,旨在影响居民用水效率行为。为了系统地评估每个项目对CBSM理论框架的遵守情况,开发了一个CBSM基准评估工具,该工具为Lynes等人的21个基准提出了额外的评估标准。该评估工具允许在多个项目中进行可复制的基准评估。对初级(调查和访谈)和次级(同行评审文献、灰色文献和在线报告)数据源的数据进行三角分析,为每个案例研究的评估提供了信息。结果:平均而言,在五个案例研究中,21个基准标准中有一半以上被完全纳入了项目,而不到三分之一被部分纳入,大约五分之一根本没有纳入。研究或实践建议:虽然基准总体上整合得相当好,但本文概述了一些建议,项目可以考虑这些建议来改善与CBSM理论框架和基准的一致性。还对未来探索CBSM有效性的研究提出了建议。局限性:由于样本量小,无法对方案的成功进行评估,以及基准评估工具的固有局限性,因此缺乏普遍性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Community-Based Social Marketing in Theory and Practice: Five Case Studies of Water Efficiency Programs in Canada
Background: Community-based social marketing (CBSM) offers a pragmatic five-step approach to developing a program that fosters sustainable behaviour. However, how the CBSM theoretical framework has been implemented into practice remains largely under-evaluated. To help address this gap, Lynes et al. developed 21 benchmarks to assess CBSM programs. This research builds upon these benchmarks by using both the benchmarks and additional assessment criteria to assess five Canadian programs that have used CBSM principles. Focus: This paper is related to research and evaluation of community-based social marketing. Research Question: How has the CBSM theoretical framework been implemented in practice at the community level? Importance to the Social Marketing Field: By exploring how five Canadian programs have implemented CBSM, this paper enables practitioners to align their programs with CBSM principles more closely. It also contributes to the literature on CBSM effectiveness. Methods: Five qualitative case studies were assessed, each featuring a Canadian community program seeking to influence residential water efficiency behaviour. In order to systematically assess each program’s adherence to the CBSM theoretical framework, a CBSM benchmark assessment tool that proposes additional assessment criteria to Lynes et al.’s 21 benchmarks was developed. The assessment tool allowed for replicable benchmark assessments across multiple programs. Triangulation of data from both primary (survey and interview) and secondary (peer-reviewed literature, gray literature, and online reporting) data sources informed the assessment of each case study. Results: On average, over the five case studies, just over half of the 21 benchmark criteria were fully integrated into the programs, whereas just under a third were partially integrated, and approximately one fifth were not integrated at all. Recommendations for Research or Practice: While the benchmarks were fairly well integrated overall, this paper outlines several recommendations that programs may consider to improve alignment with the CBSM theoretical framework and benchmarks. Recommendations for future research to explore CBSM effectiveness are also made. Limitations: Lack of generalizability due to small sample size, unable to make assessments of programmatic success, and inherent limitations of the benchmark assessment tool.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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