The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness

Bo Pang (Department of Social Marketing, Griffith Business School, Griffith University, Brisbane, Australia.)
Krzysztof Kubacki (Department of Social Marketing, Griffith Business School, Griffith University, Brisbane, Australia. AND Population & Social Health Research Program, Griffith Health Institute, Griffith Univeristy, Brisbane, Australia.)

Journal of Social Marketing

ISSN: 2042-6763

Publication date: 5 January 2015

Abstract

Purpose

This study aims to contribute to the existing social marketing literature by considering young adults’ views and perceptions about social marketing and social marketing campaigns in the context of alcohol consumption.

Design/methodology/approach

Eighteen interviews were conducted with young adults aged 25-30 years in Australia and the USA. Biographical interviews were used to collect information on individuals’ drinking histories and how their attitudes towards social marketing campaigns have formed during their lives.

Findings

Four main themes emerge in the study, namely, ethicality (freedom of choice), expensiveness, exaggeration and effectiveness. These four issues represent the main barriers and challenges for social marketers. Future research needs to explore the relationship between the attitudes of the target audience towards social marketing, and the actual effectiveness of social marketing campaigns.

Research limitations/implications

This is an exploratory study that is limited by its context, sample size and participants’ demographical characteristics.

Originality/value

This study provides empirical evidence behind challenges and barriers facing social marketing identified by Andreasen (2002).

Keywords

Citation

Pang, B. and Kubacki, K. (2015), "The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness", Journal of Social Marketing, Vol. 5 No. 1, pp. 83-99. https://doi.org/10.1108/JSOCM-01-2014-0008

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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