Special WSMC edition paper

Jozica Johanna Kutin (Department of Economics, Finance and Marketing, RMIT University, Melbourne, Australia)
Mike Reid (Department of Economics, Finance and Marketing, RMIT University, Melbourne, Australia)
Roslyn Russell (Department of Economics, Finance and Marketing, RMIT University, Melbourne, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Publication date: 7 January 2019



This paper aims to investigate how economic abuse manifests in young adult relationships from the perspective of practice experts to inform the role of social marketing in economic abuse prevention. Practitioners were asked for their views on prevention strategies at the individual, relationship, community and societal levels.

Design methodology/approach

Twenty-four experts were interviewed using a semi-structured interview schedule. Thematic analysis was undertaken.


Experts reported that young adults experienced economic exploitation, adverse economic entanglement and economic control. Young adults’ frame of reference was a challenge for practitioners. Experts believed that more work needed to be done to improve the financial literacy of young adults.

Research limitations/implications

Practitioner views provide one side of the story. A separate study has been established interviewing young adults to explore these issues further.

Practical implications

The authors argue that prevention and intervention strategies need to focus on young adults who are in their critical relationship formation stage. The identified attitudinal factors present a challenge to policy, prevention and service providers.


The authors shift the attention from service engaged women leaving violent relationships to young adults who have not sought assistance from community or domestic violence services. In doing so, they highlight the importance of the relationship formation phase. This paper raises the challenge for social marketers to consider appropriate prevention and intervention programmes for this cohort. Current and future campaigns and programmes need to be designed and evaluated with an economic abuse lens.



Kutin, J., Reid, M. and Russell, R. (2019), "Special WSMC edition paper", Journal of Social Marketing, Vol. 9 No. 1, pp. 111-128. https://doi.org/10.1108/JSOCM-03-2018-0028

Download as .RIS



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.