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A conceptual framework of cool for social marketing

Khondker Galib B. Mohiuddin (Department of Marketing and Management, Macquarie University, Sydney, Australia)
Ross Gordon (Department of Marketing and Management, Macquarie University, Sydney, Australia)
Christopher Magee (Centre for Health Initiatives, University of Wollongong, Wollongong, Australia)
Jeong Kyu Lee (Institute of Social Science Research, University of Queensland, Brisbane, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 11 April 2016

2386

Abstract

Purpose

The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool.

Design/methodology/approach

A comprehensive search and review of extant literature across social marketing, business disciplines, arts, psychology, social sciences and humanities was undertaken to develop an understanding of cool and its relevance to social marketing. The review permitted developing a comprehensive set of characteristics that are associated with cool.

Findings

A conceptual framework of cool organised according to the following dimensions is presented and discussed: deviating from norm, self-expressive, indicative of maturity, subversive, pro-social, evasive, and attractive.

Originality/value

This paper advances theoretical knowledge in the social marketing domain by offering a conceptual framework of cool, and by suggesting a set of guidelines to develop cool social marketing programs.

Keywords

Citation

Mohiuddin, K.G.B., Gordon, R., Magee, C. and Lee, J.K. (2016), "A conceptual framework of cool for social marketing", Journal of Social Marketing, Vol. 6 No. 2, pp. 121-143. https://doi.org/10.1108/JSOCM-07-2015-0046

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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