Evaluate development! Develop evaluation! Answering the call for a reflexive turn in social marketing
Abstract
Purpose
For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process evaluations: measuring more than “what” worked well, but also evaluating “how” and “why” success or indeed failure happened.
Design/methodology/approach
An online survey, adapting Dillman’s tailored design method empirically assesses 13 reflexive process hypotheses. With a response rate of 74 per cent, regression analysis was conducted to evaluate the proposed hypotheses and to identify the significant predictors of each of the reflexive process relationships under investigation.
Findings
The study empirically examines and shows support for three reflexive process evaluation constructs – relationships, knowledge and networking. Network involvement and reciprocity; two process dimension constructs do not exert any impact or predict any relationship in the conceptual framework.
Originality/value
This paper expands evaluation theory and practice by offering a conceptual framework for reflexive process evaluation that supports the logic to be reflexive. It shows support for three reflective process evaluation constructs – relationships, knowledge and networks. Another unique element featured in this study is the empirical assessment of Gordon and Gurrieri’s “other stakeholders”, extending evaluations beyond a traditional client focus to an interconnected assessment of researchers, clients and other stakeholders.
Keywords
Citation
McHugh, P. and Domegan, C. (2017), "Evaluate development! Develop evaluation! Answering the call for a reflexive turn in social marketing", Journal of Social Marketing, Vol. 7 No. 2, pp. 135-155. https://doi.org/10.1108/JSOCM-10-2016-0063
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited