Taking a wider view: A formative multi-stream social marketing approach to understanding human trafficking as a social issue in Nigeria
ISSN: 2042-6763
Article publication date: 2 September 2019
Issue publication date: 18 October 2019
Abstract
Purpose
Responding to the call for an extension of social marketing scope and application, this paper aims to outline implementation of a multi-stream, multi-method formative research approach to understanding human trafficking in the global South context of Nigeria.
Design/methodology/approach
Data were collected using a multi-method, multi-stream research design. The study used alternative methods allowing a critical perspective to be taken.
Findings
Contradictions between upstream discourses and the lived experiences of trafficked individuals emerged. Specifically, moral and rational agency ideology, which conflates human trafficking with prostitution, unintentionally promotes human trafficking and underrepresents other forms of trafficking was evident. Experiences of socioeconomic oppression, traditional practices and an aspirational culture fuels positive attitudes towards human trafficking. The lived experience of human trafficking survivors while varied was underpinned by the common theme of job seeking. Participants perceived human traffickers as benevolent users rather than oppressors, and their rescue as oppressive and disempowering.
Research limitations/implications
Application of a multi-stream approach is limited by research context, sample size, time and cost constraints. Future research extending the multi-stream research approach to other research contexts and groups is recommended.
Practical implications
Multi-stream formative research design assisted to yield wider insights, which informed the design of a multilevel pilot intervention to combat human trafficking in Nigeria.
Originality/value
Extending understanding beyond individual, myopic approaches that have dominated social marketing formative research.
Keywords
Citation
Badejo, F.A., Rundle-Thiele, S. and Kubacki, K. (2019), "Taking a wider view: A formative multi-stream social marketing approach to understanding human trafficking as a social issue in Nigeria", Journal of Social Marketing, Vol. 9 No. 4, pp. 467-484. https://doi.org/10.1108/JSOCM-10-2017-0062
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited