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Taking a wider view: A formative multi-stream social marketing approach to understanding human trafficking as a social issue in Nigeria

Foluké Abigail Badejo (Social Marketing @ Griffith, Griffith University, Gold Coast, Australia)
Sharyn Rundle-Thiele (Marketing, Griffith University, Gold Coast, Australia)
Krzysztof Kubacki (Department of Marketing, Griffith University, Gold Coast, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 2 September 2019

Issue publication date: 18 October 2019

586

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

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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