Journal of Social Marketing: Volume 12 Issue 2

Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type

Yan Huang, Hye Jin Yoon

Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study…

Social marketing benchmark criteria use in health behaviour change interventions in pacific islands populations: a systematic review

Sarah T. Ryan, Katharina Elisabeth Kariippanon, Anthony D. Okely, Rebecca M. Stanley, Gade Waqa, Melanie Randle

Social marketing has been widely used to effectively and voluntarily change behaviours worldwide. The social marketing benchmark criteria offer a framework to apply this approach…

A social marketing strategy to promote preconception care: development of the Woke Women strategy

Veronique Y.F. Maas, Lyne M.G. Blanchette, Wencke van Amstel, Arie Franx, Marjolein Poels, Maria P.H. Koster

Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective…

Genetic nutrition programmes – disappointment or empowered health? Exploring consumer engagement to understand social health change

Denise Maria Conroy, Amy Errmann, Jenny Young, Ilaisaane M.E. Fifita

This research aims to gain insight into how consumers interact with a commercially available genetic nutrition programme, DNAfit, to explore health change via an intervention.

Young adult drug interventions: a social marketing systematic review and research agenda

Aimee Riedel, Rory Mulcahy, Amanda Beatson, Byron Keating

This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults.

Improving theory use in social marketing: the TITE four-step theory application process

Taylor Jade Willmott, Sharyn Rundle-Thiele

Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for…

Addressing food waste with a socio-cultural approach to social marketing

Ulla-Maija Sutinen

The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a…

Exploring the drivers of energetic seniors’ social reengagement intention: evidence from China’s Pearl River Delta region

Chiou-Fong Wei, Jing Yu, Gwo-Hau Ding, Kai-Ting Wei

After retirement, energetic seniors still can contribute to social development. This paper aims to explore the structural relationship between energetic seniors’ social…