Journal of Social Marketing: Volume 5 Issue 2

But I AM normal: safe? driving in Vietnam

Duong Trong Hue, Linda Brennan, Lukas Parker, Michael Florian

– This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context.

Social negative option marketing: A partial response to one of Spotswood, French, Tapp and Stead’s (2012) “uncomfortable questions”

C.W. Von Bergen, Morgan P. Miles

The purpose of this paper was to address one of Spotswood et al.’s (2012) “uncomfortable questions”. The paper applies negative option marketing, the use of defaults as a…

A hierarchical model of social marketing

Jeff French, Rebekah Russell-Bennett

This paper aims to set out a new hierarchical and differentiated model of social marketing principles, concepts and techniques that builds on, but supersedes, the existing lists…

Redefining social marketing: beyond behavioural change

Stephen G. Saunders, Dani J. Barrington, Srinivas Sridharan

– This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change.

A better life is possible: the ultimate purpose of social marketing

Hamilton Coimbra Carvalho, Jose Afonso Mazzon

The purpose of this paper is to discuss a broader societal trend toward the full realization of human potential and the points of convergence with social marketing. The ultimate…

Let’s play to win!

Sharyn Rundle-Thiele