Journal of Social Marketing: Volume 8 Issue 2


Table of contents

Purchasing food to counteract Mafia in Italy

Sergio Rivaroli, Arianna Ruggeri, Pietro Novi, Roberta Spadoni

The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type

Shared leadership as a vehicle to healthy service eco-systems: practical or fanciful?

Clare Johansson, Rowan Bedggood, Karen Farquharson, Aron Perenyi

The purpose of this paper is to determine whether a shared leadership governance arrangement facilitates improved outcomes within a social marketing service eco-system. The…

Social marketing theory measurement precision: a theory of planned behaviour illustration

Patricia David, Sharyn Rundle-Thiele

In response to calls for theory use and a more reflexive turn in social marketing, this paper aims to draw on previously executed studies. In line with dominant social marketing…


Using previous social marketing efforts to assess a new program: The case of shelterbelts

William J. Ashton, Rajesh V. Manchanda

This paper aims to report a research approach that explores how to use evaluations of previous social marketing efforts to assess and guide a new shelterbelt program called…

Reckless driving promotion and prevention: priming effects

Linda Lemarié, Jean-Charles Chebat, François Bellavance

This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing strategy…

Social marketing through a music festival: Value perceived by festival visitors who reduced meat consumption

Henrik Jutbring

The purpose of this paper is to examine a social marketing initiative pursued by the privately owned Swedish music festival Way Out West during 2012-2014. This paper’s aim is to…

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Emerald Publishing Limited

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  • Dr Ann-Marie Kennedy