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Article
Publication date: 17 December 2018

Brian Joseph Biroscak, Carol Bryant, Mahmooda Khaliq, Tali Schneider, Anthony Dominic Panzera, Anita Courtney, Claudia Parvanta and Peter Hovmand

Community coalitions are an important part of the public milieu and subject to similar external pressures as other publicly funded organizations – including changes in…

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Abstract

Purpose

Community coalitions are an important part of the public milieu and subject to similar external pressures as other publicly funded organizations – including changes in required strategic orientation. Many US government agencies that fund efforts such as community-based social marketing initiatives have shifted their funding agenda from program development to policy development. The Florida Prevention Research Center at the University of South Florida (Tampa, Florida, USA) created community-based prevention marketing (CBPM) for policy development framework to teach community coalitions how to apply social marketing to policy development. This paper aims to explicate the framework’s theory of change.

Design/methodology/approach

The research question was: “How does implementing the CBPM for Policy Development framework improve coalition performance over time?” The authors implemented a case study design, with the “case” being a normative community coalition. The study adhered to a well-developed series of steps for system dynamics modeling.

Findings

Results from computer model simulations show that gains in community coalition performance depend on a coalition’s initial culture and initial efficiency, and that only the most efficient coalitions’ performance might improve from implementing the CBPM framework.

Originality/value

Practical implications for CBPM’s developers and users are discussed, namely, the importance of managing the early expectations of academic-community partnerships seeking to shift their orientation from downstream (e.g. program development) to upstream social marketing strategies (e.g. policy change).

Details

Journal of Social Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 10 July 2017

Christine Domegan, Patricia McHugh, Brian Joseph Biroscak, Carol Bryant and Tanja Calis

The purpose of this paper is to show how non-linear causal modelling knowledge, already accumulated by other disciplines, is central to unravelling wicked problem scoping…

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Abstract

Purpose

The purpose of this paper is to show how non-linear causal modelling knowledge, already accumulated by other disciplines, is central to unravelling wicked problem scoping and definition in social marketing.

Design/methodology/approach

The paper is an illustrative case study approach, highlighting three real-world exemplars of causal modelling for wicked problem definition.

Findings

The findings show how the traditional linear research methods of social marketing are not sensitive enough to the dynamics and complexities of wicked problems. A shift to non-linear causal modelling techniques and methods, using interaction as the unit of analysis, provides insight and understanding into the chains of causal dependencies underlying social marketing problems.

Research limitations/implications

This research extends the application of systems thinking in social marketing through the illustration of three non-linear causal modelling techniques, namely, collective intelligence, fuzzy cognitive mapping and system dynamics modelling. Each technique has the capacity to visualise structural and behavioural properties of complex systems and identify the central interactions driving behaviour.

Practical implications

Non-linear causal modelling methods provide a robust platform for practical manifestations of collaborative-based strategic projects in social marketing, when used with participatory research, suitable for micro, meso, macro or systems wide interventions.

Originality/value

The paper identifies non-linear causality as central to wicked problem scoping identification, documentation and analysis in social marketing. This paper advances multi-causal knowledge in the social marketing paradigm by using fuzzy, collective and interpretative methods as a bridge between linear and non-linear causality in wicked problem research.

Details

Journal of Social Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

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