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Article
Publication date: 3 January 2017

Dmitry Brychkov and Christine Domegan

The purpose of this paper is to present retrospective, current and prospective aspects of social marketing and systems science integration.

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4695

Abstract

Purpose

The purpose of this paper is to present retrospective, current and prospective aspects of social marketing and systems science integration.

Design/methodology/approach

The paper uses a periodization methodology, based on turning points of conceptual integration between social marketing and systems science.

Findings

The paper identifies three periods of integration between social marketing and systems science: initialization of marketing and systems science integration; further conceptualization of the link between marketing and systems science, coupled by permeation of systems thinking into social marketing; and deep integration of social marketing with systems science. The latter period is ongoing and focuses on the origination of strategic systems-based theories and practices for sustainable social change.

Research limitations/implications

The use of a periodization methodology might be biased by subjectivity, as chronological sequences of conceptualization-related events can be hard to decipher and can be reluctant to structural analysis. The necessity to examine the link between marketing and systems science, in so far as social marketing draws upon marketing theory regarding integration with systems science, has social marketing overshadowed by marketing at some points in time.

Practical implications

Historical research of social marketing and systems science integration provides a robust platform for large-scale practical manifestation of system-based strategic projects in social marketing.

Originality/value

This paper demonstrates that the permeation of systems thinking into the social marketing paradigm is gaining momentum and describes the trends, prospects and complexities associated with the accelerating integration.

Details

Journal of Social Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 10 April 2017

Patricia McHugh and Christine Domegan

For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and…

Abstract

Purpose

For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process evaluations: measuring more than “what” worked well, but also evaluating “how” and “why” success or indeed failure happened.

Design/methodology/approach

An online survey, adapting Dillman’s tailored design method empirically assesses 13 reflexive process hypotheses. With a response rate of 74 per cent, regression analysis was conducted to evaluate the proposed hypotheses and to identify the significant predictors of each of the reflexive process relationships under investigation.

Findings

The study empirically examines and shows support for three reflexive process evaluation constructs – relationships, knowledge and networking. Network involvement and reciprocity; two process dimension constructs do not exert any impact or predict any relationship in the conceptual framework.

Originality/value

This paper expands evaluation theory and practice by offering a conceptual framework for reflexive process evaluation that supports the logic to be reflexive. It shows support for three reflective process evaluation constructs – relationships, knowledge and networks. Another unique element featured in this study is the empirical assessment of Gordon and Gurrieri’s “other stakeholders”, extending evaluations beyond a traditional client focus to an interconnected assessment of researchers, clients and other stakeholders.

Details

Journal of Social Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Content available
Article
Publication date: 10 April 2017

Christine Domegan and Fiona Harris

Abstract

Details

Journal of Social Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 2042-6763

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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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865

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

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Article
Publication date: 9 June 2021

Tina Flaherty, Christine Domegan and Mihir Anand

With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of…

Abstract

Purpose

With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social platforms, much remains nebulous about the opportunities these technologies hold for social marketers beyond their previously documented use as communication and promotion tools. This paper aims to provide a rich examination of the variety of digital technologies used within social marketing and establish the scale of integration between digital technologies and social marketing.

Design/methodology/approach

Following systematic literature review procedures, a systematic literature review through eight databases was conducted. The systematic review focussed on the assessment of social marketing studies that incorporated a wide range of mature and emerging digital technologies such as the internet, mobile platforms and social media channels. A total of 50 social marketing studies (2014–2020) were analysed.

Findings

The review found that there have been major advancements in the technologies available to social marketers in recent years. Furthermore, the adoption of digital technologies by social marketers has evolved from a communication or promotion function where generic information is pushed to the citizen, towards the use of these technologies for a more personalised design, content and behaviour change intervention. In some studies, the digital technologies were the primary means for interactions and collaborations to take place. The review also found that digital technologies target more than the individual citizen. Digital technologies are used to target multi-level stakeholders, policy makers and partners as part of behavioural change interventions.

Originality/value

Only two previous reviews have synthesised digital technologies and their use in social marketing. This review provides a recent depiction of the range and scale of integration within social marketing. Specifically, it demonstrates the expansion beyond a persuasive application to their use for research, segmentation and targeting, collaboration and co-creation, the product and facilitator of service delivery. Finally, this review provides a heat map to illustrate the integration between digital technologies and key concepts and criteria within social marketing.

Details

Journal of Social Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Content available
Article
Publication date: 29 September 2021

Sinead Duane, Sinead Duane, Christine Domegan and Brendan Bunting

The United Nations (UN) 17 Sustainable Development Goals (SDG) places partnerships as a vital mechanism, which strengthens the implementation of change strategies. The SDG…

Abstract

Purpose

The United Nations (UN) 17 Sustainable Development Goals (SDG) places partnerships as a vital mechanism, which strengthens the implementation of change strategies. The SDG targets are ambitious; acknowledging the interconnected multifaceted issues that are currently facing society. Similarly, social marketing thought is transitioning to embrace systemic change strategies, realising no one organisation can have an impact on the emerging grand challenges. Partnerships are the 5th P in the social marketing mix, however, partnerships is also a nebulous term which has been criticised for lacking theoretical development. This study aims to answer the call from both the UN and social marketing community for further research to guide the development and implementation of impactful transformative partnerships.

Design/methodology/approach

A robust mixed method approach to develop and test a social marketing partnership model is presented. Trust and relationship commitment are at the forefront of successful partnership exchanges. Morgan and Hunt’s (1994) trust and relationship commitment model is extended into the social marketing domain.

Findings

The findings validate Hasting’s (2003) call for social marketers to listen to their commercial marketing counterparts, positioning trust and commitment as essential to change strategies. As the degree of complexities in the multifaceted world continues to accelerate, partnerships for change (UN SDG #17) will pay off, driving more effective and smarter collaborations amongst a diverse range of stakeholders at different levels in different networks. Partnerships will elevate social marketing to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences.

Research limitations/implications

With trust/mistrust critical to successful exchanges and exchange central to social marketing, quantitative measurement of the antecedents to and outcomes of partnerships can inform the evaluation, impact and management of social marketing interventions.

Practical implications

Three contributions are made, which support the selection, implementation and evaluation of social marketing partnerships. Key social marketing partnership characteristics are operationalised supporting the partnership selection process. Measurement scales are developed to assist in evaluating partnership relationships over time. The model is empirically tested to investigate the relationships between key mediating variables of social marketing partnerships.

Originality/value

This paper presents a validated 5th P Partnership model for social marketers, accelerating social marketing’s capacities to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences and UN SDG #17.

Details

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

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Article
Publication date: 7 October 2013

Christine Domegan, Katie Collins, Martine Stead, Patricia McHugh and Tim Hughes

Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social…

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3169

Abstract

Purpose

Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges. The paper aims to discuss these issues.

Design/methodology/approach

This is a conceptual paper that seeks to integrate lessons from social marketing practice with the value co-creation discourse from commercial marketing. Drawing upon two projects that have applied principles of collaboration and co-design, the paper provides a critical perspective on the adoption of value co-creation in social marketing.

Findings

The collaborative and emancipatory ambitions of co-creation seem highly compatible with social marketing. However, the paper notes some significant conceptual, ethical and practical obstacles in the path of a workable theory of value co-creation for social marketing.

Originality/value

While representation of value co-creation and other collaborative approaches is increasing in the social marketing literature, this is the first attempt to provide an integrated and critical review of their compatibility with social marketing at a conceptual, ethical and theoretical level. The analysis shows that value co-creation theory can simultaneously offer opportunities and present obstacles for social marketing.

Details

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

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Article
Publication date: 26 October 2010

Christine Domegan

The purpose of this paper is to reflect upon teaching the history of marketing thought.

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1258

Abstract

Purpose

The purpose of this paper is to reflect upon teaching the history of marketing thought.

Design/methodology/approach

The paper describes the role of the history of marketing thought within a marketing theory seminar at masters level. It presents how the history of thought aspect changed as the theory course evolved.

Findings

It is possible to feature a historical component within a masters programme. Adaptations and limitations exist when teaching a historical perspective at a masters versus doctoral level.

Originality/value

The history of marketing thought provides a means of connecting marketing academic study to marketing's lineage and genealogy with the intention of promoting historically versed graduates. It can differentiate between the evolution of marketing thought and the development of marketing practice. From a pedagogical perspective, it facilitates informed discussion, critical reflection and analytical thinking in newcomers to the subject.

Details

Journal of Historical Research in Marketing, vol. 2 no. 4
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 February 2008

Christine T. Domegan

The purpose of this paper is to reflect upon social marketing and its implications for the contemporary marketing practices (CMP) classification scheme.

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11600

Abstract

Purpose

The purpose of this paper is to reflect upon social marketing and its implications for the contemporary marketing practices (CMP) classification scheme.

Design/methodology/approach

The paper adopts a theoretical approach. Examples from the public engagement with science are used in the reflection.

Findings

A phenomenon not commonly associated with social marketing is the growing number of science communication, outreach and public activities to engage the public with science. These scientific initiatives, established to drive knowledge‐based societies around the world, are charged with changing the public's behaviour towards science. This analysis shows the application of the CMP classification explicitly to the broader context of social marketing.

Originality/value

This paper examines how complex multiple exchanges, and social and environment influences, associated with social marketing provide a broader context to examine marketing practice. Further investigation is needed as to whether a sixth aspect of marketing practice is required to fully capture social marketing practice.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 7 December 2020

Lukas Parker, Krzysztof Kubacki, Linda Brennan, Mike Reid and Natalia Szablewska

Abstract

Details

Journal of Social Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 2042-6763

1 – 10 of 21