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Article
Publication date: 1 July 2014

Kathleen J. Kelly and Linda Stanley

The purpose of this paper is to, with increasing recognition of the importance of upstream factors in individual behavior, provide an example of how the Community Readiness Model

Abstract

Purpose

The purpose of this paper is to, with increasing recognition of the importance of upstream factors in individual behavior, provide an example of how the Community Readiness Model (CRM) was used as a tool to understand the barriers within the broader environment to achieving reductions in the use of alcohol by college students and how this resulted in identifying upstream social marketing strategies. Downstream social marketing approaches have been broadly implemented on college campuses to curb alcohol use and binge drinking, with mixed results.

Design/methodology/approach

Using the CRM protocol, assessments to measure the community readiness to address issues related to college alcohol use were conducted for each of 12 campuses belonging to a Midwestern state university. Six key informants at each campus were interviewed. Interviews were scored for each of six dimensions, and they were also analyzed for themes. Results were then used in a workshop to develop action plans based on social marketing principles.

Findings

All campuses received high scores for the efforts dimension and, to a lesser extent, resources. However, leadership readiness levels varied significantly across campuses, while community climate and knowledge of the issue readiness levels were relatively low. Top leadership and faculty were identified by campuses as specific areas to target using social marketing principles.

Originality/value

The CRM is an accessible and inexpensive method for gathering data on upstream factors related to social issues, such as college drinking. It can be used in conjunction with other data gathering tools (e.g. prevalence surveys) to better understand the macroenvironment in which behavior takes place.

Details

Journal of Social Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Open Access
Article
Publication date: 18 October 2018

Shahid Islam, Neil Small, Maria Bryant, Tiffany Yang, Anna Cronin de Chavez, Fiona Saville and Josie Dickerson

Participation in community programmes by the Roma community is low, whilst this community presents with high risk of poor health and low levels of wellbeing. To improve rates of…

2850

Abstract

Purpose

Participation in community programmes by the Roma community is low, whilst this community presents with high risk of poor health and low levels of wellbeing. To improve rates of participation in programmes, compatibility must be achieved between implementation efforts and levels of readiness in the community. The Community Readiness Model (CRM) is a widely used toolkit which provides an indication of how prepared and willing a community is to take action on specific issues. The purpose of this paper is to present findings from a CRM assessment for the Eastern European Roma community in Bradford, UK, on issues related to nutrition and obesity.

Design/methodology/approach

The authors interviewed key respondents identified as knowledgeable about the Roma community using the CRM. This approach applies a mixed methodology incorporating readiness scores and qualitative data. A mean community readiness score was calculated enabling researchers to place the community in one of nine possible stages of readiness. Interview transcripts were analysed using a qualitative framework analysis to generate the contextual information.

Findings

An overall score consistent with vague awareness was achieved, which indicates a low level of community readiness. This score suggests that there will be a low likelihood of participation in currently available nutrition and obesity programmes.

Originality/value

To our knowledge, this is the first study to apply the CRM in the Roma community for any issue. The authors present the findings for each of the six dimensions that make up the CRM together with salient qualitative findings.

Details

International Journal of Human Rights in Healthcare, vol. 12 no. 2
Type: Research Article
ISSN: 2056-4902

Keywords

Article
Publication date: 12 July 2021

Mastura Jaafar, Andrew Ebekozien and Diana Mohamad

Globally, several studies have shown that biosphere reserves faced severe threats related to climate and human changes. Community participation in environmental sustainability may…

Abstract

Purpose

Globally, several studies have shown that biosphere reserves faced severe threats related to climate and human changes. Community participation in environmental sustainability may mitigate these threats in biosphere reserve destinations. Therefore, this paper aims to examine the community perceptions regarding the proposed Penang Hill Biosphere Reserve with the support of Community Readiness Theory to the framework via qualitative research.

Design/methodology/approach

To achieve this, 13 face-to-face interviews were conducted that covered major communities within the hill and validated via secondary sources. Phenomenological type of qualitative research and a combination of purposeful and snowball type of non-probability sampling techniques were used.

Findings

This paper found that Penang Hill Corporation does collaborate with communities around the hill in matters connected with hill conservation.

Research limitations/implications

This paper is limited to investigating community perceptions regarding the proposed Penang Hill Biosphere Reserve. Future research is needed to further investigate the framework and the supporting theory (Community Readiness Theory).

Practical implications

This paper recommended that Penang Hill Corporation should build more effective communication capacity for the communities around the hill via coordinated synergy within the various agencies and communities. Also, the act that established the corporation should be reviewed to capture the provision of liaison offices for agencies controlling various sections of the hill.

Originality/value

This paper demonstrates that positive community engagement will enhance environmental sustainability and possibly facilitate recognition by UNESCO’s Man and Biosphere Reserve Programme.

Details

Journal of Facilities Management , vol. 19 no. 4
Type: Research Article
ISSN: 1472-5967

Keywords

Article
Publication date: 7 September 2012

Nor Shahriza Abdul Karim, Mohamed Jalaldeen Mohamed Razi and Norshidah Mohamed

The purpose of this study is to investigate the concept of knowledge management (KM) readiness using intention to be involved in the KM processes concept. These processes…

2414

Abstract

Purpose

The purpose of this study is to investigate the concept of knowledge management (KM) readiness using intention to be involved in the KM processes concept. These processes comprised of socialisation, externalisation, combination, and internalisation (SECI processes). The research also attempts to measure and validate the concept using data collected from the Sri Lankan telecommunication industry.

Design/methodology/approach

Based on the established KM SECI process measures adopted and adapted, instruments were administered using a survey research methodology approach on 313 executives working in the selected organizations in the Sri Lankan telecommunication industry. A confirmatory factor analysis technique was performed to verify and validate the measurement model of the intention to be involved in KM processes model. Based on the revised measurement model, the level of intention to be involved in the KM SECI processes within the industry was then reported.

Findings

The research finding provides the revised measurement model for employees' intention to be involved in KM SECI processes. All four variables of the intention to be involved in KM SECI processes emerged as significant and reliable measures for KM readiness. The finding also indicates the positive level of intention among the employees in the Sri Lankan telecommunication industry to be involved in KM processes.

Originality/value

The research provides a unique perspective of KM readiness, which is not much covered in the KM literature. The measurement produced can be used as a research tool for more exploratory and explanatory research in KM and, as an evaluative tool for employee readiness in ensuring the success of KM initiatives in organizations. The confirmed and validated set of measurement items can be used to measure the extent to which employees are ready to be involved with KM processes. Through the validated tool, more research can be conducted to explore the antecedents of such readiness perception.

Article
Publication date: 13 June 2019

Mehmet (Michael) Ibrahim Mehmet and Peter Simmons

The purpose of this paper is to demonstrate how upstream social marketing may benefit from social media citizensourcing and improve understanding of community preferences and…

Abstract

Purpose

The purpose of this paper is to demonstrate how upstream social marketing may benefit from social media citizensourcing and improve understanding of community preferences and attitudes to policy. Using the case of shark management in New South Wales, Australia, this paper aims to understand community attitudes toward shark management policy-making and policymakers.

Design/methodology/approach

In February 2017, more than 11,200 comments were sourced from Facebook and Twitter using Netvizz, a data extraction tool. To analyze these comments, the study used an abductive framework using social marketing, wildlife and coexistence and policy literature, to determine context, themes and sub-themes. This was combined with Appraisal, a systemic functional linguistics framework, advocating a social reference for coding and analyzing community attitudes and preference.

Findings

Preferences for non-lethal measures over lethal or potentially lethal measures were noted, with new technologies highly favored. The online communities wanted a policy that was respectful of human and marine life and focused on patrolled or popular beaches. The main negative comments made related to perceived knee-jerk reactions and poor communication surrounding decision-making. People held little confidence in politicians’ skills and abilities to solve complex and multi-faceted problems, demanding less top-down decision-making and greater community input into policy formation.

Practical implications

This approach could assist upstream social marketers better understand social and community attitudes and preferences toward policy.

Originality/value

The study demonstrated that listening to community through digital channels can assist upstream social marketing understand community preferences and attitudes to policies and the policy-making process. Using abduction further broadens the perspective of the researchers in assigning meaning to commentary.

Details

Journal of Social Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Content available
Article
Publication date: 9 April 2019

Theo Gavrielides

261

Abstract

Details

International Journal of Human Rights in Healthcare, vol. 12 no. 2
Type: Research Article
ISSN: 2056-4902

Content available

Abstract

Details

Journal of Social Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 2042-6763

Abstract

Details

Sexual Violence on Campus
Type: Book
ISBN: 978-1-78743-229-1

Article
Publication date: 2 October 2021

Michael Mehmet, Troy Heffernan, Jennifer Algie and Behnam Forouhandeh

The purpose of this paper is to examine how upstream social marketing can benefit from using social media commentary to identify cognitive biases. Using reactions to leading…

Abstract

Purpose

The purpose of this paper is to examine how upstream social marketing can benefit from using social media commentary to identify cognitive biases. Using reactions to leading media/news publications/articles related to climate and energy policy in Australia, this paper aims to understand underlying community cognitive biases and their reasonings.

Design/methodology/approach

Social listening was used to gather community commentary about climate and energy policy in Australia. This allowed the coding of natural language data to determine underlying cognitive biases inherent in the community. In all, 2,700 Facebook comments were collected from 27 news articles dated between January 2018 and March 2020 using exportcomments.com. Team coding was used to ensure consistency in interpretation.

Findings

Nine key cognitive bias were noted, including, pessimism, just-world, confirmation, optimum, curse of knowledge, Dunning–Kruger, self-serving, concision and converge biases. Additionally, the authors report on the interactive nature of these biases. Right-leaning audiences are perceived to be willfully uninformed and motivated by self-interest; centric audiences want solutions based on common-sense for the common good; and left-leaning supporters of progressive climate change policy are typically pessimistic about the future of climate and energy policy in Australia. Impacts of powerful media organization shaping biases are also explored.

Research limitations/implications

Through a greater understanding of the types of cognitive biases, policy-makers are able to better design and execute influential upstream social marketing campaigns.

Originality/value

The study demonstrates that observing cognitive biases through social listening can assist upstream social marketing understand community biases and underlying reasonings towards climate and energy policy.

Details

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

Keywords

Article
Publication date: 1 September 2020

Lei Li, Bo Liu and Huimin Mu

This paper investigates the paths through which innovation community affects content providers' new service development (NSD) performance in technology-based service ecosystem and…

Abstract

Purpose

This paper investigates the paths through which innovation community affects content providers' new service development (NSD) performance in technology-based service ecosystem and contingency factors exist in the paths.

Design/methodology/approach

The research model is built based on service-dominant (S-D) logic, exploring the relationship among innovation community, content providers' knowledge acquisition and content providers' NSD performance as well as the moderating role of content providers' technology readiness and content providers' complexity. Using survey data collected from 386 content providers of selected open network platforms in China, this study finds broad support for the proposed research model.

Findings

The findings of this paper reveal that content providers' tacit knowledge acquisition from users plays a mediating role between the innovation community and new service ratings. Content providers' technology readiness plays a positive moderating role in the relationship between innovation community and their explicit or tacit knowledge acquisition. Content providers' task complexity negatively moderates the effects of their explicit knowledge acquisition from users on new service volumes or ratings, but positively moderates the effects of tacit knowledge acquisition from users on new service volumes or ratings.

Originality/value

Though extant literature highlights the importance of knowledge acquisition in NSD performance, few studies explore the antecedents of content providers' knowledge acquisition from users and the paths through which these antecedents affect content providers' NSD performance. Moreover, boundary conditions exist in the process of improving NSD performance are generally ignored in previous literature. With the lens of S-D logic, this paper explicates how content providers of different technology readiness and different task complexity enhance their new service volumes and ratings through acquiring explicit and tacit knowledge from users in innovation community. Adopting S-D logic from marketing area to NSD area, this paper not only enriches the theoretical accumulations of antecedents and boundary conditions of content providers' NSD performance but also offers insights for content providers and users on how to synergistically advance NSD activities and co-create value in the technology-based service ecosystem.

Details

Industrial Management & Data Systems, vol. 120 no. 10
Type: Research Article
ISSN: 0263-5577

Keywords

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