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Article
Publication date: 10 July 2017

Josephine Previte and Linda Brennan

Abstract

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

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Article
Publication date: 10 April 2017

Marie-Louise Fry, Josephine Previte and Linda Brennan

This paper aims to propose a new ecological systems-driven framework, underpinned by a relational marketplace lens, for social marketing practitioners to consider when…

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1041

Abstract

Purpose

This paper aims to propose a new ecological systems-driven framework, underpinned by a relational marketplace lens, for social marketing practitioners to consider when planning and designing programs. The authors contend that behavioural change does not occur in a vacuum and, as such, point to an ecology in which the individual is but one participant in a broader scope of social change activities.

Design/methodology/approach

The paper is conceptual and presents the Indicators for Social Change Framework.

Findings

The Indicators for Social Change Framework puts forward a series of “must-have” indicators to consider when designing and planning social marketing programmes. Across identified indicators, the Framework delineates types of marketing actions to consider when planning for individual-oriented change and those required for wider systems-oriented change.

Originality/value

This paper contributes to the broadening and deepening of the social marketing argument that reliance on individual behaviour change perspectives is not sufficient to resolve complex social problems that are inherently influenced by wider social forces. In transforming social change design, this paper transitions towards a logic view of social marketing that encourages and supports social change planners to be inclusive of interactions, processes and outcomes of value creation across the wider social marketing system.

Details

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

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Article
Publication date: 1 January 2021

Roderick J. Brodie, Kumar Rakesh Ranjan, Martie-louise Verreynne, Yawei Jiang and Josephine Previte

The COVID-19 pandemic has created a crisis for healthcare systems worldwide. There have been significant challenges to managing public and private health care and related…

Abstract

Purpose

The COVID-19 pandemic has created a crisis for healthcare systems worldwide. There have been significant challenges to managing public and private health care and related services systems’ capacity to cope with testing, treatment and containment of the virus. Drawing on the foundational research by Frow et al. (2019), the paper explores how adopting a service ecosystem perspective provides insight into the complexity of healthcare systems during times of extreme stress and uncertainty.

Design/methodology/approach

A healthcare framework based on a review of the service ecosystem literature is developed, and the COVID-19 crisis in Australia provides an illustrative case.

Findings

The study demonstrates how the service ecosystem perspective provides new insight into the dynamics and multilayered nature of a healthcare system during a pandemic. Three propositions are developed that offer directions for future research and managerial applications.

Practical implications

The research provides an understanding of the relevance of managerial flexibility, innovation, learning and knowledge sharing, which offers opportunities leading to greater resilience in the healthcare system. In particular, the research addresses how service providers in the service ecosystem learn from this pandemic to inform future practices.

Originality/value

The service ecosystem perspective for health care offers fresh thinking and an understanding of how a shared worldview, institutional practices and supportive and disruptive factors influence the systems’ overall well-being during a crisis such as COVID-19.

Details

Journal of Service Theory and Practice, vol. 31 no. 2
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 7 September 2018

Raymond P. Fisk, Alison M. Dean, Linda Alkire (née Nasr), Alison Joubert, Josephine Previte, Nichola Robertson and Mark Scott Rosenbaum

The purpose of this paper is to challenge service researchers to design for service inclusion, with an overall goal of achieving inclusion by 2050. The authors present…

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3591

Abstract

Purpose

The purpose of this paper is to challenge service researchers to design for service inclusion, with an overall goal of achieving inclusion by 2050. The authors present service inclusion as an egalitarian system that provides customers with fair access to a service, fair treatment during a service and fair opportunity to exit a service.

Design/methodology/approach

Building on transformative service research, a transformative, human-centered approach to service design is proposed to foster service inclusion and to provide a platform for managerial action. This conceptual study explores the history of service exclusion and examines contemporary demographic trends that suggest the possibility of worsening service exclusion for consumers worldwide.

Findings

Service inclusion represents a paradigm shift to higher levels of understanding of service systems and their fundamental role in human well-being. The authors argue that focused design for service inclusion is necessary to make service systems more egalitarian.

Research limitations/implications

The authors propose four pillars of service inclusion: enabling opportunity, offering choice, relieving suffering and fostering happiness.

Practical implications

Service organizations are encouraged to design their offerings in a manner that promotes inclusion and permits customers to realize value.

Originality/value

This comprehensive research agenda challenges service scholars to use design to create inclusive service systems worldwide by the year 2050. The authors establish the moral imperative of design for service inclusion.

Details

Journal of Service Management, vol. 29 no. 5
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 10 July 2017

Holly M. Thompson, Josephine Previte, Sarah Kelly and Adrian.B. Kelly

The purpose of this study is to investigate the influence of macro-level regulatory systems on alcohol management for community sport organisations (CSOs). It examines how…

Abstract

Purpose

The purpose of this study is to investigate the influence of macro-level regulatory systems on alcohol management for community sport organisations (CSOs). It examines how alcohol regulations translate into meso-level management actions and interactions that impact alcohol consumption in community sport clubs.

Design/methodology/approach

Management of alcohol was explored through the holistic lens of macro, meso, and micro-levels of influence. Sixteen semi-structured interviews were conducted with Australian club administrators from community sports clubs.

Findings

Thematic analysis revealed macro-level influences on alcohol management in CSOs, with government regulations and the state sport associations being the most influential. Challenges arise in alcohol policy implementation when sport administrators do not prioritise alcohol consumption as a problem to be addressed, or where a conflict of interest arises between alcohol revenue generation and clubs positioning as health promoting environments.

Practical implications

Targeting club administrators’ attitudes towards alcohol as a benign influence and revising alcohol management practices are recommended as priority strategies to enhance the implementation and promotion of responsible alcohol management in sport clubs. Affiliate state sport associations were also identified as influential settings to provide administrative or strategic direction to CSOs, which would reduce the resources required by volunteers and standardise alcohol management practices across sports clubs.

Originality/value

The prevailing alcohol research focuses on the consumption behaviour of individual members and sports players. The study findings are novel and important as they explore the macro-level influences that administrators experience when enacting and policing alcohol management strategies in sports clubs. To-date, administrators of CSOs have not been included in many studies about alcohol consumption regulation; therefore, the findings provide an original perspective on alcohol regulation and demonstrate how CSOs operationalise alcohol management in club settings. The original insights from this study informed the conceptualisation of a multilevel sport system framework, which can be applied to guide future governance of alcohol consumption in sport settings.

Details

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

Keywords

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Article
Publication date: 24 January 2018

Joy Parkinson, Rebekah Russell-Bennett and Josephine Previte

There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social…

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3226

Abstract

Purpose

There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding.

Design/methodology/approach

An online survey of 1,275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modeling and multi-group analysis of novice (first-time mothers) and experienced mothers is used to test the hypotheses.

Findings

The findings demonstrate emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships, while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced), the behavioral drivers change.

Practical implications

This research demonstrates an emotion, and experience-focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors.

Originality/value

This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 July 2016

Megan Godwin, Judy Drennan and Josephine Previte

The purpose of this paper is to explore the meso-level social forces that influence moderate drinking in young women’s friendship groups through the application of social…

Abstract

Purpose

The purpose of this paper is to explore the meso-level social forces that influence moderate drinking in young women’s friendship groups through the application of social capital theory.

Design/methodology/approach

A qualitative inquiry was undertaken utilising peer-paired and small focus groups to explore young women’s drinking choices within their existing friendship groups. Guided by emic and etic perspectives, friendship groups were analysed to inform archetypical representations that illustrate group-level social capital exchanges.

Findings

The approach led to identifying four social capital and drinking archetypes. These archetypes indicate social capital-led “influencers” and “followers” and highlight the displays of capital practised by young women in alcohol consumption contexts.

Research limitations/implications

The social marketing insight drawn from this study of young women’s drinking behaviours will inform social marketers on future strategic directions about how they can use alternative methods to segment the social market of young female drinkers and develop value propositions that will motivate them towards adopting or maintaining moderate drinking practices.

Originality/value

This study contributes to social marketing theory by demonstrating the worth of social capital theory as an alternative lens for social marketers to apply in explorations of group influences that shape behaviour. The research findings in the paper demonstrate how deeper theorisation provides rich insight into the meso-level, complex behavioural influence which effect young women’s alcohol consumption.

Details

Journal of Social Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 11 July 2016

Linda Brennan, Josephine Previte and Marie-Louise Fry

Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach…

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4769

Abstract

Purpose

Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets.

Design/methodology/approach

A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change.

Findings

The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers.

Practical implications

The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes.

Originality/value

The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.

Details

Journal of Social Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

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Article
Publication date: 3 October 2019

Josephine Previte and Nichola Robertson

Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being…

Abstract

Purpose

Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being. However, the mechanism via which such improved well-being results or so-called “transformation” occurs, is not well understood. The purpose of this paper is to examine the claims made in the TSR literature to identity the themes and scholarly meaning of “transformative” service exchange; ascertain the mechanisms used in service contexts to realize transformation, including to motivate long-term, sustainable societal change; and develop a transformative service exchange continuum to guide research and managerial approaches that aim to create uplifting social change. The authors recommend their continuum as a framework to inform how social marketing and service scholars design service solutions to address wicked social problems.

Design/methodology/approach

This paper presents a qualitative study where Leximancer, a text-mining tool, is used to visualize the structure of themes and concepts that define transformative service exchanges as explained and applied in the literature. Additionally, a profiling analysis of transformation as it is discussed in the TSR literature is used to identify the mechanisms that service marketers have developed to establish current theorization of service thinking for social change. These qualitative phases of analysis then inform the development of the transformative service exchange continuum.

Findings

A scoping review identified 51 articles across 12 journals, based on this study’s selection criteria for identifying transformative service exchanges. The Leximancer analysis systematically and efficiently guided the authors’ interpretation of the large data corpus and was used in the identification of service themes. The use of text-mining software afforded a detailed lens to enrich the authors’ interpretation and clarification of six high-level concepts for inclusion on a transformative service exchange continuum.

Originality/value

This paper aims to unpack the meaning of transformative service exchange by highlighting the mechanism(s) used by researchers when designing social change outcomes. It contributes to TSR via the development of the continuum across micro, meso and macro levels. The temporal nature of transformative service exchanges is also elucidated. This continuum integrates current TSR studies and can guide future service studies in the TSR and social marketing domains.

Details

Journal of Services Marketing, vol. 33 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 11 July 2016

Cybele May and Josephine Previte

This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems…

Abstract

Purpose

This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems integration approach conceptualised from a macromarketing perspective.

Design/methodology/approach

Rothschild’s motivation, opportunity and ability (MOA) framework is applied in this study to understand veterinarians as midstream microactors in the macrosystem of wicked animal welfare issues. Focus group and individual interview data from veterinarians were analysed through the lens of the MOA framework to understand veterinarians’ as midstream microactors within a systems continuum.

Findings

The MOA of veterinarians to engage downstream targets – cat owners – in behaviour change are identified. Fresh insights reveal the challenges and barriers to simply focusing on veterinarians as the key microactor required to address the wicked problem of cat overpopulation. Challenges identified include the cost of sterilisation to both owners and veterinary practices, alongside vying beliefs about the capacity of individual veterinarians to persuade owners about the benefits of sterilisation to improve animal welfare. Additionally, insight into veterinarians’ perceptions of upstream strategies to address the problem – in terms of marketing, education and law – expose further complications on where regulation and law enforcement can be integrated in future social marketing strategies to address the cat overpopulation problem.

Practical implications

The application of the MOA framework improves understanding of the concept and practice of midstream social marketing. It provides a practical and strategic tool that social marketers can apply when approaching behaviour change that leverages midstream actors as part of the social change solution.

Originality/value

Research and theorisation in this paper demonstrates an alternative pathway to address wicked problems via a collaborative systems integration approach conceptualised from a macromarketing perspective. Effective long-term change relies on understanding and coordinating a broad macrosystem of interconnected actors along a downstream, midstream and upstream continuum. This starts by understanding the microactions of individual actors within the macrosystem.

Details

Journal of Social Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

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