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Article
Publication date: 17 May 2021

David James Schmidtke, Krzysztof Kubacki and Sharyn Rundle-Thiele

This study aims to review social marketing interventions reported in peer-reviewed literature from 2010 to 2019 that were conducted in low- and middle-income countries…

Abstract

Purpose

This study aims to review social marketing interventions reported in peer-reviewed literature from 2010 to 2019 that were conducted in low- and middle-income countries (LMICs). This paper seeks to further contribute to understanding on the health of the social marketing field, synthesising studies to examine the extent of use of social marketing’s core principles.

Design/methodology/approach

A total of 17 interventions, discussed in 31 papers, were identified in the review. Social marketing interventions were assessed against eight elements (social marketing benchmark criteria): behavioural objectives, customer orientation, theory, insight, exchange, competition, segmentation and methods mix.

Findings

Evidence in this review found that most interventions yielded positive outcomes. This supports social marketing’s efficacy in addressing the United Nations sustainable development goals within LMIC contexts. None of the social marketing interventions used all eight benchmark criteria. The study found that there was limited use of insight, competition and segmentation principles followed in social marketing interventions in LMICs. Finally, although present in a number of studies, theory and customer orientation were not applied to the full extent needed.

Research limitations/implications

Findings indicate the social marketing field will greatly benefit from capacity building and training. Too few interventions labelled as social marketing are able to clearly apply and report application of social marketing’s fundamental principles, which is limiting programme effectiveness.

Originality/value

To date evidence reviews draw on interventions applied in high-income countries demonstrating extent of application of fundamental social marketing principles positively linked to behaviour change. This study extends the assessment of social marketing principles, delivering assessment of eight benchmarks encompassing insight and theory in an LMIC setting, demonstrating gaps in application and clear examples of application across all benchmarks to deliver a guide that people new to the social marketing field can follow.

Details

Journal of Social Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

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Article
Publication date: 18 April 2017

Denni Arli, Krzysztof Kubacki, Fandy Tjiptono and Sebastian Morenodiez

Online digital piracy continues to rise globally. The issue is worsening among young people especially in the context of emerging markets due to lack of laws and…

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1069

Abstract

Purpose

Online digital piracy continues to rise globally. The issue is worsening among young people especially in the context of emerging markets due to lack of laws and regulations. Interestingly, emerging markets are also home to some of the highest religious followers. The purpose of this paper is to investigate the impact of young consumer’s religiousness on their attitude and intention towards digital piracy which should negate their tendency to pirate.

Design/methodology/approach

Data were collected from Indonesia (N = 715) by means of questionnaires distributed to business students at two major (one public and one private) Indonesian universities. The sample consists of 289 (40.4 per cent) males and 426 females (59.6 per cent). The student sample contained a majority of people who were aged 18 to 24 years (94.1 per cent).

Findings

The current study shows that intrinsic religiousness is a strong predictor of attitude towards digital piracy, intention to commit digital piracy, perceived benefits of digital piracy, perceived likelihood of punishment and fear of legal consequences. Extrinsic (social) religiousness was found to have a negative impact on perceived likelihood of punishment and fear of legal consequences. The results of this study will have several important implications for managers and especially religious leaders on how to combat digital piracy.

Originality/value

This is one of the first few studies exploring the impact of religiosity among young consumers in Indonesia.

Details

Young Consumers, vol. 18 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Article
Publication date: 14 October 2019

Krzysztof Kubacki, Natalia Szablewska and Ann-Marie Kennedy

Abstract

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 2 September 2019

Foluké Abigail Badejo, Sharyn Rundle-Thiele and Krzysztof Kubacki

Responding to the call for an extension of social marketing scope and application, this paper aims to outline implementation of a multi-stream, multi-method formative…

Abstract

Purpose

Responding to the call for an extension of social marketing scope and application, this paper aims to outline implementation of a multi-stream, multi-method formative research approach to understanding human trafficking in the global South context of Nigeria.

Design/methodology/approach

Data were collected using a multi-method, multi-stream research design. The study used alternative methods allowing a critical perspective to be taken.

Findings

Contradictions between upstream discourses and the lived experiences of trafficked individuals emerged. Specifically, moral and rational agency ideology, which conflates human trafficking with prostitution, unintentionally promotes human trafficking and underrepresents other forms of trafficking was evident. Experiences of socioeconomic oppression, traditional practices and an aspirational culture fuels positive attitudes towards human trafficking. The lived experience of human trafficking survivors while varied was underpinned by the common theme of job seeking. Participants perceived human traffickers as benevolent users rather than oppressors, and their rescue as oppressive and disempowering.

Research limitations/implications

Application of a multi-stream approach is limited by research context, sample size, time and cost constraints. Future research extending the multi-stream research approach to other research contexts and groups is recommended.

Practical implications

Multi-stream formative research design assisted to yield wider insights, which informed the design of a multilevel pilot intervention to combat human trafficking in Nigeria.

Originality/value

Extending understanding beyond individual, myopic approaches that have dominated social marketing formative research.

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

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Article
Publication date: 6 July 2020

Krzysztof Kubacki, Dariusz Siemieniako and Linda Brennan

The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising…

Abstract

Purpose

The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising the relationships among several interrelated concepts, including power, power asymmetry, vulnerability and resilience, in the context of social marketing systems.

Design/methodology/approach

This is a conceptual paper synthesising literature from social marketing, sociology and marketing management.

Findings

The main outcome of the discussion is a proposed integrative framework for vulnerability analysis. The framework identifies the main groups of stakeholders within a social marketing system and the bases for their power and consequential power asymmetries. It focusses on the types and states of vulnerability to identify the distinct characteristics of the social conditions of vulnerability for micro-level system actors. It leads to building positive resilience through efforts aiming to change the power asymmetries at the downstream, midstream and upstream levels.

Originality/value

The integrative framework for vulnerability analysis answers the call from Wood (2019) for the development of practical approaches to better understand resilience-building approaches in social marketing programmes. The framework provides reconciliation for diverse dimensions of vulnerability as a natural characteristic of all social marketing systems and as a universal, constant and inherent social condition.

Details

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

Keywords

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Article
Publication date: 31 August 2020

James Durl, Timo Dietrich and Krzysztof Kubacki

Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by…

Abstract

Purpose

Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by their resource-intensive character. The purpose of this paper is to address this limitation, a brief alcohol social marketing pilot program was derived from a comprehensive alcohol social marketing program to compare effectiveness.

Design/methodology/approach

A sample of 115 14–16-year-old adolescents from six secondary schools participated in the brief alcohol social marketing pilot program. Program effectiveness was assessed using repeated measure analysis on adolescents’ knowledge, attitudes, social norms, self-efficacy and intentions to binge drink. Results were compared with the comprehensive social marketing program and a control group.

Findings

The brief pilot program produced statistically significant outcomes for the same measures as the comprehensive program across attitudinal variables, descriptive norms and opportunistic self-efficacy.

Research limitations/implications

Converting existing social marketing programs into brief alternates is more cost-effective and, in this case, demonstrated better outcome effects. However, findings are limited as in-depth comparisons were hindered by changes to content across program modes. No process for converting comprehensive programs into brief alternates was identified prior to this study, and therefore a number of considerations for program alteration were derived from program facilitator experiences.

Originality/value

The findings provide initial evidence that a brief version of an existing comprehensive program can be an effective alternate to more resource-intensive programs under more cost-effective circumstances for program developers and facilitators.

Details

Journal of Social Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

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Article
Publication date: 11 April 2016

Lisa Schuster, Krzysztof Kubacki and Sharyn Rundle-Thiele

This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the…

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1737

Abstract

Purpose

This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour.

Design/methodology/approach

A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents.

Findings

The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable.

Originality/value

The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

Details

Journal of Social Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

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Article
Publication date: 3 January 2017

Krzysztof Kubacki, Rimante Ronto, Ville Lahtinen, Bo Pang and Sharyn Rundle-Thiele

A significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity…

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2051

Abstract

Purpose

A significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.

Design/methodology/approach

In total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.

Findings

None of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity.

Originality/value

The results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

Details

Health Education, vol. 117 no. 1
Type: Research Article
ISSN: 0965-4283

Keywords

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Article
Publication date: 18 January 2019

Sara Shawky, Krzysztof Kubacki, Timo Dietrich and Scott Weaven

Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study…

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3729

Abstract

Purpose

Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social marketing programmes conducted worldwide between 2005 and 2017.

Design/methodology/approach

A total of 29 social marketing programmes were identified using systematic literature review procedures.

Findings

The majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences’ ability to revisit their social media communications and encourage them to act as advocates for the programmes’ activities.

Research limitations/implications

The analysis presented in this paper is limited by the information provided in the identified studies.

Originality/value

Despite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.

Details

Journal of Social Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

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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 35