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Article
Publication date: 14 October 2019

Hiep Cong Pham, Linda Brennan, Lukas Parker, Nhat Tram Phan-Le, Irfan Ulhaq, Mathews Zanda Nkhoma and Minh Nhat Nguyen

Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study…

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Abstract

Purpose

Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach, can be used to gain an understanding of employees’ interactions within an organization’s cybersecurity environment. This understanding could inform the design of servicescapes and behavioral infrastructure to promote and maintain cybersecurity compliance.

Design/methodology/approach

This study adopted an inductive qualitative approach using in-depth interviews with employees in several Vietnamese organizations. Discussions were centered on employee experiences and their perceptions of cybersecurity initiatives, as well as the impact of initiatives on compliance behavior. Responses were then categorized under the 7Ps marketing mix framework.

Findings

The study shows that assessing a cybersecurity program using the 7P mix enables the systematic capture of users’ security compliance and acceptance of IT systems. Additionally, understanding the interactions between system elements permits the design of behavioral infrastructure to enhance security efforts. Results also show that user engagement is essential in developing secure systems. User engagement requires developing shared objectives, localized communications, co-designing of efficient processes and understanding the “pain points” of security compliance. The knowledge developed from this research provides a framework for those managing cybersecurity systems and enables the design human-centered systems conducive to compliance.

Originality/value

The study is one of the first to use a cross-disciplinary social marketing approach to examine how employees experience and comply with security initiatives. Previous studies have mostly focused on determinants of compliance behavior without providing a clear platform for management action. Internal social marketing using 7Ps provides a simple but innovative approach to reexamine existing compliance approaches. Findings from the study could leverage proven successful marketing techniques to promote security compliance.

Details

Information & Computer Security, vol. 28 no. 2
Type: Research Article
ISSN: 2056-4961

Keywords

Content available
Article
Publication date: 20 November 2023

David Micallef, Lukas Parker, Linda Brennan, Bruno Schivinski and Michaela Jackson

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related…

Abstract

Purpose

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.

Design/methodology/approach

Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.

Findings

Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.

Originality/value

To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.

Details

Journal of Social Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

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 the…

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

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 planning…

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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

Keywords

Content available
Article
Publication date: 10 July 2017

Josephine Previte and Linda Brennan

Abstract

Details

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

Abstract

Details

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

Article
Publication date: 27 August 2020

Michaela Jackson, Lukas Parker, Linda Brennan and Jenny Robinson

After comprehensive review of discourse surrounding school-banking programmes and marketing to children, the authors develop evidence-based guidelines for such programmes…

Abstract

Purpose

After comprehensive review of discourse surrounding school-banking programmes and marketing to children, the authors develop evidence-based guidelines for such programmes. Guidance for organisations is provided to ensure they understand these products' impact on children and other vulnerable consumers.

Design/methodology/approach

A comprehensive, systematised review of literature related to school-banking programmes was undertaken during 2019, 22 Boolean searches were collated, appraised using a five-step quality appraisal framework and analysed against selection criteria. To accommodate literature across disciplines, quality appraisal combined two existing hierarchies of evidence and peer-review status.

Findings

Searches returned over 375,000 articles; 149 were relevant and met quality thresholds. Evidence supports the role of financial education in producing positive financial outcomes. However, education should involve communities and families to enhance consumer socialisation and limit negative consequences. From this, guidelines are presented accounting for students' and parents' ability to understand marketing messages and the impact of in-school marketing on students – including on longer-term perceptions, attitudes and behaviours.

Practical implications

Guidelines are to assist financial institutions, policymakers and schools balance the benefits of financial literacy and education with potentially negative consequences of school-banking programmes. Classifying programmes as marketing rather than CSR also benefits organisations contributing corporate resources and voluntarily engaging practices underpinned by commitment to community well-being.

Originality/value

Avoiding moral panic, the authors instead outline evidence-based guidelines on school-banking programmes. The quality appraisal process used in this review offers a new approach to synthesising inter-disciplinary evidence.

Content available
Article
Publication date: 11 July 2016

Linda Brennan and Marie-Louise Fry

548

Abstract

Details

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

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 to…

5425

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

Content available
Article
Publication date: 30 September 2014

Linda Brennan and Lukas Parker

7292

Abstract

Details

Journal of Social Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 2042-6763

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