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Abstract

Details

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

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…

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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

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.

Article
Publication date: 10 April 2018

Hue Trong Duong and Lukas Parker

This paper aims to examine motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms…

Abstract

Purpose

This paper aims to examine motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms related to motorcycle speeding behaviour are prevalent among young motorcyclists, and whether there is an association between these misperceptions with their speeding behaviour.

Design/methodology/approach

A cross-sectional survey of 541 young motorcyclists was carried out as the second phase of a larger project, which examined the role of social norms related to road safety attitudes and behaviours.

Findings

The results showed misperceptions of perceived speeding norms among both male and female young motorcyclists. There was an association between normative misperceptions and speeding behaviour, and between speeding behaviour and approval to speeding behaviour by young motorcyclists. In addition, peer presence was found to moderate the relationship between misperceptions of speeding norms and speeding behaviour.

Originality/value

The study contributes to addressing the call for study of social norms marketing and health risks in non-Western contexts. Further, the results provide support for social marketers to consider the use of social norms approach in designing social marketing campaigns to promote safe motorcycle driving behaviours.

Details

Journal of Social Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Content available
Article
Publication date: 30 September 2014

Linda Brennan and Lukas Parker

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Abstract

Details

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

Article
Publication date: 13 April 2015

Duong Trong Hue, Linda Brennan, Lukas Parker and Michael Florian

– This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context.

Abstract

Purpose

This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context.

Design/methodology/approach

A series of focus groups was undertaken in relation to driving practices from a number of groups: adolescents, families and adult males and females. The discussion centred on how driving behaviours were socialised within the various groups.

Findings

The research highlighted some very interesting social dynamics in relation to how safe driving habits are established and supported within the social context. In particular, the separation of descriptive and injunctive norms and the role such norms play in socialising driving behaviours, safe or otherwise.

Practical implications

The implications for social marketing practice are considerable, especially in the Vietnamese context where injunctive norms are difficult to portray, given the dynamics of the media landscape. Social marketing campaigns will need to have a broader consideration of how to establish descriptive norms, bearing in mind the social milieu in which the behaviours occur.

Originality/value

This research is the first of its kind in the Vietnamese context. While much practice-led innovation is occurring in the region, there is little extant research on the topic of social norms and the socialisation of behaviours within the Southeast Asian region.

Details

Journal of Social Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 10 June 2014

Lukas Parker, Torgeir Aleti Watne, Linda Brennan, Hue Trong Duong and Dang Nguyen

– This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam.

Abstract

Purpose

This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam.

Design/Methodology/Approach

An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City (N = 391).

Findings

The results suggest that environmental considerations are not taken into account in young Vietnamese adults’ purchase intentions. This is more evident in expressive purchases, but also, to some degree, in utilitarian purchases.

Practical implications

For the marketers of environmentally friendly products, this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietnam.

Social implications

Non-government organisations and governments seeking to protect the environment need to consider this unique dynamic in social marketing campaigns to increase the desirability of pro-environmental product choices and other pro-environmental behaviours.

Originality/value

This paper examines pro-environmental behaviours and intentions of young adults in Vietnam for the first time. The paper establishes that self-expression is more important than the environment, and it is also evident that these young consumers are still vulnerable to perceived social pressure when it comes to expressing themselves.

Details

Young Consumers, vol. 15 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 15 June 2015

Torgeir Aleti, Linda Brennan and Lukas Parker

The purpose of this paper is to establish how consumer knowledge is transferred among family members in multi-generational families, based on the consumer socialisation…

Abstract

Purpose

The purpose of this paper is to establish how consumer knowledge is transferred among family members in multi-generational families, based on the consumer socialisation theory. Understanding how consumers learn about consumption and are socialised as consumers is critical to developing marketing strategies throughout the family lifecycle. Central to current conceptions of consumer socialisation is the idea that individuals make decisions as outcomes of previous socialisation processes. However, socialisation takes place in the meso-level social setting and there is need to understand how these meso-systems interact when it comes to consumption.

Design/methodology/approach

Using a social system design and dyadic analysis, the authors tested knowledge transfer and consumer socialisation agency in multi-generation families in Vietnam, yielding a sample size of 654 individuals and 218 families.

Findings

The authors demonstrate the role of consumer socialisation agency on consumer knowledge transfer between people within families. The study illustrates that where knowledge is limited, family-related services and household products will be jointly considered within the family.

Research limitations/implications

This study was undertaken within a single country setting, but the technique and findings have wider implications for collectivist family decision-making in other settings. The limitations of cross-sectional research are acknowledged; the method specifically overcomes issues with self-reported measures by collecting data from multiple people within the social system.

Practical implications

Our findings suggest that consumer knowledge and learning is bi-directionally transferred through consumer socialisation agency. In complex new market situations, marketers can target the social system and ensure that knowledge will be transferred between members.

Originality/value

Social system design and dyadic analysis have not previously been used to examine meso-level consumption settings. The results provide unique understanding of consumer learning in social settings.

Article
Publication date: 20 August 2018

Robert Crawford

This paper aims to examine the evolution of the advertising agency and its offices in Australia over the course of the twentieth century. Historical accounts of…

Abstract

Purpose

This paper aims to examine the evolution of the advertising agency and its offices in Australia over the course of the twentieth century. Historical accounts of advertising have paid scant attention to agencies’ attempts to organise and manage their offices, as well as the impact that these efforts has had on the work undertaken by agency staff.

Design/methodology/approach

This study draws on reports in the advertising industry press, as well as oral history testimony to examine the agencies’ changing layout and interior design. It identifies three distinct periods, which reveal the impact of modernist and post-industrialist ideas on the organisation and functions of the advertising agency’s offices and, indeed, their impact on the agency’s outputs.

Findings

This examination of the office space within the agency setting not only offers a new perspective of the advertising agency business as a whole but also demonstrates the importance of material culture for historians working across management, business and marketing fields.

Originality/value

The originality of this study lies in its use of material culture and space as a tool for examining management history and understanding its impact on everyday work practices. By charting the changes reflected in advertising agency office spaces, this study also offers a unique overview of the ways that management practices have historically interacted with business work spaces.

Details

Journal of Management History, vol. 24 no. 4
Type: Research Article
ISSN: 1751-1348

Keywords

Article
Publication date: 30 September 2014

Marie-Louise Fry

– The purpose of this paper is to explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies.

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Abstract

Purpose

The purpose of this paper is to explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies.

Design/methodology/approach

Blog data from 15 individuals participating in the online community of Hello Sunday Morning were collected and analysed. Informants also participated in a series of in-depth interviews to gain a self-reflective perspective of alcohol reduction action, activities and interactions.

Findings

The findings indicate learning of new alcohol reduction consumption consistencies occurs through three modes or learning infrastructures: engagement, imagination and alignment, enabling a collective sense of connection in the creation of new alcohol-related rituals and traditions, competency of practices and transmission of values and norms beyond the community.

Research limitations/implications

The results underscore the need for social marketers to recognise learning of alcohol reduction behaviour is continually negotiated and dynamically engendered through socially reproduced conditions, responses and relationships.

Originality/value

This study contributes to the transformational potential of social marketing situating behaviour change as a social interaction between actors within a dynamic market system.

Details

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

Keywords

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