Search results

For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process evaluations: measuring more than “what” worked well, but also evaluating “how” and “why” success or indeed failure happened.

An online survey, adapting Dillman’s tailored design method empirically assesses 13 reflexive process hypotheses. With a response rate of 74 per cent, regression analysis was conducted to evaluate the proposed hypotheses and to identify the significant predictors of each of the reflexive process relationships under investigation.

The study empirically examines and shows support for three reflexive process evaluation constructs – relationships, knowledge and networking. Network involvement and reciprocity; two process dimension constructs do not exert any impact or predict any relationship in the conceptual framework.

This paper expands evaluation theory and practice by offering a conceptual framework for reflexive process evaluation that supports the logic to be reflexive. It shows support for three reflective process evaluation constructs – relationships, knowledge and networks. Another unique element featured in this study is the empirical assessment of Gordon and Gurrieri’s “other stakeholders”, extending evaluations beyond a traditional client focus to an interconnected assessment of researchers, clients and other stakeholders.

The purpose of this paper is to show how non-linear causal modelling knowledge, already accumulated by other disciplines, is central to unravelling wicked problem scoping and definition in social marketing.

The paper is an illustrative case study approach, highlighting three real-world exemplars of causal modelling for wicked problem definition.

The findings show how the traditional linear research methods of social marketing are not sensitive enough to the dynamics and complexities of wicked problems. A shift to non-linear causal modelling techniques and methods, using interaction as the unit of analysis, provides insight and understanding into the chains of causal dependencies underlying social marketing problems.

This research extends the application of systems thinking in social marketing through the illustration of three non-linear causal modelling techniques, namely, collective intelligence, fuzzy cognitive mapping and system dynamics modelling. Each technique has the capacity to visualise structural and behavioural properties of complex systems and identify the central interactions driving behaviour.

Non-linear causal modelling methods provide a robust platform for practical manifestations of collaborative-based strategic projects in social marketing, when used with participatory research, suitable for micro, meso, macro or systems wide interventions.

The paper identifies non-linear causality as central to wicked problem scoping identification, documentation and analysis in social marketing. This paper advances multi-causal knowledge in the social marketing paradigm by using fuzzy, collective and interpretative methods as a bridge between linear and non-linear causality in wicked problem research.

This paper aims to describe a case between practitioners and social marketing academics to grow and scale a programme that engages with primary schools, teachers, children and the education network, inspiring students to become marine leaders and ocean champions.

Over a six-year period, the authors first applied collective intelligence to work with stakeholders across society to better understand the barriers and solutions to teaching children (6–12 year olds) about the ocean in schools. Following this, a Collective Impact Assessment of the Explorers Education Programme took place to grow the impact of the programme.

The Explorers Education Programme has grown its numbers higher than pre-pandemic levels. In 2022, the Explorers Education Programme had the largest number of participating children, reaching 15,237, with a growth of 21% compared to pre-pandemic levels in 2019 and 79% compared to 2021. In 2023, the programme won the “Best Education Outreach Award” category of the Education Awards in Ireland.

This research stresses the importance of measuring impact. The long-term impact of the Explorers Education Programme at societal, environmental and economical levels takes a much longer time frame to measure than the six years of these research collaborations.

The collaborative approach between academics and practitioners meant that this research had practical implications, whereby necessary and effective changes and learnings could be directly applied to the Explorers Education Programme in real time, as the practitioners involved were directly responsible for the management and coordination of the programme.

The value of collaborations and engagement between academia and practice cannot be underestimated. The ability to collectively reflect and assess impact moves beyond “an” intervention, allowing for more meaningful behavioural, social and system changes for the collective good, inspiring the next generation of marine leaders and ocean champions.

Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges. The paper aims to discuss these issues.

This is a conceptual paper that seeks to integrate lessons from social marketing practice with the value co-creation discourse from commercial marketing. Drawing upon two projects that have applied principles of collaboration and co-design, the paper provides a critical perspective on the adoption of value co-creation in social marketing.

The collaborative and emancipatory ambitions of co-creation seem highly compatible with social marketing. However, the paper notes some significant conceptual, ethical and practical obstacles in the path of a workable theory of value co-creation for social marketing.

While representation of value co-creation and other collaborative approaches is increasing in the social marketing literature, this is the first attempt to provide an integrated and critical review of their compatibility with social marketing at a conceptual, ethical and theoretical level. The analysis shows that value co-creation theory can simultaneously offer opportunities and present obstacles for social marketing.

Social marketing theories have habituated to a theoretical and methodological focus that is criticised for being myopic and stigmatising. Following recommendations to redirect focus theoretically, the purpose of this paper is to apply an observational methodology to understanding how project stakeholders interact to examine whether consideration of stakeholders can identify factors facilitating or impeding farming practice change.

More than 48 events involving as many as 150 people including project stakeholder meetings, one-on-one consultations and annual events were observed over more than 100 h by between one and five researchers. Field notes were gathered, and thematic coding focussed on understanding how stakeholders facilitated or impeded practice change.

Observations identified limited provision of information about the project by on ground project stakeholders to targeted individuals (farmers). On the rare occasions where information sharing was observed, communication was delayed making it difficult for individuals to connect actions with outcomes observed. Participating stakeholders did not freely support delivery of activities needed for individual practice change.

This study indicates the value of wider process and outcome assessment encompassing stakeholders to identify factors impeding and facilitating farming practice change.

Approaches that centre attention on individuals fail to acknowledge the inputs, activities and outputs delivered by project stakeholders within a system of change. By redirecting evaluation focus, shared responsibility is gained and stigmatisation of one stakeholder group can be avoided.

This study demonstrates how observations can be used to redirect focus to consider actions and interactions occurring between on ground project stakeholders. A stakeholder evaluation approach extends monitoring and evaluation focus beyond individuals targeted for behaviour change. Implications, limitations and future research directions are outlined.

The purpose of this paper is to develop, validate the content and analyze the inter-rater reliability of a checklist of good hygiene practices in food trucks (GHPFT).

The study was carried out in Curitiba, Brazil, and divided into three stages: preparation of the evaluation checklist; validation of the checklist’s content; and reliability analysis. Content validation was carried out by six experts using the Content Validity Index (CVI). The reliability analysis was performed on five food trucks by four partners using the κ coefficient.

Prior to validation, the checklist contained 34 items divided into 9 categories; after, this number was changed to 30 items divided into 8 categories. The validated checklist presented a CVI=0.867 for each of the categories and κ between 0.636 and 0.759, indicating good reproducibility.

The checklist considered the requirements of Brazilian laws, and may not reflect the good hygiene practices requirements specific to other countries.

The checklist proposed is an unprecedented tool, and may be used in the implementation of good hygiene practices and in inspections carried out by the Health Regulatory Agency for the street food segment.

The study was the first to describe the development, content validation and inter-rater reliability analysis of an evaluation checklist for GHPFT, and the results can be used by professionals working in the area.

Purpose – To explain the unswerving loyalty given to Charles Manson by his followers from a religious perspective by drawing on Durkheim’s (1912/1976) theory of religion and Hall’s (2003, 2013) theory of religion and violence.

Design/methodology/approach – A qualitative analysis of archived multimedia either quoting, or written by, members of the Manson Family. Specifically, a theoretical thematic analysis is used to draw inferences on how members explained their participation in the 1969 murders.

Findings – The Manson Family display a unified belief system premised on the sacredness ascribed to Helter Skelter, forming a moral community at Spahn Ranch. Manson was conceived as the clan’s God, thereby meeting most of Durkheim’s requirements for a religious formation. A main component of their belief system was the inevitability of Helter Skelter, or the upcoming racial revolution; the ultimate war and end of the world. This belief provides one explanation for the Manson murders; that they were carried out as a religious duty to initiate Helter Skelter.

Originality/value – Despite the continued public fascination with the Manson murders, only a few studies have applied a sociotheoretical framework to explain this event and none have used a religious account from the perspective of those involved. By introducing religion as one plausible framework, this research is not only an extension of Durkheim’s work but also contributes to existing literature on the relationship between religion and violence.