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Article
Publication date: 10 July 2017

Sarah Maree Duffy, Gavin Northey and Patrick van Esch

The purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems.

Abstract

Purpose

The purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems.

Design/methodology/approach

This is a conceptual paper that uses the financial crisis in Iceland as a demonstrative example to show how social mechanism theory can help social marketers and policy makers overcome complexity and strive for the social transformation they seek.

Findings

This paper suggests the utility of social mechanism theory for understanding wicked problems, how they came to be and how social marketing practices can be applied to resolve market complexities.

Research limitations/implications

Social marketers need to identify what is driving what, to plan and implement interventions that will lead to the social change desired. This paper presents a framework that guides the analyst through this social change process.

Originality/value

This work provides social marketers with the means to understand the “moving parts” of a wicked problem to identify where an intervention is required to achieve the social change sought.

Details

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

Keywords

Article
Publication date: 6 June 2019

Patrick van Esch, Sarah Maree Duffy, James Teufel, Gavin Northey, Edward Elder, Catherine Frethey-Bentham, Thomas B. Cook and Jonas Heller

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with…

Abstract

Purpose

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program.

Design/methodology/approach

Within subjects quasi-experimental design.

Findings

The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six.

Practical implications

A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years.

Social implications

Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike.

Originality/value

The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

Details

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

Keywords

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