Search results
1 – 10 of over 8000Lauren Gurrieri, Ross Gordon, Jo Barraket, Andrew Joyce and Celia Green
This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that…
Abstract
Purpose
This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that have attracted social movements and the ways actors can come together to drive inclusive social change agendas.
Design/methodology/approach
Through the lens of new social movement theory, a case study of the interactions and dynamics between fat activists and obesity prevention public health actors is examined. This is undertaken through a multi-method qualitative analysis of interview and archival blog data of fat activists located in Australia, which was compared with the campaign materials and formative and evaluative research related to two high profile Australian Government funded anti-obesity campaigns.
Findings
The case analysis highlights the disconnect between public health actors and the marginalized voices of those they are meant to be representing. Whilst public health actors characterise obesity as a social issue of individual responsibility, disease and rational-decision making; fat activists frame a competing collective identity of well-being, support and self-acceptance that characterise their social change efforts.
Research limitations/implications
This research highlights how complexities arise but can potentially be overcome in creating inclusive social change coalitions that incorporate the voices of citizen groups whom have mobilised into social movements. Specifically, we highlight the importance of generating a common language around obesity, the significance of collaborative and supportive relations and the need to create common unity through emotional investment and returns - a departure from the highly rational approaches taken by most social change programs.
Practical implications
Obesity is a complex social issue marked by conflict and contestation between those who are obese and the very actors working to support them. Our research contends that creating an inclusive social change coalition between these stakeholders will require a shift towards language anchored in well-being as opposed to disease, relations defined by support as opposed to an emphasis on individual responsibility and emotional investments that work to bolster self-acceptance in place of rational appeals as to the “correct” behaviours one should chose to engage in. Such steps will ensure social change program design is collaborative and incorporates the lived experiences of the very citizens such initiatives are targeted towards.
Originality/value
We contribute to wider discussions in social marketing about the development of holistic and progressive, multi-stakeholder, multi-level programs by advocating that inclusive social change coalitions united through the collective identity elements of cognitions and language, relational ties and emotional investment offer an important step forward in tackling the wicked problems that social marketers work to address.
Details
Keywords
In the fast pace of the 21st century there is a demand for effective leaders capable of handling the internal and external changes occurring in our organizations. This paper seeks…
Abstract
In the fast pace of the 21st century there is a demand for effective leaders capable of handling the internal and external changes occurring in our organizations. This paper seeks to inform the reader because change is natural; it is constant; it is inevitable. But, what constitutes effective leadership is the question? The main purpose of this paper is to offer 10 recommendations toward effective leadership that are outcomes of an eclectic leadership approach – Facilitative Social Change Leadership Theory (FSCL). The FSCL approach is a melding of Social Change Theory, Social Change Leadership Theory, and Transformational Leadership Theory as well as the work of Tichy and DeVanna.
Nuno Baptista, Helena Alves and José Pinho
This paper aims to reinforce the arguments for applying the social support concept in social marketing.
Abstract
Purpose
This paper aims to reinforce the arguments for applying the social support concept in social marketing.
Design/methodology/approach
This paper aims to conceptually outline the potential positive contribution of social support for social marketing practice as a tool to induce behavior change.
Findings
This paper focuses on the philosophical principle of social exchange, highlights the consumer-centered perspective of social marketing, which implies the natural evaluation of the social networks of influence and support and presents social support as a mechanism to induce long-term behavior change.
Research limitations/implications
No empirical (qualitative or quantitative) investigations were used to test the application of the concept in practical interventions.
Practical implications
This paper provides significant insights for intervention developers that can be used to program and theoretically justify future social marketing interventions applying the social support concept.
Social implications
Empirical research concluded for a positive relation between social support and human health and well-being. Thus, increasing the use of the concept in social marketing can serve to attain these social goals.
Originality/value
The concept of social support has gained considerable interest in the areas of behavioral medicine and health psychology. Despite such interest, it is still not clear how it can be approached in social marketing as there is a lack of conceptual literature discussing social support from a social marketing perspective, the number of social marketing interventions operationalizing the concept is limited and, till date, no research has focused in comprehensively establishing a theoretical rationale to operationalize the concept in social marketing.
Details
Keywords
Fiona Spotswood, Gareth Wiltshire, Sara Spear and Angela Makris
This paper aims to explore four disruptions that practice theory makes to traditional social marketing approaches to school physical activity (PA) intervention.
Abstract
Purpose
This paper aims to explore four disruptions that practice theory makes to traditional social marketing approaches to school physical activity (PA) intervention.
Design/methodology/approach
The paper draws on existing literature from sustainable consumption, sociology of health and illness and the authors’ experiences working with primary schools in the UK to plan and execute social marketing approaches to PA, targeting interconnected social practices from which PA emerges or fails to emerge. The paper explores a practice-oriented theoretical framing, engaging with calls from interdisciplinary areas for PA interventions to shape the PA emerging from a school’s everyday routines, rather than promote PA participation at an individual level.
Findings
The paper argues first that a practice perspective would focus on situation research rather than audience research, with practices rather than people as the focus. Second, the purpose of practice-oriented social marketing would be to achieve transitions in practices rather than behaviour change. Third, the planning and management approach of practice-oriented social marketing would account for unintended consequences and complex interconnections between practices. Finally, an evolved evaluation approach to practice-oriented social marketing would take a longer term approach to understand how cultural transitions are emerging.
Originality/value
This paper contributes to an important stream of critical social marketing scholarship that seeks to advance social marketing away from its individualist routes. It sets an agenda for further research that considers the ontological and practical possibilities for practice informed approach to social marketing.
Details
Keywords
Ross Gordon, Katherine Butler, Paul Cooper, Gordon Waitt and Christopher Magee
This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded…
Abstract
Purpose
This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded interdisciplinary social marketing energy efficiency programme. Energy + Illawarra was a community programme working with low-income older people in Australia and involving social marketers, human geographers and engineers. The paper aims to identify how ecological systems theory can inform social marketing, and what practicalities there may be in doing so. The paper also aims to assess whether a social marketing programme that draws on ecological systems theory can have a positive impact on people’s thermal comfort.
Design/methodology/approach
First, the paper uses critical discursive analysis to examine the use of various elements of a social marketing energy efficiency programme in relation to the different levels of ecological systems theory. Second, a longitudinal cohort survey study design is used to evaluate the programme’s influence on people’s perceptions of thermal comfort and satisfaction with thermal comfort in their homes.
Findings
The study found that ecological systems theory could be an effective framework for social marketing programmes. The evaluation study found that the intervention had a positive impact on participant’s perceptions of thermal comfort, satisfaction with thermal comfort and attitudes towards energy efficiency. However, the paper identifies some potential tensions in using ecological systems theory and suggests that issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences are important considerations in social marketing programmes.
Originality/value
The work presented here suggests that multi-level social marketing programmes that draw on ecological systems theory can make a useful contribution to social change as demonstrated by the evaluation survey finding positive impacts on thermal comfort and attitudes of participants. However, issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences should be considered in social marketing programmes.
Details
Keywords
Olayinka Moses, Dimu Ehalaiye, Matthew Sorola and Philippe Lassou
The purpose of this study is to examine the Nigerian Extractive Industry Transparency Initiative’s (NEITI) ineffectiveness in delivering public accountability to Nigerian…
Abstract
Purpose
The purpose of this study is to examine the Nigerian Extractive Industry Transparency Initiative’s (NEITI) ineffectiveness in delivering public accountability to Nigerian citizens. Although this failure is recognised in prior literature, the authors contend that NEITI’s role is obscured by one-sided links to external factors.
Design/methodology/approach
The conceptual framework presented in this study is built around Dillard and Vinnari’s (2019) distinction between different accountability systems and Brown and Dillard’s (2020) complimentary insights on the technologies of hubris and humility. The analytical framework draws from Grant and Keohane’s (2005) modes of accountability, which the authors use to articulate conflicting accountability demands (to-whom and for-what) of NEITI’s operating relationships. Combined, the authors analyse official documents, media, reports and interview responses from members of NEITI’s National Stakeholders Working Group.
Findings
This study surfaces a variety of intersecting interests across NEITI’s operational relationships. Some of these interests are mutually beneficial like that of Donors and the Extractive Industries Transparency Initiative. Others run counter to each other, such as NEITI’s relationship to the Presidency which illustrates a key source of NEITI’s ineffectiveness. In discussing these interests, the authors articulate their connection to NEITI’s design as an accountability system and its embedded limitations.
Originality/value
The authors provide incremental understanding of prior insight regarding NEITI’s ineffectiveness by drawing attention to its fundamental design as an accountability system and its failure to deliver public accountability. To illuminate these failures, the authors also map NEITI’s competing accountability demands – the nexus of accountability – to demonstrate the complex socio-political reality within which NEITI is expected to operate. The authors posit that NEITI’s ineffectiveness has as much to do with NEITI itself, as it does with external factors like the quality of information disclosed and the unique Nigerian context.
Details
Keywords
Sandra Hermina Jacoba Jacobs, Anke Wonneberger and Iina Hellsten
Social countermarketing (SCM) aims at influencing existing socio-cultural norms, public policies or political decision-making. Existing empirical accounts of SCM give limited…
Abstract
Purpose
Social countermarketing (SCM) aims at influencing existing socio-cultural norms, public policies or political decision-making. Existing empirical accounts of SCM give limited insights into their success. The authors analyze SCM strategies and their public resonance by studying the diagnostic and prognostic frames and responsibility attributions that are used in the debates.
Design/methodology/approach
The authors focus on two online SCM campaigns in the Netherlands that are targeted against over-feeding of chickens for consumption and the selling of low-priced meat. The authors conducted a quantitative content analysis (N = 3,902) of these debates on Twitter for a two-year period (July 2015 to June 2017).
Findings
The results show that citizens play an important role for the amplification of SCM campaigns. Diagnostic and prognostic frames about meat selling practices are among the most popular ones while the importance of mobilization messages differs per case. This can be explained by the proximity of these frames to citizens' daily life experiences.
Practical implications
The apparent willingness of citizens to both tweet and retweet calls for mobilization might give messages by environmental NGOs third-party endorsement. This strengthens their position and visibility in the debates, which are both of strategic value. The analysis of actor responsibility can identify reputational risks for companies in contested industries such as mass meat production.
Originality/value
The findings enhance professional understanding of designing campaign messages and refine SCM success in terms of resonance, since resonance indicates amplification and third-party endorsement.
Details
Keywords
The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a…
Abstract
Purpose
The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a socio-cultural approach can inform social marketing and enhance the possibilities of the field to address complex, multifaceted issues that require changes beyond the individual.
Design/methodology/approach
While the paper is conceptual in nature, it uses an illustrative example of food waste as the basis for an investigation of what a socio-cultural approach, rooted in practice-theoretical understanding of change, means for social marketing.
Findings
The paper is conceptual in nature but highlights new opportunities for social marketing connected to a socio-cultural approach foregrounding practice changes. The paper introduces potential roles that social marketers can adopt to initiate and support practice changes in the context of food waste.
Practical implications
The paper emphasises the importance of focussing on the socio-culture and practices connected to the issue in question, both when scoping for insight and when developing the ways to address it.
Originality/value
By integrating a practice-theoretical understanding of change, social marketing and food waste literature, the paper offers novel insights about the potential of adopting a socio-cultural approach to social marketing. The paper discusses a socio-cultural approach to social marketing in context, emphasising the roles social marketers can play in practice changes.
Details
Keywords
Sustainability principles have been practiced and researched in marketing for nearly five decades, but the challenges we face today are still significant. This context defines the…
Abstract
Purpose
Sustainability principles have been practiced and researched in marketing for nearly five decades, but the challenges we face today are still significant. This context defines the purpose of this paper, which is to find, synthesize and critically evaluate the existing literature on marketing in a sustainability context from 1969 to 2019. The ultimate aim is to provide a unified body of literature on sustainability marketing and classify the extant literature.
Design/methodology/approach
The relevant articles from selected journals were identified and manually verified using the Scopus database. The SPAR- 4- SLR protocol provides the framework for the methodology. In total, 749 articles were eligible for inclusion in the study.
Findings
The research findings are presented in the form of article categorization into 11 thematic categories. The thematic categories outlined previous studies' trend and contribution characteristics under the individual category, illustrating their implications.
Practical implications
The literature review aids in understanding the current state of research and piques researchers' interest in sustainability marketing. The findings of the study will be a valuable resource for future scholars, managers and policymakers.
Originality/value
This study contributes to the existing literature by providing valuable insights from previous research on the research trend in sustainability marketing and by providing a recommendation for future research avenues. After a long hiatus, this is the most up-to-date comprehensive article, providing a general overview of research trends.
Details
Keywords
Rachael Millard and M. Bilal Akbar
This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming…
Abstract
Purpose
This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming failures.
Design/methodology/approach
This paper is a critical literature review.
Findings
The study proposes a typology for a reflexive approach to social marketing practice to overcome failures. The typology is built on self and critical reflexivity, simultaneously allowing social marketers to reflect on external and internal factors that may affect the individual's role and could negatively affect social marketing practice unless otherwise considered. The types of reflexivity discussed are not prescriptive; instead, the authors intend to provoke further discussion on an under-researched but vital area of social marketing.
Research limitations/implications
The proposed typology is conceptual; an empirical investigation to gain social marketer's views would further enhance the effectiveness of the applications of the typology.
Practical implications
Social marketers could use the proposed typology for future practice.
Originality/value
This is the first study that conceptualises various types of reflexivity within social marketing practice to overcome failures.
Details