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Article
Publication date: 13 April 2015

Stephen G. Saunders, Dani J. Barrington and Srinivas Sridharan

– This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change.

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Abstract

Purpose

This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change.

Design/methodology/approach

The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach.

Findings

Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation.

Practical implications

We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent.

Originality/value

The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

Article
Publication date: 12 July 2011

Ross Gordon

The purpose of this paper is to examine the nature and role of the critical dimension social marketing and its place within marketing scholarly thought. It is posited that…

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Abstract

Purpose

The purpose of this paper is to examine the nature and role of the critical dimension social marketing and its place within marketing scholarly thought. It is posited that such activity can be defined as “critical social marketing” and a formal definition is offered.

Design/methodology/approach

The ability of critical social marketing to inform the research and evidence base, as well as upstream and downstream activity is discussed. Scholarly debate on the role of critical social marketing within the social marketing and critical marketing paradigms, both of which heavily inform the concept, are reviewed. The application of a critical social marketing framework to the study of the impact of tobacco and food marketing is examined.

Findings

The paper demonstrates the utility of a critical social marketing framework in real‐world environments. Important considerations on who critical social marketers are and where the concept is located within marketing thought are addressed. The paper concludes by arguing that critical social marketing is a valid and established sub‐set of marketing thought within its own right, and should henceforth be regarded as such.

Originality/value

Offering a definition of critical social marketing formalises its position within marketing thought. Discussing the tensions surrounding the critical dimension of social marketing within the social marketing and critical marketing paradigms demonstrates the difficulty in locating concepts within existing literature. A review of the application of critical social marketing demonstrates its validity. Positing that critical social marketing should be located as a sub‐set within social marketing contributes to the marketing discipline and the organisation of marketing ideas and concepts.

Details

Journal of Social Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 21 April 2022

Timo Dietrich, Erin Hurley, Julia Carins, Jay Kassirer, Sharyn Rundle-Thiele, Robert W. Palmatier, Rowena Merritt, Scott K. Weaven and Nancy Lee

The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.

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Abstract

Purpose

The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.

Design/methodology/approach

Across three strands, this paper amalgamates theoretical and practitioner evidence from social marketing. This synthesis commences with a review, summary and critical discussion of five decades of social marketing research. Across Strands 2 and 3, the authors review 412 social marketing interventions reported across 10 evidence reviews and 238 case studies.

Findings

This paper demonstrates social marketing’s use of fundamental marketing principles and capability to achieve behaviour change outcomes. Social marketers have built frameworks and processes that non-profit organisations, government agencies and policymakers seeking to enact change can use. This paper delivers five tenets that summarise the findings of the three strands and delivers research priorities for the next 50 years of social marketing research to drive the field forward.

Research limitations/implications

Drawing on five decades of learning, this paper proposes research priorities that can be applied to refine, recalibrate and future-proof social marketing’s success in making the world a better place.

Practical implications

This paper demonstrates the value of social marketing science and helps bridge gaps between theory and practice, and further strengthens social marketing’s value proposition. This paper provides confidence that money invested in social marketing programs is well spent.

Originality/value

This paper delivers a forward-looking perspective and provides social marketing academics and practitioners with confidence that it can assist in overcoming society’s most pressing issues. The paper encompasses key social marketing literature since it was founded 50 years ago. Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.

Details

European Journal of Marketing, vol. 56 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 18 April 2011

Georgiana F. Grigore

The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing…

Abstract

The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing environmental challenges. Discourses regarding corporate social responsibility intensified with the emergence of financial crisis. Many of these debates refer to the role CSR plays in society and reasons for a company to involve in supporting social causes in times of crisis.

Details

Governance in the Business Environment
Type: Book
ISBN: 978-0-85724-877-0

Article
Publication date: 30 September 2014

Ann-Marie Kennedy and Andrew Parsons

The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social

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Abstract

Purpose

The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social engineering.

Design/methodology/approach

Through examination of contemporary and historical thinking around social marketing, we present a conceptual argument that social marketing is another tool of the social engineer, and that social engineering, through methods such as social marketing, is pervasive throughout all societies in positive ways.

Findings

We develop a conceptual model of social engineering and social marketing, which goes beyond behaviour change to incorporate the essentials of society and the influencers of those essentials. In doing so, we show that social marketing influenced behaviour lies within the social engineering influenced laws, codes and norms of society, which in turn lie within the morals, values and beliefs of society.

Originality/value

This article provides for the first time a conceptual grounding of social marketing within social engineering, enabling academics and practitioners to contextualise social marketing activities in a broader societal framework.

Details

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

Keywords

Article
Publication date: 24 July 2019

Mahamudul Hasan

The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing

Abstract

Purpose

The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline.

Design/methodology/approach

This is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories.

Findings

The author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices.

Originality/value

This study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.

Details

Journal of Islamic Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 1 October 2019

Anirban Chakraborty and Ankur Jha

The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.

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Abstract

Purpose

The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.

Design/methodology/approach

The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process.

Findings

The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes.

Research limitations/implications

A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research.

Practical implications

The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners.

Social implications

The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves.

Originality/value

This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 10 July 2017

Christine Domegan, Patricia McHugh, Brian Joseph Biroscak, Carol Bryant and Tanja Calis

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…

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Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

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

Keywords

Article
Publication date: 5 October 2012

Fiona Spotswood, Jeff French, Alan Tapp and Martine Stead

The purpose of this paper is to explore the scope of social marketing by re-examining some of its core concepts: the balance between the “wants” of individuals with the…

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Abstract

Purpose

The purpose of this paper is to explore the scope of social marketing by re-examining some of its core concepts: the balance between the “wants” of individuals with the “needs” of society; the nature of exchange; the inclusion of techniques not explicitly considered part of the panoply of marketing; techniques available to social marketing, such as “nudge” style techniques, regulation or behavioural conditioning; the view that behaviour change must be its definitive goal; the ethical and political dimensions of social marketing; and the definition of social marketing.

Design/methodology/approach

The authors pose seven questions based on these concepts which they debate.

Findings

The authors conclude that a more inclusive view of what constitutes social marketing is required: one that avoids absolutism or defining the field in terms of the tactics it employs. The paper calls for a set of ethical codes which would enable social marketers to better defend approaches that deploy more implicit and strongly persuasive techniques common in the commercial world but unacknowledged in social marketing.

Originality/value

The paper questions some of the settled views of the field, such as the focus on “behaviour change” and the notion of “exchange” and “voluntary” behaviour change. The paper debates the ethical implications of using “invisible” or coercive techniques, and the nature of customer-centricity. The paper also debates the politics of social marketing and encourages debate about interventions which go beyond rational exchange.

Details

Journal of Social Marketing, vol. 2 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 5 July 2022

Concepción Varela-Neira, Yogesh K. Dwivedi and Zaira Camoiras-Rodriguez

Understanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this…

Abstract

Purpose

Understanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS).

Design/methodology/approach

This paper follows a rigorous scale development process based on three stages: item generation, measurement development and instrument testing. The validity and reliability tests were conducted using data provided by social media managers and the managers' supervisors.

Findings

The results validate a 25-item multidimensional SMMS scale that exhibits adequate internal consistency, reliability, construct validity and nomological validity. The results also show that the SMMS scale positively correlates with outcomes that are key to firm success (social media strategy success and marketing performance).

Originality/value

This paper conceptualizes SMMS through four dimensions, namely formalization, human resource management, co-creation and marketing planning, and the paper associates SMMS to important firm outcomes. The newly developed measurement instrument adds to the small repository of research scales relevant to social media and can serve as a springboard from which future work can understand social media from both an internal management perspective and an integrated outlook.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

1 – 10 of over 88000