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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.

16740

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.

Content available
2025

Abstract

Details

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

Article
Publication date: 1 March 1975

Nikhilesh Dholakia and Ruby R. Dholakia

Compares the marketing functions of social enterprises with that of private enterprise, and discusses the management problems involved in the selection and implementation…

Abstract

Compares the marketing functions of social enterprises with that of private enterprise, and discusses the management problems involved in the selection and implementation of a social enterprise strategy. Purports that the marketing function in a social enterprise, as in other types of enterprise, is concerned with decisions relating to the level, composition, and distribution of the output. Recognises that marketing mix decisions – e.g. product, price, place, and promotional decision – provide one specific way of determining the output enterprise. Concludes that the marketing planning problem, in a social enterprise, is a complex one, and success depends on the twin elements of operating flexibility and consumer participation.

Details

European Journal of Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 January 1975

Frederick E. Webster

After briefly reviewing the recent development of interest in social marketing, some areas where it differs from business marketing are explored. “Social” and “societal”…

1147

Abstract

After briefly reviewing the recent development of interest in social marketing, some areas where it differs from business marketing are explored. “Social” and “societal” marketing are said to be distinct developments but both have substantial implications for the marketing concept. Four distinct types of social marketing are identified depending largely upon the marketeer's sources of financial support.

Details

Management Decision, vol. 13 no. 1
Type: Research Article
ISSN: 0025-1747

Article
Publication date: 12 July 2011

Jeff French

The purpose of this paper is to review the possible contribution of “nudging” as a tactic and “form” of exchange and suggest two new frameworks to aid in the description…

5892

Abstract

Purpose

The purpose of this paper is to review the possible contribution of “nudging” as a tactic and “form” of exchange and suggest two new frameworks to aid in the description of four “forms” of exchange and “types” of intervention that can be used in social marketing.

Design/methodology/approach

Discursive review of the contemporary impact of liberal paternalistic thinking on policy and operational delivery of social change programmes. The paper also considers the tensions within social marketing regarding voluntary and involuntary change including the use of incentives and disincentives in social change programmes and presents a model that seeks to describe the range of options available.

Findings

It is concluded that in addition to restricted, generalised and complex exchanges, as defined by Bagozzi there are basically four basic “forms” of exchange that can be used by governments and public institutions who apply a marketing approach to brining about positive social change. These “forms” of exchange includes “nudging” but also other legitimate “forms” of exchange that can be called “shoving”, “ hugging” and “smacking”. It is further suggested that together with these four “forms” of exchange there are five basic “types” of intervention that can be used to bring about change, these two elements can all be brought together in a proposed intervention matrix. The paper makes the case that a key advantage of adopting a marketing mind‐set (i.e. one that is driven by consumer‐centric thinking and based on the creation of value) in the selection of “forms” of exchange and “types” of intervention is that the selected mix will be much more likely to bring about the socially desired change because it is informed by the preferences and consent of the majority of citizens.

Research limitations/implications

This paper does not explicitly address the nature of social marketing. A position is taken that social marketing is what Gallie has defined as an “essentially contested concept ” and what Peters would term a “field of study”. This means that social marketing will by its nature just like many other fields of endeavour be subject to continuous debate and development. Consequently, in adopting this position, the paper tacitly accepts a broad and inclusive definition of social marketing. The proposed exchange matrix and intervention matrix, together with the deCIDES framework outlined in the paper need to be tested to discover if these models have utility in being able to accommodate existing social marketing practice and inform the selection of future social marketing programmes.

Social implications

If the models set out in this paper prove to have descriptive utility, they may prove to be a useful additional conceptual and practical planning tool for those involved in applying marketing interventions directed at social issues at the policy, strategy, tactical and operational levels of practice.

Originality/value

This paper sets out three conceptual models, two of which have not been published before. The models and the accompanying commentary will add to the debate about the scope of what legitimately constitutes the “operational territory” of social marketing both in terms of up‐ and down‐stream activity and interventions that span both voluntary and involuntary change.

Details

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

Keywords

Article
Publication date: 17 July 2009

Dominic Boyle and Tony Proctor

The purpose of this paper is to supplement the growing literature on social marketing by reflecting on the kinds of social marketing activities undertaken in one area of a…

2886

Abstract

Purpose

The purpose of this paper is to supplement the growing literature on social marketing by reflecting on the kinds of social marketing activities undertaken in one area of a public service administered by a large City Council in the UK. The study sought to consider the extent to which traditional theoretical ideas on marketing can be coupled with current contributions in operational terms in practical situations.

Design/methodology/approach

The methodology is based on anecdotal data and the critical reflections of the principal researcher concerning current and recent activities in the area of interest within the council. For this purpose, traffic services and management within a City Council was chosen, an area in which the first author of the paper has considerable experience and expertise.

Findings

People engaged in the type of work examined here, in fact, undertake social marketing, although they do not readily recognize the activity in these terms. Concerning road safety, the majority of resources and effort is directed at children on a specific issue (that is, pedestrian safety). Little is done to reinforce the importance of the notion of road safety or branding as individuals move through life. Illustrations and cases are used to highlight the key findings.

Originality/value

There are relatively few studies highlighting the working of social marketing and very few in the particular context of this paper. As such, the paper provides a useful and novel contribution to the literature.

Details

Management Research News, vol. 32 no. 8
Type: Research Article
ISSN: 0140-9174

Keywords

Article
Publication date: 8 April 2014

Stefan Olof Lagrosen and Kerstin Grundén

The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the…

14895

Abstract

Purpose

The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness industry. This industry is competitive and utterly dependent on creating mutually beneficial relationships with customers. The purpose of this paper is to investigate the use of social media marketing in the wellness industry.

Design/methodology/approach

Qualitative methods have been used. In-depth interviews have been carried out with marketing communication professionals in seven leading Swedish spa-hotels. The data from the interviews were analysed utilising the constant comparative method from the grounded theory approach.

Findings

Dimensions describing the activities, challenges and results of social media in the hotels have been defined. The findings are related to service quality theory, in particular the service dominant logic of marketing (SDL), and a comprehensive framework is proposed.

Research limitations/implications

The findings should be useful for the scientific understanding of the effects of social media in marketing. The study is based entirely on qualitative data.

Practical implications

The results of the study should be useful for managers trying to market their offers effectively through social media.

Originality/value

The connections between social media and the SDL has not previously been studied in the wellness industry and such studies in other industries are rare.

Details

The TQM Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1754-2731

Keywords

Content available
Article
Publication date: 30 September 2014

Linda Brennan and Lukas Parker

6837

Abstract

Details

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

Abstract

Details

Threats from Car Traffic to the Quality of Urban Life
Type: Book
ISBN: 978-0-08-048144-9

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

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