Journal of Social Marketing: Volume 10 Issue 4

From culture to behaviour: donor orientation and organisational identification

Josefa D. Martín-Santana, María Katiuska Cabrera-Suárez, María de la Cruz Déniz-Déniz

This study aims to evaluate whether cultural market orientation (MO) of blood transfusion centres and services (BTCS) results in behaviours aimed at offering a suitable…

Rewiring the STEM pipeline - a C-B-E framework to female retention

Carina Roemer, Sharyn Rundle-Thiele, Bo Pang, Patricia David, Jeawon Kim, James Durl, Timo Dietrich, Julia Carins

Females are underrepresented in Science, Technology, Engineering and Mathematics (STEM), both in the workforce and in universities. Low self-efficacy and limited access to role…

Guest editorial

Lukas Parker, Krzysztof Kubacki, Linda Brennan, Mike Reid, Natalia Szablewska

Enabling vulnerable populations: insights from the experiences of functionally illiterate consumers

Sachithra Kumari Jayasundara, Sajith Siriwardana, Withanage Dushan Chaminda Jayawickrama

The social transformation of “disadvantaged segments of society” requires an in-depth understanding of their behavioural reactions in different social contexts. To this end, the…

Building positive resilience through vulnerability analysis

Krzysztof Kubacki, Dariusz Siemieniako, Linda Brennan

The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising the…

The circle of vulnerability and the myth of choice

Felicity Small, Michael Mehmet, Jodie Kleinschafer

People living with a disability (PWD) are often a marginalized vulnerable group who are economically and socially disadvantaged. This paper aims to explore the implementation of…