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Article
Publication date: 14 February 2022

Ann-Marie Kennedy, Ekant Veer and Joya Ananda Kemper

This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean…

438

Abstract

Purpose

This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic tool to bolster students’ learning and understanding of social marketing. In the described course, students are asked to choose one area of their lives to try and change using concepts taught to them in class. They are then asked to reflect on their personal change journey and apply it to others in the form of a social marketing plan.

Design/methodology/approach

The authors share a conceptual journey using social marketing as pedagogy following the evolution of a marketing for behavioural change undergraduate course. Benchmark criteria for social marketing are used to discuss and conceptualise a transformative social marketing pedagogy. The authors take a reflexive approach to explore course development, motivations, assumptions and activities to expand on their approach.

Findings

Social marketing as pedagogy suggests that behaviour change is not just taught through course content but also embedded throughout the course as a learning tool and outcome. A social marketing course can encourage individual behaviour change by asking students to critically reflect on their own behaviour change journey to fully experience and understand the underpinnings and implications for social marketing. In this way, the authors adopt transformative learning as the outcome of social marketing AS pedagogy. The authors suggest through experiential learning, including active learning and reflexivity, students are able to change their frame of reference or how they interpret the world around them, in regard to complex social issues, which may encourage behaviour change.

Originality/value

As social marketers, the authors must reflect not only on what they teach students (Kelly, 2013) but also on how they teach them. Previous literature has not provided any unique pedagogy for how to teach social marketing. This article provides the first pedagogy for social marketing education – the Transformative social marketing pedagogy which views social marketing AS pedagogy. The authors present the value of experiential learning as a three-pronged approach incorporating Interpretive Experiences, Transformative Experiences and developing Praxis, which includes elements of feeding forward and authentic assessment. This approach provides a unique contribution to the area by providing a pedagogical approach that goes beyond mere knowledge acquisition to transformative learning.

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Article
Publication date: 25 August 2021

Afshin Tanouri, Ann-Marie Kennedy and Ekant Veer

Although the concept of transformative gamification is mentioned in previous research, no research has provided a theoretically based explanation of how gamification can lead to…

1534

Abstract

Purpose

Although the concept of transformative gamification is mentioned in previous research, no research has provided a theoretically based explanation of how gamification can lead to transformative change. This paper aims to provide the explanation for the first time by combining storytelling elements with cognitive behavioural therapy logic and incorporating these into a framework to show the process of transformative behaviour change through gamification. The proposed framework not only furthers the theoretical understanding of transformative gamification services but also provides practical insight into design and implication of such services.

Design/methodology/approach

This paper is based on critical analysis and synthesis of literature from different fields of research such as transformative service research (TSR), gamification, game studies, social marketing, storytelling and journalism. Ergo, several propositions based on the extensive literature review are proposed and aggregated in a conceptual framework.

Findings

This paper argues that apart from game mechanics that are often considered as an inseparable aspect of gamification services, immersive storytelling and a mechanism to encourage reflection are the pivotal components of transformative gamification services. In addition, this paper suggests that although reflection and immersive storytelling are often considered as opposite sides of the spectrum, they can have a synergistic effect once they work in tandem in gamification services.

Originality/value

This paper proposes a novel framework and an operational definition for transformative gamification services. It contributes to TSR, gamification and health promotion research through differentiating this concept from similar concepts, such as mHealth, propelling gamification to a more meaningful and user-centric version and providing service researchers with a practical guide to make use of gamification as a tool to serve TSR.

Details

Journal of Services Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Available. Content available
Article
Publication date: 12 July 2011

Andrew McAuley

894

Abstract

Details

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

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Book part
Publication date: 7 November 2011

Ekant Veer

Purpose – To better understand how some users enjoy using Facebook as it breaks the tension between their desire to stare and the social norm dictating one should not…

Abstract

Purpose – To better understand how some users enjoy using Facebook as it breaks the tension between their desire to stare and the social norm dictating one should not stare.

Methodology – An interpretivist methodology was employed to understand why staring behaviour was so attractive to some Facebook users. 11 Facebook users took part in the study and were observed using Facebook, interviewed about their time online and asked to discuss posts that they had stared at in the past.

Findings – From the study it was shown that staring was commonplace on Facebook and ranged from harmless information searching to more extreme forms of Schadenfreude Staring. Regardless of the staring behaviour, the motivation remained constant. That is, Facebook allowed the users to engage in behaviour that is often stigmatised in offline settings.

Implications – This research highlights the importance of online behaviour as a release from offline tension and constraint. The research also highlights how some users may be actively engaging in behaviour online that offline may be deemed unsuitable or deviant.

Originality – Although much literature has looked at the role of online environments in identity formation, very little has looked at the role of online engagement as a means to specifically break with offline social norms. This research also highlights the growing trend of seeking information that elicits a sensation of Schadenfreude for the viewer. Further research should look to see how other forms of behaviour would elicit similar feelings of Schadenfreude and what implications this has on consumer culture.

Details

Research in Consumer Behavior
Type: Book
ISBN: 978-1-78052-116-9

Keywords

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Article
Publication date: 6 April 2010

Ekant Veer, Ilda Becirovic and Brett A.S. Martin

This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of…

8383

Abstract

Purpose

This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.

Design/methodology/approach

A 2 (endorser: celebrity; non‐celebrity)×2 (political salience: high; low) between‐subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.

Findings

The results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents.

Practical implications

The results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.

Originality/value

This research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.

Details

European Journal of Marketing, vol. 44 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 2 September 2014

Dilip S. Mutum

483

Abstract

Details

Qualitative Market Research: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1352-2752

Available. Content available
Book part
Publication date: 7 November 2011

Abstract

Details

Research in Consumer Behavior
Type: Book
ISBN: 978-1-78052-116-9

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Article
Publication date: 12 September 2016

Richard Kedzior, Douglas E. Allen and Jonathan Schroeder

The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.

7426

Abstract

Purpose

The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.

Design/methodology/approach

The significance of the topic is reviewed and themes related to the selfie phenomenon and marketplace issues are discussed in connection with extant research. The contributions of each paper are briefly highlighted and discussed.

Findings

Although the selfie is a relatively new phenomenon, both marketing practice and scholarship have noticed its prominence in consumer lives and potential for generating marketplace insights. Despite its frequently presumed triviality, the selfie is a multifaceted phenomenon of significance to key marketing areas such as branding, consumer behavior or market research. Possible avenues for future research are outlined.

Originality/value

Key issues relating to research into the selfie phenomenon for marketing scholars are illuminated.

Details

European Journal of Marketing, vol. 50 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 9 November 2015

Yuri Seo, Angela Gracia B. Cruz and Kim-Shyan Fam

– The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing.

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Abstract

Purpose

The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing.

Design/methodology/approach

This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an integrative summary of the special issue and develops several key themes for future research.

Findings

Food consumption plays a central role within Asian cultures and markets. Thus, understanding Asian perspectives and contexts provides an important complement and contrast to current theories of food consumption and marketing that have been primarily sited in North American and European contexts. In particular, the complex multiplicity of Asian consumer cultures creates dynamic heterogeneity within Asian food markets.

Research limitations/implications

Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path for future work.

Originality/value

The authors make three contributions to the literature on food consumption and marketing. First, while engaging with these questions, this issue points to the importance of Asian cultural perspectives into the marketing literature on food consumption. Second, through the articles of this special issue, we trace the relationships between food consumption practices, marketing practices and cultural multiplicity in Asian contexts. Finally, we draw the threads together to provide directions for future research in this area.

Details

Journal of Consumer Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Available. Content available
Article
Publication date: 8 February 2024

Luk Warlop and Morana Fuduric

632

Abstract

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

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