D.S. Leathar and G.B. Hastings
The value of social marketing must ultimately depend on its ability to provide unique and practical assistance to those involved in “furthering social causes.” This article…
Abstract
The value of social marketing must ultimately depend on its ability to provide unique and practical assistance to those involved in “furthering social causes.” This article discusses what is unique about social marketing and then assesses its contribution in one specific area: health education.
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Krzysztof Kubacki, Erin Hurley and Sharyn Robyn Rundle-Thiele
This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key…
Abstract
Purpose
This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public health is surprisingly limited.
Design/methodology/approach
Seventeen studies were identified following systematic literature review procedures.
Findings
Coupling of social marketing and public health sponsorship with changes in policies in sporting clubs and associations offers an effective means to achieve desired outcomes, e.g. behaviour change.
Research limitations/implications
The analysis presented in this review included information that was reported in the identified studies, which might be an incomplete representation of work undertaken but not reported. All of the studies identified in this review were conducted in English-speaking countries. Considerable opportunity for future research is apparent, and areas for future research are outlined.
Practical implications
Limited evidence was available, and additional research examining the effectiveness of sponsorship in attaining behavioural change is urgently needed. Future studies should assess the role, scope of involvement in, aims and benefits of non-government sponsors of public health and social marketing campaigns; use methods that do not rely on self-reporting, such as observations; and explore the influence of health sponsorship on attitudes, social norms and behaviours.
Originality/value
This is the first study to provide a systematic review of the use of sports sponsorship in public health and social marketing.
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Thomas G. Cummings and Christopher G. Worley
Organization change (OC) is increasingly important in today's volatile world. Understanding OC is a growing emphasis of management and organization (M&O) research and the singular…
Abstract
Organization change (OC) is increasingly important in today's volatile world. Understanding OC is a growing emphasis of management and organization (M&O) research and the singular focus of OC scholarship and practice. We show how selected M&O theories inform OC at the organization level. These theoretical perspectives diverge on issues central to OC. We explore what these conceptual differences mean for OC study and practice going forward.
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Ross Gordon and Lauren Gurrieri
The purpose of this article is to demonstrate why the time is ripe for a reflexive turn in social marketing, in response to criticisms of social marketing as neo-liberal…
Abstract
Purpose
The purpose of this article is to demonstrate why the time is ripe for a reflexive turn in social marketing, in response to criticisms of social marketing as neo-liberal, positivist and lacking critical introspection.
Design/methodology/approach
The paper traces the development of three paradigms in the field, highlighting the entrenchment of a traditionalist paradigm that heretofore has stifled critical debate and reflexive practice. However, the emergence of social ecologist and critical social marketing paradigms has stimulated the imperative for a reflexive turn. Insights into reflexivity, its relevance and applicability for researchers, participants and other stakeholders in social marketing are considered.
Findings
The paper offers a conceptualisation of social marketing assemblages using the lens of actor-network theory and identifies how this can stimulate engagement and reflexive practice for researchers, participants and other stakeholders (such as non-governmental organisations and Government departments involved in delivering programmes).
Originality/value
The article presents relevant theoretical and practical benefits from a reflexive turn in social marketing, highlighting how this will furthermore contribute to discipline building.
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The reason for this paper is to better understand why many social marketing campaigns produce poor results and to propose a model to guide social marketing strategic planning to…
Abstract
Purpose
The reason for this paper is to better understand why many social marketing campaigns produce poor results and to propose a model to guide social marketing strategic planning to improve program outcomes.
Design/methodology/approach
This is a conceptual paper which discusses a new social marketing model to remove upstream causes of target social problems.
Findings
It appears that social marketing planning may be limited by over‐reliance on commercial marketing tactics and an over‐emphasis on individual behavior change. Finding upstream sources of social problems is a first step. However, social marketers must be willing to employ tactics to ameliorate structural, upstream causes of social problems.
Research limitations/implications
The social marketing field needs to further its developmental progress by reducing its use of commercial marketing concepts and increasing its use of concepts from other fields like public health, political science, and social movements.
Practical implications
Practicing social marketers can improve their outcomes if they identify upstream causes of social problems and find ways to reduce their harmful effects.
Social implications
There are major social implications because removing upstream sources of social problems will invoke opposition from powerful interests. A new array of complexity is involved in using activism as a tactic, which may be needed. Conflicts will have to be dealt with and responded to effectively.
Originality/value
The value of this paper is to enhance awareness of the self‐imposed limitations on social marketing strategies and to propose a means of removing these limitations and improving the ability to improve social well‐being.
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Marieke L Fransen, Thomas J. L. van Rompay and Daan G Muntinga
This quasi-experimental field study examines whether companies can improve the effectiveness of theirsponsorship investments by creating a brand experience. Data were collected…
Abstract
This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an experience orchestrated by one of the main sponsors of the event. We compare the data of participants who ran the marathon and also engaged in the experience with those who solely ran the marathon. The results reveal that participating in the experience increases top of mind awareness, brand recall and attitudes towards the sponsoring brand, compared to just running the marathon. Additionally, within the experience condition, brand experience and flow predict brand attitudes.
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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…
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.
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Gianfranco Walsh, Louise M. Hassan, Edward Shiu, J. Craig Andrews and Gerard Hastings
In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years…
Abstract
Purpose
In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non‐smokers, and ex‐smokers).
Design/methodology/approach
The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour.
Findings
Cluster analyses identify three distinct and significant target groups (message‐involved, message‐indifferent, and message‐distanced) who respond differentially to the advertising. Furthermore, the percentage of respondents within each cluster varies across the EU Member States. Using Schwartz's cultural framework, the cultural dimension of “openness to change versus conservatism” is found to explain substantial cross‐national variation in message‐involved and messaged‐distanced respondents.
Research limitations/implications
Cluster solutions are shown to be stable across the two data waves. Implications of these results are discussed.
Originality/value
This is the first study that seeks to better understand consumer reactions to social‐marketing advertising across different segments of the overall target group.