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Brief loving-kindness meditation (LKM) is introduced here as a valid social marketing intervention. LKM positively influences prosocial cognitions and affects. However, it remains unclear whether brief meditation interventions can influence prosocial behavior. This study aims to provide evidence of the effects of short LKM on prosocial behavior.

This study reports the results of three experiments examining the effects of brief LKM on donations to unknown others. The results are then integrated with the results of seven other studies testing the effects of brief LKM on prosocial behavior using a meta-analysis (n = 683).

LKM increased love more than the control group (focused breathing) in the three experiments; however, its effects on donations were mixed. The meta-analysis shows that LKM has a small-to-medium significant effect compared to active control groups (d = 0.303); moreover, age and type of prosocial measure used moderate the effects.

Results suggest that LKM can nurture prosocial emotions such as love and lead young individuals to donate. However, these emotions may not be sufficient to lead adult meditators to share their resources with unknown others. This study presents the first meta-analysis of brief LKM and provides insights into the use of meditation in social marketing programs.

This study aims to mark the 50th anniversary of social marketing as an innovative social change discipline; this viewpoint reviews “epistemological diversity” within social marketing and calls for its incorporation in the expansion of the discipline.

Cognisant of the visible (e.g., gender, age, race) and invisible (e.g., epistemology, experience, socioeconomic status) dimensions of diversity, this viewpoint focuses on one invisible dimension of diversity – epistemology. Using secondary data, an epistemological review of social marketing is undertaken by selecting five aspects that serve as potential indicators: professional associations, global conferences, education and training, research and publication and practice. Several recommendations are made to expand epistemological diversity in social marketing.

The epistemological review of diversity within social marketing reveals disparities between the Global North and South. These disparities are due to varying opportunities for participation in associations, conferences, education and training, and research and publication. In addition, there exist “hidden” social change practitioners who implement programmes in the Global South that are consistent with social marketing practice, but continue to be unchronicled and unheralded.

For many years, social marketing scholars and practitioners have been working to expand the boundaries of the discipline, with a focus on theory and application. Although the authors acknowledge that diversity and equity are inherently central to this discipline, epistemological diversity, specifically as linked to the geographies of the Global South, has been largely overlooked. Our viewpoint nudges the social marketing community into including epistemological diversity in the ongoing discourse around broadening and deepening the discipline of social marketing.

This paper aims to provide a review of the extant literature on value creation and destruction in social marketing services for social change, for the purposes of developing a research agenda for future research in this area. Creating value in social marketing services is now identified as a key focus for social marketing (Russell-Bennett et al., 2009; Domegan et al., 2013), yet work in this area is nascent and conceptual, methodological, and empirical work is needed to advance the research agenda (Zainuddin et al., 2013; 2016).

To help shape the future of research on value in social marketing services, this paper appraises the contributions of the current research literature, and identifies gaps in the current knowledge. A systematic literature review was conducted, following the PRISMA protocol for conducting and reporting systematic reviews (Moher et al., 2009). The review covers the areas of value creation in social marketing, value destruction in social marketing, dimensions of value in social marketing, and from value-in-exchange, to value-in-use, to value-in-behaviour in social change.

A research agenda for further work in this area is provided within the themes of 1. conceptual development, 2. broadening ontological, epistemological, and methodological foundations, 3. research contexts, and 4. measuring and evaluating value in social marketing services. Within each of these themes, a series of research questions are provided to guide further work in the four identified themes.

This paper is the first to offer a review of the extant literature on value creation and destruction in social marketing and social marketing services, and offer a research agenda for future work in this area. This paper contributes to services marketing and the development of service thinking as key component of social marketing, and the role that value creation plays in this (Russell-Bennett et al., 2013).

In this paper we (a pracademic, a practitioner, and an academic) aim to explore the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. We also propose a research agenda to spur dialog and guide further investigations in this area. Insights from prior research, coupled with the co-authors’ experience and observations, indicate that a disconnect does exist between academia and practice within social marketing, though it is admittedly and unsurprisingly not uniform across contexts and disciplinary areas. Given social marketing’s identity as a practice-oriented field, there are many existing examples of academic/practitioner collaboration and the successful linkage of theory and practice that deserve to be amplified. However, the challenges associated with the very different systems and structures affecting both worlds mean the disconnect is problematic enough to warrant systematic change to ensure the two worlds are more aligned.

This paper (a pracademic, a practitioner and an academic) explores the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. The authors also propose a research agenda to spur dialog and guide further investigations in this area.

The authors suggest five key reasons that focus should be placed upon closing the academic/practitioner gap in social marketing: demonstrating societal value by contributing to practice; embedding and developing theories in practice; adding to the social marketing literature; contributing to social marketing teaching; and communicating the value and effectiveness of social marketing. To close the gap, the authors propose specific recommendations within four broad areas: marketing the academia and practitioner collaboration offer; building ongoing relationships; creating collaborative partnerships; and changing the publishing model ensuring communications are accessible to all. They also suggest ways for social marketing associations and peak bodies to play a role.

The concept of a disconnect between academia and practice is by no means new; it has been a pervasive issue across disciplines for decades. However, this issue has not been the subject of much discussion within the social marketing literature. Recommendations outlined in this paper serve as a starting point for discussion. The authors also acknowledge that due to long standing “bright spots” in the field, numerous examples currently exist. They place an emphasis upon highlighting these examples while illuminating a path forward.

This study aims to review social marketing interventions reported in peer-reviewed literature from 2010 to 2019 that were conducted in low- and middle-income countries (LMICs). This paper seeks to further contribute to understanding on the health of the social marketing field, synthesising studies to examine the extent of use of social marketing’s core principles.

A total of 17 interventions, discussed in 31 papers, were identified in the review. Social marketing interventions were assessed against eight elements (social marketing benchmark criteria): behavioural objectives, customer orientation, theory, insight, exchange, competition, segmentation and methods mix.

Evidence in this review found that most interventions yielded positive outcomes. This supports social marketing’s efficacy in addressing the United Nations sustainable development goals within LMIC contexts. None of the social marketing interventions used all eight benchmark criteria. The study found that there was limited use of insight, competition and segmentation principles followed in social marketing interventions in LMICs. Finally, although present in a number of studies, theory and customer orientation were not applied to the full extent needed.

Findings indicate the social marketing field will greatly benefit from capacity building and training. Too few interventions labelled as social marketing are able to clearly apply and report application of social marketing’s fundamental principles, which is limiting programme effectiveness.

To date evidence reviews draw on interventions applied in high-income countries demonstrating extent of application of fundamental social marketing principles positively linked to behaviour change. This study extends the assessment of social marketing principles, delivering assessment of eight benchmarks encompassing insight and theory in an LMIC setting, demonstrating gaps in application and clear examples of application across all benchmarks to deliver a guide that people new to the social marketing field can follow.

This paper aims to explore the potential contributions of the for-profit sector in integrating resources with social marketing organisations for value co-creation at the meso level (midstream) of the social marketing eco-system. The paper addresses calls for further theorisation and understanding of value co-creation beyond the micro level (downstream).

The paper draws from social marketing, value co-creation and eco-systems literature to present a conceptual model for meso-level value co-creation between social marketing and for-profit organisations.

The paper proposes four dimensions of resources which can be integrated: cognitive, labour, economic and network. Additionally, it is proposed that from these integrated resources, three co-creation outcomes can be achieved – co-learning, co-design and co-production – which lead to improved value propositions.

This paper offers a framework for strategic planning and evaluation regarding partnerships and collaborations with for-profit organisations, which potentially lead to greater value propositions being offered.

This paper furthers the theoretical discussions and understanding of value co-creation in social marketing at the meso level. The paper identifies a new actor – for-profits – as a potential collaborator for value co-creation with social marketing organisations and contributes new understanding about value co-creation at the meso level between social marketing and for-profit organisations. Further, the paper describes and reviews the potential contributions of for-profits to social marketing efforts.

Dear Mr Willey, I hope you will forgive my presumption in offering some suggestions for the work of the parliamentary select committee of which you are chairman and which recently embarked on an enquiry into teacher training. I know that some members of your committee have the feeling that although it has enormous power and constitutional significance it has so far, in its investigations into HMIs and the student unrest, somehow failed to ‘bite’. Indeed it might be that if the committee had really got its teeth into its problems the government would have made much greater efforts to close it down.

TO those who remember the “good old days” and treasure memories of the glories of the Gordon Bennett Cup races of Rheims and after there has been something sad in the practically complete disappearance from the aviation scene of the high‐speed race for landplanes. The British Aerial Derby only survived the war to die from lack of support shortly afterwards, and has never been revived. The Pulitzer Trophy race in the United States, founded about the same time that the Aerial Derby vanished, has continued to flourish, but it is the only instance we can call to mind of a landplane race that still survives. The landplane speed record itself lasted for nine years until beaten recently by Lieutenant Doolittle.

The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received close attention. The purpose of this paper is to introduce and explore consumer dominance in social marketing. The authors propose a definition of consumer-dominant social marketing (CDSM) and explicate five key elements which underpin the phenomenon.

This conceptual study offers an analysis informed by exemplars with significant representations of consumer-dominant pro-social behaviours and projects. The methodological approach is characterised as “envisioning conceptualisation”, which is explained in terms of MacInnis’ (2011) framework for conceptual approaches in marketing.

As a phenomenon, CDSM operationalises the following elements: power, agency, resources, value and responsibility. The authors demonstrate how these elements are interconnected and define their meaning, significance and implications in the context of social marketing and pro-social behaviour change. The authors also identify this new form of social marketing as existing on a continuum depending on the level of involvement or dominance of the consumer and of social marketers; at one end of this continuum, exclusive CDSM is entirely consumer-driven and does not engage with businesses or organisations, while on the other end, inclusive CDSM encompasses partnership with external stakeholders to achieve pro-social behaviour change.

The existence of inclusive and exclusive CDSM points towards an intricate power balance between consumers, mainstream social marketers and businesses. While this study identifies and explains this substantial distinction, it is an important task for future research to systematise the relationship and explore the optimal balance between consumer activism and involvement of formalised organisations such as charities and businesses in pro-social behaviour change projects.

The study provides social marketing professionals with an understanding of the benefits of harnessing consumer empowerment to enhance the impact of social marketing interventions.

The study makes a theoretical contribution by introducing, defining and explicating consumer dominance as a substantive area of social marketing.

Based on a review of multiple literatures, a comprehensive content domain of essential intercultural competencies for effective global leaders is presented. This domain is then used to guide the development of the Global Competencies Inventory (GCI), a 160-item self-report measure that assesses the degree to which individuals possess the intercultural competencies that are associated with global leader effectiveness. Using sample sizes ranging from several hundred to nearly 9,000 subjects, evidence from several studies is presented showing the GCI to have convergent validity, predictive validity, and freedom from demographic and ethnic subgroup biases. Implications for theory and future research are also discussed.