Search results

1 – 10 of 66
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 27 November 2017

Ross Gordon, Katherine Butler, Paul Cooper, Gordon Waitt and Christopher Magee

This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded…

600

Abstract

Purpose

This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded interdisciplinary social marketing energy efficiency programme. Energy + Illawarra was a community programme working with low-income older people in Australia and involving social marketers, human geographers and engineers. The paper aims to identify how ecological systems theory can inform social marketing, and what practicalities there may be in doing so. The paper also aims to assess whether a social marketing programme that draws on ecological systems theory can have a positive impact on people’s thermal comfort.

Design/methodology/approach

First, the paper uses critical discursive analysis to examine the use of various elements of a social marketing energy efficiency programme in relation to the different levels of ecological systems theory. Second, a longitudinal cohort survey study design is used to evaluate the programme’s influence on people’s perceptions of thermal comfort and satisfaction with thermal comfort in their homes.

Findings

The study found that ecological systems theory could be an effective framework for social marketing programmes. The evaluation study found that the intervention had a positive impact on participant’s perceptions of thermal comfort, satisfaction with thermal comfort and attitudes towards energy efficiency. However, the paper identifies some potential tensions in using ecological systems theory and suggests that issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences are important considerations in social marketing programmes.

Originality/value

The work presented here suggests that multi-level social marketing programmes that draw on ecological systems theory can make a useful contribution to social change as demonstrated by the evaluation survey finding positive impacts on thermal comfort and attitudes of participants. However, issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences should be considered in social marketing programmes.

Access Restricted. View access options
Article
Publication date: 9 October 2017

Ross Gordon, Gordon Waitt and Paul Cooper

This paper aims to contribute to contemporary debates about interdisciplinarity and social marketing by presenting the critical reflections of a social marketer, a human…

376

Abstract

Purpose

This paper aims to contribute to contemporary debates about interdisciplinarity and social marketing by presenting the critical reflections of a social marketer, a human geographer and an engineer on working across disciplines in an Australian community energy efficiency intervention – Energy + Illawarra. The paper also aims to identify challenges, practicalities and learning that emerge from collaborating on interdisciplinary projects. It also aims to provide some suggestions and guidelines for researchers in the interdisciplinary space.

Design/methodology/approach

The paper uses a case study approach and presents the critical reflections of a social marketer, a human geographer and an engineer on working together on the Energy + Illawarra project – a community energy efficiency social marketing intervention.

Findings

Challenges in interdisciplinary projects that are presented by differences in ontology, methodology, language and discourse are identified. The importance of being critically reflexive and openness to alternative perspectives are examined. Concerns over publishing interdisciplinary research are considered. The value of experimenting and developing partnerships through pilot projects is discussed. The potential of leveraging existing synergies and the opportunity to learn from clashes in ontology are also highlighted.

Originality/value

This paper contributes to the discussion about being interdisciplinary in social marketing by identifying subjectivities, practicalities and opportunities from collaborating on cross-disciplinary projects. Guidance for researchers on working on interdisciplinary projects offers value for social marketers working in this area.

Details

Journal of Social Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Access Restricted. View access options
Article
Publication date: 11 April 2016

Katherine Butler, Ross Gordon, Kate Roggeveen, Gordon Waitt and Paul Cooper

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical…

2322

Abstract

Purpose

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical exploration of the concept of value-in-behaviour, and, in doing so, identify that it is a logical addition to the extant concepts of value-in-exchange and value-in-use.

Design/methodology/approach

Exploratory focus group research was conducted to explore older, low-income people’s perceived value towards using energy efficiently in the contexts of their everyday lives. The research was conducted in regional New South Wales, Australia, with 11 focus groups of 59 people (40 females, 19 males) aged over 60 with a personal disposable income below $26,104 per annum.

Findings

Using this framework, functional, economic and ecological value appeared to be the most pertinent value dimensions for using energy efficiently, while social or emotional value was less relevant. Attention is drawn to how value in using energy efficiently emerges within the everyday contingencies and constraints configured by individual households’ financial, social, material and cultural contexts. These findings suggest that programmes in this area and with similar target groups would benefit from trying to promote and co-create such value.

Originality/value

The present study provides empirical evidence that consumers in a social marketing context appear to perceive value-in-behaviour in relation to using energy efficiently. This approach inspires social marketers to foster individual behaviour change through a better understanding of how value is created in everyday practices. This builds upon existing work on value in social marketing and suggests that value is an important concept that warrants continued theoretical, empirical and practical exploration.

Access Restricted. View access options
Book part
Publication date: 25 October 2019

Susannah Clement

In public health and sustainable transport campaigns, walking is positioned as an important way families can become more active, fit and spend quality time together. However, few…

Abstract

In public health and sustainable transport campaigns, walking is positioned as an important way families can become more active, fit and spend quality time together. However, few studies specifically examine how family members move together on-foot and how this is constitutive of individual and collective familial identities. Combining the notion of a feminist ethics of care with assemblage thinking, the chapter offers the notion of the familial walking assemblage as a way to consider the careful doing of motherhood, childhood and family on-foot. Looking at the walking experiences of mothers and children living in the regional city of Wollongong, Australia, the chapter explores how the provisioning and enactment of care is deeply embedded in the becoming of family on-the-move. The chapter considers interrelated moments of care – becoming prepared, together, watchful, playful, ‘grown up’ and frustrated – where mothers and children make sense of and enact their familial subjectivities. It is through these moments that the family as a performative becoming, that is always in motion, becomes visible. The chapter aims to provide further insights into the embodied experience of walking for families in order to better inform campaigns which encourage walking.

Details

Families in Motion: Ebbing and Flowing through Space and Time
Type: Book
ISBN: 978-1-78769-416-3

Keywords

Access Restricted. View access options
Article
Publication date: 7 December 2021

Thomas Boysen Anker, Ross Gordon and Nadia Zainuddin

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…

2150

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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

Access Restricted. View access options
Article
Publication date: 4 May 2020

Nadia Zainuddin and Ross Gordon

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…

3104

Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Originality/value

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).

Details

Journal of Services Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Available. Content available
Article
Publication date: 5 October 2017

Nadia Zainuddin and Rebekah Russell-Bennett

828

Abstract

Details

Journal of Social Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 2042-6763

Available. Content available
Article
Publication date: 1 January 2014

560

Abstract

Details

International Journal of Sustainability in Higher Education, vol. 15 no. 1
Type: Research Article
ISSN: 1467-6370

Available. Open Access. Open Access
Article
Publication date: 17 February 2022

Ulla-Maija Sutinen

The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a…

3946

Abstract

Purpose

The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a socio-cultural approach can inform social marketing and enhance the possibilities of the field to address complex, multifaceted issues that require changes beyond the individual.

Design/methodology/approach

While the paper is conceptual in nature, it uses an illustrative example of food waste as the basis for an investigation of what a socio-cultural approach, rooted in practice-theoretical understanding of change, means for social marketing.

Findings

The paper is conceptual in nature but highlights new opportunities for social marketing connected to a socio-cultural approach foregrounding practice changes. The paper introduces potential roles that social marketers can adopt to initiate and support practice changes in the context of food waste.

Practical implications

The paper emphasises the importance of focussing on the socio-culture and practices connected to the issue in question, both when scoping for insight and when developing the ways to address it.

Originality/value

By integrating a practice-theoretical understanding of change, social marketing and food waste literature, the paper offers novel insights about the potential of adopting a socio-cultural approach to social marketing. The paper discusses a socio-cultural approach to social marketing in context, emphasising the roles social marketers can play in practice changes.

Access Restricted. View access options
Article
Publication date: 19 July 2019

Rebekah Russell-Bennett, Raymond P. Fisk, Mark S. Rosenbaum and Nadia Zainuddin

The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social…

2757

Abstract

Purpose

The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda.

Design/methodology/approach

The paper offers a conceptual approach and research agenda by comparing and contrasting the two marketing fields of transformative service research and social marketing.

Findings

Specifically, this paper proposes three opportunities to propel both fields forward: 1) breaking boundaries that inhibit research progress, which includes collaboration between public, private and nonprofit sectors to improve well-being; 2) adopting more customer-oriented approaches that go beyond the organizational and individual levels; and 3) taking a non-linear approach to theory development that innovates and co-creates solutions.

Originality/value

This paper presents the challenges and structural barriers for two subfields seeking to improve human well-being. This paper is the first to bring these subfields together and propose a way for them to move forward together.

Details

Journal of Services Marketing, vol. 33 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

1 – 10 of 66
Per page
102050