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This paper aims to provide guidelines for upstream social marketing strategy on to whom, how and when social marketers can undertake upstream social marketing.

This article is a conceptual piece using academic literature to justify and conceptualise an approach to communicating with and influencing upstream actors.

Specifically, it looks at the characteristics of policymakers targeted, then targeting methods, with a special focus on the use of media advocacy. Finally, a process of government decision-making is presented to explain message timing and content.

Specific criteria to judge time of decision-making and implementation guidelines are provided for social marketers.

In the case of complex social problems, such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic social marketing has identified upstream social marketing as a method to influence structural change through policymakers (French and Gordon, 2015); however, literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines.

This paper aims to explore how the socio-ecological model can be expanded to address wicked problems that are perpetuated by marketing systems through examining the ways the external environment can be targeted.

The authors used an extended socio-ecological model to provide a framework for social marketers to combat climate change through the food system in the external environment.

The socio-ecological model is extended to examine how social marketers can influence the micro and macro environment through targeting the physical structure, economic, political and socio-cultural environment of desirable (sustainable) and undesirable (unsustainable) food products.

The authors highlight that social marketers should focus on the various ways the external environment at multiple levels can be targeted to produce systemic change.

This paper broadens the current macro-social marketing knowledge by providing a framework to analyse where and how change can be affected at the various levels of society.

The authors do not claim that the following represents the views of any one tribe but instead the culmination of the academic literature written on the topic. Marketing’s current Western dominant social paradigm (DSP) is said to perpetuate “green”, yet unsustainable practices. The DSP does not support strictly pro-environmental practices and its proposed alternative, the new environmental paradigm (NEP), lacks in-depth conceptualisation, especially concerning business and marketing activities. However, the two paradigms contrast so much that a shift from one to the other is vehemently argued against and conceptually rife with problems. This paper aims to expand upon the merits of the NEP using indigenous people’s environmental philosophies [1] – as examples of historically supported and successful sustainable philosophies. It conceptualises a Relational view to provide a more practical alternative to the DSP and includes propositions for marketing implementation of this perspective.

By explicating both the DSP and NEP and reflecting on each through an indigenous Māori view, this paper provides propositions for a broadened paradigm that supports sustainability and its application for sustainable marketing.

The implications of this research are in the area of paradigm development and in providing an alternative paradigm to that of the DSP. This paper is the first to fully explicate parts of the NEP and considers a solution to the problems of changing the current DSP so drastically by broadening the NEP using a Relational worldview.

The propositions and examples provided in this work give practical application of the newly presented paradigm for marketers influenced by indigenous belief systems.

This paper is the first to explicate parts of the NEP and broaden its reach by integrating a Relational worldview as an alternative to drastically changing the current DSP. It does so by proposing that marketers embrace a middle ground that is influenced by indigenous belief systems.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Upstream social marketing is the best method of enacting change at the highest levels without resorting to violence or civil disobedience. This briefing provides a succinct overview of the current guidelines for successfully implementing upstream social marketing.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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.

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.

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.

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.

This paper defines prosumers in light of the COVID-19 crisis and other contexts. It addresses how prosumers helped overcome challenges caused by COVID-19 and is the first paper to develop a taxonomy of prosumers, their differentiating characteristics and the degree to which they are useful in overcoming the challenges of COVID-19.

We conducted a literature search of the prosumer literature using the Web of Science and Scopus databases.

This study solves a definitional dilemma of prosumers and develops six prosumer archetypes displaying the nuances of prosumers. The study shows that the six prosumer archetypes vary in their usefulness in addressing challenges caused by COVID-19. The findings demonstrate the micro (individual), meso (organizational) and macro (societal) benefits offered by prosumers in times of crises.

This study has some clear implications for the prosumer literature, the services literature and the crisis literature by clarifying the role of prosumers in times of crisis.

This paper offers several implications at the micro (individual), meso (organizational), and macro (societal) levels that are offered by prosumers in times of crises. The benefits of prosumers afford individuals, service practitioners and other organizations ways to remain resilient and strong in the face of significant crises such as COVID-19.

This paper makes three specific contributions. First, it contributes to the service literature by highlighting the role and value of prosumers in crises, an area currently under-researched. Secondly, it developed six prosumer archetypes displaying the nuances of prosumers, contributing to the prosumer literature by sharpening the focus of this versatile phenomenon and demonstrating the differential value of each type of prosumer in times of crises. Lastly, the study advances the prosumer literature by resolving the definitional dilemma of prosumers and by providing a broad, yet specific definition of prosumers that captures the different perspectives evident in the prosumer literature.

The purpose of this paper is to explore why and how sharing economy users switch from consumer (e.g. Airbnb guest) to provider (e.g. Airbnb host), and how this helps enrich self-determination theory.

The authors conducted an exploratory study with users who had been consumers (i.e. Airbnb guests) and had switched to being providers (i.e. Airbnb hosts).

Consumers switch to being providers across four phases: “catalysts”, “enablers”, “drivers” and “glue”. The authors identify various extrinsic and intrinsic motivations unique to the switch and map these against motivators postulated by self-determination theory.

The authors propose a four-phase process through which consumers become providers. The present study enriches self-determination theory by showing how users' psychosocial needs are addressed through a variety of intrinsic and extrinsic factors that are unique to the role switch. The authors further show how the importance of the three key psychosocial self-determination needs varies through the switch process, thus providing a more nuanced understanding of users' drive for self-determination.

This study offers several recommendations to help sharing economy platforms improve their processes and communication to encourage a greater number of consumers to switch roles and become providers. These recommendations address two aspects: (1) encouraging consumers to switch roles and become providers (i.e. acquisition) and following this (2) encouraging providers to continue to perform that role (i.e. retention).

Much research has investigated why users become consumers (e.g. Airbnb guests) or providers (e.g. Airbnb hosts) in the sharing economy. However, research to date has not fully embraced the two-sided nature of the sharing economy. Therefore, this is the first paper to explore why and how consumers switch roles and become providers in the sharing economy, and how this helps enrich self-determination theory.