R. Kubacki, J. Sobiech, J. Kieliszek and A. Krawczyk
The assessing of the specific absorption rate (SAR) of living organisms or phantoms is difficult to realize and this paper seeks to do this. SAR much more precisely describes the…
Abstract
Purpose
The assessing of the specific absorption rate (SAR) of living organisms or phantoms is difficult to realize and this paper seeks to do this. SAR much more precisely describes the energy absorbed by biological objects than values of electric field strength (E [V/m]) or power density (S [W/m2]) measured at the point of exposition. However, for living objects the assessing of SAR is not an easy task by measuring methods or even in calculation evaluations. Numerical techniques, especially the finite‐difference time‐domain method (FDTD), offer different possibilities of calculations. The important problem with FDTD method introduced to lossy objects with complex shapes is that this method is not verified with the measuring data.
Design/methodology/approach
In this work the results of calculations and measuring data of ellipsoidal phantoms filled with specimen of electrical parameters like muscle tissue are presented. The calculations of SAR have been realized for two cases, e.g. for plane wave incident and for waveguide condition. Measurements for verifying the obtained data were done by waveguide method. The comparison of numerical (the package CONCERTO (Vector Fields Ltd)) and measurement methods were done at frequencies 900 and 1,800 MHz.
Findings
Calculations of SAR of lossy objects by FDTD method have been confirmed by measurements and analytical method of calculations. This documents that the package CONCERTO (Vector Fields Ltd) (Concerto User Guide) can be used for such calculations.
Originality/value
This paper presents the results of calculations of SAR of ellipsoidal phantoms filled with specimens of electrical parameters of equivalent muscle tissue.
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David James Schmidtke, Krzysztof Kubacki and Sharyn Rundle-Thiele
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)…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
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.
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Timo Dietrich, Erin Hurley, Julia Carins, Jay Kassirer, Sharyn Rundle-Thiele, Robert W. Palmatier, Rowena Merritt, Scott K. Weaven and Nancy Lee
The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.
Abstract
Purpose
The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.
Design/methodology/approach
Across three strands, this paper amalgamates theoretical and practitioner evidence from social marketing. This synthesis commences with a review, summary and critical discussion of five decades of social marketing research. Across Strands 2 and 3, the authors review 412 social marketing interventions reported across 10 evidence reviews and 238 case studies.
Findings
This paper demonstrates social marketing’s use of fundamental marketing principles and capability to achieve behaviour change outcomes. Social marketers have built frameworks and processes that non-profit organisations, government agencies and policymakers seeking to enact change can use. This paper delivers five tenets that summarise the findings of the three strands and delivers research priorities for the next 50 years of social marketing research to drive the field forward.
Research limitations/implications
Drawing on five decades of learning, this paper proposes research priorities that can be applied to refine, recalibrate and future-proof social marketing’s success in making the world a better place.
Practical implications
This paper demonstrates the value of social marketing science and helps bridge gaps between theory and practice, and further strengthens social marketing’s value proposition. This paper provides confidence that money invested in social marketing programs is well spent.
Originality/value
This paper delivers a forward-looking perspective and provides social marketing academics and practitioners with confidence that it can assist in overcoming society’s most pressing issues. The paper encompasses key social marketing literature since it was founded 50 years ago. Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.
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Foluké Abigail Badejo, Sharyn Rundle-Thiele and Krzysztof Kubacki
Responding to the call for an extension of social marketing scope and application, this paper aims to outline implementation of a multi-stream, multi-method formative research…
Abstract
Purpose
Responding to the call for an extension of social marketing scope and application, this paper aims to outline implementation of a multi-stream, multi-method formative research approach to understanding human trafficking in the global South context of Nigeria.
Design/methodology/approach
Data were collected using a multi-method, multi-stream research design. The study used alternative methods allowing a critical perspective to be taken.
Findings
Contradictions between upstream discourses and the lived experiences of trafficked individuals emerged. Specifically, moral and rational agency ideology, which conflates human trafficking with prostitution, unintentionally promotes human trafficking and underrepresents other forms of trafficking was evident. Experiences of socioeconomic oppression, traditional practices and an aspirational culture fuels positive attitudes towards human trafficking. The lived experience of human trafficking survivors while varied was underpinned by the common theme of job seeking. Participants perceived human traffickers as benevolent users rather than oppressors, and their rescue as oppressive and disempowering.
Research limitations/implications
Application of a multi-stream approach is limited by research context, sample size, time and cost constraints. Future research extending the multi-stream research approach to other research contexts and groups is recommended.
Practical implications
Multi-stream formative research design assisted to yield wider insights, which informed the design of a multilevel pilot intervention to combat human trafficking in Nigeria.
Originality/value
Extending understanding beyond individual, myopic approaches that have dominated social marketing formative research.
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Competition is one of the least used social marketing principles. Yet, an assessment of direct competition is one of the key factors defining social marketing from other…
Abstract
Purpose
Competition is one of the least used social marketing principles. Yet, an assessment of direct competition is one of the key factors defining social marketing from other behavioural change approaches. This paper aims to synthesise literature from evidence reviews assessing the extent that competitive analysis has been undertaken. This paper contributes a new competitive analysis method that can be incorporated within the seven-step co-design process delivering an alternative tool that social marketers can consider. Competition assessment enables social marketers to identify cooperators, share resources and ultimately enhance social marketing programme success.
Design/methodology/approach
A synthesis on competition assessments reported in 30 evidence review studies is provided. This paper offers a new competition analysis method that can be applied to undertake competitive assessments demonstrating likes, dislikes and other ideas, which can be gathered during the sensitisation phase of co-design.
Findings
Out of the 1,795 papers suitable for title/abstract screening, 30 evidence reviews assessing extent of competition use or extracting detail on competition from selected studies in the review were included in this umbrella review. Heterogeneity was evident, with reviews concluding between 0% and 100% competition use. Social marketers generally lack resources and can benefit from an easy way of defining and examining competition and this can be done by considering only direct competition.
Research limitations/implications
This rapid review synthesises the author’s views and is limited to studies identified within the 30 evidence reviews considered. Future research directions are outlined.
Practical implications
Competitive assessments are akin to standing on the shoulders of giants. Competitive assessments allow you to identify what individuals like and do not likev and potential cooperators that can be partnered with to reduce noise, which can better support people to make choices that achieve intended programme outcomes and deliver benefits to individuals.
Social implications
Increased utilisation of the competition criteria will help to avoid costly failures ensuring that social marketers have improved odds of programme success. Through identifying programmes that are currently available, which people like, social marketers can establish partnerships to share resources driving more effort to delivering outcomes.
Originality/value
This paper offers a new competition assessment method for resource constrained social marketers that can be incorporated into the Trischler et al. (2019) seven-step co-design process. Increased application of competition will enhance social marketing effectiveness.
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Hajar Ebrahimipour, Maryam Mokhtari Dinani and Abbas Rezaei Pandari
The purpose of this paper is to identify and rank the influential social marketing factors for physical activity promotion.
Abstract
Purpose
The purpose of this paper is to identify and rank the influential social marketing factors for physical activity promotion.
Design/methodology/approach
A descriptive-survey approach is used in this study. First, the influential social marketing factors for physical activity promotion were determined through the review of theoretical foundations and literature. The factors with a >0.7 content validity index (CVI) value, based on the experts' opinion, were selected. A total of 23 individuals participated in the study, including sports marketing experts and members of physical activity committees of Iranian sports federations, and they were selected purposively. The study data were collected using a pairwise comparison questionnaire and analyzed using the DEMATEL-based analytic network process (DANP) method.
Findings
In this study, a total of 17 influential social marketing factors were identified and categorized in 5 dimensions: product, price, place, promotion and partnership. Based on DEMATEL-based analytic network process (DANP) results, the “promotion” with the weight of 0.212 was the most important dimension and “providing inexpensive sports services” with the weight of 0.096 was the most important social marketing factor influencing the promotion of the physical activity.
Originality/value
The results highlight the importance of sport for all services expenses and costs in promoting physical activity. Thus, the results can be the basis for policies regarding social marketing to promote physical activity.
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This chapter explores the role of entrepreneurship within the careers of fine artists. This is positioned within the context of the discourse of cultural value. How artists manage…
Abstract
This chapter explores the role of entrepreneurship within the careers of fine artists. This is positioned within the context of the discourse of cultural value. How artists manage their artistic and, sometimes conflicting, entrepreneurial identities is explored. The fields of entrepreneurship, and more recently the creative industries, have received much attention from both policy makers and researchers. Fine artists are perhaps one of the least employable, and arguably most entrepreneurial (by necessity), as Higgs et al. suggest ‘some occupations naturally have substantially higher numbers of self-employed people such as “Artists” with 91% self-employment’ (Higgs, Cunningham, & Bakhshi, 2008, p. 94).
The study captures the career histories of a cohort of fine art graduates, all of whom had graduated at the same time (1994), from the same institution. Taking a narrative approach, detailed career stories were obtained. The relationship to and tensions surrounding entrepreneurship and artistic practice were explored in detail. While artistic identity emerges as a strong force for this group, artistic identity and entrepreneurial identity are sometimes at odds with each other. The practicalities of making a living as an artist, arguably, call for entrepreneurial activity. However, the findings suggest that this presents a conflict for some artists, both aesthetically and emotionally. This chapter explores what this means in the context of cultural value, and cultural value as a ‘lens’ for understanding an artist's career.
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Jeawon Kim, Sharyn Rundle-Thiele and Kathy Knox
Food waste is a systemic problem, with waste occurring at all stages in the supply chain and consumption process. There is a need to unpack which strategies, approaches and tools…
Abstract
Purpose
Food waste is a systemic problem, with waste occurring at all stages in the supply chain and consumption process. There is a need to unpack which strategies, approaches and tools can be applied to reduce the amount of food wasted. Understanding the extent of social marketing principles used offers insights into the additional means that can be applied to increase voluntary behavioral change.
Design/methodology/approach
Following preferred reporting items for systematic reviews and meta-analyses guidelines, a systematic quantitative literature review was undertaken focused on outcome evaluation studies conducted since 2000. Six databases were examined, and cross rating was used to identify previous programs tackling food waste behavior at a household level. A total of 23 programs were analyzed against 8 social marketing components.
Findings
Overall, only 2 out of 23 food waste programs self-identified as social marketing programs. A lack of application of social marketing elements was observed across all studies, indicating a tendency to implement non-voluntary change approaches. The most commonly targeted behaviors were source-separation. Personal interaction involved the distribution of information in person (typically through door knocking). Personal interaction strategies were identified as the most effective program techniques. Program effectiveness was greater when the social marketing components of behavioral change, theory and marketing mix were used, indicating the potential for voluntary approaches to be applied more in the future.
Originality/value
To the best of the authors’ knowledge, the current study was the first systematic literature review to examine the extent of social marketing application in food waste programs reported in peer-reviewed academic literature using eight components of social marketing. The study revealed behavioral change was more likely when more social marketing components were used. Future research is recommended to consider the application of full range of social marketing elements to extend beyond involuntary approaches, which can be subjected to criticism from community.
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Pamela Saleme and Bo Pang
Active school travel (AST) programmes aim to change commuting behaviour to improve children's physical and mental health. However, very limited health education programmes for…
Abstract
Purpose
Active school travel (AST) programmes aim to change commuting behaviour to improve children's physical and mental health. However, very limited health education programmes for children use segmentation to create tailored solutions that understand the specific characteristics of each group of children and their caregivers in order to yield better results. The aim of this study is to use a statistical segmentation analysis (two-step cluster analysis) to gain insights on the examination of specific groups to design future health education interventions and campaigns that can improve children's health.
Design/methodology/approach
Guided by the Ecological and Cognitive Active Commuting (ECAC) framework, a market segmentation analysis was performed. An online survey was designed to collect data from caregivers of children between 5 and 12 years attending school and responsible for taking the child to and/or from school in Victoria and Queensland, Australia. Using 3,082 responses collected from Australian caregivers of primary school children, a two-step cluster analysis was performed.
Findings
Analysis revealed the most important variables for group formation were previous child walking behaviour, distance from school and caregiver income. Perceived risk of the physical environment was the most important psychographic segmentation variable for group formation, followed by social norms. Four distinct groups with different characteristics were identified from the analysis.
Originality/value
This is the first study that applies the ECAC framework to perform market segmentation in the AST context. Results revealed four market segments that demand different tailored solutions. Findings shed light on how to better design AST interventions and campaigns to promote children's health using segmentation techniques.