Field Of Social Marketing Research Articles

Resilience in Times of Crisis: Stressors and Coping Strategies during Pandemics in Egypt

Background Psychological distress in response to pandemics is debated to have a serious and long-lasting impact on consumers’ well-being. The unprecedented nature of pandemics is associated with a wide range of life stressors and coping strategies that vary across countries. Understanding the stressors and coping strategies during pandemics is imperative for social and business reasons. Focus of the Article The study contributes to the area of positive behavior change during critical life events where social marketing can play a profound role in undertaking downstream marketing initiatives that promote adaptive coping strategies for handling emergent threats and stressors. Research Question What coping mechanisms are employed to handle the stressors during times of change? How do individual’s appraisals of the potential threat and self-efficacy affect their coping strategies? Importance to Social Marketing Field The study provides valuable insights to inform social marketing strategies by enriching the field of health communication within social marketing. By exploring the psychological and emotional stressors as well as the coping strategies, this research underscores the importance of targeted communication strategies to support community well-being and resilience. Methods To provide evidence on stressors and coping strategies during COVID-19, a sample of 50 Egyptian adults were interviewed. Results The majority of the participants mentioned the fear of losing loved ones, health threats, and uncertainty as the main stressors. Emotion-focused coping was adopted more often than problem-focused coping. Pursuing hobbies and home tasks and seeking support from family and friends were among the most used coping strategies. High self-efficacy was found to be associated with problem-focused coping strategies. Recommendations for Research and Practice Findings add to the growing literature demonstrating the unique impacts of COVID-19 on consumers’ well-being and their corresponding coping strategies. The specific types of coping strategies people endorse in managing stress and building resilience in handling the pandemic offer important policy and managerial implications. Limitations Given the qualitative nature of the study, the sample size limits the generalizability of the results. Despite the rich insights generated from the qualitative investigation, employing quantitative methods in future studies would help in examining the impact of coping strategies on consumers’ well-being.

Social Marketing Strategy for Social Care Programs for Victims of Human Trafficking Crimes

This study aimed to determine the social marketing strategy for social care programs for victims of human trafficking crimes by identifying the reality, mechanisms, challenges, and proposals for activating social marketing for social care programs for victims of human trafficking crimes. The research is descriptive research that aims to describe the social marketing strategy for social care programs for victims of human trafficking crimes. In line with the type of research, the researcher relied on the social survey method with a sample, which is one of the most appropriate methods for descriptive research. The research community was represented by officials in the department of combating human trafficking crimes at the Ministry of Human Resources and Social Development and in shelter centers in the kingdom's regions. The research sample was determined by a simple random sample of officials in the Department of Combating Human Trafficking Crimes at the Ministry of Human Resources and Social Development and shelter centers in the kingdom's regions, consisting of 121 individuals. The research results confirmed that The challenges of social marketing for social care programs for victims of human trafficking crimes were represented in: interest in superficial advertising aspects of social marketing, lack of marketing skills among those in charge of social marketing programs, lack of good planning for social marketing programs, and poor training of workers in the field of social marketing. The proposals to activate social marketing for social care programs for victims of human trafficking crimes represented: interest in conducting social surveys to determine the needs of victims, building a specialized department in social marketing for social care programs for victims of human trafficking crimes, interest in realistic advertising aspects of social marketing, and measuring victims’ satisfaction with the programs scientifically provided to them.

Using Theory and Practice to Develop Lottery Ticket Warning Messages as a Means of Promoting More Responsible Gambling

Background Playing the lottery is considered a public health concern in many countries due to financial losses associated with it, but also due to other harmful health and social problems. Focus of the article Informed by both theory and practice, this article focuses on developing lottery ticket warning messages targeting players harmed by excessive spending to promote sustainable behavior change. Research Question What should be communicated in lottery ticket warning messages targeting people at risk to facilitate behavior change and maintain it? Approach We bridge the gap between theory and practice and illustrate how theoretical models and current communications can shape messages. Specifically, we identify and examine lottery ticket warning messages and analyze their relative congruence to prevailing theories to assess the potential effectiveness of the messages and to recommend warning labels for lottery tickets. In addition, we incorporate knowledge used by cognitive psychologists in counselling to create warnings more likely to motivate and sustain behavior change. Importance to the Social Marketing Field Merging academic theory with existent communications ensures better knowledge translation and potentially better outcomes. Introducing verified techniques from Cognitive Behavior Therapy into social marketing initiatives could be a step forward into triggering behavior change. Methods A literature review was conducted to identify and select theoretical models appropriate to guide communications for lottery tickets harmful consumption. Searches were conducted to identify initiatives aiming at persuading and helping at-risk individuals to change their behavior in a healthy manner. Social marketing campaign messages were then compared with theoretical paradigms to identify ways in which campaign messages could be improved. Results Results show campaign messages were relatively consistent with some aspects of the theoretical models. Warning messages provide information that is relevant to the target audience and describe the severity and vulnerability of irresponsible consumption. They also attempt to decrease perceived costs and increase perceived self-efficacy in a variety of ways. Some also attempt to modify cognitive distortions the audience has in respect to chances of winning. However, initiatives should also increase consumers’ perceptions of the response-efficacy by emphasizing their agency, and further enhance individuals’ perception of self-efficacy by incorporating strategies from the Cognitive Model. Recommendations for Research and Practice Academics and practitioners can build on each other’s knowledge on an ongoing basis. By making it default to always consider both theory and practice, initiatives are likely to become more effective. Managers responsible for developing warning messages and implementing social marketing campaigns can experiment with the various theoretical approaches to determine which are comparatively more effective for their situations. Limitations Future research is needed to test the comparative effectiveness of these theories as a basis of creating persuasive warning messages.

When Low Social Trust Undermines Social Marketing Campaigns: The Impact of Social Trust on the Effectiveness of COVID-19 Vaccination Campaigns

Background Although COVID-19 social marketing vaccination campaigns have been developed and vigorously promoted to encourage citizens to vaccinate against COVID-19, many people have not responded to vaccination campaigns. Very little is known about the extent to which vaccination campaigns are effective at overcoming people’s resistance to getting the vaccine. Focus of the Article Integrating social trust into the elaboration likelihood model, the current study proposes a model to analyse the effectiveness of COVID-19 social marketing vaccination campaigns and to examine the extent to which social trust plays a role in influencing people’s perceptions of the effectiveness of COVID-19 social media vaccination campaigns. Research Hypotheses The study proposes hypotheses regarding the influence of argument quality and source credibility in COVID-19 vaccination campaigns on individuals’ perceptions of campaign usefulness. In addition, it suggests that source credibility and perceived usefulness of these campaigns play a role in shaping individuals’ attitudes toward COVID-19 vaccination. Furthermore, the study posits that both attitude and perceived usefulness contribute to individuals’ intentions to take the COVID-19 vaccine. Lastly, the study hypothesises that perceived social trust moderates the impact of perceived usefulness on vaccination intentions. Importance to the Social Marketing Field The study holds significant importance in the field of social marketing for several reasons. Firstly, it contributes to a deeper understanding of the dynamics influencing individuals’ perceptions, attitudes, and intentions related to COVID-19 vaccination campaigns. Secondly, by examining the impact of argument quality, source credibility, and social trust, the study provides valuable insights into the factors that can enhance or hinder the success of vaccination campaigns. The inclusion of perceived social trust as a moderating factor in the study further enhances its importance in the field of social marketing. Understanding the role of social trust in influencing the relationship between perceived usefulness and vaccination intentions is crucial for designing context-specific strategies that account for the broader societal dynamics. Methods Online survey data were obtained from 413 adult South Africans. The partial least squares structural equation modelling technique was used to examine the model and test the hypotheses. Results The study found that the quality of arguments in vaccination campaigns and the credibility of the message sources affected how people viewed the usefulness of the messages and their overall attitudes. Surprisingly, although attitudes influenced individuals’ intentions to get the COVID-19 vaccine, the perceived usefulness of the campaign had no direct impact on vaccination intentions. Notably, the results revealed that low social trust played a role in making the perceived usefulness of the COVID-19 vaccination campaign message insignificant in predicting vaccination intentions. Recommendations for Research/Practice Social marketers aiming to improve vaccination attitudes and intentions should focus on two key strategies: emphasising the usefulness of vaccination by highlighting its benefits and leveraging credible sources like healthcare professionals and community leaders to enhance message trust. In addition, this study emphasises the crucial role of social trust in shaping individual responses to vaccination campaigns. Building trust in governing institutions, healthcare systems, and science can significantly impact vaccination acceptance and promotion. Limitations The limitations include potential social desirability bias influencing responses, the need for longitudinal data to establish causality, and the possibility of other influential factors beyond the study’s scope, such as culture and health literacy.

“Why should I care about pollution?” The role of moral disengagement, guilt and plastic usage intention while ordering food online

PurposeThere is a dearth of research in the field of social marketing that attempts to understand why consumers prefer to use plastic packages when using online food delivery services. In addressing this issue, this study aims to investigate the role of moral disengagement, myopia and environmental apathy in the young generations' intentions to use plastic bags while ordering food online. It also examines the mediating role of moral disengagement and the moderating role of guilt in the context of the online food delivery service industry in China.Design/methodology/approachAn online survey was designed to collect data, which yielded 256 usable responses. The partial least squares structural equation modelling (PLS-SEM) technique (SmartPLS 4.0) was used to test the study hypotheses.FindingsThe results indicate that environmental apathy, myopia and moral disengagement exert significant negative effects on consumer intention to use plastic. In addition, moral disengagement was able to mediate the links between “environmental apathy”, “myopia” and “plastic usage intention”. Lastly, consumers’ guilt was found to be a significant moderator in the link between moral disengagement and plastic usage intention.Practical implicationsThis research holds significant importance for social marketers in the online food delivery service industry. Particularly, by understanding consumers' negative behavioural aspects, social marketers can implement marketing strategies that emphasise green practices for environmental well-being.Originality/valueThis is a pioneer study that focuses on the negative aspects of consumer behaviour, such as myopia, environmental apathy and moral disengagement, to understand what drives young consumers to use plastic. Additionally, this study investigates several new relationships in the social marketing field, such as the mediating effect of moral disengagement between myopia, environmental apathy and plastic usage intention. It also tests the moderating effect of guilt on the link between moral disengagement and use intention.

The Good Death: The Interplay Between Group Dynamics, End of Life Decision Making, and Creative Consumption

Background Although death is a primary motivator of behavior, it is not widely studied in marketing. Focus of the Article Through case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders. Research Question What variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option? Program Design/Approach We explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients. Importance to Social Marketing Field This research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers. Methods This is a qualitative study using in-depth interviews. Results This study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.

A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing

Artificial intelligence (AI) is transforming much of society in a short time. Regardless of whether we know it, we interact with AI systems when we seek information online, shop, work, and engage with social media. AI has massive potential to promote human wellbeing but also poses considerable risks, as set out in an open letter signed by leaders in the field, such as Geoffrey Hinton, the “Godfather of AI”. This paper examines how AI can be used as a powerful tool to change pro-social behaviors as part of social marketing programs. We examine opportunities to build on existing efforts to use AI for pro-social behavior changes and the challenges and potential risks that AI may pose. The specific aims of the paper are to explore how AI can be used in social marketing policy, strategy development, and operational delivery. We also explore what this means for future social marketing practice. We present an overview of case studies from the social marketing field and the application of AI in the past, present, and future. We examine the following key question: can these new technologies can be used to promote social good, and if so, how? Through examples from policy, strategy development, operations, and research in social marketing, we examine how AI has been used and successfully applied to improve consumer outcomes and analyze its implications for social marketing. We conclude that AI has substantial promise but also poses some challenges and has potential negative impacts on efforts to promote pro-social behavior changes. Used well, AI may enable social marketers to more rapidly assess how to modify programs of action to ensure maximum efficiency and effectiveness. We suggest future research and programs within this field.

PHIC DESIGN CONNOTATIONS IN ENVIRONMENTAL AWARENESS CAMPAIGNS FOR SUSTAINABLE TOURISM

This study aims to explore the benefit of graphic design in awareness campaigns promoting sustainable tourist destinations and to determine its contribution to the success of campaigns in terms of increasing the protection of natural and economic resources of the destination. The study applies semiotics to the field of social marketing to build a conceptual model that links graphic design of a campaign with public environmental awareness and destination preservation. The aim is to preserve the natural environment and pastoral activities, and that the semiotics of graphic design affects public environmental awareness. This innovative framework for graphic design can be adapted to marketing campaigns or other brands to improve the images of destinations. Tourism activities are closely linked to the environment. It is important to increase awareness among tourists, local residents, and stakeholders about the importance of adopting sustainable practices to ensure the sustainability of the tourism industry and the preservation of local resources. This is crucial in enhancing the reputation and competitiveness of tourist destinations. The increasing demand for new tourist experiences has led to the popularity of natural areas as tourist destinations, offering unique and authentic experiences for visitors seeking to escape their daily routine. The research consists of three chapters. The first chapter addresses the research methodology, which is the study of the effectiveness of these indicators in this context and how to improve them to support environmental awareness campaigns for sustainable

Accessing the TikTok Influencer Marketing on Consumer Behavior: An Econometric Examination

Background: This research aims to access the effect of TikTok influencer marketing on consumer behavior using econometric models. TikTok has emerged as a popular social media platform, with influencers playing a crucial role in molding consumer perspectives and purchasing decisions. However, there is a need to empirically understand the effectiveness of TikTok influencer collaborations in driving brand awareness, purchase intentions, and actual purchasing behavior. Methods: Data for this study is gathered through a survey that is conducted to TikTok users, capturing variables such as exposure to influencer collaborations, engagement with influencer content, brand recall, and trust in TikTok influencers. Demographic information (gender, age, income, education) are also collected. Econometric models, including regression and correlation analysis, are applied to examine the gathered data, and assess the relationship between TikTok influencer marketing and consumer behavior outcomes (brand awareness, purchase intentions, and actual purchasing behavior). Results: The outcomes of the econometric analysis offer valuable information into the influence of TikTok influencer marketing on consumer behavior. The research illuminates the efficacy of influencer collaborations in driving brand awareness among consumers. It also unveil the influence of TikTok influencer promotions on the inclinations of consumers to buy products or services. The findings will contribute to understanding the extent to which TikTok influencer marketing affects actual purchasing behavior. Contribution: This research addresses a research gap by investigating the influence of TikTok influencer collaborations on consumer behavior. Through an econometric analysis, it provides quantitative insights into the relationship between TikTok influencer marketing and consumer outcomes. The findings inform marketers and brands about evaluating the efficiency of TikTok influencer campaigns, aiding in the development of impactful marketing strategies. This research enhances our insights into the function of TikTok influencer marketing in molding consumer behavior and contributes to the field of social media marketing.
 
 Received: 22 October 2023 / Accepted: 28 February 2024 / Published: 5 March 2024

Alleviating Help-Seeking Stigma Among Depressed College Students Through Shadow Social Marketing: A Meso-Level Intervention to a Wicked Problem

Background The current study addresses the issue of societal stigma attached to mental health issues of college students, which strongly suppress their attempts at help-seeking. Focus of the Article ✓We design a meso-level midstream intervention to effect a behavior change of mentally depressed students, who, due to internalized societal stigma attached to mental health issues, strongly evade help-seeking. ✓We use theoretical arguments and formative research to design a shadow social marketing (SSM) meso-intervention to normalize help-seeking behavior of individuals suffering from mental health issues. ✓We perform field-testing of our intervention to ascertain its comparative efficacy against two competing micro-interventions. Research Question To address a complex problem that does not have a direct, clear-cut solution at either the micro or the macro level, we investigate, in this study, whether an SSM meso-intervention performs better than micro-interventions in alleviating social stigma attached to mental health issues. Its primary benefit is to establish a connection between the micro and the macro levels. Importance to the Social Marketing Field Social marketing scholarship underscores a number of undesirable consequences of micro-level social marketing interventions that directly target individuals who suffer from mental depression, because their attempts at help-seeking are grossly suppressed by societal stigma attached to mental health issues. Our study contributes to the understanding of how the SSM meso-intervention could serve as a better alternative to direct interventions in normalizing help-seeking behaviour of affected individuals. We hope that changes of social norms at the community level can eventually lead to societal macro-level changes with modification and enhancement of institutional norms. Methods We use an SSM approach to design a meso-level, midstream intervention to alleviate societal stigma that deters help-seeking of mentally depressed students in an educational institution. We use survey methods for data collection and Tobit regression for data analysis to empirically test our meso-intervention against two other micro-level interventions. Results Our hypothesis that stigmatized individuals are more likely to avail of wellbeing-related services offered by a platform based on an SSM, meso-intervention rather than by one that does not adopt such a strategy is empirically supported strongly ([Formula: see text]). Recommendations for Research or Practice A meso-level intervention is an essential prerequisite to bring about macro-level changes to address stigma attached to mental health issues. As a practical matter, changes of social norms at the community level have a strong potential for bringing about societal macro-level changes with modifications and enhancements of institutional norms and eventual micro-level help-seeking behavior.

사회적 크라우딩과 전문가 생성 콘텐츠가 소비자 정보 채택에 미치는 영향

Social media marketing has become an integral part of integrated marketing communications, playing a significant role in establishing strong relationships between businesses and consumers. The study focuses on categorizing content generated by professional bloggers into experiential and promotional types, considering that consumers’ levels of product information and risk perception vary, influencing their intent to adopt information.
 Therefore, businesses should select appropriate environments based on the type of product content to enhance consumer’ willingness to adopt information. Consequently, the exploration of how to effectively increase consumers’ intent to adopt information by selecting environments is a relevant issue. In this study, the common social phenomenon of social crowding is explored visually, applying the heuristic-systematic model theory. The study investigates the impact of social crowding and professional blogger content types on consumers’ intent to adopt information. The research hypotheses were validated through three experiments, demonstrating that the interaction effect between professional user-generated content types and social crowding influences consumer information adoption. Furthermore, information processing fluency showed a mediating effect on the impact of professional generated content types and social crowding on consumer information adoption. The study also verified a moderating effect of consume knowledge levels on the interaction effect between professional generated content types and social crowding on consumer information adoption.
 Theoretically, this study enriches research in the fields of social crowding and content marketing, providing insights for businesses in formulating marketing strategies. It emphasizes the importance of selecting appropriate social crowding situations for various types of content marketing activities.

Market segmentation to reflect the school's “green” context and increase the impact of environmental education

AbstractCollaboration between the fields of biodiversity conservation and social marketing is growing to promote environmental awareness and induce behavioral changes. In order to assess the significance of employing market segmentation, we conducted an analysis focused on identifying the “green” characteristics of the 386 high schools in the city of Puebla, Central Mexico. We designed a 15‐item survey to evaluate “green” features on school websites, including aspects like institutional identity, facilities, curricula, and extracurricular activities. Utilizing the gathered data, we employed multivariate statistics to categorize the schools into four groups: Green schools, Interested schools, Contemplators, and Do not act, indicating their potential exposure to environmental themes. We conclude that organizations can adopt a similar approach to develop tailored activities with enduring impacts, simultaneously reducing costs and enhancing effectiveness.

A Systematic Review of Social Marketing Interventions Promoting Occupational Health and Safety

Background Unintentional and preventable workplace injuries are a common occurrence across employment contexts. Campaign and intervention initiatives are often implemented to promote health and safety in the workplace. However, to date, scarce research has reviewed the manner in which social marketing principles have been used to inform these efforts. Focus of Article The current review seeks to address this gap by completing a systematic review of occupational health and safety interventions that utilize social marketing approaches. Research Question This review sought to identify key trends and characteristics across occupational health and safety social marketing efforts such as what topics, theories, and design characteristics are most often used to inform these initiatives. The review also sought to determine how effective social marketing tactics were in promoting behavior change. Method In total, 4,354 article titles and abstracts were reviewed across four databases. Ultimately, 11 articles reviewed met the set inclusion criteria, were reviewed, and subsequently analyzed. Results Results indicated that social marketing interventions typically addressed behaviors related to construction safety, agricultural safety, and safety within healthcare environments. While little continuity existed among information dissemination approaches specified, it was clear that many interventions used some form of traditional media (e.g., print, radio, etc.) as a mainstay of their approach. Further, most were effective in promoting behavior change. Importance to the Social Marketing Field While this review identified vital information relating to the development and implementation of occupational health and safety initiatives, clear gaps exist in how key campaign elements, messaging approaches, and strategies are documented in the literature. Recommendations for Research and Practice Practitioners can and should use information identified from this review to guide the development of social marketing interventions. Further, this work also provides important guidance on best practices for documenting features and outcomes of future social marketing efforts.

The role of marketing metrics in social media: A comprehensive analysis

In the digital era, social media has emerged as a powerful marketing tool, revolutionizing the way businesses interact with consumers. As social media platforms continue to evolve, it is crucial for marketers to effectively measure and analyze their efforts. This article explores the significance of marketing metrics in the realm of social media, highlighting the key metrics used to evaluate marketing campaigns and their impact on business success. Through an in-depth analysis of various marketing metrics, this article provides insights into optimizing social media strategies for enhanced customer engagement, brand awareness, and return on investment. The primary objective of this article is to delve into the significance of marketing metrics in the realm of social media. By examining various marketing metrics and their relevance in evaluating social media campaigns, this article aims to provide marketers with insights on how to optimize their strategies and achieve desired outcomes. The scope of this article encompasses a comprehensive analysis of key marketing metrics, including reach and impressions, engagement metrics, conversion metrics, customer satisfaction metrics, brand awareness metrics, and influence and authority metrics. This article is based on a thorough review of existing literature, industry reports, case studies, and expert opinions on marketing metrics in social media. Primary and secondary sources were consulted to gather information on the various metrics used in social media marketing and their impact on business success. The analysis and insights presented in this article are derived from a synthesis of the available knowledge and experiences shared by marketing professionals and researchers in the field of social media marketing. By exploring the importance of marketing metrics in the context of social media, this article aims to equip marketers with the necessary knowledge and tools to make data-driven decisions, optimize their social media strategies, and achieve meaningful results.

Social Marketing: Using the Theory of Planned Behaviour to Predict Open Defecation Free Behaviour Among Households in Ghana

Background Despite global efforts to combat the menace of open defecation, the phenomenon persists, particularly in developing nations. It is estimated that about 14% of Sub-Saharan Africa’s population still practice open defecation. Focus The study sought to examine the behavioral and psychological mechanisms that influence attitudes toward open-defecation-free behavior in Ghana by applying a behavior change theory. Key Hypotheses The following hypotheses were formulated and tested by this study: households’ attitude towards open defecation-free has a significant positive relationship with the actual open defecation-free behavior, household’s subjective norms towards open defecation-free have a significant positive relationship with their actual open defecation-free behavior and households’ perceived behavioral control over open defecation free has a significant positive relationship with their actual open defecation free behavior. Methods A cross-sectional survey was conducted involving 550 respondents. Data were analyzed using the structural equation modeling technique. Results All three variables of the theory of planned behavior were found to have a positive significant influence on Ghanaian households’ actual open defecation-free behaviors. Demographics such as income, educational level, and availability of latrines were found to moderate the relationships between subjective norms, perceived behavioral control, and households’ actual open defecation behavior. Importance to Social Marketing Field The study extends the current literature on social marketing by demonstrating that the theory of planned behavior could be used to predict people’s attitudes toward open-defecation-free behavior. Though the theory of planned behavior has been empirically proven as a good predictor of behavior, by moderating its relationship with open defecation-free behavior with demographic variables our model fleshes out more nuances of the theory, thereby contributing to the development of a social marketing theory. Recommendations for Research or Practice This study employed a cross-sectional survey; hence it may presume static relationships among the constructs which can be cured by a future longitudinal study that could explain the pattern of behavior change. The study recommends that government facilitates the provision of latrines for households by providing financial assistance to those who cannot afford the construction of latrines. A social marketing campaign should also be adopted to encourage the use of latrines.

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.

Social Marketing and the Sustainable Development Goals: Scoping Review (2013–2021)

As social marketing interventions are effective in solving social problems and the deadline to achieve the Sustainable Development Goals (SDGs) is coming closer, it is vital to see to what extent the field of social marketing is contributing to achieving the SDGs by 2030. Therefore, this scoping review mapped the social marketing literature from 2013 to 2021 while also aligning the SDGs and looking at the topical evolution. The results first show the topical dominance of public health and ‘SDG 3: Good health and wellbeing’, although its share has decreased over the years. Furthermore, the study demonstrates the increasing share of environmental issues in social marketing research, which is something that the field has long called for. However, the number of articles on energy and mobility has decreased over the last eight years. Then, the study highlights which SDGs need increasing attention in social marketing research. The study found four SDGs which were barely studied. Most of these are poverty-related SDGs: ‘SDG 1: No poverty’, ‘SDG 9: Industry, innovation, and infrastructure’, ‘SDG 4: Quality education’ and ‘SDG 14: Life below water’. Furthermore, the results highlighted that the share of ‘SDG 10: Reduced inequalities’, ‘SDG 5: Gender equality’, and mostly ‘SDG 7: Affordable and clean energy’ has decreased, which is troublesome amid an energy crisis. This study is relevant to social marketers because it is the first scoping review to map social marketing and the SDGs (2013–2021). It will guide future research and interventions to help achieve the SDGs on time.

Developing a Social Marketing–Based Colorectal Cancer Screening Campaign Centered on Stool-Based Testing for Patients Utilizing Services at a Federally Qualified Healthcare Center

Background More than 50% of colorectal cancer (CRC)–related deaths could be prevented with early detection and treatment. Federally Qualified Healthcare Centers (FQHCs)—safety-net facilities that provide primary care services to uninsured, underinsured and minority patients—report some of the lowest CRC screening rates. Effective CRC screening interventions within FQHCs may help to promote CRC screening utilization among patients from diverse backgrounds. Focus of Article This study was designed to explore average-risk, patient perceptions of facilitators and impediments of using the Fecal Immunochemical Test (FIT) kit for CRC screening within the social marketing framework of the 4 “P’s”—product, price, place, and promotion. Research Aim To conduct formative research with priority populations (i.e., diverse, FQHC patients), assess acceptability of the FIT kit, and identify ways to better meet preferences and needs. Program Design/Approach Qualitative, Focus Groups. Importance to the Social Marketing Field Findings from this study would aid in the future development of a community-based prevention marketing intervention to promote CRC screening within FQHCs that serve diverse patient populations. Methods Focus groups were conducted in English and Spanish with CRC screening age-eligible patients from a South Florida FQHC System. Interview guides were designed to better understand FQHC patient perceptions of CRC Screening via the FIT kit (product) by up-to-date and not up-to-date participants. Additional topics included likes/dislikes (price), preferred location for completing CRC screening and receiving CRC prevention education (place), and strategies for persuasive communication to increase CRC screening among patients who visit FQHCs (promotion). Data were analyzed to identify FIT screening facilitators and impediments using thematic coding in MaxQDA. Results Five focus groups, involving 36 participants aged 50 and older, were conducted. Over half of participants self-identified as Hispanic (36%) or non-Hispanic Black (28%). Key facilitators were the convenience and simplicity of at-home testing (product), presumed affordability of it compared to colonoscopy (price), and ability to return by mail (place). Participants also shared numerous strategies for promotion, including direct referral from Primary Care Providers, mass media campaigns, mailed or electronic reminders from the clinic, and peer advocacy events in churches. Recommendations for Research or Practice Social marketing provides an adequate approach for developing a patient-centered campaign to promote CRC screening uptake at FQHCs. Future CRC screening promotional campaigns at FQHCs should build on the motivation that patients must prioritize their health by emphasizing the convenience of completing CRC screening at home with the capability of mailing it back. Clinics should also work to reduce patient responsibility by developing automated clinic system reminders to openly communicate with patients about CRC screening.

Are Perceived Benefits of Heated Tobacco Products Consumption Aiding Smoking Cessation?

Background The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several challenges to regulators, companies, and consumers, since HTPs are advertised as a less harmful alternative to conventional cigarettes. Focus of the Article This study aims to analyze smokers' perception of HTPs to provide insights for social marketing campaigns targeting behavioral change. Research questions The main objectives of this research are: (1) to assess whether smokers and ex-smokers view HTPs as less harmful to health than traditional cigarettes; and (2) to determine to what extent HTPs can help increase the intention to quit smoking. Methods This study explores smokers’ perception of HTPs consumption using a modified version of the Health Belief Model (HBM). A survey study involving 250 smokers and ex-smokers was conducted to test the conceptual model using PLS-Path modeling to validate the research hypotheses. The data were analyzed using the SPSS 27 and SmartPLS 3.3 programs. Results The results suggest that the perceived benefits of heated tobacco consumption negatively influence the likelihood of quitting smoking. Therefore, HTPs do not work as auxiliary products with regard to the intention to quit smoking. In some cases, the effect is quite the opposite, as HTPs use increases tobacco consumption and dependence. Perceived susceptibility and perceived severity are not significant predictors of the decision to quit smoking. Research limitations Future research could use a sample that includes only HTPs smokers and ex-smokers, analyze HTPs benefits and understand the primary motivation behind replacing conventional cigarettes with HTPs. Practical implications Entities attempting to promote the reduction of tobacco consumption should equate HTPs to conventional tobacco and focus on campaigns targeting only HTPs smokers. Whenever studying perceptions on HTPs, it is important to consider smokers’ dependence on nicotine and the particularities of the devices used to consume HTPs. Importance to the Social Marketing Field Considering the social relevance and growth of heated tobacco consumption, as well as the increase of the tobacco industry’s economic power, this research offers relevant insights into consumers’ perceptions toward HTPs.

Can Motivation, Opportunity and Ability Theory Informed Segments Be Validated in the Australian Defence Force?

Background Segmentation use in social marketing especially in improving the health of young adults is limited, and theory use within segmentation remains infrequent. A generalisable segmentation structure that can be reliably applied across different young adult’s samples may assist social marketers to move beyond one size fits all healthy eating programs. Focus of the Article Segmentation is an essential marketing principle which allows customising marketing activities to the needs of specific segments. Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised and a cross-sample validation of segments across different populations remains to be demonstrated. Importance to the Social Marketing Field Delivery of healthy eating programs targeted to group differences and accommodating a broader theory-based socio-ecological viewpoint is needed to engage with a cross section of young adults more effectively along with a cross-sample validation of segments across different populations to identify a valid segmentation structure that can be reliably applied across the Australian young adult population. Methods A replication study was conducted using the same constructs, items and analytical procedures as in the original study. Data was collected online and in person using a paper survey in two military bases to ensure a mix of Australian Defence Force (ADF) trainee types. Psychographic variables informed by the MOA framework were collected and used to segment the sample with two-step cluster analysis along with a demographic measure (education) and behavioural measure (eating behaviour) to repeat the segmentation analysis. Results The ability of the MOA framework to explain eating behaviour was confirmed in the ADF trainee sample, and two-step cluster analysis produced a similar segment structure to the original study with education, opportunity and motivation to eat healthy being the most important variables in segment formation. Recommendations for Research or Practice Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of young adults. This empirical replication study confirmed a similar theory-driven healthy eating segment solution across two young adult populations illustrating the value of using behavioural theories to draw segments and utilising the same theory to cross-validate the constructs in a comparable sample. Future research could use this approach to identify a valid segmentation structure that can be reliably applied across different populations and behavioural contexts.