Social Marketing Model Research Articles

A Concept of Location-Based Social Network Marketing

ABSTRACT A stimulus-response model of location-based social network marketing is conceptualized based on an exploratory investigation. Location-based social network applications are capable of generating marketing stimuli from merchant, competition-based, and connection-based rewards resulted from relevance and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (i.e., patronage to new places) and loyalty behavior (i.e., increased frequency of patronage to familiar places). This behavior implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and recommendations for further studies are provided.

Sustainability through Service Marketing- Below the Line Bangladesh

Social Marketing is a zero-sum game as it begets a dilemma to the marketer in terms of risk, benefit and cost. The descriptive paper covers the social Marketing concept from the facet of a Bangladeshi Company SMC, and its possible contribution to the below the line consumers. Attempt has been made to highlight various marketing programs and communication tools to cover the unidentified segments and ways to isolate them to better focus the strategic goals. Keywords - Sustainability, Social marketing, Promotion, Positioning I. INTRODUCTION Bangladesh has embarked on major strategies to advance its social marketing approaches. Their main focus is to facilitate sustainable consumption through social marketing. Notably, social marketing involves the use of various techniques and concepts with the aim of changing a specified behavioral change for the benefit of the society. In addition, it aims at promoting the society's well being. Therefore, only products and services that are of benefit to the society are promoted while at the same helping the public to avoid harmful products. Social Marketing Company (SMC) is a marketing organization in Bangladesh that plays a great role in maintaining a productive social marketing. It has greatly contributed in reproduction and provision of child health services in the country (Weinreich, 2010). SMC has started various social marketing programs. Some of these programs include the following: family planning, prevention of diseases, and child health among others. Their main aim is to promote quality of life of the less privileged population in the country. The company which is privately managed works closely with the national and international governments as well as donors. Its sustainable efforts on social marketing have benefited its population significantly. In this case, various commercial management techniques are usually applied in order to market, popularize, buy and sell product and services that are of benefit to the people. They also advocate for fair prices of goods and services which people can afford. Indeed, social marketing in Bangladesh focus on high availability and affordability of the product and services to the common public. Social marketing in Bangladesh uses two major strategies in order to achieve their objects. They include: multi-strategy communication as well as sustainability to enhance changed behavior among the members of the society (Weinreich, 2010). The communication is aimed at facilitating adoption and initiation of a positive behavior change. Virtually, commercial marketing technique is mainly used to support the change of behaviors on the use of products. The model of social marketing used in Bangladesh has achieved remarkable success. For this reason, it has become a best practice not only in Bangladesh but also in the international scenes. This has made United States together with other Asian countries to include the social marketing program in their curriculum. SMC has made major contributions in the national program. In the health sector, some of the major contribution has been seen in the social marketing of family planning through the use of contraceptives. This has played a great role in meeting the objective of the Bangladesh government on population control. Social marketing has greatly been achieved through the use of an innovative communication that facilitates behavior change. The company is able to offer large scale dissemination of information regarding the use of contraceptives. Moreover, it takes a major role in advertising these products to the larger population. Some of the barriers that have faced SMC in its endeavor of social marketing included: the larger illiterate members of the Bangladesh society, majority of the population was poor therefore access to media or buying the contraceptives was received with skepticism. In order to deal with this situation, SMC has to embark on strong and innovative sense of communication to facilitate behavior change. The major approach was on family planning and the use of contraceptives. The innovative modes of communication led to the success of these programs. This has made this company to gain a worldwide recognition. Its success is also based on its effort to promote health messages as well as enhance the sale and buying of the branded products only. Their advertisement and promotion is carried out not only through media but also through any means that will make the target audience receive the intended message. Thus, messages are found on billboards, buildings, shops, banners, water tanks among others.

Developing more effective social marketing strategies

PurposeThe reason for this paper is to better understand why many social marketing campaigns produce poor results and to propose a model to guide social marketing strategic planning to improve program outcomes.Design/methodology/approachThis is a conceptual paper which discusses a new social marketing model to remove upstream causes of target social problems.FindingsIt appears that social marketing planning may be limited by over‐reliance on commercial marketing tactics and an over‐emphasis on individual behavior change. Finding upstream sources of social problems is a first step. However, social marketers must be willing to employ tactics to ameliorate structural, upstream causes of social problems.Research limitations/implicationsThe social marketing field needs to further its developmental progress by reducing its use of commercial marketing concepts and increasing its use of concepts from other fields like public health, political science, and social movements.Practical implicationsPracticing social marketers can improve their outcomes if they identify upstream causes of social problems and find ways to reduce their harmful effects.Social implicationsThere are major social implications because removing upstream sources of social problems will invoke opposition from powerful interests. A new array of complexity is involved in using activism as a tactic, which may be needed. Conflicts will have to be dealt with and responded to effectively.Originality/valueThe value of this paper is to enhance awareness of the self‐imposed limitations on social marketing strategies and to propose a means of removing these limitations and improving the ability to improve social well‐being.

Acceptability of rapid oral fluid HIV testing among male injection drug users in Taiwan, 1997 and 2007

Rapid oral fluid HIV testing (rapid oral testing) is in the process of being adapted in Taiwan and elsewhere given its advantages over prior HIV testing methods. To guide this process, we examined the acceptability of rapid oral testing at two time points (i.e., 1997 and 2007) among one of the highest risk populations, male injection drug users (IDUs). For this purpose, an anonymous self-administered survey was completed by HIV-negative IDUs involved in the criminal justice system in 1997 (N 1=137 parolees) and 2007 (N 2=106 prisoners). A social marketing model helped guide the design of our questionnaire to assess the acceptability of rapid oral testing. This included assessing a new product, across four marketing dimensions: product, price, promotion, and place. Results revealed that in both 1997 and 2007, over 90% indicated that rapid oral testing would be highly acceptable, particularly if the cost was under US$6, and that a pharmacy would be the most appropriate and accessible venue for selling the rapid oral testing kits. The vast majority of survey respondents believed that the cost of rapid oral testing should be federally subsidized and that television and newspaper advertisements would be the most effective media to advertise for rapid oral testing. Both the 1997 and 2007 surveys suggested that rapid oral HIV testing would be particularly accepted in Taiwan by IDUs after release from the criminal justice system.

Building rural motor vehicle safety capacity through community sports

Introduction/objectivePersons living in rural areas are at great risk of motor vehicle injury, as are children ages 4–7 years when prematurely graduated to seat belts designed for adults. Social marketing,...

The effectiveness of a social marketing model on case-finding for COPD in a deprived inner city population

To evaluate the effectiveness of a social marketing model on case-finding for COPD in a population with high smoking rates and COPD prevalence. A two-week marketing campaign was conducted using high visibility posters, leaflets distributed with the local newspaper, and the creation of a free automated COPD information line. The primary outcome measure was the number of newly-diagnosed cases of COPD as a result of the campaign. Secondary outcomes measures were: the number of phone calls to the information line up to four weeks after the end of the campaign; the number of individuals who presented to their general practitioner (GP) for spirometry as a result of the campaign; and responses to a questionnaire sent to members of the public to analyse and assess the visibility and impact of the campaign. Ten people came forward to have spirometry performed and all had non-obstructive results. Nine calls were made to the dedicated COPD phone line. 135 out of 400 members of the public (34%) responded to the questionnaire; of these, only 34 (25%) recalled seeing a campaign poster. Posters and leaflets from this campaign were visible but only led to 10 individuals coming forward for spirometry, none of whom had COPD. This form of healthcare marketing was costly and not effective for COPD case-finding in our area.

Application of the social marketing model to unemployment counseling: a theoretical perspective

A. R. Andreasen's (1995) social marketing model (SMM) is applied to structure feedback counseling for individuals who are unemployed. The authors discuss techniques used in commercial marketing and how they are equally applicable to solving societal problems; SMM and its application to social interventions; and structured feedback that moves a person from contemplating change to sustained behavioral modification, which can facilitate attitudinal and behavioral change. The relationship of SMM to motivational theories that support the potential of SMM for unemployment counseling is also discussed. The article concludes with a review of the integration of SMM by the New Zealand Employment Service.

‘Setting the guinea pigs free’: Towards a new model of community-led social marketing

To offer the opportunity to discuss the positive contribution of co-production approaches in the field of social marketing. Recognizing the ever-evolving theoretical base for social marketing, this article offers a brief commentary on the positive contribution of co-production approaches in this field. The authors outline their own move towards conceptualizing a community-led social marketing approach and describe some key features. This developing framework has been influenced by, and tested through, the Early Presentation of Cancer Symptoms Programme, a community-led social marketing approach to tackle health inequalities across priority neighbourhoods in North East Lincolnshire, UK. A blend of social marketing, community involvement and rapid improvement science methodologies are drawn upon. The approach involves not just a strong focus on involving communities in insight and consultation, but also adopts methods where they are in charge of the process of generating solutions. A series of monthly and pre/post measures have demonstrated improvements in awareness of symptoms, reported willingness to act and increases in presentation measured through service referrals. Key features of the approach involve shared ownership and a shift away from service-instigated change by enabling communities 'to do' through developing skills and confidence and the conditions to 'try out'. The approach highlights the contribution that co-production approaches have to offer social marketing activity. In order to maximize potential, it is important to consider ways of engaging communities effectively. Successful approaches include translating social marketing methodology into easy-to-use frameworks, involving communities in gathering and interpreting local data, and supporting communities to act as change agents by planning and carrying out activity. The range of impacts across organisational, health and social capital measures demonstrates that multiple and longer-lasting improvements can be achieved with successful approaches.

Living Smart Homes

This article documents the rationale and experience of a pilot Australian sustainability education programme, ‘Living Smart Homes’ (LSH) based on a community-based social marketing model. Inspired by the Australian ‘Land for Wildlife’ scheme, LSH is designed to engage homeowners with sustainable practices through face-to-face workshops, an interactive website with action-learning modules and a recognition scheme, a sign displayed in front of participants’ homes—to which additions were made as they completed modules on energy, water, waste and transport. Participants were asked to change household behaviours and to discuss the changes and the barriers to participation in the programme and to making the behavioural changes. More than 120 people participated in the programme. This article documents feedback from two surveys and four focus groups. Participants enjoyed and learnt from LSH, praising the household sign as a tangible symbol of their commitment to sustainability and a talking point with visitors. Their evaluation of the LSH programme, website and workshops, as well as their identification of barriers and recommendations for improvement and expansion of the programme, are discussed.

Center for Disease Control’s Diethylstilbestrol Update: A Case for Effective Operationalization of Messaging in Social Marketing Practice

The Center for Disease Control's (CDC) Diethylstilbestrol (DES) Update, a campaign to educate people who may have been exposed to the drug DES, is framed on the premises of the social marketing model, namely formative research, audience segmentation, product, price, placement, promotion, and campaign evaluation. More than that, the campaign takes a critical step in extending the social marketing paradigm by highlighting the need to situate the messaging process at the heart of any health communication campaign. This article uses CDC's DES Update as a case study to illustrate an application of a message development tool within social marketing. This tool promotes the operationalization of messaging within health campaigns. Ultimately, the goal of this project is to extend the social marketing model and provide useful theoretical guidance to health campaign practitioners on how to accomplish stellar communication within a social marketing campaign.

Social Marketing and the School Library: An Effective Path to Collaboration?

Social Marketing and the School Library: An Effective Path to Collaboration?

The role of social marketing models in family health interventions in Pakistan

The role of social marketing models in family health interventions in Pakistan

Assessing determinants of fish consumption in worksite cafeteria customers

Study objective was to determine the association among fish intake and the following: demographic characteristics; fish and heart disease knowledge; health beliefs; and fish preferences using Health Belief Model (HBM) and Social Marketing Model (SMM). A 51‐item questionnaire was returned by 473 worksite cafeteria customers (57% response rate). Twenty‐seven percent of respondents ate fish in the cafeteria (fish eaters). Significantly more respondents over age 40 (38%) compared to those 40 and younger (17%) (p=0.000) were fish eaters. Significantly more fish eaters (80%) compared to non‐fish eaters (62%) knew the American Heart Association recommends all people consume two servings of fish/week (p=0.000). There were no significant associations between health beliefs and fish intake. Ninety‐four percent of fish eaters had a high fish preference score (higher score means likes all kinds of fish) compared to 55% of non‐fish eaters had a low fish preference score (p=0.000). HBM constructs may not be appropriate to use while the product construct of the SMM should be considered when developing an intervention to increase fish consumption of worksite cafeteria customers. Study methods were approved by Rush University Institutional Review Board for Human Subjects. Project funded by Department of Food and Nutrition Services, Rush University Medical Center.

The use of programme planning and social marketing models by a state public health agency: A case study

To investigate the use of planning models and social marketing planning principles within a state's central public health agency as a means for informing improved planning practices. Qualitative semi-structured interviews were conducted with 30 key programme planners in selected division branches, and a quantitative survey was distributed to 63 individuals responsible for programme planning in 12 programme-related branches. Employees who have an appreciation of and support for structured programme planning and social marketing may be considered the 'low hanging fruit' or 'early adopters'. On the other hand, employees that do not support or understand either of the two concepts have other barriers to using social marketing when planning programmes. A framework describing the observed factors involved in programme planning on an individual, interpersonal and organizational level is presented. Understanding the individual and structural barriers and facilitators of structured programme planning and social marketing is critical to increase the planning capacity within public health agencies.

Lessons Learned from Social Marketing Models in the United Kingdom

Lessons Learned from Social Marketing Models in the United Kingdom

A blended knowledge translation initiative to improve colorectal cancer staging [ISRCTN56824239

BackgroundA significant gap has been documented between best practice and the actual practice of surgery. Our group identified that colorectal cancer staging in Ontario was suboptimal and subsequently developed a knowledge translation strategy using the principles of social marketing and the influence of expert and local opinion leaders for colorectal cancer.Methods/DesignOpinion leaders were identified using the Hiss methodology. Hospitals in Ontario were cluster-randomized to one of two intervention arms. Both groups were exposed to a formal continuing medical education session given by the expert opinion leader for colorectal cancer. In the treatment group the local Opinion Leader for colorectal cancer was detailed by the expert opinion leader for colorectal cancer and received a toolkit. Forty-two centres agreed to have the expert opinion leader for colorectal cancer come and give a formal continuing medical education session that lasted between 50 minutes and 4 hours. No centres refused the intervention. These sessions were generally well attended by most surgeons, pathologists and other health care professionals at each centre. In addition all but one of the local opinion leaders for colorectal cancer met with the expert opinion leader for colorectal cancer for the academic detailing session that lasted between 15 and 30 minutes.DiscussionWe have enacted a unique study that has attempted to induce practice change among surgeons and pathologists using an adapted social marketing model that utilized the influence of both expert and local opinion leaders for colorectal cancer in a large geographic area with diverse practice settings.

Recruiting Minority Men Who Have Sex With Men for HIV Research: Results From a 4-City Campaign

We describe the efforts of a 4-city campaign to recruit Black and Hispanic men who have sex with men into an established HIV epidemiological study. The campaign used community organizing principles and a social marketing model that focused on personnel, location, product, costs and benefits, and promotion. The campaign was developed at the community, group, and individual levels to both increase trust and reduce barriers.The proportion of Hispanic men recruited during the 2002-2003 campaign doubled compared with the 1987 campaign, and the proportion and number of White men decreased by 20%. The proportion of Black men decreased because of the large increase in Hispanic men, although the number of Black men increased by 56%. Successful recruitment included training recruitment specialists, involving knowledgeable minority community members during planning, and having an accessible site with convenient hours.

Marketing Social Marketing: Getting Inside Those “Big Dogs’ Heads” and Other Challenges

Social marketing provides a powerful process for planning and implementing public health programs. Although often applied to the promotion of healthier lifestyles, social marketing can also be used to promote utilization of direct services or policy changes. Despite growing popularity among public health professionals, resistance by senior management, community advocates, policy makers, and others can create barriers to the use of the social marketing model. This article draws on the authors' observations, practice experiences, extensive training interactions, and qualitative studies with public health practitioners across the nation. It examines some of the key reasons that public health practitioners encounter resistance to using social marketing and discusses how a logic model can be used to market social marketing in organizations and communities.

The importance of socio-economic context for social marketing models for improving reproductive health: Evidence from 555 years of program experience

BackgroundOver the past two decades, social marketing programs have become an important element of the national family planning and HIV prevention strategy in several developing countries. As yet, there has not been any comprehensive empirical assessment to determine which of several social marketing models is most effective for a given socio-economic context. Such an assessment is urgently needed to inform the design of future social marketing programs, and to avoid that programs are designed using an ineffective model.MethodsThis study addresses this issue using a database of annual statistics about reproductive health oriented social marketing programs in over 70 countries. In total, the database covers 555 years of program experience with social marketing programs that distribute and promote the use of oral contraceptives and condoms. Specifically, our analysis assesses to what extent the model used by different reproductive health social marketing programs has varied across different socio-economic contexts. We then use random effects regression to test in which socio-economic context each of the models is most successful at increasing use of socially marketed oral contraceptives and condoms.ResultsThe results show that there has been a tendency to design reproductive health social marketing program with a management structure that matches the local context. However, the evidence also shows that this has not always been the case. While socio-economic context clearly influences the effectiveness of some of the social marketing models, program maturity and the size of the target population appear equally important.ConclusionsTo maximize the effectiveness of future social marketing programs, it is essential that more effort is devoted to ensuring that such programs are designed using the model or approach that is most suitable for the local context.

Marketing Effectiveness in Reaching the Nontreatment-Seeking Marijuana Smoker

ABSTRACT Successfully meeting recruitment goals is critical in completing clinical research, but it is often one of the most difficult challenges in conducting a study. This paper describes the recruitment effort for a randomized controlled trial of a brief intervention targeting ambivalent marijuana smokers. The project successfully recruited 188 heavy marijuana smokers, the majority of whom were precontemplators or contemplators in respect to their motivation to make changes. A theoretical model of social marketing is utilized in discussing the development and evaluation of this study's recruitment efforts. The model is potentially useful in the planning and initial implementation phases of recruitment strategies, both in efficacy studies and in community treatment settings.