Potential Of Social Marketing Research Articles

Cocriação de Valor em Programas Empresariais de Marketing Social: uma análise multicasos

Considerando o potencial do marketing social e o advento da lógica de serviço, este estudo multicasos buscou identificar, na perspectiva dos atores envolvidos, em especial o público-alvo, como a cocriação de valor é abordada nos programas de marketing social desenvolvidos por uma empresa privada em parceria com outras organizações no Brasil. Foram estudadas três iniciativas que abrangiam causas de interesse da sociedade: segregação de resíduos sólidos, cuidados com a saúde cardiovascular e hábitos de higiene, especialmente pela lavagem das mãos. A coleta de dados envolveu quarenta entrevistas pessoais, observação e consulta a arquivos e documentos e a análise foi qualitativa. Identificou-se que as iniciativas estudadas contemplam diversos elementos da cocriação de valor, sendo a abordagem mais evidente a downstream, mais voltada à mudança do comportamento individual. Além de indicar aspectos para aperfeiçoar as ações, o estudo colabora para a operacionalização do conceito de cocriação de valor no marketing social.

APPLYING MARKETING TO WILDLIFE CONSERVATION: A NEW APPROACH

Koala populations are in decline and measures are necessary to change the current scenario. Social marketing aims to influence an audience to change behaviour for social or environmental benefit. This paper demonstrates how social marketing was applied to achieve environmental change. A pilot program, aiming to reduce dog and koala interactions, was designed and developed with dog owners and experts including koala conservation officers and dog trainers. Experts indicated that for dogs to be taught aversion, training of basic obedience skills was necessary. Therefore, a four-week dog obedience training program was implemented, emphasising a series of behaviours including sit, stay and koala aversion. A mixed method outcome evaluation was undertaken to evaluate Leave It. The evaluation included online surveys completed by dog owners’ pre and post program, and trainer observations. Results indicate that five of seven behaviours measures were changed from baseline to follow-up, namely sit, stay, come back when called every time, wildlife aversion and stay quiet on command. Successful koala aversion was also evident in field notes from trainers. Findings of this pilot program provide evidence of the effectiveness and potential of social marketing to change behaviours in an environmental context.

The role of upstream and downstream social marketing in electricity consumption management

The current research is an attempt to answer two questions: first, it considers the potential of social marketing in amending the behaviour of consumer and reforming of electricity consumption pattern through three factors of training and informing, encouraging and persuading and cost adjusting. While social marketing aims to affect its target group, it can also influence its executors, provided that a strategic and targeted programme is followed. Therefore, the second part of research reviews the impact of social marketing on organisational transformation of Isfahan regional electricity company as the executor of social marketing programmes, and thus, its effect on the goals, culture and business processes of company. The findings reveal that social marketing has a significant impact on reforming electricity consumption pattern of domestic consumers in Isfahan. The significant impact of social marketing on organisational transformation of an electricity company is also approved.

Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign

This article describes the development process of Hombres Sanos, a social marketing campaign to promote HIV testing and condom use for heterosexually identified Latino men who have sex with men and women. The steps included qualitative formative research and a social marketing analytic framework to understand our target audience better, identify incentives and barriers to risk reduction, guide product development, define an optimal promotional campaign, and inform the selection of campaign platforms. A better grasp of the authors' target beneficiaries' needs and values led to an innovative dual strategy for audience segmentation and targeting. The campaign had consumer-centered, culturally sensitive, and theory-driven communication materials. The authors found communication materials and events to be appealing and effective. The campaign was well received among the wider community, and evaluation showed promising results among Latino men in general and among heterosexually identified Latino men who have sex with men and women in particular. The authors provide a step-by-step overview of the project's formative research, including research methods and findings, and how these were translated into a social marketing campaign. In addition, the authors discuss the challenges encountered in this process and the potential of social marketing to reduce HIV risk among Latinos.

Why some do but most don't. Barriers and enablers to engaging low-income groups in physical activity programmes: a mixed methods study.

BackgroundThe beneficial effect of physical activity for the prevention of a range of chronic diseases is widely acknowledged. These chronic conditions are most pronounced in economically disadvantaged groups where physical activity levels are consistently lower, yet this group is particularly difficult to recruit and retain in physical activity programmes. This study examined the perceptions of participants, non-participants, and exercise leaders in a low-income area regarding barriers, motives, and enabling factors for organised physical activity with a view to improving recruitment and retention.MethodsA mixed methods research approach was adopted to guide data collection and analysis. A survey, incorporating the Motivation for Physical Activity Measure - Revised (MPAM-R), was used to assess the motivations of 152 physical activity session participants in a highly deprived suburban neighbourhood. The MPAM-R data were analysed using t tests, analyses of variance to estimate age, body mass index, and activity mode differences and Pearson's correlation coefficient to address associations. Semi-structured interviews were also conducted with 33 local residents who did not participate in activity sessions and with 14 activity session leaders. All interviews were audio-taped, transcribed verbatim and analyzed using an inductive thematic approach.ResultsParticipants reported cost, childcare, lack of time and low awareness as barriers to joining activity classes. The need for support, confidence and competence in order to take up activity was widely expressed, particularly among women. Once people are active, high levels of social interaction, interest and enjoyment are associated with improved levels of retention, with different types of physical activity scoring differently on these factors.ConclusionsThis study suggests that some factors such as cost, the fear of 'walking in alone', accessibility of facilities, and appropriate communication strategies may be of particular importance to increasing recruitment of low income groups. Interventions targeting this group should consider low cost sessions and childcare; activities popular with the target group and associated with good recruitment and retention; sessions held at accessible times; a focus on fun and socialising; well-researched and designed communications strategies; targeting of friendship groups; clearly branded beginners' sessions, and the potential of social marketing as strategies. The evidence presented here suggests that the current UK government approach designed to 'enable and guide people's choices' may not be sufficient if low-income groups are to be effectively supported in changing their health behaviours.

Household Waste Recycling Behavior: A Market Segmentation Model

The potential of social marketing has been recognized in the United Kingdom by the Department for Environment, Food and Rural Affairs (DEFRA) as a useful tool for behavioral change for environmental problems. The techniques of social marketing have been used successfully by health organizations to tackle current public health issues. This article describes a research project which explored the current barriers to recycling household waste and the development of a segmentation model which could be used at the local level by authorities charged with waste collection and disposal. The research makes a unique contribution to social marketing through the introduction of a competencies framework and market segmentation for recycling behaviors.

Hastings, Gerard. The Potential of Social Marketing: Why Should the Devil Have All the Best Tunes?

Hastings, Gerard. The Potential of Social Marketing: Why Should the Devil Have All the Best Tunes?

The meaning, effectiveness and future of social marketing

The unique feature of social marketing is that it takeslearning from the commercial sector and applies it to theresolution of social and health problems. This idea datesback to 1951, when Wiebe asked the question ‘Can broth-erhood be sold like soap?’ For the first time, people beganto think seriously that methods used very successfully toinfluence behaviour in the commercial sector might transferto a non-profit arena. Wiebe evaluated four different socialchange campaigns, and concluded that the more similaritiesthey had with commercial marketing, the more successfulthey were.Over the next two to three decades, marketers and publichealth experts developed and refined this thinking, learningparticularly from international development efforts, wheresocial marketing was used to inform family planning anddisease control programmes (1). Social marketing thinkingand techniques spread to the developed world, and socialmarketing is now located at the centre of health improve-ment in several countries. In the USA, social marketing isincreasingly being advocated as a core public health strat-egy for influencing voluntary lifestyle behaviours such assmoking, drinking, drug use and diet (2).Last year in the UK, the potential of social marketingwas recognized in the White Paper on Public Health, whichtalks of the ‘power of social marketing’ and ‘marketingtools applied to social good’ being ‘used to build publicawareness and change behaviour’ (3). The National SocialMarketing Centre, led by the National Consumer Counciland the Department of Health, has been established to‘help realise the full potential of effective social marketingin contributing to national and local efforts to improvehealth and reduce health inequalities’ (4).Social marketing – like generic marketing – is not atheory in itself. Rather, it is a framework or structure thatdraws from many other bodies of knowledge such as psy-chology, sociology, anthropology and communicationstheory to help us understand how to influence people’sbehaviour (5). Several definitions of social marketing exist,but one of the most useful is Andreasen’s, which describessocial marketing as follows:Social marketing is the application of commercial mar-keting technologies to the analysis, planning, executionand evaluation of programs designed to influence thevoluntary behaviour of target audiences in order toimprove their personal welfare and that of society. (6)Four key features are illustrated in this definition. Thefirst is a focus on

Social marketing: application to medical education.

Medical education is often a frustrating endeavor, particularly when it attempts to change practice behavior. Traditional lecture-based educational methods are limited in their ability to sustain concentration and interest and to promote learner adherence to best-practice guidelines. Marketing techniques have been very effective in changing consumer behavior and physician behavior. However, the techniques of social marketing-goal identification, audience segmentation, and market research-have not been harnessed and applied to medical education. Social marketing can be applied to medical education in the effort to go beyond inoculation of learners with information and actually change behaviors. The tremendous potential of social marketing for medical education should be pilot-tested and systematically evaluated.