Joy Parkinson

A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. Findings – All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria. Social implications – With growing concerns about the prevalence of obesity among c...

Using two-step cluster analysis to identify homogeneous physical activity groups

Purpose – The purpose of this paper is to: first, illustrate how market segmentation using two-step cluster analysis can be used to identify segments in the context of physical activity; second, identified segments are used to offer practical implications for social marketers working in the area of physical activity. Design/methodology/approach – A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ health perceptions, health knowledge, attitudes, intentions to start a new physical activity, demographics, place of residence and self-reported physical activity. Two-step cluster analysis using the log-likelihood measure was used to reveal natural groupings in the data set. Findings – This research has identified four distinctive segments in the context of physical activity, namely: Young Disinteresteds, Successful Enthusiasts, Vulnerables and Happy Retirees. R...

Insights into the complexity of behaviours: The MOAB framework

Purpose This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework. Design/methodology/approach This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours. Findings This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours. Research limitations/implications This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework. Originality/value This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.

The Use of the Major Components of Social Marketing: A Systematic Review of Tobacco Cessation Programs

This study provides a qualitative systematic review of social marketing tobacco cessation programs identify the extent to which seven major components of social marketing are used in social marketing programs targeting tobacco cessation and to classify them according to social marketing stream: downstream midstream or upstream. Sixteen databases were examined to identify studies reporting the use of social marketing to address cigarette smoking cessation. Fourteen empirical studies were classified. Only one of 14 interventions used all seven of the major components of social marketing. The review identified that downstream (n = 11) interventions remain the dominant focus in social marketing interventions targeting tobacco, despite calls for social marketers to move upstream during this time. The current review was restricted to studies that self-identified as social marketing and studies published in peer-reviewed journals in the English language which is limiting. This study included all empirical studies published from 2002 to January, 2016; however only using published studies may bias results. The results indicate that social marketing interventions targeting tobacco cessation can be successful even when some of seven distinguishing and mutually exclusive features of social marketing are applied. This article presents the first attempt to review the extent that social marketing principles are used in interventions targeting tobacco intake cessation and to classify social marketing interventions into social marketing streams.

Littering Reduction: A Systematic Review of Research 1995–2015

Littering continues to be a problem worldwide. The purpose of this article is to update earlier systematic reviews on littering and using a scorecard of seven social marketing components, assess the extent of social marketing use in identified littering programs. Following Center for Reviews and Dissemination guidelines, the search included all peer-reviewed studies published between 1995 and 2015 in the English language available through 10 databases. A total of 1,220 articles were initially identified and resulted in a final set of 17 that met the study criteria. The analysis revealed key insights including a lack of social marketing use in litter prevention efforts to date providing an opportunity for future research. Limitations of the current study and opportunities for future research are outlined.

An Umbrella Review of the Use of Segmentation in Social Marketing Interventions

Drawing on evidence from a series of five systematic literature reviews, this umbrella review aims to understand the extent to which segmentation is employed in social marketing interventions. Ninety-three unique social marketing interventions were included in this umbrella review. We identified limited reported use of segmentation in social marketing interventions, with only a handful of social marketing interventions (16 %) reporting the use of segmentation. Further, the majority of social marketing interventions reporting segmentation limited program differences to one P: adaptation of promotional materials. Importantly, interventions reporting using at least four of the social marketing benchmark criteria, at least two out of four Ps, and adapting products rather than just promotional materials to cater to different segments needs and wants were observed to deliver positive behavioural outcomes.

A useful shift in our perspective: integrating social movement framing into social marketing

Purpose The elaboration of framing in social movement theory offers a different perspective than is typically taken in social marketing. This paper explores how social marketing may benefit from this alternate lens. Design/methodology/approach The construction, features and processes associated with collective action frames in social movements are examined and explored via two social causes: obesity and disaster preparation. Findings A social movement perspective on framing highlights the need to better understand variations in how groups may perceive a problem and its solutions. It suggests a range of considerations and options in constructing and participating in the development of collective action frames, which are suggested to benefit social marketing initiatives and, thus, society. Research limitations/implications Further research in societal well-being and the meso-level of social change should consider adopting a social movement framing perspective. A list of questions is provided to guide future research. Practical implications Mobilising a group into action is often a necessary and effective step in realising social change. The questions raised in social movement framing will equip practitioners and researchers with greater understanding of the issue, the context and potential solutions, ultimately to encourage positive social movements and social benefit. Originality/value While calls have been made for broader perspectives in social marketing, little attention has been given to social movements. This paper offers a way forward with respect to framing.

Online support for vulnerable consumers: a safe place?

Purpose This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers. Design/methodology/approach A netnographic study was conducted to examine vulnerable consumers’ participation in an online support group for weight management. The Linguistic Inquiry Word Count (LIWC) program was used, and additionally data were coded using open coding. A hybrid approach to data analysis was undertaken using inductive and deductive methods. Findings The findings suggest online social support groups can be used as an online “third place” to support vulnerable consumers, with vulnerable groups engaging with the online support group differently than those in the normal weight group. Social support was also found to be bi-directional in nature. Research limitations/implications This study only investigates one online support group. To gain deeper insights, other support groups should be examined over a longer period. Practical implications This paper demonstrates that transformative services have the hidden capacity to optimize their services to enable vulnerable consumers to co-create social support in a safe place, thus providing a non-judgmental environment with the end goal of improving their health and well-being. Social implications Findings reveal how services can enable marginalization and stigmatization to be overcome and inspire social action through the use of online support groups. Originality/value This research is unique in that it used a netnography approach to examine how vulnerable consumers interact in an online service setting, reducing self-report bias and allowing for a natural research setting, thus allowing a unique understanding of how vulnerable consumers experience and enact social support.

A picture's worth a thousand words: a food-selection observational method

Issue addressed: Methods are needed to accurately measure and describe behaviour so that social marketers and other behaviour change researchers can gain consumer insights before designing behaviour change strategies and so, in time, they can measure the impact of strategies or interventions when implemented. This paper describes a photographic method developed to meet these needs.Methods: Direct observation and photographic methods were developed and used to capture food-selection behaviour and examine those selections according to their healthfulness. Four meals (two lunches and two dinners) were observed at a workplace buffet-style cafeteria over a 1-week period. The healthfulness of individual meals was assessed using a classification scheme developed for the present study and based on the Australian Dietary Guidelines.Results: Approximately 27% of meals (n = 168) were photographed. Agreement was high between raters classifying dishes using the scheme, as well as between researchers when coding photographs. The subset of photographs was representative of patterns observed in the entire dining room. Diners chose main dishes in line with the proportions presented, but in opposition to the proportions presented for side dishes.Conclusions: The present study developed a rigorous observational method to investigate food choice behaviour. The comprehensive food classification scheme produced consistent classifications of foods. The photographic data collection method was found to be robust and accurate. Combining the two observation methods allows researchers and/or practitioners to accurately measure and interpret food selections. Consumer insights gained suggest that, in this setting, increasing the availability of green (healthful) offerings for main dishes would assist in improving healthfulness, whereas other strategies (e.g. promotion) may be needed for side dishes.So what?: Visual observation methods that accurately measure and interpret food-selection behaviour provide both insight for those developing healthy eating interventions and a means to evaluate the effect of implemented interventions on food selection.

Challenging the planned behavior approach in social marketing: emotion and experience matter

Purpose : There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally-charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding. Design/methodology/approach : An online survey of 1275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modelling and multi-group analysis of novice (first time mothers) and experienced mothers is used to test the hypotheses. Findings : The findings demonstrate that emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced) the significance of the planned behavior model weakens. Practical implications : This research demonstrates that an emotion and experience focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors. Originality/value : This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.