Rory Mulcahy

Electronic games: Can they create value for the moderate drinking brand?

Purpose – This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand. Design/methodology/approach – A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA. Findings – The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance o...

Travelling alone or travelling far?: Meso-level value co-creation by social marketing and for-profit organisations

Purpose This paper aims to explore the potential contributions of the for-profit sector in integrating resources with social marketing organisations for value co-creation at the meso level (midstream) of the social marketing eco-system. The paper addresses calls for further theorisation and understanding of value co-creation beyond the micro level (downstream). Design/methodology/approach The paper draws from social marketing, value co-creation and eco-systems literature to present a conceptual model for meso-level value co-creation between social marketing and for-profit organisations. Findings The paper proposes four dimensions of resources which can be integrated: cognitive, labour, economic and network. Additionally, it is proposed that from these integrated resources, three co-creation outcomes can be achieved – co-learning, co-design and co-production – which lead to improved value propositions. Practical implications This paper offers a framework for strategic planning and evaluation regarding partnerships and collaborations with for-profit organisations, which potentially lead to greater value propositions being offered. Originality/value This paper furthers the theoretical discussions and understanding of value co-creation in social marketing at the meso level. The paper identifies a new actor – for-profits – as a potential collaborator for value co-creation with social marketing organisations and contributes new understanding about value co-creation at the meso level between social marketing and for-profit organisations. Further, the paper describes and reviews the potential contributions of for-profits to social marketing efforts.

Money or mind? What matters most in influencing low-income earners to be energy efficient?

Purpose Designing a social marketing intervention for low-income earners requires an understanding of the key motivations. As part of the Low-Income Earner Energy Efficiency Programme, this study investigates the key factors that influence energy behaviours amongst Australian young low-income earners as part of the Reduce Your Juice social marketing programme. The authors also investigate the effect of gender. Design/methodology/approach An online survey of 753 low-income renters was conducted using validated measures. The data were analysed using structural equation modelling. Findings The two factors that had the highest influence on intentions for energy-saving behaviours was the “mind” factor of self-efficacy and “money” factor of price concern. There were gender differences in the effect of bill control and price concern on intentions for different energy efficiency behaviours. Practical implications This study provides guidance on the factors to emphasise when designing an energy efficiency programme for low-income earners. Social implications This study provides evidence for different motivations amongst low-income earners for energy efficiency programmes and that a “one size fits all” approach may not be effective. Originality/value While there is high interest in the public sector for motivating young-adult low-income earners to change their energy behaviours, little is known about the key factors that motivate intentions to engage in these behaviours.