Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context

2020 ◽  
Vol 10 (3) ◽  
pp. 357-375
Author(s):  
Ville Lahtinen ◽  
Timo Dietrich ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Marketing ◽  
Repeated Measures ◽  
Design Methodology ◽  
Empirical Test ◽  
Marketing Mix ◽  
Life Questionnaire ◽  
Content Type ◽  
New Concepts ◽  
Repeated Measures Analysis ◽  
And Control

Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire. Findings A repeated measures analysis involving 1,076 children demonstrated that a full application of the marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children. Originality/value To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial marketing mix against a promotion only strategy in social marketing.

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

2015 ◽  
Vol 16 (2) ◽  
pp. 141-158 ◽  
Author(s):  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele ◽  
Ville Lahtinen ◽  
Joy Parkinson
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Healthy Eating ◽  
Design Methodology ◽  
Marketing Mix ◽  
Audience Segmentation ◽  
Content Type ◽  
The Social ◽  
Prevalence Of Obesity ◽  
Marketing Principles

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 children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness. Originality/value – This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

scholarly journals Social marketing interventions aiming to increase physical activity among adults

2017 ◽  
Vol 117 (1) ◽  
pp. 69-89 ◽  
Author(s):  
Krzysztof Kubacki ◽  
Rimante Ronto ◽  
Ville Lahtinen ◽  
Bo Pang ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Physical Activity ◽  
Literature Review ◽  
Social Marketing ◽  
Systematic Literature Review ◽  
Market Segmentation ◽  
Design Methodology ◽  
Adult Population ◽  
Significant Proportion ◽  
Marketing Mix ◽  
Content Type

Purpose A significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity. Design/methodology/approach In total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures. Findings None of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity. Originality/value The results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

G-GERT network model of online public opinion reversal based on kernel and grey degree

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shuli Yan ◽  
Xiangyan Zeng ◽  
Pingping Xiong ◽  
Na Zhang
Keyword(s):  
Public Opinion ◽  
Network Model ◽  
Design Methodology ◽  
Average Frequency ◽  
Decision Makers ◽  
Content Type ◽  
Gert Network ◽  
Frequency Probability ◽  
And Control ◽  
Difficult Issue

PurposeIn recent years, online public opinion reversal incidents have been occurring frequently, which has increased the complexity of the evolution of online public opinion, and they have become a difficult issue for public opinion management and control. It is of great significance to explore the regularity of online public opinion reversal.Design/methodology/approachCombined with the grey characteristics of online public opinion information, a grey graphical evaluation review technique (G-GERT) network model is constructed based on kernel and grey degree, and the frequency, probability and time of online public opinion reversal nodes are calculated using C-marking method and Z-marking method.FindingsThroughout the online public opinion reversal events, there are all repeated outbreak nodes occurring, so the authors regard the repeated occurrence of outbreak nodes as reversal. According to the average frequency, probability and time of repeated outbreak nodes in the G-GERT network model, the authors predict the corresponding key information of reversal. It can simulate the evolution process of public opinion events accurately.Originality/valueThe G-GERT network model based on kernel and grey degree reveals the regulation of public opinion reversal, predicts the frequency, probability and time of reversal nodes, which are the most concerned and difficult issues for decision-makers. The model provides the decision basis and reference for government decision-making departments.

Hong Kong’s response to COVID-19: a glance to the control measures and their enforcement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ka Ki Lawrence Ho ◽  
Ying-Tung Chan
Keyword(s):  
Hong Kong ◽  
Infection Rate ◽  
Government Policy ◽  
Design Methodology ◽  
Control Measures ◽  
Content Type ◽  
The Government ◽  
And Control ◽  
Viral Outbreak

Purpose This study aims to examine Hong Kong’s responses to COVID-19, arguing that Hong Kong’s relatively low infection rate is due to self-discipline of citizens together with the enforcement measures introduced by the government. Design/methodology/approach This study reviewed the government policy announcements and the prevailing scholarly analyses on Hong Kong society during COVID-19. Findings It starts by examining the partial lockdown and control measures since mid-January, and the roles of different government units in enforcement were examined and assessed. Suppression of viral outbreak in Hong Kong should primarily be attributed to the appropriate lockdown and quarantine actions of the government. Originality/value However, outperformance of the frontline professionals and the highly aware, self-disciplined and mutually aided citizens in the community are also the key to the “interim success” by June 2020 in the highly accessible and densely populated city.

scholarly journals Influencing the influencers

2018 ◽  
Vol 34 (12) ◽  
pp. 15-16 ◽  
Keyword(s):  
Case Studies ◽  
Social Marketing ◽  
Design Methodology ◽  
Reading Time ◽  
Civil Disobedience ◽  
Cutting Edge ◽  
Content Type ◽  
Pertinent Information ◽  
Current Guidelines ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Upstream social marketing is the best method of enacting change at the highest levels without resorting to violence or civil disobedience. This briefing provides a succinct overview of the current guidelines for successfully implementing upstream social marketing. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Effect of Educational Workshops on Disaster Risk Perception in Nurses

2020 ◽  
pp. 270-278
Keyword(s):  
Risk Perception ◽  
Repeated Measures ◽  
Intervention Group ◽  
Round Table ◽  
Disaster Risk ◽  
National Standards ◽  
Control Group ◽  
Repeated Measures Analysis ◽  
Post Hoc ◽  
And Control

INTRODUCTION: The enhancement of nurses’ risk perception plays a significant role in their preparedness during disasters and emergencies. Therefore, this study aimed to investigate the effect of educational workshops on disaster risk perception in nurses METHODS: This randomized controlled field trial study included 62 nurses working at Razi Hospital, Birjand, Iran. The participants were divided into intervention and control groups. The intervention group was then requested to participate in a one-day intensive educational workshop based on the current national standards. The workshop content included a combination of lecturing methods, round-table exercises, and film display. The data were collected using the demographic characteristic form and researcher-made questionnaires measuring the nurses’ risk perception during disasters and emergencies. Subsequently, the data were analyzed using independent t-test, repeated measures analysis, and Bonferroni post hoc tests. FINDINGS: The mean total score of risk perception were significantly higher in the intervention group before, immediately, and two months after the workshop session, compared to those in the control group (P˂0.001). CONCLUSION: The implementation of nurses’ national preparation program during disasters and emergencies can result in an increase in the nurses’ risk perception during these events. Therefore, regarding the importance of nurses’ preparedness in confrontation with disasters and emergencies, it seems necessary to integrate the National Preparedness Program into the educational programs immediately after recruitment and in the form of in-service courses.

scholarly journals Evaluation and control of opinion polarization and disagreement: a review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuejiang Li ◽  
Hong Zhao
Keyword(s):  
Design Methodology ◽  
Crucial Importance ◽  
Content Type ◽  
Recent Advances ◽  
And Control

Purpose The purpose of this paper is to review the recent studies on opinion polarization and disagreement. Design/methodology/approach In this work, recent advances in opinion polarization and disagreement and pay attention to how they are evaluated and controlled are reviewed. Findings In literature, three metrics: polarization, disagreement and polarization-disagreement index are usually adopted and there is a tradeoff between polarization and disagreement. Different strategies have been proposed in literature which can significantly control opinion polarization and disagreement based on these metrics. Originality/value This review is of crucial importance to summarize works on opinion polarization and disagreement and to the better understanding and control of them.

scholarly journals Community-based social marketing: effects on social norms

2016 ◽  
Vol 6 (2) ◽  
pp. 193-210 ◽  
Author(s):  
Lisa Schuster ◽  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Repeated Measures ◽  
Target Population ◽  
Primary School Children ◽  
Community Based ◽  
Media Campaigns ◽  
Content Type ◽  
Final Sample ◽  
Quasi Experimental

Purpose This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. Originality/value The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

Occurrence of rating distortions and ratees’ fairness perceptions per raters’ mood and affect

2016 ◽  
Vol 21 (7) ◽  
pp. 726-743 ◽  
Author(s):  
Sumrina Razzaq ◽  
Muhammad Zahid Iqbal ◽  
Malik Ikramullah ◽  
Jan-Willem van Prooijen
Keyword(s):  
Undergraduate Students ◽  
Repeated Measures ◽  
Content Type ◽  
Fairness Perceptions ◽  
Repeated Measures Analysis ◽  
Negotiation Performance ◽  
Fairness Theory ◽  
Affect Infusion Model ◽  
Analyse Data ◽  
Different Levels

Purpose The purpose of this paper is to investigate the occurrence of rating distortions under raters’ different mood conditions and at different levels of interpersonal affect of raters towards ratees, and further its association with ratees’ perceptions of distributive and interpersonal fairness. Design/methodology/approach For the scenario-based experiment, the study recruited 110 undergraduate students as participants. Of them, 22 raters appraised the video-taped buyer-seller negotiation performance of 88 ratees. Repeated measures analysis was employed to analyse data. Findings Results revealed that under different mood conditions (pleasant and sad) and at different levels of interpersonal affect towards ratees (high and low), raters distorted ratings (inflated and deflated, respectively). These rating distortions shaped ratees fairness perceptions in such a way that ratees who received inflated ratings due to raters’ pleasant mood and high interpersonal affect perceived more distributive and interpersonal fairness than ratees who received deflated ratings due to raters’ sad mood and low interpersonal affect. Originality/value The paper is a step towards integrating the affect infusion model with distributive and interpersonal fairness theory. This integration can be of value for enhancing our understanding of how rater-centric rating errors take place, which subsequently shape ratees’ fairness perceptions.

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