Journal of Social Marketing 

About: Journal of Social Marketing is an academic journal published by Emerald Publishing Limited. The journal publishes majorly in the area(s): Social marketing & Marketing research. It has an ISSN identifier of 2042-6763. Over the lifetime, 288 publications have been published receiving 5653 citations.

An integrative model for social marketing

Abstract: Purpose – Social marketing has evolved differently in the developing and developed worlds, at times leading to different emphases on what social marketing thought and practice entail. This paper aims to document what those differences have been and provide an integrative framework to guide social marketers in working with significant social and health issues.Design/methodology/approach – An integration of views about social marketing is proposed that is focused on the core roles of audience benefits; analysis of behavioral determinants, context and consequences; the use of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment.Findings – Ideas about branding and positioning, core strategic social marketing concerns, have been better understood and practiced in developing country settings. Social marketing in developi...

Developing more effective social marketing strategies

Abstract: Purpose – The 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/approach – This is a conceptual paper which discusses a new social marketing model to remove upstream causes of target social problems.Findings – It 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/implications – The 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 implications – Prac...

Transformative social marketing: co‐creating the social marketing discipline and brand

Abstract: Purpose – The purpose of this paper is to explore the field of social marketing The field needs to evaluate what works, and more importantly for it to prosper and remain relevant, it must discover and incorporate concepts and techniques from other disciplines that are aligned around core ideas of people‐centered and socially orientedDesign/methodology/approach – The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice and develops a model for transforming social marketing thought, research and practiceFindings – A three dimensional model is presented that includes: scope – co‐creation, conversations, communities and markets; design – honoring people, radiating value, engaging service and enhancing experiences; value space – dignity, hope, love and trustOriginality/value – The presentation weaves together a set of ideas from dif

Regulation, public health and social marketing: a behaviour change trinity

Abstract: Purpose – The paper aims to explore the apparent tension between upstream and downstream social marketing and propose these should be treated as contiguous and complementary.Design/methodology/approach – An environmental, population‐based framework is used to explore the varied roles social marketing might play in reducing public health problems.Findings – The paper concludes that social marketers should collaborate with public health researchers to identify and ameliorate the environmental determinants of risk behaviour and create a context where downstream interventions may flourish. It is argued that the upstream measures necessary to shape supportive environments should be regarded not as constraints diminishing voluntary behaviour, but instead as the pre‐requisites enabling full and free choices.Research limitations/implications – The call for a rapprochement between upstream and downstream social marketers, and greater integration of public health and social marketing goals lead to new research oppo...

Critical social marketing: definition, application and domain

Abstract: Purpose – The purpose of this paper is to examine the nature and role of the critical dimension social marketing and its place within marketing scholarly thought. It is posited that such activity can be defined as “critical social marketing” and a formal definition is offered.Design/methodology/approach – The ability of critical social marketing to inform the research and evidence base, as well as upstream and downstream activity is discussed. Scholarly debate on the role of critical social marketing within the social marketing and critical marketing paradigms, both of which heavily inform the concept, are reviewed. The application of a critical social marketing framework to the study of the impact of tobacco and food marketing is examined.Findings – The paper demonstrates the utility of a critical social marketing framework in real‐world environments. Important considerations on who critical social marketers are and where the concept is located within marketing thought are addressed. The paper concludes ...