An integrative model for social marketing
TL;DR: In this paper, 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.
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...
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TL;DR: Social marketing when employed to its full extent offers the potential to change healthy eating and it is important that studies identifying as social marketing adopt social marketing benchmark criteria.
Abstract: Objective The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. Design A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Setting Healthy eating empirical studies published from 2000 onwards. Subjects Empirical studies that self-identified as social marketing. Results Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Conclusions Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating.
223 citations
Cites background from "An integrative model for social mar..."
...While the frameworks have similarities, Lefebvre’s places more emphasis on channel analysis, process tracking and management, some of which is implied by Andreasen....
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...This is likely compounded by the fact that: ‘Too few social marketing efforts expand beyond 1P marketing efforts that favour communication tactics and vehicles – public service announcements, posters, pamphlets, public relations, entertainment-education, social and mobile media’ as so eloquently stated by Lefebvre((41)), but also noted by others((11))....
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...Another extension would be to classify studies using another framework – for example that of Lefebvre(12)....
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...This is likely compounded by the fact that: ‘Too few social marketing efforts expand beyond 1P marketing efforts that favour communication tactics and vehicles – public service announcements, posters, pamphlets, public relations, entertainment-education, social and mobile media’ as so eloquently stated by Lefebvre(41), but also noted by others(11)....
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...However, there have been calls for more programme developers to consider what can be done to modify environmental or social influences, commonly termed ‘moving midstream and upstream’((34,41,47))....
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TL;DR: In this paper, a three dimensional model for transforming social marketing thought, research and practice is presented that includes: scope, co-creation, conversations, communities and markets; design, honoring people, radiating value, engaging service and enhancing experiences; value space.
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
184 citations
Cites background from "An integrative model for social mar..."
...…to influence behavior and social change (Lefebvre, 2007, 2009), and a shift to a perspective on public health and social issues that are more rooted in social networks and social determinants of behavior and cultural change rather than individual or psychological ones (Lefebvre, 2011b)....
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...Lefebvre (2011a) describes TMA as an approach that attempts to coordinate interventions that may work across the public, NGO or private sector....
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...It is my attempt to start turning 10 what-ifs of social marketing (Lefebvre, 2011c) into action: what if: . we are co-creators of value; . create places where people can play; . design research to fit the puzzle and people; . seek empathy and insight into people’s motivation and values; . first…...
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TL;DR: In this paper, a systematic literature search was conducted to identify role and use of key elements of social marketing interventions: behavioral objective, audience segmentation, formative research, exchange, marketing mix and competition.
138 citations
TL;DR: Key contemporary approaches to intervention development are reviewed, a critical overview is provided, and these approaches are integrated into a pragmatic, user-friendly framework to rigorously guide decision-making in behavior change intervention development.
Abstract: More people than ever are living longer with chronic conditions such as obesity, type 2 diabetes, and heart disease. Behavior change for effective self-management can improve health outcomes and quality of life in people living with such chronic illnesses. The science of developing behavior change interventions with impact for patients aims to optimize the reach, effectiveness, adoption, implementation, and maintenance of interventions and rigorous evaluation of outcomes and processes of behavior change. The development of new services and technologies offers opportunities to enhance the scope of delivery of interventions to support behavior change and self-management at scale. Herein, we review key contemporary approaches to intervention development, provide a critical overview, and integrate these approaches into a pragmatic, user-friendly framework to rigorously guide decision-making in behavior change intervention development. Moreover, we highlight novel emerging methods for rapid and agile intervention development. On-going progress in the science of intervention development is needed to remain in step with such new developments and to continue to leverage behavioral science's capacity to contribute to optimizing interventions, modify behavior, and facilitate self-management in individuals living with chronic illness.
127 citations
Cites background from "An integrative model for social mar..."
...Social Marketing (e.g., Lefebvre, 2011) The systematic application of marketing concepts and techniques to achieve behaviour change....
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TL;DR: In this paper, the authors examine the institutional challenges associated with low-cost sanitation in deprived urban communities and suggest that while recognizing the human right to sanitation is important this should not be taken to imply that typical rights-based approaches are the appropriate means of realizing this right.
119 citations
Cites background from "An integrative model for social mar..."
...Attempts to market products whose consumption serves the public good is part of a broader trend toward what has come to be termed social marketing (Lefebvre, 2011)....
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References
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8,264 citations
Book•
08 Apr 2008TL;DR: In Nudge as discussed by the authors, Thaler and Sunstein argue that human beings are susceptible to various biases that can lead us to blunder and make bad decisions involving education, personal finance, health care, mortgages and credit cards, the family, and even the planet itself.
Abstract: A groundbreaking discussion of how we can apply the new science of choice architecture to nudge people toward decisions that will improve their lives by making them healthier, wealthier, and more free Every day, we make decisions on topics ranging from personal investments to schools for our children to the meals we eat to the causes we champion. Unfortunately, we often choose poorly. Nobel laureate Richard Thaler and legal scholar and bestselling author Cass Sunstein explain in this important exploration of choice architecture that, being human, we all are susceptible to various biases that can lead us to blunder. Our mistakes make us poorer and less healthy; we often make bad decisions involving education, personal finance, health care, mortgages and credit cards, the family, and even the planet itself. In Nudge, Thaler and Sunstein invite us to enter an alternative world, one that takes our humanness as a given. They show that by knowing how people think, we can design choice environments that make it easier for people to choose what is best for themselves, their families, and their society. Using colorful examples from the most important aspects of life, Thaler and Sunstein demonstrate how thoughtful "choice architecture" can be established to nudge us in beneficial directions without restricting freedom of choice. Nudge offers a unique new take-from neither the left nor the right-on many hot-button issues, for individuals and governments alike. This is one of the most engaging and provocative books to come along in many years.
7,772 citations
"An integrative model for social mar..." refers background in this paper
...Behavioral economics has emerged as a blending of these two POV (Kagel and Winkler, 1972) and today has gained the attention of policymakers and the public through several best-selling books (Levitt and Dubner, 2005; Thaler and Sunstein, 2008)....
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TL;DR: Network phenomena appear to be relevant to the biologic and behavioral trait of obesity, and obesity appears to spread through social ties, which has implications for clinical and public health interventions.
Abstract: Background The prevalence of obesity has increased substantially over the past 30 years. We performed a quantitative analysis of the nature and extent of the person-to-person spread of obesity as a possible factor contributing to the obesity epidemic. Methods We evaluated a densely interconnected social network of 12,067 people assessed repeatedly from 1971 to 2003 as part of the Framingham Heart Study. The bodymass index was available for all subjects. We used longitudinal statistical models to examine whether weight gain in one person was associated with weight gain in his or her friends, siblings, spouse, and neighbors. Results Discernible clusters of obese persons (body-mass index [the weight in kilograms divided by the square of the height in meters], ≥30) were present in the network at all time points, and the clusters extended to three degrees of separation. These clusters did not appear to be solely attributable to the selective formation of social ties among obese persons. A person’s chances of becoming obese increased by 57% (95% confidence interval [CI], 6 to 123) if he or she had a friend who became obese in a given interval. Among pairs of adult siblings, if one sibling became obese, the chance that the other would become obese increased by 40% (95% CI, 21 to 60). If one spouse became obese, the likelihood that the other spouse would become obese increased by 37% (95% CI, 7 to 73). These effects were not seen among neighbors in the immediate geographic location. Persons of the same sex had relatively greater influence on each other than those of the opposite sex. The spread of smoking cessation did not account for the spread of obesity in the network. Conclusions Network phenomena appear to be relevant to the biologic and behavioral trait of obesity, and obesity appears to spread through social ties. These findings have implications for clinical and public health interventions.
4,783 citations
"An integrative model for social mar..." refers background in this paper
..., 2007; Mah and Halperin, 2008), obesity (Christakis and Fowler, 2007) and tobacco use (Christakis and Fowler, 2008) – the role of social networks in disease transmission and the prevalence of risk behaviors is creating new opportunities for both concepts and practices that are larger than the usual frame of individuals....
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TL;DR: Despite the decrease in smoking in the overall population, the size of the clusters of smokers remained the same across time, suggesting that whole groups of people were quitting in concert.
Abstract: BACKGROUND The prevalence of smoking has decreased substantially in the United States over the past 30 years. We examined the extent of the person-to-person spread of smoking behavior and the extent to which groups of widely connected people quit together. METHODS We studied a densely interconnected social network of 12,067 people assessed repeatedly from 1971 to 2003 as part of the Framingham Heart Study. We used network analytic methods and longitudinal statistical models. RESULTS Discernible clusters of smokers and nonsmokers were present in the network, and the clusters extended to three degrees of separation. Despite the decrease in smoking in the overall population, the size of the clusters of smokers remained the same across time, suggesting that whole groups of people were quitting in concert. Smokers were also progressively found in the periphery of the social network. Smoking cessation by a spouse decreased a person's chances of smoking by 67% (95% confidence interval [CI], 59 to 73). Smoking cessation by a sibling decreased the chances by 25% (95% CI, 14 to 35). Smoking cessation by a friend decreased the chances by 36% (95% CI, 12 to 55 ). Among persons working in small firms, smoking cessation by a coworker decreased the chances by 34% (95% CI, 5 to 56). Friends with more education influenced one another more than those with less education. These effects were not seen among neighbors in the immediate geographic area. CONCLUSIONS Network phenomena appear to be relevant to smoking cessation. Smoking behavior spreads through close and distant social ties, groups of interconnected people stop smoking in concert, and smokers are increasingly marginalized socially. These findings have implications for clinical and public health interventions to reduce and prevent smoking.
2,165 citations
"An integrative model for social mar..." refers background in this paper
..., 2007; Mah and Halperin, 2008), obesity (Christakis and Fowler, 2007) and tobacco use (Christakis and Fowler, 2008) – the role of social networks in disease transmission and the prevalence of risk behaviors is creating new opportunities for both concepts and practices that are larger than the usual frame of individuals....
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