European Journal of Marketing: Volume 47 Issue 9

Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change

Sally Dibb, Marylyn Carrigan

– The purpose of the editorial is to accompany this special issue on “Social marketing: social change”.

Applying an ecological model to social marketing communications

Andrew Lindridge, Susan MacAskill, Wendy Gnich, Douglas Eadie, Ingrid Holme

By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account…

Ethical evaluation of audience segmentation in social marketing

Joshua D. Newton, Fiona J. Newton, Tahir Turk, Michael T. Ewing

The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading…

Consumer acceptance of m-wellbeing services: a social marketing perspective

Lisa Schuster, Judy Drennan, Ian N. Lings

This study aims to employ the Model of Goal-Directed Behaviour (MGB) to examine the consumer acceptance of technology-based self-service (TBSS) for a credence service instrumental…

Is social norms marketing effective?: A case study in domestic electricity consumption

Tim Harries, Ruth Rettie, Matthew Studley, Kevin Burchell, Simon Chambers

The purpose of this paper is to present details of a large-scale experiment that evaluated the impact of communicating two types of feedback to householders regarding their…

Changing behaviour through business-nonprofit collaboration?: Consumer responses to social alliances

Marlene Vock, Willemijn van Dolen, Ans Kolk

The purpose of this paper is to explore consumers' responses to social alliances, a specific type of corporate social marketing in which companies cooperate with non-profit…

The value of health and wellbeing: an empirical model of value creation in social marketing

Nadia Zainuddin, Rebekah Russell-Bennett, Josephine Previte

The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key…

Unlocking the potential of upstream social marketing

Ross Gordon

Social marketing scholars have posited that influencing policy makers, regulators, managers and educators can help address societal problems “upstream”. Applying “upstream social…