Table of contents
Critical social marketing: definition, application and domain
Ross GordonThe 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…
Paradigms at play and implications for validity in social marketing research
Linda Brennan, Joseph Voros, Erica BradyThe purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice.
Predicting blood donation behaviour: further application of the theory of planned behaviour
Judith Holdershaw, Philip Gendall, Malcolm WrightThe purpose of this paper is to test whether, in the context of blood donation, the predictive ability of the theory of planned behaviour (TPB) extends from behavioural intention…
Preventing game over: A study of the situated food choice influences within the videogames subculture
James M. Cronin, Mary B. McCarthyAn effective means to promote optimal nutrition for any group of consumers is to expand nutrition professionals' understanding of the cohort's food choice processes. The purpose…
Why nudging is not enough
Jeff FrenchThe purpose of this paper is to review the possible contribution of “nudging” as a tactic and “form” of exchange and suggest two new frameworks to aid in the description of four…
ISSN:
2042-6763Online date, start – end:
2011Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Ann-Marie Kennedy