Journal of Social Marketing: Volume 11 Issue 4

Bringing social marketing closer to the disability field

Jose Manuel Gil Guzman, Asuncion Hernandez-Fernandez, Pedro Canales-Ronda

This paper aims to show the advantages that social marketing training programs for disability professionals can play in improving the approach to the problems faced by people with…

The effect of children’s facial expressions in eliciting benevolent behavior for child sponsorships versus one-time donations

Hyunkyu Jang

This paper aims to examine the influence of personal distress on donor choice of happy- or sad-faced child in two donation contexts, monetary donations and child sponsorships.

Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India

Payel Das, Deepika Pradip

Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study…

The use of digital technologies in social marketing: a systematic review

Tina Flaherty, Christine Domegan, Mihir Anand

With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social…

The role of construal fit in threat appeal to persuade young drivers not to text while driving

Dongjae (Jay) Lim, Jhih-Syuan Lin, Un Chae Chung, Youngjee Ko

This paper aims to investigate the effect of matching social distance and the concrete/abstract visual presentation of the threats of distracted driving in campaign design.

A new approach to audience segmentation for vaccination messaging: applying the anger activism model

Youjin Jang, Monique Mitchell Turner, Ruth Jinhee Heo, Rachel Barry

This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement.

Exploring determinants of brand extension attitude to promote optimal levels of movement among children and youth

Alexander Lithopoulos, Peter A. Dacin, Mark S. Tremblay, Amy E. Latimer-Cheung

Some health behaviour promotion organizations are interested in promoting multiple behaviours to increase their health impact on a population. However, many of these organizations…

Using a social marketing approach to develop a pro-diversity intervention

Markus Brauer, Anissa Dumesnil, Mitchell Robert Campbell

Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a…

Investigating the relevance of the traditional marketing mix across different stages of change: empirical evidence from household recycling

Paul Blaise Issock Issock, Mercy Mpinganjira, Mornay Roberts-Lombard

This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to…

Does sustainable consumption matter? Consumer grocery shopping behaviour andthe pandemic

Ing Grace Phang, Bamini K.P.D. Balakrishnan, Hiram Ting

The COVID-19 pandemic took the world by surprise in early 2020. The preventive measures imposed by many countries limited human movement, causing uncertainty and disrupting…

Shaping social marketing research: a retrospective of the journal of social marketing

Muhammad Farrukh, Ali Raza, Fanchen Meng, Yihua Wu, Zhouyang Gu

This paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020.

Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behaviour and Health Belief Model

Kojo Kakra Twum, Daniel Ofori, Gloria Kakrabah-Quarshie Agyapong, Andrews Agya Yalley

This study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief…

Harnessing social listening to explore consumer cognitive bias: implications for upstream social marketing

Michael Mehmet, Troy Heffernan, Jennifer Algie, Behnam Forouhandeh

The purpose of this paper is to examine how upstream social marketing can benefit from using social media commentary to identify cognitive biases. Using reactions to leading…

The role of promotoras in community-based social marketing: anti-littering interventions

Marilu Fernandez-Haddad, Amanda Aguirre, Maia Ingram

This study aims to explore the role of community health workers (promotoras) as a vehicle to identify and involve stakeholders in cleaning the environment in two community-based…

Understanding the leaky pipeline system: behavioural ecological approach to the social marketing of women thriving in STEM careers

Hafize Çelik, Forrest Watson

This paper aims to explore the complexity of the “leaky pipeline” of women in science, technology, engineering and maths (STEM) in the intriguing contexts where there are a high…