Journal of Social Marketing: Volume 14 Issue 1

Editorial: Social marketing futures

Christine Domegan

Two-stage taxonomy for measuring success in social marketing practice

M. Bilal Akbar, Nihar Amoncar, Erik Cateriano-Arévalo, Alison Lawson

Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success.

Why can’t we be friends? Bridging the academic/practitioner gap in social marketing

Liz Foote, Phill Sherring, Sharyn Rundle-Thiele

In this paper we (a pracademic, a practitioner, and an academic) aim to explore the academic/practitioner gap in social marketing and offer recommendations to close it, while…

Adding hope to mitigate defensive responses: the effect of guilt+hope appeals in road safety campaigns

Bingjing Mao, Nicholas Carcioppolo, Shiyun Tian, Tyler R. Harrison

Guilt appeals are increasingly being used in road safety campaigns, despite recent research that has raised doubts about their effectiveness and the potential for triggering…

Conceptualising reflexivity within critical discourse of social marketing

Rachael Millard, M. Bilal Akbar

This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming…

Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour

David Micallef, Lukas Parker, Linda Brennan, Bruno Schivinski, Michaela Jackson

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related…

Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic

Hue Trong Duong, Mor Yachin, Zachary B. Massey

Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a…