Journal of Social Marketing: Volume 6 Issue 2

Guest editorial

Nadia Zainuddin, Sandra Jones

Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Tanja Kamin, Daša Kokole

Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with…

A conceptual framework of cool for social marketing

Khondker Galib B. Mohiuddin, Ross Gordon, Christopher Magee, Jeong Kyu Lee

The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool.

Social marketing and value in behaviour?: Perceived value of using energy efficiently among low income older citizens

Katherine Butler, Ross Gordon, Kate Roggeveen, Gordon Waitt, Paul Cooper

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical…

Social enterprise dualities: implications for social marketing

Alex Mitchell, Judith Madill, Samia Chreim

The purpose of this paper is to understand the tensions that marketing practitioners in social enterprises experience, and to explore how these tensions impact the development and…

Community-based social marketing: effects on social norms

Lisa Schuster, Krzysztof Kubacki, Sharyn Rundle-Thiele

This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the…