Journal of Social Marketing: Volume 9 Issue 2

(Re)Focussing on behavioural change: an examination of the utility of hidden Markov modelling

Patricia David, Sharyn Rundle-Thiele, Jason Ian Pallant

Behavioural change practice has focussed attention on understanding behaviour; failing to apply dynamic approaches that capture the underlying determinants of behavioural change…

ExerStart: helping seniors be active and independent for less

Patrick van Esch, Sarah Maree Duffy, James Teufel, Gavin Northey, Edward Elder, Catherine Frethey-Bentham, Thomas B. Cook, Jonas Heller

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with…

What if the company’s “charity of the year” is an organisation that deals with severe to moderate mental disability?: A case study of fundraising problems and possibilities

Roger Bennett, Rohini Vijaygopal

This paper aims to explore the use of an appeal, belonging and commitment social marketing intervention to rescue a failing corporate “charity of the year” exercise that involved…

Systems social marketing: a critical appraisal

V. Dao Truong, Stephen Graham Saunders, X. Dam Dong

Social marketing has gained widespread recognition as a means of motivating behaviour change in individuals for societal good. Many opinions have been shared regarding its…

Using social media to create engagement: a social marketing review

Sara Shawky, Krzysztof Kubacki, Timo Dietrich, Scott Weaven

Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to…

Increasing the effectiveness of advertisements targeting social issues in least developed countries

Andinet Worku Gebreselassie, Roger Bougie

The purpose of this paper is to explore the application of advertising variation and repetition strategies in the context of communicating about social issues in least developed…

Rethinking behaviour change: a dynamic approach in social marketing

Patricia David, Sharyn Rundle-Thiele

While awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the…