Guest Editorial: Disruptive Social Marketing Dystopia, Disconnection and Disruption

ID: 63578

Authors: Carlos Oliveira Santos, Hamilton Coimbra Carvalho, José Afonso Mazzon, Otávio Bandeira De Lamônica Freire.

Source: RAUSP Management Journal, v. 56, n. 3, p. 262-265, July-September, 2021. 4 page(s).

Document type: Editorial (English)

Social Marketing: Advancing a New Planning Framework to Guide Programmes

ID: 63579

Authors: M. Bilal Akbar, Lawrence B. Ndupu, Jeff French, Alison Lawson.

Source: RAUSP Management Journal, v. 56, n. 3, p. 266-281, July-September, 2021. 16 page(s).

Keyword: Behaviour change , Ethics , Framework , Planning , Principles , Social marketing , Sustainability

Document type: Article (English) Show Abstract

Purpose – This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach – The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. Findings – The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms. Research limitations/implications – The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources. Originality/value – This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

The Prevalence of Emotional and Rational Tone in Social Advertising Appeals

ID: 63580

Authors: Beatriz Casais, Aline Costa Pereira.

Source: RAUSP Management Journal, v. 56, n. 3, p. 282-294, July-September, 2021. 13 page(s).

Keyword: Appeals tone , Emotional appeals , Informational appeals , Rational appeals , Social advertisement , Social marketing appeals

Document type: Article (English) Show Abstract

Purpose – This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements. Design/methodology/approach – The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both. Findings – The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns. Originality/value – This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.

The Case for Social Support in Social Marketing

ID: 63581

Authors: Nuno Baptista, Helena Alves, José Pinho.

Source: RAUSP Management Journal, v. 56, n. 3, p. 296-313, July-September, 2021. 18 page(s).

Keyword: Behavior change , Social marketing , Social support

Document type: Article (English) Show Abstract

Purpose – This paper aims to reinforce the arguments for applying the social support concept in social marketing. Design/methodology/approach – This paper aims to conceptually outline the potential positive contribution of social support for social marketing practice as a tool to induce behavior change. Findings – This paper focuses on the philosophical principle of social exchange, highlights the consumer centered perspective of social marketing, which implies the natural evaluation of the social networks of influence and support and presents social support as a mechanism to induce long-term behavior change. Research limitations/implications – No empirical (qualitative or quantitative) investigations were used to test the application of the concept in practical interventions. Practical implications – This paper provides significant insights for intervention developers that can be used to program and theoretically justify future social marketing interventions applying the social support concept. Social implications – Empirical research concluded for a positive relation between social support and human health and well-being. Thus, increasing the use of the concept in social marketing can serve to attain these social goals. Originality/value – The concept of social support has gained considerable interest in the areas of behavioral medicine and health psychology. Despite such interest, it is still not clear how it can be approached in social marketing as there is a lack of conceptual literature discussing social support from a social marketing perspective, the number of social marketing interventions operationalizing the concept is limited and, till date, no research has focused in comprehensively establishing a theoretical rationale to operationalize the concept in social marketing.

Social Marketing for Museums: Na Introduction to Social Marketing for the Arts and Culture Sector

ID: 63582

Authors: Flavia I. Gonsales.

Source: RAUSP Management Journal, v. 56, n. 3, p. 314-333, July-September, 2021. 20 page(s).

Keyword: Arts and culture , Cultural participation , Downstream , Midstream and upstream approaches , Museum marketing , Social marketing

Document type: Article (English) Show Abstract

Purpose – The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach – The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument). Findings – The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects. Research limitations/implications – Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies. Practical implications – The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream). Originality/value – The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.

Disrupting Social Marketing through a Practice-Oriented Approach

ID: 63583

Authors: Fiona Spotswood, Gareth Wiltshire, Sara Spear, Angela Makris.

Source: RAUSP Management Journal, v. 56, n. 3, p. 334-347, July-September, 2021. 14 page(s).

Keyword: Critical social marketing , Intervention , Physical activity , Practice theories , Practice theory , School physical activity

Document type: Article (English) Show Abstract

Purpose – This paper aims to explore four disruptions that practice theory makes to traditional social marketing approaches to school physical activity (PA) intervention. Design/methodology/approach – The paper draws on existing literature from sustainable consumption, sociology of health and illness and the authors’ experiences working with primary schools in the UK to plan and execute social marketing approaches to PA, targeting interconnected social practices from which PA emerges or fails to emerge. The paper explores a practice-oriented theoretical framing, engaging with calls from interdisciplinary areas for PA interventions to shape the PA emerging from a school’s everyday routines, rather than promote PA participation at an individual level. Findings – The paper argues first that a practice perspective would focus on situation research rather than audience research, with practices rather than people as the focus. Second, the purpose of practice-oriented social marketing would be to achieve transitions in practices rather than behaviour change. Third, the planning and management approach of practice-oriented social marketing would account for unintended consequences and complex interconnections between practices. Finally, an evolved evaluation approach to practice-oriented social marketing would take a longer term approach to understand how cultural transitions are emerging. Originality/value – This paper contributes to an important stream of critical social marketing scholarship that seeks to advance social marketing away from its individualist routes. It sets an agenda for further research that considers the ontological and practical possibilities for practice informed approach to social marketing.

From Social Marketing and Service-Dominant Logic to Engagement in Mindfulness Practice: A Field Experiment

ID: 63584

Authors: Carolina Pantuza Vilar dos Santos, Evandro Luiz Lopes, Julia Costa Dias, André Gustavo Pereira de Andrade, Celso Augusto Matos, Ricardo Teixeira Veiga.

Source: RAUSP Management Journal, v. 56, n. 3, p. 348-365, July-September, 2021. 18 page(s).

Keyword: Mindfulness , Self-efficacy , Service-dominant logic , Social interventions , Social marketing

Document type: Article (English) Show Abstract

Purpose – Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness. Design/methodology/approach – A field experiment was carried out with 72 volunteers, using a pre test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests. Findings – A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups. Originality/value – This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change. This approach is probably more efficient at explaining and improving human behavior, given its complex nature.

Entrepreneurship in Social: Brazilian University Students Toward a Career with Purpose

ID: 63585

Authors: Marcia Maria Garçon, Vânia Maria Jorge Nassif.

Source: RAUSP Management Journal, v. 56, n. 3, p. 366-381, July-September, 2021. 16 page(s).

Keyword: Individual entrepreneurial intention , Individual social entrepreneurial orientation , Measurement , Scales , Social entrepreneurship

Document type: Article (English) Show Abstract

Purpose – Social entrepreneurship (SE) presents specificities that the entrepreneur must address. Entrepreneurial intention (EI) and entrepreneurial orientation (EO) in SE should reflect specific characteristics of behavior. The purpose of this study is to identify the intention of Brazilian university students to undertake SE, having individual social EO (individual entrepreneurial orientation (IEO)-social) as their predictive behavior. Design/methodology/approach – This paper collected study data from Brazilian university students. To test the study’s hypotheses, this paper used confirmatory factor analysis, structural equation model, partial least squares and generalized linear regression model. Findings – The results indicate that Brazilian university students positively respond to their intention to become social entrepreneurs in the future, regardless of gender, courses or types of universities. In line with the literature, IEO-Social proved to be a strong predictor of EI-social. Research limitations/implications – This study was limited to understanding EI-social from IEO Social. Besides, its sample is non-probabilistic, therefore, the findings of this study cannot be generalized. Practical implications – The results encourage the inclusion of SE in entrepreneurial education programs. They guide the involvement of students from different areas of knowledge in activities aimed at higher education. Social implications – Evidence indicates that including the SE theme in entrepreneurial education programs proves to be valuable for opening purposeful career opportunities for students. Originality/value – The study contributes to eliminating the gap in studies on EI-social in Brazilian university students. It also offers the IEO-social scale, theoretically constructed and with superior psychometric quality.