...D. Scott Borden Purpose This study aims to understand opportunities for reducing alcohol consumption through leveraging concern for climate change using social marketing frameworks. Design/methodology/approach The study surveyed 233 randomly selected students at an international university...

...Jacques François Diouf; Sophie Lacoste-Badie; Olivier Droulers; Karine Gallopel-Morvan Purpose Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad...

...James Durl; Timo Dietrich; Krzysztof Kubacki Purpose Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by their resource-intensive character. The purpose of this paper is to address...

...Nopphol Witvorapong; Watcharapong Ratisukpimol; Somtip Watanapongvanich Purpose The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol...

...Sandra C. Jones; Simone Pettigrew; Nicole Biagioni; Mike Daube; Tanya Chikritzhs; Julia Stafford; Julien Tran Purpose There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create...

... of a young adult’s drinking journey on a night out; key triggers influencing irresponsible and responsible alcohol decision-making; what makes a good night versus a bad night out; young adult peer-to-peer dynamics when socialising with alcohol; the application of European young adult alcohol...

.... Findings The approach led to identifying four social capital and drinking archetypes. These archetypes indicate social capital-led “influencers” and “followers” and highlight the displays of capital practised by young women in alcohol consumption contexts. Research limitations/implications The social...

...Dominic Wettstein; L. Suzanne Suggs Purpose – This paper aims to describe the comparison of two tools in assessing social marketing campaigns. Design/methodology/approach – Using data collected from the campaign planners of 31 alcohol misuse prevention campaigns, two tools were compared...

...Timo Dietrich; Sharyn Rundle-Thiele; Lisa Schuster; Jason Connor Purpose – Most alcohol education programs are designed by experts, with the target audience largely excluded from this process. Theoretically, application of co-creation which comprises co-design and co-production offers...

... […] need to be branded”. Typically branding becomes of strategic importance where there are competing alternatives in the marketplace and differentiation is needed (Aaker, 1991). In the case of alcohol consumption, the competing alternatives are excessive drinking, moderate drinking and abstinence...

...Emma Louise Giles; Mary Brennan Purpose – The purpose of this paper is to explore the costs and benefits that young adults perceive to be associated with adopting healthier food, alcohol and physical activity behaviours. Social marketing is used to identify and change behaviours within...

...Prof. Linda Brennan; Assistant Prof. Lukas Parker; Marie-Louise Fry Purpose – The purpose of this paper is to explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies. Design/methodology/approach – Blog data from...

... the barriers within the broader environment to achieving reductions in the use of alcohol by college students and how this resulted in identifying upstream social marketing strategies. Downstream social marketing approaches have been broadly implemented on college campuses to curb alcohol use and binge...

... their opinions of their alcohol‐related interactions with adults. Findings The results show that in the context of a western society such as Australia, the role of adults in endorsing a culture of excessive alcohol consumption may be considerable. Practical implications Social marketing campaigns...

...Dominic Wettstein; L. Suzanne Suggs; Christiane Lellig Purpose – Despite social marketing being widely adopted in English-speaking countries, there is limited evidence of it being adopted in German language countries. Alcohol misuse is a social problem that has been the topic of health campaigns...

... marketing thought. Indeed no formal definition or domain has been identified for this approach. This paper reviews some of the scholarly debate and tensions in this area, before assessing case studies on the application of critical social marketing to tobacco and alcohol marketing demonstrating its utility...