... campaign effectiveness for Māori and Pacific communities. Design/methodology/approach A mixed-methods approach featuring a redesigned culturally responsive survey instrument was developed using He Awa Whiria (the braided rivers approach), integrating Māori and Western knowledge systems. The self...

... Māori strengths, knowledge and leadership creates more effective and sustainable social marketing practice while contributing to decolonisation efforts. Design/methodology/approach The conceptual framework draws on empirical research with experienced social marketing practitioners in Aotearoa New...

...Lisa M. Katerina Asher Purpose This paper aims to explore the differences between Indigenous knowledge from a Māori perspective and a Western knowledge perspective. To inform how we as tangata whenua (people of the land) view and understand social issues, social marketing, and innovation...