...Yannick Van Hierden; Timo Dietrich; Sharyn Rundle-Thiele Purpose In social marketing practice, there is no all-encompassing approach that guides researchers and practitioners to build theory-driven social marketing interventions. While the Co-create–Build–Engage (CBE) process offers a roadmap...

...Hamilton Coimbra Carvalho; Jose Afonso Mazzon Purpose This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline’ conceptual repertoire. The goal is to incorporate complexity tools, in particular from the system...

...Gerard Hastings Purpose This paper aims to explore the spiritual dimension of social marketing. Design/methodology/approach The paper adopts a conceptual approach. Findings The greatest problems humankind faces, from non-communicable diseases epidemics to global warming, are self-inflicted...

...Dmitry Brychkov; Christine Domegan Purpose The purpose of this paper is to present retrospective, current and prospective aspects of social marketing and systems science integration. Design/methodology/approach The paper uses a periodization methodology, based on turning points of conceptual...

...Alex Mitchell; Judith Madill; Samia Chreim Purpose 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 implementation of marketing activities. Design/methodology...

...Khondker Galib B. Mohiuddin; Ross Gordon; Christopher Magee; Jeong Kyu Lee Purpose 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. Design/methodology/approach...

...Roger Bennett; Rita Kottasz; Stephen Shaw Purpose – The purpose of this paper was to identify whether the promotional materials used by government bodies and private producers to stimulate the mass market for electric vehicles (EVs) embodied themes deemed attractive by a sample of motorists...

...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...

...Hamilton Coimbra Carvalho; Jose Afonso Mazzon Purpose – The purpose of this paper is to discuss a broader societal trend toward the full realization of human potential and the points of convergence with social marketing. The ultimate goal of social marketing is to increase social good. The paper...

...C.W. Von Bergen; Morgan P. Miles Purpose – The purpose of this paper was to address one of Spotswood et al.’s (2012) “uncomfortable questions”. The paper applies negative option marketing, the use of defaults as a behavioral engineering tool to shape choice, to social marketing...

...Ross Gordon; Alan Tapp; Fiona Spotswood Purpose – In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained products and prices, the social marketing 4Ps are no longer fit...

... to their older, rural counterparts (Holloway et al., 2009). H1. Price promotion is a significant predictor in differentiating between low‐risk, risky and high‐risk alcohol consumers. © Emerald Group Publishing Limited 2013 Social marketing Alcohol consumption Price...

... 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...

...Jeff French; Tom Beall; Jennifer Wayman; Heidi D'Agostino; Angie Liang; Cara Perellis Purpose The purpose of this paper is to provide insights into what social marketers see as trends, issues, and opportunities emerging within social marketing globally. Design/methodology/approach A global...

...R. Craig Lefebvre Purpose Social marketing has evolved differently in the developing and developed worlds, at times leading to different emphases on what social marketing thought and practice entail. This paper aims to document what those differences have been and provide an integrative framework...