...Rachael Millard; M. Bilal Akbar Purpose This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming failures. Design/methodology/approach This paper is a critical literature...

...Patricia McHugh; Christine Domegan Purpose For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process...

...Prof. Linda Brennan; Assistant Prof. Lukas Parker; Ross Gordon; Lauren Gurrieri Purpose – The purpose of this article is to demonstrate why the time is ripe for a reflexive turn in social marketing, in response to criticisms of social marketing as neo-liberal, positivist and lacking critical...