...M. Bilal Akbar; Yacoob Suleiman; Derek Ong; Richard Howarth; David Shaw Purpose This study aims to investigate the conceptualisation of partnership in the changing landscape of social marketing and provide a theoretically underpinned framework for partnership in the field. Design/methodology...

... attribution to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Bullying prevention Victimisation Behaviour change Social marketing School-based intervention Domestic violence Whole-of-school approach Upstander...

...Mesheal Abdulmohsen Alabdulrahman; Saju Jose; Poornima Mishra Purpose This study aims to examine the factors influencing vaccine hesitancy among Generation Z in Saudi Arabia and explores the role of social marketing campaigns. Design/methodology/approach Using a quantitative research design...

...Marta Gonçalves; Beatriz Casais Purpose This paper aims to examine how the omnichannel social marketing model through stages of change ( OSMM ) is used by banks to encourage savings behaviors. Design/methodology/approach This exploratory research adopts a mixed-methods approach through three...

... Advertising Social network sites Communication Social marketing Message style Marketers often use images to increase the effectiveness of prosocial communication (Chen, 2020 ; Septianto and Paramita, 2021 ; Kemp, 2025a , 2025b). For example, research found that including disgust images...

...Chisom Victor Ukaegbu; Sharyn Rundle-Thiele; Jessica Harris Purpose The purpose of this study is to advance Indigenous-led co-governance as a governance-first correction to participatory social marketing in Indigenous contexts. It argues that when co-design and co-creation are treated...

... internal moral drivers, external pressures, leadership and resources, offering insights for targeted social marketing interventions. This unresolved gap suggests that existing explanatory models remain incomplete when applied to MSME contexts. Social marketing offers a relevant lens for addressing...

... may be seen at http://creativecommons.org/licences/by/4.0/ Segmentation analysis Social marketing Alcohol harm Military veterans Alcohol use disorders Veteran Medical Trust Fund E7632 This research was supported by a Veteran Medical Trust Fund grant that is administered...

...Johnpaul Smith; Ann-Marie Kennedy; Ekant Veer Purpose This study aims to explore what an authentic approach to engagement with historically underserved and under-resourced communities looks like for social marketers. This helps ensure the voices of the marginalised are heard, and their interests...

...Sabina Krsnik; Karmen Erjavec Purpose This study aims to investigate how marketing communication and social marketing principles are associated with Slovenian consumers’ attitudes towards the sustainable development goals (SDGs), with particular attention to psychological and social determinants...

.... Social marketing has the potential to modify health behaviours, yet its application in alcohol reduction interventions remains unclear. This study aims to synthesise evidence on how social marketing techniques have been applied to reduce problematic drinking among UK university students. Design...

...Mukesh Kumar Meena Purpose Indigenous and tribal communities continue to experience avoidable health and social inequities shaped by colonial histories, marginalisation and cultural displacement. This study aims to examine how social marketing has engaged with these realities and how its tools...

...Kaye Chan; Katherine Attree; Annette Gainsford; David S. Waller Purpose For social marketers to engage ethically and effectively with Indigenous peoples, universities need to equip students with appropriate professional capabilities. However, despite Indigenous authors emphasising self...

... the necessity of sustained social marketing efforts to maintain behaviour change. Practical implications This study provides a replicable CBE ^TM – guided model demonstrating how universities can lead e-waste reduction initiatives through social marketing interventions, addressing a literature...

... practitioners and policymakers by evaluating a widely implemented but under-researched tobacco control intervention in a real-world setting. It contributes to evidence-based social marketing practice in low- and middle-income countries, especially India, where youth smoking remains a persistent concern...

...Tim Antric; Te Awanui Reeder Purpose This paper aims to propose a Tiriti-dynamic framework for social marketing that honours the rangapū (partnership) between tāngata whenua (Indigenous people) and tāngata Tiriti (non-indigenous people) in Aotearoa New Zealand. This paper argues that centring...

... Limited Licensed re-use rights only Social marketing Communication Empathy Message framing Public health Vaccine confidence Health advertising Social media advertising Conversational agent Chatbots Health COVID-19 vaccines remain critical to combat COVID-19 disease...

... are primarily influenced by environmental and cultural variables. While rewards and penalties provide temporary motivation, they are inadequate for fostering enduring behavioral change. Practical implications A continuous social marketing initiative is essential to enhance trash segregation habits...

...Majid Ramshini; Bahman Hajipour Purpose This study aims to explore the application of the SHIFT framework, a behavioral model for promoting sustainable actions, to segment the household water use market. Identifying differences in psychographic factors aims to inform social marketing...

... inquiry method was used, including autobiographical accounts from students, yarning sessions with peers and one-on-one interviews. This participatory approach centred Indigenous knowledges to inform culturally responsive social marketing strategies. Findings The study identified five key themes...