... review. Findings The study proposes a typology for a reflexive approach to social marketing practice to overcome failures. The typology is built on self and critical reflexivity, simultaneously allowing social marketers to reflect on external and internal factors that may affect the individual's role...

... that the role model is complex and offers a typology to identify variations that need consideration by social marketers in selecting the most appropriate role model. Gen Y provides a context for this discussion because they are a significant target market for social marketers. Design/methodology/approach...