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Purpose Despite the amount of attention given to social cohesion, divisions within many societies are becoming wider due to various factors including religious and far-right extremism and economic austerity. Given its “wickedness”, social cohesion has been researched from various dimensions. However, to develop an effective solution-based programme, these multi-facets need to be brought together for a clearer way forward. This paper aims to bring together multiple disciplines to propose a way forward in the social cohesion discourse in the following two ways: by developing a common conceptualisation of social cohesion and identifying an effective approach to operationalise social cohesion. Design/methodology/approach This research adopted a critical qualitative research approach and used three expert discussion forums consisting of academics and practitioners from multiple disciplines. Findings The research identifies contact theory and participatory approaches as providing an effective way forward for social cohesion. Social cohesion is conceptualised in the form of factors needed to build a cohesive society and outcomes of a cohesive society. Using the social marketing approach of down- mid- and up-stream strategies and interventions, this research proposes a bottom-up approach to addressing the wicked problem of social cohesion. Originality/value Social cohesion has been discussed by various academics and practitioners from multiple disciplines. This paper developed a common conceptualisation of social cohesion based on a review of multi-disciplinary literature combined with discussions with experts from academia and practice. Relating this to the down-, up- and mid-stream social marketing, and this paper also identified the participatory approach, based on contact theory, as an effective way in which social marketers can achieve downstream social marketing objectives.

This study investigated differing emphasis cricket spectators place on key game experience variables. Spectators were classified based on membership, frequency of attendance and demographics. The mixed methods designs used a qualitative strand, which identified four key game experience variables; star players, quality of game, social facilitation and auditory and olfactory elements. The quantitative strand was used to empirically test these game experience variables. This survey of 584 cricket spectators identified auditory and olfactory elements, quality of game, and social facilitation as the three important game experience variables relevant to various cricket spectator segments. The findings revealed that women, members, older spectators and moderately frequent attendees placed greater emphasis on auditory and olfactory. Older spectators and members also placed greater emphasis on quality of game. It was also found that regardless of how frequently spectators attend games, they placed equal emphasis on social facilitation. In this exploratory study, tentative light is shed on the largely unexplored subject of cricket spectator consumption experience. As such it helps provide practitioners in the industry as well as researchers with a better understanding of cricket spectators.

Purpose-The purpose of this paper is to review practices and research within the social change and community cohesion disciplines, with a view to applying them in the context of British Muslims and cricket. The paper aims to discuss the role of sport, and especially cricket, to help build community cohesion and bring about social change between British Muslims and the wider British society. Design/Methodology/Approach-This paper uses an inductive and critical approach. Findings-This paper suggests that, the apolitical nature of sport and the popularity of cricket within the Southeast Asian British Muslim community can be used as an effective tool to build relationships between British Muslims and the wider British Society. It calls for reflexive thought and action on the part of cricket management to engage in community projects that will enhance the image of cricket as well as genuinely benefitting the society. Originality/Value-Growth of British Muslims has created a great amount of interest from a marketing perspective. Research into Islamic Marketing and British Muslim consumers are still in its infancy. This paper introduces an under researched area of British Muslims (to date), namely British Muslim sport spectators, and calls for cricket managers and marketers to take an active approach to embarking upon social change.

PurposeThis research reveals how a virtual exchange (VE) can foster transnational collaboration in higher education, assist students acquire key learning outcomes and raise awareness regarding the complexities affecting development policy and sustainability. The purpose of this paper is to address these issues.Design/methodology/approachOverall 50 students from two universities in Spain and the United Kingdom, enrolled on two different degree courses (Global Studies and Marketing), cooperated in multidisciplinary teams to analyze real development policies and initiatives. The authors collected quantitative and qualitative data to assess the students' perceptions of the methodology.FindingsThe students perceived the VE to be of great value, enriching their educational experience by having a positive effect on their overall learning and fostering internationalization. A high number of participants declared the teaching and learning methodology was useful to assist them in reaching crucial cognitive, skill-based and affective educational objectives, and to help them understand how development policy works while also raising awareness regarding real-world complexity.Practical implicationsThis methodology proved valuable in helping students acquire the set of skills expected from today's graduates in economics, political science and marketing. This active learning and pedagogical innovation component provides some interesting conclusions contributing toward widening the adoption of VEs in higher education contexts.Originality/valueThe increasing complexity of the globalized world makes it challenging for higher education institutions to develop multidisciplinary approaches to education to foster sustainable development. The experience provided offered the students an online international experience at their home institutions. Consequently, the research elaborates on how VE can be applied in economics, business, management and political science courses to enrich learning experience by applying theory in a practical way.