Objective: The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. Design: A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Setting: Healthy eating empirical studies published from 2000 onwards. Subjects: Empirical studies that self-identified as social marketing. Results: Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Conclusions: Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating. Keywords Social marketing Literature review Nutrition Behaviour change EffectivenessA nutritious diet is key to optimal health and well-being, and plays an important role in the prevention of many chronic conditions. The combination of energy-dense, nutrient-poor diets and more sedentary lifestyles is contributing to the growing obesity issue in Australia and worldwide (1) . For example, Australian data show a disturbing upward trend in overweight and obesity rates in children over the last 20 years. For girls, rates have risen from 12 % in 1985 to 26 % in 2007, while for boys levels have increased from 11 % in 1985 to 24 % in 2007 (2) . A similar case exists on a global scale. In 1995, there were an estimated 200 million obese adults worldwide and another 18 million children under the age of 5 years classified as overweight. As of 2000, the number of obese adults had increased to over 300 million. It is interesting to note the obesity epidemic is not restricted to industrialized societies; in developing countries, it is estimated that over 115 million people suffer from obesity-related problems (3) . Combating the obesity issue represents one of the greatest public health challenges faced at both a natio...
Purpose-The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes. Design/methodology/approach-This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature. Findings-A series of propositions is put forward to guide future research endeavours. Research limitations/implications-By understanding the likely impact on customer satisfaction of CSR initiatives vis-à-vis customer-centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in situations of low customer satisfaction. Such endeavours are managerially relevant and topical. Researchers seeking to test the propositions put forward in this paper would be able to gain links with, and possibly attract funding from, banks to conduct their research. Such endeavours may assist researchers to redefine the stakeholder view by placing customers at the centre of a network of stakeholders. Practical implications-An understanding of how to best allocate company resources to increase the proportion of satisfied customers will allow bank marketers to reduce customer churn and hence increase market share and profits. Originality/value-Researchers have not previously conducted a comparative analysis of the effects of different CSR initiatives on customer satisfaction, nor considered whether more customer-centric initiatives are likely to be more effective in increasing the proportion of satisfied customers.
Purpose The purpose of this paper is to investigate how vulnerable consumers can be involved in transformative service design and how this approach may enhance the design of such services. The study also analyzes how co-design with vulnerable consumers differs from existing user involvement processes with the purpose of developing a co-design framework. Design/methodology/approach A case study approach was employed, with six high schools in Australia identified as sites to conduct co-design sessions for a school-based alcohol education program. Adolescents were invited to review and (re)design an existing alcohol education program. Findings The study indicates that co-design with vulnerable consumers cannot be approached in the same way as conventional user involvement processes. Based on the insights generated from six co-design sessions as well as the examination of user involvement and co-design literature, the authors propose a six-step co-design framework. The six steps comprise resourcing, planning, recruiting, sensitizing, facilitation and evaluation. Research limitations/implications The co-design framework illustrates important differences to conventional user involvement processes. However, the generalizability of the research findings is limited to a specific study setting and a narrowly defined sample. Future research in a different setting is needed to further validate the presented findings. Practical implications For service design practice, this study provides guidelines on how co-design activities with vulnerable consumers can be effectively resourced, planned, recruited, sensitized, facilitated and evaluated. The framework outlines how co-design may be applied so that vulnerable consumers can become empowered participants during the design process. Originality/value This research contributes to the knowledge in transformative service research – a priority in service research – and service design by extending the boundaries of our understanding of processes and tools for the involvement of vulnerable consumers in transformative service design.
HighlightsThis study provides a review of evidence behind social marketing effectiveness in the area of problem behaviours associated with alcohol drinking. This paper presents a review of interventions and their evaluations published in peer-reviewed journals between 2000-2014 to identify the role and use of the key elements of social marketing interventions aiming to minimize harm from alcohol consumption. Social marketing interventions reviewed in this study were found to be largely effective in creating positive effects through changing behaviours and policies to effect short term or immediate changes, and also attaining longer term change via attitude, behavioural intention, and/or raising awareness. 3 Abstract This study sought to review social marketing interventions and their evaluations published in peer-reviewed journals between 2000-2014 to identify the role and use of the key elements of social marketing interventions: behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. A systematic literature search was undertaken examining nine databases and 23 social marketing interventions were identified. None of the social marketing interventions seeking to minimise harm from alcohol employed all six of the aforementioned benchmark criteria. Social marketing interventions reviewed inthis study were found to be largely effective in creating positive effects through changing behaviours and policies to effect short term or immediate changes, and also attaining longer term change via attitude, behavioural intention, and/or raising awareness. However, the absence of complete benchmark criteria was also identified and this may be limiting effectiveness indicating further potential for social marketing's reputation as an effective change agent to be enhanced via more comprehensive application of social marketing benchmark criteria.
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