Bringing social marketing closer to the disability field

Guzman, Jose Manuel Gil; Hernández, Asunción; Ronda, Pedro Canales

doi:10.1108/jsocm-06-2020-0105

Cited by 6 publications

(9 citation statements)

References 60 publications

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“…Bridging social marketing for disabilities with technological interventions Social marketing professionals have the driver in designing and implementing social marketing interventions in the disability field (Guzman et al, 2021). However, there is little evidence on how technology can further enhance social marketing programs for the disability sector.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Although social marketing and the disability field have evolved independently (Guzman et al, 2021), the theories and intervention methods complement each other. In this study, three concepts are explored to understand the phenomenon of social inclusivity via technology.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…However, there is little evidence on how technology can further enhance social marketing programs for the disability sector. While there have been studies on how companies support social causes (Pulrang, 2022; Chang, 2012; Guzman et al , 2021), social marketing strategies for people with disabilities are yet to be successfully integrated into the working society. Furthermore, most of these studies were conducted to suggest solutions to improve staff competencies in social marketing before executing any intervention strategies (Wood, 2016).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…In this paper, we found that, due to the nature of social problems, social marketing can be applied to the field of disability, addressing the social inclusion of the group that is facing disability challenges and focusing on the change of behaviors that causes the social problems. (Guzman et al , 2021). Adopting the social determinants of health perspective, social inclusion can be understood, as it considers the social environment, health behaviors and health statics associated with social deprivation.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

“…To pursue such a common goal, technologies including artificial intelligence (AI), robots and humanoids, which is defined as a non-human entity with human form or characteristic, have been discussed in social marketing and social well-being literature (Moriuchi, 2021;Fischer et al, 2020;Henkel et al, 2020;Guzman et al, 2021). Although AI has been criticized for replacing human labor (Fischer et al, 2020), it has also been viewed as assisting work (e.g.…”

Section: Introductionmentioning

confidence: 99%

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Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion

Moriuchi

2023

JSOCM

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Purpose This study aims to determine the perception and attitude of consumers toward the presence of cybernetic avatars (CAs) as part of a social inclusion initiative. Design/methodology/approach A mixed method was used to conduct the study using facial recognition expressions and surveys. Three studies were conducted. Study 1 examines consumers’ attitudes and perceptions of a CA and what it can do to promote social inclusivity among people who have mobility disabilities but wish to work. Study 2 tests a conceptual model to determine the factors that affect consumers’ intention to visit an establishment that uses CAs as their employees. Study 3 extends Study 2 and tests two moderators predicted to influence consumers’ attitudes toward CAs and their intention to visit an establishment that uses CAs. Findings The results show that consumers generally accept and are excited about such technological developments. Study 2 further supports this positive perception with its conceptual model. Study 3 provides insights into how the moderating factors influence a consumer’s attitude toward CAs and their intention to visit the establishment. Between consumers who have a mobility disability and those who do not, those who have mobility disabilities showed a more positive attitude and intention to patronize such an establishment. Originality/value Studies on CAs are still in the infancy stage. This study provides insight into how society can use technology to promote social inclusion, contrary to prior opposing arguments towards integrating robots into society.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Hypotheses Developmentmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion

Moriuchi

2023

JSOCM

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Disability and marketing: a bibliometric analysis and systematic literature review

Celestino,

Garofano,

Masiello

et al. 2024

Ital. J. Mark.

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The needs of people with disabilities have been largely overlooked in the marketplace and in the development and promotion of products and services. As the marketing system has the potential to drive changes in the education system, industry, market, and society, a more grounded and comprehensive understanding of the scholarly debate on disability is essential for advancing academic knowledge and marketing practice. Therefore, this paper provides a bibliometric analysis and systematic literature review on disability and marketing, based on 68 articles published between 1985 and 2022. After identifying the most prominent journals, authors, countries, and research methods employed, a qualitative content analysis is used to thematically map this domain of research. Descriptive data provide evidence of a recent surge in marketing studies addressing disability, which has received increased attention since 2020. Existing research has been primarily driven by studies on tourism, services, and social marketing, while other fields remain largely unexplored. In recent years, there has been growing scholarly interest in marketing communications and the representation of disability; however, the focus on barriers and accessibility has hindered the advancement of the knowledge base regarding the social inclusion of people with disabilities from a marketing perspective. Based on its main results, the paper identifies possible avenues for further research, which may also offer valuable insights for policymakers and marketing practitioners interested in the inclusion of people with disabilities in society and the market.

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Increasing employer willingness to hire people with disability: the perspective of disability employment service providers

Mahasneh

Randle

Gordon

et al. 2023

JSOCM

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Purpose This study aims to investigate which factors are associated with the willingness of employers to hire people with disability from the perspective of disability employment service providers. We also identify social marketing approaches that disability employment service providers consider to be most effective in increasing employer willingness to hire people with disability. Design/methodology/approach Using the framework of the theory of planned behavior, this study examines the association of attitude, subjective norms and perceived behavioral control with employer willingness to hire people with disability. The authors do this from the perspective of disability employment service providers, who are responsible for matching people with disability with suitable employment opportunities. The authors used a qualitative approach to data collection and conducted 30 in-depth interviews. Data analysis included deductive and inductive coding to develop the themes and subthemes. Findings Attitude, subjective norms and perceived behavioral control were all perceived to influence employers’ willingness to hire people with disability. However, the importance of each construct was perceived to differ by location and organization type. Three key social marketing approaches were perceived to be most effective in increasing employer willingness to hire people with disability: educational, relational and interactive. The educational intervention attempts to increase employers’ knowledge about disability, the relational approach aims to develop relationships within the community to strengthen relationships with employers and the interactive approach involves direct contact between employers and people with disability. Originality/value Theoretically, this study reveals perceived heterogeneity in terms of the theoretical constructs that are employer hiring decisions. Practically, results help disability employment service providers design social marketing strategies that are effective in reducing barriers and increasing employment for people with disability. Methodologically, this study adds a new perspective on employer willingness to hire people with disability – that of disability employment service providers – which avoids the social desirability bias found in many self-reported studies of employer attitudes and behavior.

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Bringing social marketing closer to the disability field

Cited by 6 publications

References 60 publications

Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion

Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion

Disability and marketing: a bibliometric analysis and systematic literature review

Increasing employer willingness to hire people with disability: the perspective of disability employment service providers

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