Improving theory use in social marketing: the TITE four-step theory application process

Abstract

Purpose Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for standardised frameworks and methods, this study aims to present a four-step theory application process with the aim of supporting improved theory use across the entire social marketing process. Design/methodology/approach The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory application in social marketing. To address key challenges impeding rigorous theory use, the theory selection, iterative schematisation, theory testing and explicit reporting of theory use (TITE) four-step theory application process is proposed. Evidence-based guidance, current best practice examples, and a worked example are provided to illustrate how the TITE process may be initially followed. Findings Low levels and poor quality of theory use suggest social marketing researchers and practitioners need further support in rigorously applying theories across the life of an intervention. The TITE process leverages the known benefits of theory use and capitalises on the reciprocal relationship that may be enacted between theory selection, iterative schematisation, theory testing and explicit reporting of theory use. Research limitations/implications The TITE process delivers a standardised framework that aims to stimulate rigorous theory application and explicit reporting of theory use in social marketing. Clear theory application and reporting will permit a more fine-grained understanding of intervention effectiveness to be established by shifting away from a simple dichotomous view of effectiveness (success or failure) to unpacking the “active ingredients” contributing to observed outcomes. Practical implications The evidence-based guidance and best practice examples provided for each step of the TITE process will increase the accessibility and usability of theory among practitioners. With time the TITE process will support practitioners by delivering a robust theory base that can be reliably followed to further extend on social marketing’s effectiveness. Originality/value This paper draws on interdisciplinary methods and resources to propose a standardised framework – the TITE process – designed to support rigorous theory application and explicit reporting of theory use in social marketing. Refinement, uptake and widespread implementation of the TITE process will improve theory use and support the creation of a shared language, thereby advancing social marketing’s cumulative knowledge base over time.

Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice

“…In addition, failure is either not acknowledged by the funders, practitioners, or those involved in program design or is framed as lessons learned for future success or as partial success in a relatively high proportion of cases. It is imperative not to take failures and successes as monolithic entities (Saeed, 2009) or consider success and failure only as a dichotomy (Willmott & Rundle-Thiele, 2022). Our findings suggest a strong association between failures and successes, but in some cases, these are incorrectly labeled and disregard partial victories, setbacks, and nuance.…”

“…Poor formative research comes from not taking the time to understand the target audience or behaviors that need to be changed (Akbar et al, 2021a). Similarly, the mismanagement of stakeholders is another reason for failure, including the lack of a co-creation/co-design participatory approach and the inability to communicate with and engage influencers and community leaders (Akbar et al, 2021a; Cook et al, 2021; Willmott & Rundle-Thiele, 2022). These factors do not stand alone regarding program failures; they often interact with and contribute to failures at other stages, such as program implementation and control.…”

Co-creating and evaluating social marketing programs: a living lab approach

“…The original Living Lab process by Ståhlbröst and Holst (2012) presented a crucial methodological gap in the front end of the process, where the first steps did not consider core Living Lab activities, such as selecting the type of Living Lab (Dell'Era and Landoni, 2014), assembling the team (Guzmán et al , 2013) and choosing the Living Lab setting (Hossain et al , 2019). Moreover, the Living Lab process, being focused on new product development and service design (Dell'Era and Landoni, 2014), lacked crucial research activities that ensured theory and evidence-based mechanisms were embedded across program co-creation and development phases (Van Hierden et al , 2022; Willmott and Rundle-Thiele, 2022). This gap was addressed by adding the “Resourcing” step, which may include key social marketing principles (French and Blair-Stevens, 2006).…”

Can social cognitive theory explain breakfast frequency in workplace institutional feeding populations?

“…Research indicates that theory-driven interventions are needed. Processes are available that can be followed to extend theory application across programme design, implementation and evaluation (Willmott and Rundle-Thiele, 2022). The pursuit of enhanced theory application is underpinned by early evidence indicating behaviour change rates are higher when theory is clearly reported in studies (Kim et al , 2019).…”