On the Effectiveness of Social Marketing—What Do We Really Know?

Helmig, Bernd; Thaler, Julia

doi:10.1080/10495140903566698

Cited by 67 publications

(74 citation statements)

References 130 publications

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“…Behavioral change is the anticipated long-term effect of many public marketing models (Helmig & Thaler, 2010;Laing, 2003;McMahon, 2002). The public sector strives to implement marketing strategies to foster the diffusion of green consumption, through enhanced green attitudes of citizens and their intentions to engage in ecologically responsive consumption (Cherrier, 2012;European Commission, 2013;UNEP, 2012).…”

Section: Introductionmentioning

confidence: 98%

A Public Sector Marketing Model to Measure the Social and Environmental Values of Public Strategies: An Empirical Study on a Green Public Service

Boenigk

Möhlmann

2016

Journal of Nonprofit & Public Sector Marketing

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This article develops a public sector marketing model to measure the social and environmental values of public strategies. Applying partial least squares path modeling, the authors empirically test the model by conducting a quantitative survey (N = 603) among users of a green public service in the form of a public bike-sharing system. The findings reveal that users simultaneously perceive public outcomes on the social value and environmental value dimensions. The effect estimated on the perceived social value dimension of the green public service was slightly stronger than the effect on the environmental value dimension. Thus, users primarily perceive self-centered values, before considering values generated for the environment. The findings also show that engaging citizens now in the actual usage of green public services can foster green consumption intentions in the future.

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Section: Introductionmentioning

confidence: 98%

A Public Sector Marketing Model to Measure the Social and Environmental Values of Public Strategies: An Empirical Study on a Green Public Service

Boenigk

Möhlmann

2016

Journal of Nonprofit & Public Sector Marketing

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“…Evaluation of social marketing effectiveness through systematic reviews and primary studies has shown that social marketing involvement works successfully with a range of target groups in varied settings, and establishes that social marketing can be used as a potential framework for improving health issues (Gordon, McDermott, Stead, & Angus 2006). Helmig and Thaler (2010) conducted a meta-analysis on the effectiveness of social marketing that provided for an objective appraisal of the evidence on social marketing programs. Of the models used to conduct various studies, highly significant (22.1%) was the theory of reasoned action (Ajzen & Madden, 1986), followed by a combined 16.2% for social or observation learning theory (Bandura, 1977) and social cognitive theory (Bandura, 1991), and 11.8% for the health belief model (Janz, Champion, & Strecher, 2002).…”

Section: Introductionmentioning

confidence: 99%

Health Belief Model: Evaluating Marketing Promotion in a Public Vaccination Program

D’Souza

Zyngier

Robinson

et al. 2011

Journal of Nonprofit & Public Sector Marketing

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National health objectives are driven to increase participation rates. Individual health decisions are determined by attitudes, behavior, lifestyles, and government policies. This research, therefore, examined not just the development and delivery of a message targeting individual voluntary behavior change, but the intention of changes in social structures that will facilitate individuals reaching their potential; thus the purpose of this article is to shed light on the uptake of the human papillomavirus (HPV) immunization using the health belief model (HBM). Research was conducted with the use of focus groups by drawing on the framework of the HBM. This research approach is conceptual by nature, based on the virtue of marketing promotion and on HBM literature. Though offering the vaccine free to the general public provides additional evidence to certain groups on the intention to act or uptake of the vaccine, awareness levels were found to be poor despite increased efforts by the government trying to promote this vaccine. There was evidence that social capital and trust can produce effective communication message strategies that reinforce social bonds. This article provides an interesting basis for further investigation; however, as implausible as it seems the article also contributes to the concept of perceived benefits and of self-efficacy.

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“…The emerging themes identified in this review map neatly onto a holistic social marketing framework that attempts to synthesize the diverse and often controversial findings of social marketing experiments (Helmig & Thaler, 2010).…”

Section: Discussionmentioning

confidence: 99%

‘Join us on our journey’: exploring the experiences of children and young people with type 1 diabetes and their parents

Kime

2014

Practical Diabetes

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On the Effectiveness of Social Marketing—What Do We Really Know?

Cited by 67 publications

References 130 publications

A Public Sector Marketing Model to Measure the Social and Environmental Values of Public Strategies: An Empirical Study on a Green Public Service

A Public Sector Marketing Model to Measure the Social and Environmental Values of Public Strategies: An Empirical Study on a Green Public Service

Health Belief Model: Evaluating Marketing Promotion in a Public Vaccination Program

‘Join us on our journey’: exploring the experiences of children and young people with type 1 diabetes and their parents

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