Promoting mental health during the COVID-19 pandemic: the transtheoretical model of change and social marketing approach

Akdaş, Onur; Cismaru, Magdalena

doi:10.1007/s12208-021-00307-1

Cited by 6 publications

(10 citation statements)

References 57 publications

(91 reference statements)

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“…In fact, commitment and loyalty are needed to achieve sustained behavior change (Hjelmar, 2005) in order to realize the expected return on social good from the social marketing investment (Dann, 2010;Nicholls, 2017). However, the stage of sustaining behavior is sometimes ignored in the practice of social marketing (Akdas ¸& Cismaru, 2021).…”

Section: Social Marketing and The Stages Of Social Changementioning

confidence: 99%

“…In the health sector, for example, the interconnection of smart mobile health devices through the IoT is being increasingly used for both disease management and monitoring (Kim & Kim, 2018), and the implementation of personalized healthcare systems (Qi et al, 2017). These technologies allow us to recognize the effects of achieving change via real-time digital data monitoring (digital analytics), which contributes for social marketing effectiveness and both digital and offline interventions (Akdas ¸& Cismaru, 2021).…”

Section: The Application Of Digital Marketing To Social Marketingmentioning

confidence: 99%

“…Although segmented social marketing interventions can follow the model of the stages of behavior change (Issock Issock et al, 2021), the campaigns tend to ignore the maintenance stage of TTM (Akdas ¸& Cismaru, 2021), thus requiring a more robust focus on retention and loyalty to achieve the desired attitudinal and behavioral changes. The incorporation of digital marketing in the social marketing strategy allows, in this sense, the use of real time digital analytics, which can be an advantage for that purpose.…”

Section: A Conceptual Model For An Omnichannel Strategy To Social Changementioning

confidence: 99%

“…Attraction campaigns to websites, mobile apps or podcasts should allow the conversion of interest into a decision, or the conversion of contemplators into citizens prepared for attitudinal/behavioral change. Levit et al (2016) and Akdas ¸and Cismaru (2021) highlight, among other techniques, the availability of self-evaluation features or symptoms checklists, which can also be based on chatbots powered with algorithms. Then, the challenge consists in converting such process into a decision to change, which can involve nurturing qualified leads.…”

Section: A Conceptual Model For An Omnichannel Strategy To Social Changementioning

confidence: 99%

“…For example, social fitness mobile apps have become important drivers of behavior change retention via their ability to categorize, reward and materialize the physical activity effort (Spotswood et al, 2020). This is a good example of how social marketing can incorporate the interconnection potential of devices that communicate with these apps – e.g., smart weight balances or training equipment, Artificial Intelligence voice assistants– to optimize all the stages of the process of behavior change, with particular emphasis on the maintenance stage, as it is the most difficult and undervalued one (Akdaş & Cismaru, 2021).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

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Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Casais

2023

Social Marketing Quarterly

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Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.

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Section: Social Marketing and The Stages Of Social Changementioning

confidence: 99%

Section: The Application Of Digital Marketing To Social Marketingmentioning

confidence: 99%

Section: A Conceptual Model For An Omnichannel Strategy To Social Changementioning

confidence: 99%

Section: A Conceptual Model For An Omnichannel Strategy To Social Changementioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

See 3 more Smart Citations

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Casais

2023

Social Marketing Quarterly

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Developing a framework for communications encouraging personal budgeting – a social marketing approach

Cismaru

Akdaş

2023

Int Rev Public Nonprofit Mark

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Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review

Pinto

Casais

2023

Int Rev Public Nonprofit Mark

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This systematic literature review analyzes the topic of anti-consumption within the framework of public policy and discusses the multilevel implications for social marketing. Previous research provides a broader scope of analysis based on cases suggesting public policy implications of anti-consumption. However, the topic broadens into social issues and calls for the discussion of the social role and the relationship to sustainability. Building on the goal number 12—Responsible Consumption and Production—of the United Nations Sustainable Development Goals (SDGs), the authors analyzed 42 peer-reviewed papers to assess the relationship quantitatively and qualitatively between public policy and anti-consumption, pointing to future avenues of research. The results show how policymakers can address either disruptive or transitional approaches by considering systemic changes. Public infrastructure and public management are important factors to support policies aiming to achieve sustainable and replacement consumption. However, participatory and transparency mechanisms are needed to effect this social change, which reaffirms the importance of stakeholders and the analysis of their relationships. The impact of anti-consumption on macro and structural changes may be hard to measure, but should not be dismissed. This paper calls for a broad approach to anti-consumption and the mapping of stakeholders – including individuals, organizations, governments, researchers and the media – by applying a social marketing perspective to sustainability concerns. By linking anti-consumption both with social marketing and the contemporary challenge of environmental sustainability reflected on the SDGs, this paper bridges the gap between individual analysis of anti-consumption and its impact and potential to address sustainability challenges.

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Promoting mental health during the COVID-19 pandemic: the transtheoretical model of change and social marketing approach

Cited by 6 publications

References 57 publications

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Developing a framework for communications encouraging personal budgeting – a social marketing approach

Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review

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