Shaping social marketing research: a retrospective of the journal of social marketing

Farrukh, Muhammad; Raza, Ali; Meng, Fang; Wu, Yihua; Gu, Zhouyang

doi:10.1108/jsocm-06-2020-0099

Cited by 8 publications

(6 citation statements)

References 59 publications

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“…According to Mariani et al (2022), individuals belonging to Generations Y and Z have developed a propensity for 7 financing endeavours through the utilisation or exploitation of technology. Nevertheless, additional research has also indicated that both Generation Y and Generation Z exhibit a preference for direct funding, which engenders a unique sense of pride among both cohorts (Farrukh et al, 2021). In the interim, the succeeding cohort Contrary findings have been reported by other investigations.…”

mentioning

confidence: 55%

The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

Ulza,

Kuncoro,

Furinto

et al. 2024

RGSA

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Purpose: The objective of this study is to examine the extent to which the advancement of this theory can shape philanthropic intentions and directly influence philanthropic activities in Indonesia. Theoretical Framework: There is an expectation that this theoretical framework will offer a resolution to the issue of philanthropy in Indonesia, which has thus far fallen short of achieving the desired philanthropic potential of 200 trillion Indonesian Rupiah. The role of non-profit institutions in soliciting donors to facilitate philanthropic endeavours, which in turn contribute to economic and social development in Indonesia, is currently not substantial. This is in contrast to the global agenda set by the Sustainable Development Goals (SDGs). Methods: The research focuses on examining the population of donors from various generations. The criteria for selecting the sample include identifying the province with the highest level of generosity and ensuring representativeness. Additionally, the study pays attention to the level of object funding. The purposive sampling method is employed to select participants, and the analysis design involves the use of multivariate Structural Equation Modelling (SEM). Results: This study focuses on the examination of generosity in Indonesia through the lenses of many theoretical frameworks, including generosity theory, planned behaviour theory, brand theory, social identity theory, and need of affiliations. Conclusion: This study will hopefully provide advantages from both theoretical and scientific perspectives. The acquisition of knowledge and the cultivation of scientific reasoning are crucial in advancing our understanding of various concepts within the field of marketing.

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mentioning

confidence: 55%

The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

Ulza,

Kuncoro,

Furinto

et al. 2024

RGSA

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“…It supports the target audience and prompts them to act as advocates for the cause. There remains room for growth, in how social marketers incorporate social media into social marketing programs (Farrukh et al , 2021). The “social” in social marketing is derived from both the societal issue as well as the channels of social distribution.…”

Section: Discussionmentioning

confidence: 99%

“…Organizations are under societal pressure to implement social marketing techniques that achieve transformative behavioral change (Farrukh et al , 2021). There is a call for both academics and practitioners to embrace social action that calls out human rights violations and social inequalities.…”

Section: Discussionmentioning

confidence: 99%

Social action advertising: motivators and detractors in cause-oriented behaviors

Mueller

2023

JSOCM

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Purpose It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good. Design/methodology/approach Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020. Findings Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad. Research limitations/implications This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience. Originality/value This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).

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“…For instance, de Lima Dantas (2021) used keyword co-occurrences when examining how macromarketing articles relate to the fields' outlined thematics. Keyword co-occurrences were also used in several of the above-mentioned articles examining focused marketing thematics (Alon and Bretas 2021; Farrukh et al 2021;Ferreira and Robertson 2020). One notion which merits attention is that it is useful to see concepts or co-occurrences in relation to each other rather than representing fixed dimensions or associations (Latour 2005).…”

Section: Introductionmentioning

confidence: 99%

The U.S. Government's Program of Welfare for the Wealthy

Benton,

Stasch

2024

Journal of Macromarketing

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It is important that macromarketers understand how income and wealth inequality affect the way people think, live, and die. It is also important that they understand the source(s) of that inequality. This paper discusses how the power elite and the rich used the law to strategically withhold from the bottom 99 percent of the population the wealth generated in the post-World War II economy. This included more than a dozen specific stealth activities the U.S. government enacted from 1970 to 2010, although only a few are highlighted in this commentary. These activities created a Program of Welfare for the Wealthy that worked against the general welfare of the American people. We refer to these as stealth activities because much of what happens in government occurs behind the scenes, in the dark.

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Shaping social marketing research: a retrospective of the journal of social marketing

Cited by 8 publications

References 59 publications

The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

Social action advertising: motivators and detractors in cause-oriented behaviors

The U.S. Government's Program of Welfare for the Wealthy

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