Strengthening Social Marketing Research: Harnessing “Insight” through Ethnography

Brennan, Linda; Fry, Marie-Louise; Previte, Josephine

doi:10.1016/j.ausmj.2015.10.003

Cited by 32 publications

(27 citation statements)

References 68 publications

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“…Using the principles of digital ethnography [21], online conversations involve the use of a powerful online insights community methodology (taking place in specifically-created virtual lounge rooms) and are used globally by major companies and health agencies to obtain insights into consumer behaviour [22]. Online conversations generate rich insights that go beyond the capabilities of traditional research approaches, as participants in the online communities' converse over a longer period of time responding to questioning from group moderators.…”

Section: Methodsmentioning

confidence: 99%

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

Brennan

Klassen

Weng

et al. 2020

Int J Behav Nutr Phys Act

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Background: Poor dietary choices are a risk factor for non-communicable diseases. Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives. Here we utilise social marketing principles, digital ethnography and online conversations to gain insights into young adults' attitudes and sentiments towards healthy eating. Methods: Young Australian adults who use social media at least twice a day were recruited by a commercial field house. Using a mixture of methods, combining online polls, forums and conversations, participants (n = 195, 18-24 years old) engaged in facilitated discussions over an extended 4 week period about health and eating-related topics. Data were analysed using thematic analysis constant comparison approach. A post-hoc conceptual framework related to religion was theorised and used as a metaphor to describe the results. Results: Findings demonstrate that different segments of young adults with varying attitudes and interest towards healthy eating exist. We developed a conceptual framework based on consumer segmentation which adopted religious metaphors as a typology of 'consumers'. Some young adults practice and believe in the message of healthy eating (saints), whilst some oppose these messages and are not motivated to make any change (sinners), another segment are both aware of and interested in the issues but do not put healthy eating behaviours as a current priority (person in the pew). Conclusions: Consumer segmentation and social marketing techniques assist health professionals to understand their target audience and tailor specific messages to different segments. Segmentation provides insights on which groups may be most easily influenced to adopt the desired behaviours. The typology presented may be a useful tool for health professionals and social marketers to design strategies to engage young adults in healthy eating, particularly those in the pew who are contemplating a change but lacking the motivation. The utilisation of marketing segmentation in health promotion has the potential to enhance health messaging by tailoring messages to specific segments based on their needs, beliefs and intentions and therefore drive the efficient use of resources towards those most likely to change.

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Section: Methodsmentioning

confidence: 99%

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

Brennan

Klassen

Weng

et al. 2020

Int J Behav Nutr Phys Act

Self Cite

View full text Add to dashboard Cite

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“…One method to help researchers gather culturally relevant insights (Brennan et al, 2015; Weidner et al, 2010) and provide a deep understanding of the lives of citizens (Nailer et al, 2015) is ethnography, which remains largely underutilized in social marketing (Brennan et al (2015). Nailer et al (2015) and Belk (2014) identified the value of qualitative and ethnographic research in LMICs, noting the limitations of quantitative research for gaining deep understanding of context-sensitive issues.…”

Section: Methodsmentioning

confidence: 99%

Co-designing social marketing programs with “bottom of the pyramid” citizens

Schmidtke¹,

Rundle‐Thiele

Kubacki

et al. 2020

International Journal of Market Research

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The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new “Empathy Building” step within the Trischler et al. seven-step co-design process model. A sequential, three-study mixed-method research design was applied to co-design a social marketing program with BoP citizens and experts, focusing on the problem of school dropout in a community in South Africa. Study 1 undertook the empathy-building step of the co-design process, which involved a 4-month ethnography in a community in South Africa. This study informed several subsequent co-design steps, including resourcing, planning, recruiting, and sensitizing. Study 2 engaged 38 participants (schoolchildren and parents) in a co-design session, challenging them to create a social marketing program for them and people like them. Study 3 delivered an evaluation session with seven key experts. This article contributes to understanding by offering a process to demonstrate how three studies used the (enhanced) co-design framework to provide a solution for a social issue, namely, prevention of school dropout. Finally, this article outlines how co-design can overcome challenges faced to work with BoP citizens through the addition of ethnography and involvement of experts at the fuzzy back-end of the co-design process to examine program implementation feasibility.

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“…A pesar que el propósito de Andreasen evolucionó en Europa y Estados Unidos, los cambios de comportamiento seguían siendo dirigidos hacia el individuo, desconociendo que los comportamientos son el resultado de interacciones con otras personas que cumplen otros roles o sencillamente facilitan la ocasión no deseada (Brennan et al, 2015) Kotler y Roberto (1989) propusieron un esquema basado en la tangibilidad del producto de MS, porque algunas causas son menos tangibles que otras por requerir el uso de elementos para lograr resultados y requieren un enfoque más multifacético. La clasificación empleada recientemente es el más difundido como es el MS de buenas causas, el MS Corporativo para promover acciones de cambio de comportamiento en busca de mejorar la calidad de vida de las comunidades y el MS de Causa que promueve esfuerzos de empresas en conjunto con sus clientes para apoyar causas sociales (Kotler & Lee, 2004).…”

Section: Antecendentesunclassified

“…Este Modelo Ecológico Conductual (BEM) inicia comprendiendo las motivaciones y los comportamientos de las personas dentro de su sistema social incluyendo a todos los actores relevantes inclusive la industria (Brennan et al, 2015), porque los comportamientos de las personas están dentro de un sistema social y se explican por las influencias bidireccionales o multidireccionales que van desde la capa social (macro-sistema: contexto político y sociocultural), a través de capas comunitarias y locales (meso-sistemas: influencias sociales o facilitadores y conexiones entre actores) y al individuo en su microsistema, exo-sistema y el meso-sistema, repercutiendo en factores que influyen tanto en el individuo como en las entidades del sistema, por lo que se requiere la cooperación de varios interesados para crear soluciones sostenibles a los problemas sociales (Brennan et al, 2016).…”

Section: Fundamento Teóricounclassified

Tendencias en Mercadeo Social (Ms)

Guatame¹

2020

WPMGEM

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<p>El Mercadeo Social (MS) son las acciones estratégicas dirigidas a diferentes actores que están directamente relacionados con una situación objeto de cambio, con el fin de lograr cambios de comportamiento o conducta que mejoren la calidad de vida de individuos y comunidades. En su evolución ha sido objeto de investigación de Escuelas como la de Macromarketing y la de pensamiento de investigación transformadora del consumidor (TCR); ha recibido aportes de la teoría de movimiento social, la teoría de red de actores y la teoría de la práctica social y se proyecta una tendencia en la implementación del Marketing Macro-Social para cambiar comportamientos en la sociedad y el Modelo de Mercadeo Social con enfoque Sostenible (MSsS) para planear cambios de comportamiento en la era de los Objetivos de Desarrollo Sostenible (ODS) .</p>

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Strengthening Social Marketing Research: Harnessing “Insight” through Ethnography

Cited by 32 publications

References 68 publications

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

Co-designing social marketing programs with “bottom of the pyramid” citizens

Tendencias en Mercadeo Social (Ms)

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