Purpose The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents. Design/methodology/approach A process evaluation framework focusing on three key elements – context, implementation and mechanisms of impact – was followed in this study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome evaluation surveys before and after the programme delivery, and 300 participants completed qualitative feedback forms following their participation in the VR component of the programme. Findings A process evaluation delivers insights beyond those attained in outcome evaluations, enhancing the understanding of factors contributing to programme success or failure that can be used to improve future programme iterations. The VR experience demonstrated high satisfaction scores with users, and the findings demonstrate the importance of a multi-disciplinary and industry partnered programme approach to support VR implementation and delivery. Research limitations/implications This research demonstrates that additional learnings are obtained from a process evaluation. The findings are limited to one specific research programme, and the outcome effects of the VR simulation have not been assessed in isolation. Practical implications The methods outlined in this paper offer a process evaluation tool that can be used by marketers and other practitioners to reflect on programme success or failure to enhance core offerings. Originality/value The application of Moore et al.’s (2015) process evaluation framework delivers a reflexive research tool that can be applied to critically consider three key elements: context, implementation and mechanisms of impact of developed programmes. VR’s capacity to provide a satisfying and highly valued programme resource that participants value for its realistic, novel and immersive experiential learning experience was demonstrated.

This article explores co-design as a method for actively involving young consumers in the design of an alcohol education program that utilizes an interactive virtual reality (VR) component. Methodology: Dietrich et al. (2017) six-step framework was applied to a co-design project involving four groups of 14 to 16-year-old Australian high school students. Data collection included observations by three facilitators, written feedback from members of each group, and video presentations of the generated ideas. The data analysis focused on investigating the applicability of the six-step framework to young consumers, and evaluating the quality and practicality of the generated ideas. Findings: Sensitization is key to enabling young consumers to become equal participants during the co-design process. Sensitization allowed the participants to engage in the design task in a playful manner, which fostered active participation and creative insights during the co-design session. A team approach based on interactivity and group autonomy enabled adolescents to contribute insights into their specific needs and wants. This was complemented by a trusting environment, and the presence of immediately available, yet 'hands off' facilitators. Research limitations/implications: The findings are limited to one specific sample and design task. Future research is required that investigates co-design with young consumers in different contexts.

Background: The resurgence of VR in recent years has been exciting for health educators and researchers, yet little is known about VR's effectiveness. This systematic literature review aims to provide an overview of the prevalence of VR in alcohol studies and assess its effectiveness. Methods: Peer reviewed articles were systematically searched from online databases including PubMed, ProQuest, Web of Science, Science Direct, Emerald, OVID, Taylor & Francis, and EBSCO. Grey literature and conference papers were excluded. Studies that passed the inclusion criteria were qualitatively assessed. Findings: Of the 1739 studies retrieved, eight studies met the inclusion criteria. Three main applications of VR were found; 1) Cue-exposure therapy, 2) Driving simulators for examining relationships between alcohol and neurological activity, and 3) Training of healthcare professionals. Only one study focused on adolescents, and only one study reported longitudinal outcomes. Conclusion: VR remains underutilised in alcohol studies. VR was indicated positive results across the three contexts, however longitudinal evidence remains limited and therefore restricts the generalisability of findings. More long-term empirical research is warranted.

Cause-related marketing (CRM) is a globally popular marketing technique due to its value to multiple stakeholders such as the companies, the consumers, the non-profit organizations, and the society. The key to successful CRM is the consumer purchasing the cause-related product, and experimental methodology was adopted mostly during this process. Therefore, this paper systematically reviewed the CRM literature that measured consumers’ purchase intentions using the experimental methodology. A systematic literature research was undertaken examining five databases and 68 qualified articles were identified. The results showed that CRM in most qualified studies is manipulated as a tactical marketing program and the products are mainly low-cost and low involvement. Moreover, the CRM is more effective than the ordinary marketing or sales promotion strategy, such as discount and coupons. Furthermore, the specific characteristics of the CRM program (e.g., donation amount, cause type, message framing) have shown positive outcomes but mixed effects are persistent. Recommendations for implementing CRM programs and for future research were discussed.

Purpose Females are underrepresented in Science, Technology, Engineering and Mathematics (STEM), both in the workforce and in universities. Low self-efficacy and limited access to role models are key factors preventing retention of female STEM students enrolled in university degrees. This paper aims to report on one social marketing pilot programme that was co-designed to increase self-efficacy in females currently enrolled in STEM programmes. Design/methodology/approach The Co-create, Build and Engage (C-B-E) framework was applied. Process and outcome evaluations were conducted using a repeated measure design to assess pilot programme effectiveness. Findings A significant increase in self-efficacy and high satisfaction rates were observed for STEM students that attended the bias literacy workshop. Social advertisements raised awareness for available STEM specific university services. Originality/value This paper outlines the application of the C-B-E framework. To the best of the authors’ knowledge, this study delivers the first scientific paper reporting an outcome evaluation for a social marketing programme seeking to retain women enrolled in university STEM degrees.