BUILD: a five-step process to develop theory-driven social marketing interventions

Hierden, Yannick van; Dietrich, Timo; Rundle‐Thiele, Sharyn

doi:10.1108/jsocm-11-2021-0252

Cited by 6 publications

(6 citation statements)

References 63 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Activists and advocates can strategize and activate social action media plans by first assessing goals, then defining desired behavioral outcomes. To assure a shift in perspective and related action, social markets should suggest specific interventions that prompt the desired objectives (Van Hierden et al , 2022).…”

Section: Discussionmentioning

confidence: 99%

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

Mueller

2023

JSOCM

View full text Add to dashboard Cite

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).

show abstract

Section: Discussionmentioning

confidence: 99%

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

Mueller

2023

JSOCM

View full text Add to dashboard Cite

show abstract

“…The original Living Lab process by Ståhlbröst and Holst (2012) presented a crucial methodological gap in the front end of the process, where the first steps did not consider core Living Lab activities, such as selecting the type of Living Lab (Dell'Era and Landoni, 2014), assembling the team (Guzmán et al , 2013) and choosing the Living Lab setting (Hossain et al , 2019). Moreover, the Living Lab process, being focused on new product development and service design (Dell'Era and Landoni, 2014), lacked crucial research activities that ensured theory and evidence-based mechanisms were embedded across program co-creation and development phases (Van Hierden et al , 2022; Willmott and Rundle-Thiele, 2022). This gap was addressed by adding the “Resourcing” step, which may include key social marketing principles (French and Blair-Stevens, 2006).…”

Section: Discussionmentioning

confidence: 99%

Co-creating and evaluating social marketing programs: a living lab approach

Saleme

Dietrich

Pang

et al. 2023

JSOCM

Self Cite

View full text Add to dashboard Cite

Purpose This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial behaviour in children, using a Living Lab method. This paper aims to identify how using a Living Lab method can enhance the co-creation and evaluation of a gamified social marketing program with users and stakeholders. To the best of the authors’ knowledge, this paper is the first to apply and further develop a Living Lab framework to guide social marketing program design. Design/methodology/approach Using a case study method, the Living Lab process was applied during the development of the gamified social marketing program for promoting socio-emotional skills and prosocial behaviour in children. In total, 28 online and in-person sessions over a two-year period led to program co-creation. Guided by a mixed method approach, testing was conducted in a non-randomised waitlist control trial, while qualitative data from in-game data capture, classroom observations and recordings were collected. Findings The application of the Living Lab method warranted improvements, specifically to the front-end and back-end steps of the existing process. While the non-randomised trial indicated effectiveness of the social marketing program across all outcome measures (self-awareness, empathy and prosocial behaviour intentions) compared to control, qualitative findings showed program improvements were needed on three specific aspects, namely, interactivity, user experience and comprehension. Originality/value This study provides methodological guidance for the application of the Living Lab method in other social marketing settings to help co-create innovative social marketing solutions with diverse stakeholder groups.

show abstract

“…This process involves several steps, which may vary depending on the complexity and length of the text, as well as the specific requirements of the client or project. Van Hierden, et al (2022) used a theoretical and conceptual analysis approach to propose and outline the steps involved in the BUILD process. The study has several implications for both researchers and practitioners involved in social marketing interventions.…”

Section: Translation Processesmentioning

confidence: 99%

Investigating the Translation Strategies that English Language Students' Utilized in Translation Diverse Topics

Habeeb,

Jameel

2023

Hum

View full text Add to dashboard Cite

Objectives: By analyzing students' translations, instructors teaching translation can acquire insight into the most common concerns, challenges, and strategies regarding various subjects. This study aims to uncover the methods and techniques students use to translate journalistic, literary, and political materials and the differences in translation strategies used by male and female students. Methods: Twenty-seven male and female 4th-grade students from the Department of English, Colleges of Basic Education, University of Kirkuk participated. The research will be carried out during the first semester of the academic year 2022-2023. A test was used to collect the data. The test consisted of three questions, all of which were texts: journalistic, literary, and political. Results: The results reveal that students adopt low-accuracy translation procedures. Students use the trans-position method more than other translation procedures when translating a journalistic text. Regarding the literary text, the results show that students preferred the adaptation technique above the different translation strategies. Finally, the Political text was translated using a borrowing and adaption technique. Furthermore, the findings demonstrated that female EFL students used more accurate and precise translation procedures than male students. Conclusion: Translation strategies must be thoroughly taught to EFL students. They must be knowledgeable about translation theories and strategies and the types of texts they may be exposed to. They must also be taught the purpose of employing a specific translation technique. It is essential to note that the borrowing strategy should be used with caution, as it can lead to linguistic interference and can sometimes be confusing for native speakers of the target language.

show abstract

BUILD: a five-step process to develop theory-driven social marketing interventions

Cited by 6 publications

References 63 publications

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

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

Co-creating and evaluating social marketing programs: a living lab approach

Investigating the Translation Strategies that English Language Students' Utilized in Translation Diverse Topics

Contact Info

Product

Resources

About