Lessons Learned from Social Marketing Models in the United Kingdom

Sowers, William; French, Jeff; Blair-Stevens, Clive

doi:10.1080/15245000701517891

Cited by 10 publications

(6 citation statements)

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“…This research also indicates that many social marketers know exactly what social marketing is, but are influenced to engage in awareness or information-heavy campaigns by external actors such as funders or those in upper management positions. There is, therefore, room for social marketers to develop skills in promoting social marketing to decision makers (Sowers et al, 2007).…”

Section: Most Common Mistakes Made By Social Marketersmentioning

confidence: 99%

“…An inadequate use or understanding of theory Nicholson & Xiao, 2011;Sowers et al, 2007;Manikam & Russell-Bennett, 2016; Gruneklee, 2016 A lack of attention paid to structural, environmental, or cultural factors Wymer, 2011;eSilva & Silva, 2012;Spotswood et al, 2017 A lack of attention paid to competing behaviors Wymer, 2010;Godwin et al, 2016;Menzel & Shrestha, 2012 An inadequate understanding of various aspects of the social problem Antonetti et al, 2015;Domegan et al, 2017 An overreliance on intuition/assumptions/ biases of the social marketer Dietrich et al, 2016;Wymer, 2011;eSilva & Silva, 2012;Hastings et al, 2004;Carvalho & Mazzon, 2013;Hoek & Jones, 2011;Lombardo & Léger, 2007;McKenzie-Mohr, 1994 Mismanagement of stakeholders. The mismanagement of stakeholders was mentioned most often in the context of top-down approaches that do not engage the priority group.…”

Section: Type Of Reference Sourcesmentioning

confidence: 99%

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Exploring Mistakes and Failures in Social Marketing: The Inside Story

Cook

Lynes

Fries

2021

Social Marketing Quarterly

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Background: Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of the social marketing community regarding mistakes and failures in the field? Importance to the field: A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes. Method: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. Surveys were completed by 100 social marketing community members. Survey data was analyzed and coded using SPSS software and Microsoft Excel. Results: According to the analyzed survey data, the social marketing community believes that inadequate research, poor strategy development, and mismanagement of stakeholders are the most common mistakes made by social marketers. Further, weak evaluation and monitoring is considered to be the “least well-managed” program element. Poor strategy development, external influences, and poorly designed program and behavioral objectives are considered to be the primary reasons for social marketing program failure. Recommendations for research or practice: Future research may explore the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers. Additionally, practitioners should be aware of and develop strategies to mitigate common mistakes and failures in order to improve program outcomes. Limitations: The 100 social marketing professionals who responded to the survey are not representative of the global social marketing community. Further, responses were based on self-report rather than direct observation, which may make them more susceptible to bias.

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Section: Most Common Mistakes Made By Social Marketersmentioning

confidence: 99%

Section: Type Of Reference Sourcesmentioning

confidence: 99%

Exploring Mistakes and Failures in Social Marketing: The Inside Story

Cook

Lynes

Fries

2021

Social Marketing Quarterly

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“…11 In the United Kingdom, the national Department of Health has underlined the promise of social marketing by articulating the goal of embedding the marketing mind set into all its business routines. 79 It is hoped that the present review will stimulate interest in the application of social marketing to hand hygiene promotion in diverse settings so that the potential effectiveness of this approach can be thoroughly tested.…”

Section: Discussionmentioning

confidence: 99%

Social Marketing Analysis of 2 Years of Hand Hygiene Promotion

Mah

Tam

Deshpande

2008

Infect. Control Hosp. Epidemiol.

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“…12,13 The UK Department of Health has even implemented social marketing as a key element of its national health strategy. 14 Social branding expands upon the principles of social marketing to use brand recognition as a means of delivering programmes that promote positive behavioural and social change. 15 Social branding may be the critical element to the long-lasting impact of social marketing messages and sustainability of their resulting positive impact.…”

Section: Papermentioning

confidence: 99%