Macro-social Marketing

Kennedy, Ann‐Marie

doi:10.1177/0276146715617509

Cited by 121 publications

(272 citation statements)

References 72 publications

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“…The importance of a systems perspective has been highlighted in the context of understanding and coordinating systemic change across groups of individuals required to tackle complex or wicked social problems which are increasingly the focus of social marketing (Domegan et al, 2016;French and Gordon, 2015;Kennedy, 2015). Domegan et al (2016Domegan et al ( , p.1127 argue for a systems perspective in social marketing that focuses on "top down, bottom up connections and relational approaches among all participants within the defined micro, meso and macro system."…”

Section: Summary Of the Wicked Problem And Implications For The Role mentioning

confidence: 99%

“…Also relevant is the macro social marketing perspective which seeks to effect system wide change by tackling the institutional norms that propagate the problematic issues associated with sport. Macro social marketing focuses on change at a societal rather than individual level, however the latter can occur as a result of this broader transformation (Kennedy, 2015). From a managerial perspective, this paper provides valuable insight to a global sporting industry that commands billions of dollars in consumptive experiences but must be mindful of navigating the conflicting interests of its varied stakeholders.…”

Section: Introductionmentioning

confidence: 99%

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Exploring the wicked problem of athlete and consumer vulnerability in sport

Westberg

Stavros

Smith

et al. 2017

JSOCM

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Abstract• Purpose: This paper extends the literature on wicked problems in consumer research by exploring athlete and consumer vulnerability in sport and the potential role that social marketing can play in addressing this problem.• Design/methodology/approach: This paper conceptualises the wicked problem of athlete and consumer vulnerability in sport, proposing a multi-theoretical approach to social marketing, incorporating insights from stakeholder theory, systems theory and cocreation to tackle this complex problem.• Findings: Sport provides a rich context for exploring a social marketing approach to a wicked problem as it operates in a complex ecosystem with multiple stakeholders with differing, and sometimes conflicting, objectives. It is proposed that consumers, particularly those that are highly identified fans, are key stakeholders that have both facilitated the problematic nature of the sport system and been rendered vulnerable as a result. Further, a form of consumer vulnerability also extends to athletes as the evolution of the sport system has led them to engage in harmful consumption behaviours. Social marketing, with its strategic and multi-faceted focus on facilitating social good, is an apt approach to tackle behavioural change at multiple levels within the sport system.• Practical implications: Sport managers, public health practitioners and policymakers are given insight into the key drivers of a growing wicked problem as well as the potential for social marketing to mitigate harm.• Originality/value: This paper is the first to identify and explicate a wicked problem in sport. More generally it extends insight into wicked problems in consumer research by 2 examining a case whereby the consumer is both complicit in, and made vulnerable by, the creation of a wicked problem. This paper is the first to explore the use of social marketing in managing wicked problems in sport.

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Section: Summary Of the Wicked Problem And Implications For The Role mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Exploring the wicked problem of athlete and consumer vulnerability in sport

Westberg

Stavros

Smith

et al. 2017

JSOCM

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“…This research offers insights on social marketing by the governments (Kennedy 2016;Truong 2016) and the collective-conflictual value cocreation (Laamanen and Skålén 2015) between the ideal intention of the government, and competition among municipalities in practice, through the history of hometown tax of the Japanese government to solve social problems in rural municipalities.…”

Section: Research Context and Methodologymentioning

confidence: 99%

“…Kennedy and Parsons (2012) make an important contribution by developing the theoretical foundation of macro-social marketing. Based on Kennedy and Parsons (2012), Kennedy (2016) and Truong (2016) present theoretical frameworks of macro-social marketing with reference to systems theory and institutional theory.…”

Section: Social Marketing Research For Effective Interventionsmentioning

confidence: 99%

“…Recently, the interventions for upstream activities (Gordon 2013) and systems thinking (Domegan et al 2016;Layton 2007) have also been considered important. In particular, government-led social marketing -where social marketing is actually applied by state entities -is seen as a necessary addition to policymaking (Kennedy 2016;Troung 2016).…”

Section: Introductionmentioning

confidence: 99%

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From Social Marketing to Societal Perversion: History of Hometown Tax in Japan

Hidaka¹,

Mizukoshi²

2018

MGDR

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This paper considers social marketing from a critical perspective. The paper traces the history of the donation system named 'hometown tax' that the Japanese government introduced to promote local revitalization of relatively marginal communities. Owing to the lavish reciprocal gifts to "donors" by the administrators of these communities, the system resulted in a quasi-market that allowed donors to avoid paying taxes and to receive special benefits. Our analysis reveals the divergence of the intents and effects of this social marketing intervention. The findings indicate that during social marketing attempts to carry out effective and well-intentioned interventions, which social marketing research has always advocated, societal perversions may occur sometimes. This is owing to the neoliberal governmentality, which is behind such interventions, and which causes unintended actions and consequences that distract from the ideal social good, even when interventions are formulated and launched with laudable intentions. This paper indicates the critical issues that social marketing should address and provides a reflective viewpoint on social marketing. It points to pitfalls and problems in effective interventions for individual behavioral change and social change.

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E‐transparency and government budgetary corruption: A social marketing and transformation case from Nigeria

Olarewaju

Rufai

Gallage

2021

E J Info Sys Dev Countries

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This article shows how Information and Communication Technology (ICT), incorporating social media, can lead to accountability and transparency in a government's budget. Specifically, it examined how a Non‐Governmental Organization (NGO) used ICT to foster citizenship engagement in the Nigerian government budgetary process. The article, using abductive reasoning, presents four citizen empowerment stages and four social marketing transition stages through which government budget transparency can be improved and corruption reduced. A model was also inferred that can help lessen the exclusivity around the government budget to encourage dialog and openness around the government budget in similar contexts. Furthermore, this article shows that the social transformative role for NGOs using ICT to increase government budget transparency and reduce corruption is a process that happens over time.

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Macro-social Marketing

Cited by 121 publications

References 72 publications

Exploring the wicked problem of athlete and consumer vulnerability in sport

Exploring the wicked problem of athlete and consumer vulnerability in sport

From Social Marketing to Societal Perversion: History of Hometown Tax in Japan

E‐transparency and government budgetary corruption: A social marketing and transformation case from Nigeria

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