Social Marketing Benchmark Criteria

Suggs, L. Suzanne; Speranza, Camilla

doi:10.1007/978-3-030-14449-4_134-1

Cited by 4 publications

(3 citation statements)

References 6 publications

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“…In the literature, Andreasen’s (2002) criteria are commonly cited as one of the most effective in leading to successful behavioral outcomes. However, as Suggs and Speranza (2022) argued, the criteria are mainly operative in helping categorize what social marketing is and is not. As per our study, either the plethora of existing frameworks and criteria (Akbar et al , 2021c) have not influenced the practice to the desired extent, or there is an urgent need to develop studies such as ours which explore how social marketing practice is undertaken globally to understand more deeply the gap between what is theoretically argued and what is practiced in reality.…”

Section: Proposed Taxonomymentioning

confidence: 99%

“…The criteria have been mostly used as a tool to analyze whether the interventions are designed as social marketing (Cairns and Rundle-Thiele, 2014; Xia et al , 2016; Aceves-Martins et al , 2016; Kim et al , 2020; Čož and Kamin, 2020; Ryan et al , 2021). Some argued that Andreasen’s (2002) criteria do not reflect the current state of play of social marketing; hence, they should be applied with caveats (Akbar et al , 2019; Suggs and Speranza, 2022). Others offered several new success factors, including marketing selection elements, meeting the needs of beneficiaries, designing effective communication tools, developing a feedback system, focusing on cost and benefit analysis, consumer orientation, strategic planning, information resources and research (Cohen and Andrade, 2018; Dietrich, 2016; Khajeh et al , 2015; Kotler and Armstrong, 2016; Lee and Kotler, 2016; Liao, 2020a; Lin, 2014; Wood, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Two-stage taxonomy for measuring success in social marketing practice

Akbar,

Amoncar,

Cateriano-Arévalo

et al. 2023

JSOCM

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Purpose Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success. Design/methodology/approach In this qualitative study, the authors conducted an open-ended online questionnaire with 48 worldwide social marketing experts, most with more than 20 years of experience in the field. The authors analyzed data using topic modeling, a machine-learning method that groups responses/terms into cluster topics based on similarities. Keywords in each topic served to generate themes for discussion. Findings While behavior change is mentioned as paramount to conceptualizing success, participants prefer to use more tangible and less complex forms to define/measure success, such as campaign recall uptick. In addition, lack of funding was considered an important factor in measuring success. This study provides a two-stage taxonomy to better understand success in social marketing. Originality/value To the best of the authors’ knowledge, this study is one of the first to conceptualize success in social marketing practice.

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Section: Proposed Taxonomymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Two-stage taxonomy for measuring success in social marketing practice

Akbar,

Amoncar,

Cateriano-Arévalo

et al. 2023

JSOCM

View full text Add to dashboard Cite

show abstract

“…This follows Pawson and Tilley's (2004) approach to focus on lessons we can learn, in terms of what did or did not work, for whom, in what circumstances and how (Gregory-Smith et al, 2017). Table III contains an overview of practical recommendations and future research grouping similar aspects by CMO, many of which relate to the social marketing benchmark criteria of segmentation, audience insight, customer experience and marketing mix (Suggs and Speranza, 2020). Our findings reinforce the growing understanding that future research proposals to tackle sustainable and regenerative challenges require an interdisciplinary approach, one that encompasses perspectives such as engineering, waste management, marketing, HRM, supply chain management etc.…”

Section: Insert Here Figure 5: Context Mechanisms Outcomes (Source: A...mentioning

confidence: 99%

Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotland

Carrigan,

Wells,

Mackay

2023

EJM

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Purpose This study aims to investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social Purpose Organisation. Design/methodology/approach An emergent case study approach using multiple sources of data developed an in-depth, multifaceted, real-world context evaluation of the intervention. The methodology draws on citizen science “messy” data collection involving multiple, fragmented sources. Findings Moving from single-use cups to reusables requires collective commitment by retailers, consumers and policymakers, despite the many incentives and penalties applied to incentivise behaviour change. Difficult post-COVID economics, austerity and infrastructure gaps are undermining both reusable acceptance and interim solutions to our dependence upon disposables. Research limitations/implications Although the non-traditional methodology rendered gaps and omissions in the data, the citizen science was democratising and inclusive for the community. Practical implications Our practical contribution evaluates a whole community intervention setting to encourage reusable cups, integrating multiple stakeholders, in a non-controllable, non-experimental environment in contrast to previous research. This paper demonstrates how small community grants can foster impactful collaborative partnerships between an SPO and researchers, facilitate knowledge-exchange beyond the initial remit and provide a catalyst for possible future impact and outcomes. Originality/value To assess the impact at both the outcome and the process level of the intervention, we use Pawson and Tilley’s realist evaluation theory – the Context Mechanism Outcome framework. The methodological contribution demonstrates the process of citizen science “messy” data collection, likely to feature more frequently in future social science research addressing climate change and sustainability challenges.

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Developing a framework for communications encouraging personal budgeting – a social marketing approach

Cismaru

Akdaş

2023

Int Rev Public Nonprofit Mark

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Social Marketing Benchmark Criteria

Cited by 4 publications

References 6 publications

Two-stage taxonomy for measuring success in social marketing practice

Two-stage taxonomy for measuring success in social marketing practice

Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotland

Developing a framework for communications encouraging personal budgeting – a social marketing approach

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