ORCID Profile
0000-0003-3668-6000
Current Organisation
Griffith University
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Publisher: SAGE Publications
Date: 07-2023
Publisher: SAGE Publications
Date: 24-07-2023
Publisher: Emerald
Date: 21-02-2022
DOI: 10.1108/JSOCM-09-2021-0223
Abstract: This study aims to mark the 50th anniversary of social marketing as an innovative social change discipline this viewpoint reviews “epistemological ersity” within social marketing and calls for its incorporation in the expansion of the discipline. Cognisant of the visible (e.g., gender, age, race) and invisible (e.g., epistemology, experience, socioeconomic status) dimensions of ersity, this viewpoint focuses on one invisible dimension of ersity – epistemology. Using secondary data, an epistemological review of social marketing is undertaken by selecting five aspects that serve as potential indicators: professional associations, global conferences, education and training, research and publication and practice. Several recommendations are made to expand epistemological ersity in social marketing. The epistemological review of ersity within social marketing reveals disparities between the Global North and South. These disparities are due to varying opportunities for participation in associations, conferences, education and training, and research and publication. In addition, there exist “hidden” social change practitioners who implement programmes in the Global South that are consistent with social marketing practice, but continue to be unchronicled and unheralded. For many years, social marketing scholars and practitioners have been working to expand the boundaries of the discipline, with a focus on theory and application. Although the authors acknowledge that ersity and equity are inherently central to this discipline, epistemological ersity, specifically as linked to the geographies of the Global South, has been largely overlooked. Our viewpoint nudges the social marketing community into including epistemological ersity in the ongoing discourse around broadening and deepening the discipline of social marketing.
Publisher: SAGE Publications
Date: 24-07-2023
Publisher: SAGE Publications
Date: 20-04-2021
Publisher: Springer Science and Business Media LLC
Date: 22-08-2022
DOI: 10.1007/S12208-021-00308-0
Abstract: This paper contributes to emerging discourse about the ongoing challenges and opportunities of social marketing as a discipline. The paper presents a qualitative perspective on existing challenges faced by social marketing and offers suggestions for addressing these challenges. Nine semi-structured interviews with social marketing academics and practitioners from six different countries were conducted. Thematic analysis was used to analyse and interpret the qualitative data. The study provides insight into existing challenges for social marketing, classified into three key themes according to their position within or outside of the discipline: 1) poor branding of the discipline as an internal challenge, 2) competing disciplines as an external challenge, and 3) overall reach of the discipline, seen as both an internal and external challenge. The findings suggest that social marketing needs to overcome poor branding issues to sufficiently address external challenges. We conclude by arguing for a more robust marketing of the discipline. While scholars have identified the challenges and opportunities for social marketing as a discipline, they have paid little attention to examining these challenges from the viewpoint of expert practitioners and academics. This paper presents a nuanced contextual understanding of the identified challenges through a qualitative perspective and explores how social marketing can overcome these challenges.
Location: United States of America
No related grants have been discovered for Liz Foote.