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SAGE Publications Inc: Social Marketing Quarterly: Table of Contents

Table of Contents for Social Marketing Quarterly. List of articles from both the latest and ahead of print issues.

Social Marketing Quarterly

  • Social Marketing Comes of Age: A Brief History of the Community of Practice, Profession, and Related Associations, With Recommendations for Future Growth
    Social Marketing Quarterly, Volume 25, Issue 3, Page 209-225, September 2019. <br/>The emergence of the International Social Marketing Association (iSMA) and its affiliated regional associations is a key indicator that social marketing is maturing, both as a community of practice and as a profession. Through these associations, the international social marketing community has developed a consensus definition of the discipline and a consensus list of basic competencies for social marketing certificate programs. The associations are currently working on certification programs and a code of ethics. Continued movement toward professionalization can help social marketers be recognized and valued more highly for their relevant skills, knowledge, expertise, trustworthiness and altruism. At the same time, the discipline must address a number of key challenges and opportunities, to stay relevant and thrive.

  • Social Marketing Practitioners: Should You Share Your Work in SMQ?
    Social Marketing Quarterly, Volume 25, Issue 3, Page 179-181, September 2019. <br/>

  • Strategically Leveraging Humor in Social Marketing Campaigns
    Social Marketing Quarterly, Volume 25, Issue 3, Page 193-208, September 2019. <br/>Classic and social marketing research has described some of the benefits of using humor. However, while these studies have strongly recommended the strategy, little has been reported on why practitioners have, or could, leverage humor to reach campaign goals. Addressing this need, the use of humor in 15 social marketing campaigns was investigated. Three of these campaigns were selected, aiming to promote water-efficient behavior, and examined in greater depth to highlight findings. Campaign planners were interviewed to understand their choice in strategy, objectives of their campaigns, and results achieved. Results show humor has been leveraged to target a variety of behaviors in the areas of health, social equity, environment, and education. The examples followed many recommendations within previous research. However, newly described applications of humor in these campaigns included minimizing the competing behavior, endearing an audience to the messenger, and reducing tensions around a contentious issue. This article concludes with a discussion of how these applications can be successfully leveraged and potential associated pitfalls and ethical issues that may arise from the use of humor.

  • Pester Power: Understanding Parent–Child Communication About Fruits and Vegetables in Low-Income Families From the Child’s Perspective
    Social Marketing Quarterly, Volume 25, Issue 3, Page 182-192, September 2019.
    Pick a better snack™, a multicomponent social marketing intervention to promote fruit and vegetable (F&V) consumption, develops children’s ability to ask their parents for F&V. This study’s purpose was to understand this “pester power” from the child’s perspective. Pester power is leveraging children’s ability to convince their parents to purchase items in the store that they normally would not have considered buying. Focus groups were conducted with third-grade program participants (n = 30) and involved a traditional discussion format, a drawing activity, and role-playing. Most of the communication participants described involved straightforward requests, although a few children described behaviors such as whining. Most reported their parents responded affirmatively to requests, and some described a positive emotional response from parents. Parent denials were typically related to concerns about cost or the child not eating the item after purchase. Findings pointed to high self-efficacy and response efficacy among these children, although role-playing of effective asking strategies and addressing reasons why parents deny requests could enhance the program. Social marketing efforts including children should consider how pester power may play a role in moving adult behavior.

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