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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

  • The Marketing Mix and Hygienic Barbershop Use: A Formative Study
    Social Marketing Quarterly, Volume 26, Issue 4, Page 361-377, December 2020. <br/>Background:Previous public health research has demonstrated that barbershop services in Sub-Saharan Africa involve close-shaving styles that may irritate the skin or cause injuries particularly among clients with razor bumps. Barbershop services may also facilitate client-to-client transmission of pathogens because they involve reuse of sharp implements (e.g., clippers) and other tools (e.g., brushes, towels and combs). The above concerns are compounded by limited access to adequate sanitization products in reasonably-priced barbershops.Focus of the Article:The goal of this formative research was therefore to identify and assess the structure of hygiene and hair care beliefs to be targeted by a social marketing intervention by integrating elements of the marketing mix and fundamental assumptions of the information-motivation-behavioral skills (IMB) model.Research Questions:To elicit hygiene and hair care beliefs, respondents were asked to state up to 9 beliefs specific to hygiene and safety information, perceived consequences of raising hygiene and safety concerns in barbershops (motivational beliefs) and efficacy skills in practicing hygiene and safety behaviors. To assess structural adequacy of the proposed IMB model, beliefs underlying information and motivation were hypothesized to be positively associated with beliefs underlying hygiene and safety negotiation skills as well as frequency of close-shave practices. To determine whether parameters of IMB model might differ across rural and urban settings, the following research question was considered: do individual paths and mediating mechanisms operate differently across rural and urban IMB models?Importance to the Social Marketing Field:This research provides empirical evidence for the integration of social marketing principles within the IMB framework and the potential of such integration in developing formative propositions for social marketing interventions in low-income contexts.Methods:This research was conducted in two phases. In phase one, data from a semi-structured survey (N = 65) were analyzed to identify modal salient beliefs and set up subsequent survey research. Phase two consisted in collecting cross-sectional survey data (N = 622) and using exploratory and structural equation modeling to assess the proposed model.Results:Together, identified beliefs and statically significant associations between IMB variables suggest that barbershop clients experience ambivalence toward risks associated with barbershop use, the relative benefits of alternative behaviors (e.g., use of personal shaving kits) and what it would cost them to receive the benefits.Recommendations for Research or Practice:Results in this study call attention to various ways in which the marketing mix can be used—to not only provide ecologically relevant information and increase motivation but also sell the benefits of hygienic barbershop use, offset prices of safer practices and draw attention of policy makers. There was no evidence of moderated mediation or moderation across individual paths to support significant differences between respondents in urban and rural settings, suggesting that a single-group model can be used to design interventions in both settings.Limitations:Future research should pre-test specific intervention features to identify audience reactions to preliminary propositions discussed in the current study.

  • Will Social Marketing Fight for Black Lives? An Open Letter to the Field
    Social Marketing Quarterly, Volume 26, Issue 4, Page 378-387, December 2020. <br/>

  • Understanding How Sustainability Initiatives Fail: A Framework to Aid Design of Effective Interventions
    Social Marketing Quarterly, Volume 26, Issue 4, Page 309-324, December 2020. <br/>Background:Many sustainability initiatives are successful and produce results that benefit the environment. However, others miss the mark and fail to produce the desired outcome. Past research has typically focused on understanding why initiatives fail, without first considering differences in how they fail.Focus of the Article:This manuscript is related to Research and Evaluation—specifically, the social marketing concept it focuses on is evaluating the outcome of sustainability initiatives.Research Question:What are the different ways in which sustainability initiatives can fail?Program Design/Approach:A multi-day workshop of interdisciplinary behavioral sustainability scholars led to the identification of five systematic differences in how sustainability initiatives can fail, suggesting that failure can take on not only different levels of severity, but different forms altogether. Within this framework, we provide examples of each type of failure.Importance to the Social Marketing Field:We argue that diagnosing how instead of just why an initiative fails offers important insights that can reduce the likelihood of future failures—insights that may be missed by a narrow focus on the why behind any given failure.Recommendations for Research or Practice:The identification of the different ways in which sustainability initiatives fail can lead to improvements in the design and implementation of behavioral interventions, facilitating successful sustainability outcomes and preventing unintended outcomes. Specific recommendations are discussed for each type of failure.Limitations:The examples in our framework are not exhaustive, but are instead intended to be illustrative exemplars of each type of failure. Moreover, as our focus is on how sustainability initiatives fail, we do not attempt to diagnose why particular initiatives fail.

  • Community-Based Social Marketing in Theory and Practice: Five Case Studies of Water Efficiency Programs in Canada
    Social Marketing Quarterly, Volume 26, Issue 4, Page 325-344, December 2020. <br/>Background:Community-based social marketing (CBSM) offers a pragmatic five-step approach to developing a program that fosters sustainable behaviour. However, how the CBSM theoretical framework has been implemented into practice remains largely under-evaluated. To help address this gap, Lynes et al. developed 21 benchmarks to assess CBSM programs. This research builds upon these benchmarks by using both the benchmarks and additional assessment criteria to assess five Canadian programs that have used CBSM principles.Focus:This paper is related to research and evaluation of community-based social marketing.Research Question:How has the CBSM theoretical framework been implemented in practice at the community level?Importance to the Social Marketing Field:By exploring how five Canadian programs have implemented CBSM, this paper enables practitioners to align their programs with CBSM principles more closely. It also contributes to the literature on CBSM effectiveness.Methods:Five qualitative case studies were assessed, each featuring a Canadian community program seeking to influence residential water efficiency behaviour. In order to systematically assess each program’s adherence to the CBSM theoretical framework, a CBSM benchmark assessment tool that proposes additional assessment criteria to Lynes et al.’s 21 benchmarks was developed. The assessment tool allowed for replicable benchmark assessments across multiple programs. Triangulation of data from both primary (survey and interview) and secondary (peer-reviewed literature, gray literature, and online reporting) data sources informed the assessment of each case study.Results:On average, over the five case studies, just over half of the 21 benchmark criteria were fully integrated into the programs, whereas just under a third were partially integrated, and approximately one fifth were not integrated at all.Recommendations for Research or Practice:While the benchmarks were fairly well integrated overall, this paper outlines several recommendations that programs may consider to improve alignment with the CBSM theoretical framework and benchmarks. Recommendations for future research to explore CBSM effectiveness are also made.Limitations:Lack of generalizability due to small sample size, unable to make assessments of programmatic success, and inherent limitations of the benchmark assessment tool.

  • Taking the Pulse of Social Marketing: The 2019 World Social Marketing Conference
    Social Marketing Quarterly, Volume 26, Issue 4, Page 271-275, December 2020. <br/>

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