Social marketing and social influences: using social ecology as a theoretical framework

Collins, K., Tapp, A. and Pressley, A. (2010) Social marketing and social influences: using social ecology as a theoretical framework. Journal of Marketing Management, 26 (13 & 1). pp. 1181-1200. ISSN 0267-257X

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Publisher's URL: http://dx.doi.org/10.1080/0267257X.2010.522529

Abstract

Social marketing has traditionally been dominated by an individualistic model of design. In this work the authors apply a social ecology model to the theory and practice of social marketing, demonstrating that a multi-level framework is required to fully expose and account for the complexity of socio-cultural and environmental effects. The authors have generated a diagnostic tool for this use. The paper then provides a detailed demonstration of the potential power of the tool by applying it to three illustrative case studies, one on encouraging safer driving, the second promoting sustainable travel and the third increasing early detection of lung cancer.

Item Type:Article
Uncontrolled Keywords:social marketing, social ecology, new framework
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:11302
Deposited By: Professor A. Tapp
Deposited On:01 Nov 2010 10:18
Last Modified:13 Aug 2013 02:14

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