Collins, K., Tapp, A. and Pressley, A.
Social marketing and social influences: using social ecology as a theoretical framework.
Journal of Marketing Management, 26 (13 & 1).
Available from: http://eprints.uwe.ac.uk/11302
- Accepted Version
Publisher's URL: http://dx.doi.org/10.1080/0267257X.2010.522529
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.
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