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

Pressley, Ashley; Collins, Katie; Tapp, Alan

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Authors

Ashley Pressley

Katie Collins



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 multilevel framework is required to fully expose and account for the complexity of sociocultural 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. © 2010 Westburn Publishers Ltd.

Citation

Pressley, A., Collins, K., & Tapp, A. (2010). Social marketing and social influences: Using social ecology as a theoretical framework. Journal of Marketing Management, 26(13-14), 1181-1200. https://doi.org/10.1080/0267257X.2010.522529

Journal Article Type Article
Publication Date Dec 1, 2010
Deposit Date Nov 1, 2010
Publicly Available Date Nov 6, 2016
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 26
Issue 13-14
Pages 1181-1200
DOI https://doi.org/10.1080/0267257X.2010.522529
Keywords social marketing, social ecology, new framework
Public URL https://uwe-repository.worktribe.com/output/973034
Publisher URL http://dx.doi.org/10.1080/0267257X.2010.522529
Related Public URLs http://www.westburnpublishers.com/journals/journal-of-marketing-management.aspx

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