Social Marketing in Action

This book was written for those interested in creating social change for the greater good. In this book, we provide a wide selection of social marketing cases from which we can learn and teach. The book is intended for both academic and practitioner use. Part I of this book offers a brief yet comprehensive review of social marketing. This provides the reader with the background in social change and marketing necessary to read and analyze the subsequent cases. Parts II, III, IV, and V of this book offer a total of 24 social marketing cases, from a variety of countries, addressing many different issues. For classroom use, this book is written to serve as a stand-alone tool, with Part I providing a concise introduction to social marketing principles and theory. Chapter appendices provide links to further readings on social marketing principles for those wishing to delve deeper. If still further detail on social marketing principles and theory are desired, this book can easily be paired with another social marketing textbook as well. We have aimed the book to be accessible to undergraduate students but also offer sufficient material to challenge students at the graduate level. Advanced students should be encouraged to further explore the references and links provided, to critique the case approaches, and to offer alternative strategies for the cases provided. A separate teaching guide collection is available for the book as well. This collection contains answers to the discussion questions in the cases, as well as suggested activities for inside and outside of the classroom. Additionally, the teaching guides for many cases offer suggestions for further reading and other helpful resources. For practitioner use, Part I offers a refresher on basic social marketing principles. In addition, a variety of references are offered, allowing for further personal study. Parts II through V offer detailed information about a wide variety of actual social marketing programs. You can compare and contrast these cases with your own situation, hopefully gaining insights that will be helpful in your own social marketing efforts

Corporate Social Responsibility website representations: a longitudinal study of internal and external self-presentations

This research undertakes a longitudinal study to assess the representation of CSR activities on Canadian companies\u27 websites. A systematic sample of the websites of 159 companies from Canada\u27s top 1000 was assessed in 2003 and 2006. Results reveal that only 27% expressed some form of CSR activity in 2003, compared to 67% in 2006. Based on a frame from Weaver, Trevino, and Cochran (1999a), CSR activities are categorized as external or internal. A strong increase in internal CSR activities is evident. Companies that are more successful indicate more CSR activity on their websites; this effect is driven primarily by internal CSR. Implications are discussed

Reflections on ultra-fine dining experiences

Ultra-fine dining is a growing phenomenon. But how do people evaluate and remember these experiences? This chapter considers 352 online reviews of upscale dining experiences at Michelin three-star restaurants to investigate assessments of these lUxury purchases. The reviews are primarily positive and focused on the aesthetics of the food, followed by service quality. Two evaluative frames emerge from the analysis. A hedonic frame that relates to the experience as special or a splurge frequently accompanied a positive review. Within this frame, sub-themes of holistic synergy and dream analogies were evident. The second theme is a more rational value perspective, more frequently related to negative reviews. Within this frame, a sub-theme referring to prior experience seemed to impact evaluations. With the value frame, whether the restaurant meets expectations provides the most important criterion for interpreting the experience, a finding consistent with service quality literature that demonstrates people often interpret experiences relative to their expectations. Finally, despite extensive service quality studies, these results suggest that the aesthetic and hedonic aspects of food are more important than service quality in an ultra-fine dining context

Factors influencing healthy eating habits among college students: an application of the Health Belief model

Poor eating habits are an important public health issue that has large health and economic implications. Many food preferences are established early, but because people make more and more independent eating decisions as they move through adolescence, the transition to independent living during the university days is an important event. To study the phenomenon of food selection, the heath belief model was applied to predict the likelihood of healthy eating among university students. Structural equation modeling was used to investigate the validity of the health belief model (HBM) among 194 students, followed by gender-based analyses. The data strongly supported the HBM. Social change campaign implications are discussed

Social marketing in action : cases from around the world

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Enhancing occupational health and safety in young workers: the role of social marketing

Young workers (age 15-24) suffer work-related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited. A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates. A comprehensive, multi-faceted social marketing approach is required to address young worker safety. Directing more attention toward the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injurie

Using social marketing to enhance hotel reuse programs

Hotels are increasingly sponsoring social marketing programs to encourage voluntary reduction of towel and linen use. These programs reduce water usage thus benefiting the environment. They also reduce hotels' laundering costs. Two controlled experiments were conducted to assess behavioral intentions and attributions as a result of such programs. Results demonstrate that response is most positive when savings from the program are donated to charity. When evidence is provided suggesting that a majority of hotel guests participate (social proof), the impact of how savings are used is reduced. This is especially pronounced for those traveling on business. Fit between the charity and the reuse program is inconsequential. The authors discuss implications.Social marketing Hotel reuse campaigns Corporate social responsibility Environmental programs Social proof CSR

The impact of pre-existing attitude and conflict management style on customer satisfaction with service recovery

This research examines customer satisfaction with service recovery through the lens of a conflict management framework, specifically assessing the role of pre-existing attitude in determining customer response to service failure. The results of two scenario-based experiments suggest that conflict management style impacts customer satisfaction with service recovery efforts. Additionally, pre-existing attitude toward the company influences the customer\u27s interpretation of a service provider\u27s conflict management style. Those with positive attitudes respond favorably to a cooperative approach in the face of service failures. Conflict management style has little impact on those with negative pre-existing attitudes. A cooperative recovery style and exceeding expectations is necessary to satisfy customers. These results highlight the gravity of service failures, and the importance of proper training in dealing with service recovery