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The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness

The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness Purpose – This study aims to contribute to the existing social marketing literature by considering young adults’ views and perceptions about social marketing and social marketing campaigns in the context of alcohol consumption. Design/methodology/approach – Eighteen interviews were conducted with young adults aged 25-30 years in Australia and the USA. Biographical interviews were used to collect information on individuals’ drinking histories and how their attitudes towards social marketing campaigns have formed during their lives. Findings – Four main themes emerge in the study, namely, ethicality (freedom of choice), expensiveness, exaggeration and effectiveness. These four issues represent the main barriers and challenges for social marketers. Future research needs to explore the relationship between the attitudes of the target audience towards social marketing, and the actual effectiveness of social marketing campaigns. Research limitations/implications – This is an exploratory study that is limited by its context, sample size and participants’ demographical characteristics. Originality/value – This study provides empirical evidence behind challenges and barriers facing social marketing identified by Andreasen (2002). http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness

Journal of Social Marketing , Volume 5 (1): 17 – Jan 5, 2015

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2042-6763
DOI
10.1108/JSOCM-01-2014-0008
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to contribute to the existing social marketing literature by considering young adults’ views and perceptions about social marketing and social marketing campaigns in the context of alcohol consumption. Design/methodology/approach – Eighteen interviews were conducted with young adults aged 25-30 years in Australia and the USA. Biographical interviews were used to collect information on individuals’ drinking histories and how their attitudes towards social marketing campaigns have formed during their lives. Findings – Four main themes emerge in the study, namely, ethicality (freedom of choice), expensiveness, exaggeration and effectiveness. These four issues represent the main barriers and challenges for social marketers. Future research needs to explore the relationship between the attitudes of the target audience towards social marketing, and the actual effectiveness of social marketing campaigns. Research limitations/implications – This is an exploratory study that is limited by its context, sample size and participants’ demographical characteristics. Originality/value – This study provides empirical evidence behind challenges and barriers facing social marketing identified by Andreasen (2002).

Journal

Journal of Social MarketingEmerald Publishing

Published: Jan 5, 2015

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