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

Pressley, Ashley; Collins, Katie; Tapp, Alan

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.

• 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
• Contract Date: Nov 6, 2016