Two-stage taxonomy for measuring success in social marketing practice

Akbar, MB ORCID: https://orcid.org/0000-0003-3092-6878, Amoncar, N, Cateriano-Arevalo, E and Lawson, A, 2023. Two-stage taxonomy for measuring success in social marketing practice. Journal of Social Marketing. ISSN 2042-6763

Preview

Text 1825518_Akbar.pdf - Post-print Download (268kB) | Preview

Abstract

Purpose: Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success.

Design/methodology/approach: In this qualitative study, the authors conducted an open-ended online questionnaire with 48 worldwide social marketing experts, most with more than 20 years of experience in the field. The authors analyzed data using topic modeling, a machine-learning method that groups responses/terms into cluster topics based on similarities. Keywords in each topic served to generate themes for discussion.

Findings: While behavior change is mentioned as paramount to conceptualizing success, participants prefer to use more tangible and less complex forms to define/measure success, such as campaign recall uptick. In addition, lack of funding was considered an important factor in measuring success. This study provides a two-stage taxonomy to better understand success in social marketing.

Originality/value: To the best of the authors’ knowledge, this study is one of the first to conceptualize success in social marketing practice.

Item Type:	Journal article
Publication Title:	Journal of Social Marketing
Creators:	Akbar, M.B., Amoncar, N., Cateriano-Arevalo, E. and Lawson, A.
Publisher:	Emerald
Date:	31 October 2023
ISSN:	2042-6763
Identifiers:	Number Type 10.1108/JSOCM-11-2022-0226 DOI 1825518 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	31 Oct 2023 16:29
Last Modified:	31 Oct 2023 16:29
URI:	https://irep.ntu.ac.uk/id/eprint/50170

Actions (login required)

Edit View

Statistics

Views

Downloads