Akbar, M.B. ORCID: 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
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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 | ||||||
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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 | ||||||
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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 |
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