Peer-Reviewed Journal Details
Mandatory Fields
Domegan, C;McHugh, P;Devaney, M;Duane, S;Hogan, M;Broome, BJ;Layton, RA;Joyce, J;Mazzonetto, M;Piwowarczyk, J
2016
September
Journal of Marketing Management
Systems-thinking social marketing: conceptual extensions and empirical investigations
Published
Altmetric: 15WOS: 27 ()
Optional Fields
PUBLIC-HEALTH CREATION MODEL INTERVENTIONS FRAMEWORK SCIENCE MIX
32
1123
1144
Systems thinking dominated the 2015 World Social Marketing conference with the premise that a more holistic approach takes into account all the issues at play for effective change. Augmenting the broadening social marketing literature, we contend that systems-thinking social marketing enhances the field's conventional behavioural change with concepts of scale, causation, and iterative co-creating change processes for complex health and environmental problems. The results of our empirical Sea for Society study, a sustainable European marine ecosystem examination of what the barriers to change are and how they are interrelated, find systems-thinking social marketing offers the potential to strategically and critically reinforce, not replace, behavioural change campaigns. With systems-thinking social marketing, a coherent theory of change becomes a possibility. Orchestrating social change may become a reality.
0267-257X
10.1080/0267257X.2016.1183697
Grant Details
Publication Themes