Two-stage taxonomy for measuring success in social marketing practice
Journal article
Akbar, B., Amoncar, N., Cateriano, E. and Lawson, A. 2023. Two-stage taxonomy for measuring success in social marketing practice. Journal of Social Marketing. pp. 1-18. https://doi.org/10.1108/JSOCM-11-2022-0226
| Authors | Akbar, B., Amoncar, N., Cateriano, E. and Lawson, A. |
|---|---|
| Abstract | Purpose – Given the lack of understanding of social marketing success in theory and practice, this article investigates how social marketing experts (academics and practitioners) conceptualize success. Design/methodology/approach – In this qualitative study, we conducted an open-ended online questionnaire with 48 social marketing worldwide experts, most of them with more than 20 years of experience in the field. We 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. We provide a two-stage taxonomy to better understand success in social marketing as a process. Originality/value – This article is one of the first to conceptualize success in social marketing practice. |
| Keywords | Success; Social Marketing; Behavior Change; Two-Stage Taxonomy |
| Year | 2023 |
| Journal | Journal of Social Marketing |
| Journal citation | pp. 1-18 |
| Publisher | Emerald |
| ISSN | 2042-6763 |
| Digital Object Identifier (DOI) | https://doi.org/10.1108/JSOCM-11-2022-0226 |
| Web address (URL) | https://www.emerald.com/insight/publication/issn/2042-6763 |
| Accepted author manuscript | License File Access Level Open |
| Output status | Published |
| Publication dates | |
| Online | 31 Oct 2023 |
| Publication process dates | |
| Accepted | 2023 |
| Deposited | 09 Oct 2023 |
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| Accepted version of article 29 Sept 23.PDF | ||
| License: CC BY-NC 4.0 | ||
| File access level: Open | ||
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