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
AuthorsAkbar, 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.

KeywordsSuccess; Social Marketing; Behavior Change; Two-Stage Taxonomy
Year2023
JournalJournal of Social Marketing
Journal citationpp. 1-18
PublisherEmerald
ISSN2042-6763
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 statusPublished
Publication dates
Online31 Oct 2023
Publication process dates
Accepted2023
Deposited09 Oct 2023
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