Purpose This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB)...

Purpose: Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied to social marketing programme design. This...

Purpose The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between stakeholders such as food producers, marketers, health and medical practitioners and policymakers and their...

Purpose The elaboration of framing in social movement theory offers a different perspective than is typically taken in social marketing. This paper explores how social marketing may benefit from this alternate lens. Design/methodology/approach The construction, features and processes associated...

cover -- EDITORIAL ADVISORY BOARD -- Guest editorial -- Is there an intersection between "market justice" and "social justice"? -- Examining alcohol management practices in community sports clubs: a systems approach -- The role of corporate social marketing -- Travelling alone or travelling far?...

Purpose This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems integration approach conceptualised from a macromarketing perspective. Design/methodology/approach Rothschild’s...

Purpose The purpose of this study is to investigate the influence of macro-level regulatory systems on alcohol management for community sport organisations (CSOs). It examines how alcohol regulations translate into meso-level management actions and interactions that impact alcohol consumption in...

Purpose The purpose of this paper is to explore the meso-level social forces that influence moderate drinking in young women’s friendship groups through the application of social capital theory. Design/methodology/approach A qualitative inquiry was undertaken utilising peer-paired and small...

Purpose This paper aims to propose a new ecological systems-driven framework, underpinned by a relational marketplace lens, for social marketing practitioners to consider when planning and designing programs. The authors contend that behavioural change does not occur in a vacuum and, as such,...