Purpose: This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public...

Purpose: Food waste is a systemic problem, with waste occurring at all stages in the supply chain and consumption process. There is a need to unpack which strategies, approaches and tools can be applied to reduce the amount of food wasted. Understanding the extent of social marketing principles...

Purpose: Social marketing theories have habituated to a theoretical and methodological focus that is criticised for being myopic and stigmatising. Following recommendations to redirect focus theoretically, the purpose of this paper is to apply an observational methodology to understanding how...

Purpose: Behavioural change practice has focussed attention on understanding behaviour; failing to apply dynamic approaches that capture the underlying determinants of behavioural change. Following recommendations to direct analytical focus towards understanding both the causal factors of...

Purpose: This paper aimed to examine the role of social factors and individual factors on alcohol drinking in a licensed premise. Design/methodology/approach: An unobtrusive covert systematic observational study of 632 licensed premise patrons was conducted during May 2015. Findings:...

Purpose: Responding to the call for an extension of social marketing scope and application, this paper aims to outline implementation of a multi-stream, multi-method formative research approach to understanding human trafficking in the global South context of Nigeria....

Purpose: While awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the greater good. A review of the literature indicates that research efforts may be misdirected. Drawing from...

Purpose: Calls for theoretically informed interventions and a more reflexive stance are apparent in social marketing. Moving from a “prove” to “improve” mentality requires evaluations that learn from experience gained to identify improvements to inform future programme success. This...

Purpose: The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical...