Purpose – The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine‐grained understanding of human behavior....

Purpose – The purpose of this paper is, as the health benefits of breastfeeding for mother and child have already been fully ascertained, to highlight the differences on why short- and long-term breastfeeding mothers adopt their respective behaviours. Based on these findings, a model for...

Purpose This commentary aims to discuss the potential role of corporate social marketing and identify instances where corporate involvement in social marketing is appropriate. This argument is based on the rationale that there should be a focus on the social outcomes of initiatives rather than...

Purpose This commentary presents a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach A planning model is presented which...

Purpose Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success. Design/methodology/approach In this qualitative study, the authors conducted an open-ended online questionnaire with 48...

Purpose Successful marketing communication campaigns require a thorough assessment of the public's current perceptions and attitudes toward the topic of the campaign. Such insights are most likely attained if a range of research methods are employed. However, in the area of pro-environmental...

Purpose – In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper...

Purpose This paper aims to assess the interactive impact of dispositional threat orientation and affirmation (both self-affirmation and self-efficacy) on the effectiveness of fear appeals. Design/methodology/approach A 3 × 2 × 2 × 2 fully crossed, mixed experimental design is used. The study...

Purpose Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach A conceptual framework – the BEM – is...

Purpose This study aims to examine whether a community-based suicide prevention project could increase willingness to seek professional help for suicidal ideation among young people. Design/methodology/approach Online surveys were administered at baseline ( n = 224) and six months post-test ( n...