Purpose: This study aims to examine customer helping and advocacy behaviours within dyadic financial service relationships involving customers and fellow customer helpers. Design/methodology/approach: The gift-giving literature was used to propose a customer-to-customer interaction model, which...

Purpose: The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different intervention points under three different delay time conditions. Design/methodology/approach: A system...

Purpose: Social marketing has gained widespread recognition as a means of motivating behaviour change in individuals for societal good. Many opinions have been shared regarding its potential to affect society or systems-wide change, leading to the macro-or systems social marketing (SSM)...

Purpose: This paper aims to examine how social marketing intervention programmes to measure, evaluate and document social marketing impact. Design/methodology/approach: A systematic review of 49 nutritional behaviour intervention programmes (2006–2020) was conducted. To examine the social...