This paper presents the results from a qualitative study of income support recipients with regard to how they feel about advertising which overtly appeals to their sense of fear, guilt and shame. The motivation of the study was to provide formative research for a social marketing campaign...

Universities globally are increasingly seeking to improve the international mobility of their students. There are several latent benefits that accrue to a university whose students and staff actively participate in international exchange programs. Essentially this can lead to an increase in the...

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?...

Cover -- EDITORIAL ADVISORY BOARD -- Guest editorial -- Social marketing's consumer myopia -- Community resilience and the multiple levels of social change -- Understanding the midstream environment within a social change systems continuum -- Midstream social marketing and the co-creation of...

Purpose – The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice. Design/methodology/approach – The paper defines and presents concepts of validity in a manner that...

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,...