Purpose: This paper aims to investigate in a transformative service research (TSR) context how users can be involved through co-design and what contributions they can make during this process. Design/methodology/approach: A six-step co-design process was used to plan and facilitate two...

We inhabit a global village in which international marketers are encouraged to think and act with both global and local interests in mind. The enlargement of the European Union (EU) in January 2007 has created a 27 member state EU with a population of nearly half a billion. The purpose of this...

This research aims to analyse the needs of nightclub and bar customers from emerging and developing Polish market by examining customer preferences towards the servicescape and service offerings provided by such venues. Purposive sampling was used to establish two focus groups within the...

Purpose: The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising the relationships among several interrelated concepts, including power, power asymmetry, vulnerability and...

Purpose: Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by their resource-intensive character. The purpose of this paper is to address this limitation, a brief alcohol social...

Purpose: Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social...

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....