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 explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies. Design/methodology/approach – Blog data from 15 individuals participating in the online community of Hello Sunday...

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,...

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: Online knowledge sharing is a critical process for maintaining organisational competitive advantage. This paper aims to develop a new conceptual framework that investigates the moderating impacts of innovation on self-efficacy, extrinsic and intrinsic rewards on employees’ online...