Upstream social marketing strategy

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dc.contributor.authorParsons AG
dc.contributor.authorKemper, Joya A.
dc.contributor.authorKennedy, Ann-Marie
dc.date.accessioned2023-03-09T23:02:12Z
dc.date.available2023-03-09T23:02:12Z
dc.date.issued2018en
dc.date.updated2022-10-09T22:18:41Z
dc.description.abstractPurpose: This paper aims to provide guidelines for upstream social marketing strategy on to whom, how and when social marketers can undertake upstream social marketing. Design/methodology/approach: This article is a conceptual piece using academic literature to justify and conceptualise an approach to communicating with and influencing upstream actors. Findings: Specifically, it looks at the characteristics of policymakers targeted, then targeting methods, with a special focus on the use of media advocacy. Finally, a process of government decision-making is presented to explain message timing and content. Practical implications: Specific criteria to judge time of decision-making and implementation guidelines are provided for social marketers. Originality/value: In the case of complex social problems, such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic social marketing has identified upstream social marketing as a method to influence structural change through policymakers (French and Gordon, 2015); however, literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines.en
dc.identifier.citationKennedy A, Kemper J, Parsons AG (2018). Upstream social marketing strategy. Journal of Social Marketing. 8(3). 258-279.en
dc.identifier.doihttp://doi.org/10.1108/JSOCM-03-2017-0016
dc.identifier.issn2042-6763
dc.identifier.issn2042-6771
dc.identifier.urihttps://hdl.handle.net/10092/105206
dc.languageen
dc.language.isoenen
dc.publisherEmeralden
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subjectSocial marketing theoryen
dc.subjectSocial marketingen
dc.subjectMedia advocacyen
dc.subjectStrategic social marketingen
dc.subjectUpstream social marketingen
dc.subject.anzsrc1505 Marketingen
dc.subject.anzsrc1608 Sociologyen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350612 - Social marketingen
dc.subject.anzsrcFields of Research::44 - Human society::4410 - Sociologyen
dc.titleUpstream social marketing strategyen
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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