IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v60y2017i3p325-333.html
   My bibliography  Save this article

Upstream social marketing strategy: An integrated marketing communications approach

Author

Listed:
  • Key, Thomas Martin
  • Czaplewski, Andrew J.

Abstract

This article provides an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers. A conceptual application model and five-stage process is presented for an upstream social marketing strategy based on integrated marketing communications (IMC). IMC concepts are described in the context of social marketing, as well as specific stages for creating an IMC social marketing strategy; these include target audience research and determination, channel selection and integration, strategic message creation, and measurement and control. A central and novel feature of the IMC social marketing strategy model is the simultaneous targeting of an upstream decision maker and influential peripheral (upstream) audiences in order to triangulate and increase campaign effectiveness. An IMC approach to upstream social marketing ensures consistent, persuasive messages specifically crafted for the selected target audiences and coordinated through precise channels to maximize impact. This multi-channel, multi-audience approach to message creation and channel selection produces synergies that increase the potential to influence an upstream decision/policy maker.

Suggested Citation

  • Key, Thomas Martin & Czaplewski, Andrew J., 2017. "Upstream social marketing strategy: An integrated marketing communications approach," Business Horizons, Elsevier, vol. 60(3), pages 325-333.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:3:p:325-333
    DOI: 10.1016/j.bushor.2017.01.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S000768131730006X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2017.01.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sternthal, Brian & Craig, C Samuel, 1974. "Fear Appeals: Revisited and Revised," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(3), pages 22-34, December.
    2. Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Chi-Horng Liao, 2020. "Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach," IJERPH, MDPI, vol. 17(17), pages 1-19, August.
    2. Nikita Moiseev & Alexey Mikhaylov & Hasan Dinçer & Serhat Yüksel, 2023. "Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-25, December.
    3. Mercy Wanjiru Ngundo & Wanjiku Ng’ang’a Kinyanju & Julius Kahuthia Mwangi, 2020. "Marketing Strategies, Competitive Strategies and Organization Performance of Media Houses in Kenya," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(7), pages 177-186, July.
    4. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    5. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi & Iqbal Ahmad Hakim, 2019. "Understanding Social Marketing and Well-being: A Review of Selective Databases," Vikalpa: The Journal for Decision Makers, , vol. 44(2), pages 75-87, June.
    6. Prarawan Senachai & Jakaphun Julsrigival & Raksmey Sann, 2022. "Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process," IJERPH, MDPI, vol. 19(14), pages 1-18, July.
    7. Rėklaitis Kęstutis & Pilelienė Lina, 2019. "Principle Differences between B2B and B2C Marketing Communication Processes," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 73-86, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Björn Vollan & Karla Henning & Deniza Staewa, 2017. "Do campaigns featuring impact evaluations increase donations? Evidence from a survey experiment," Journal of Development Effectiveness, Taylor & Francis Journals, vol. 9(4), pages 500-518, October.
    2. Massimiliano Scopelliti & Maria Giuseppina Pacilli & Antonio Aquino, 2021. "TV News and COVID-19: Media Influence on Healthy Behavior in Public Spaces," IJERPH, MDPI, vol. 18(4), pages 1-15, February.
    3. Rayner, Ethan & Baxter, Stacey M. & Ilicic, Jasmina, 2015. "Smoker's recall of fear appeal imagery: Examining the effect of fear intensity and fear type," Australasian marketing journal, Elsevier, vol. 23(1), pages 61-66.
    4. Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
    5. Felix Septianto & Widya Paramita, 2021. "Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior," Marketing Letters, Springer, vol. 32(1), pages 91-110, March.
    6. Christopher L. Cummings & Sonny Rosenthal & Wei Yi Kong, 2021. "Secondary Risk Theory: Validation of a Novel Model of Protection Motivation," Risk Analysis, John Wiley & Sons, vol. 41(1), pages 204-220, January.
    7. Lancellotti, Matthew P. & Thomas, Sunil, 2018. "Men hate it, women love it: Guilty pleasure advertising messages," Journal of Business Research, Elsevier, vol. 85(C), pages 271-280.
    8. Septianto, Felix & Kemper, Joya A., 2021. "The effects of age cues on preferences for organic food: The moderating role of message claim," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    9. Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    10. Heribert Gierl & Roland Helm & Michaela Satzinger, 2000. "Die Wirkung positiver und negativer Aussagen in der Werbung vor dem Hintergrund des Message Framing," Schmalenbach Journal of Business Research, Springer, vol. 52(3), pages 234-256, May.
    11. van Rijn, Jordan & Barham, Bradford & Sundaram-Stukel, Reka, 2017. "An experimental approach to comparing similarity- and guilt-based charitable appeals," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 68(C), pages 25-40.
    12. Kamatham, Sri Harsha & Pahwa, Parneet & Jiang, Juncai & Kumar, Nanda, 2021. "Effect of appeal content on fundraising success and donor behavior," Journal of Business Research, Elsevier, vol. 125(C), pages 827-839.
    13. Xie, Quan & Wang, Tianjiao (Grace), 2022. "Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR," Journal of Business Research, Elsevier, vol. 148(C), pages 315-324.
    14. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.
    15. Bartikowski, Boris & Laroche, Michel & Richard, Marie-Odile, 2019. "A content analysis of fear appeal advertising in Canada, China, and France," Journal of Business Research, Elsevier, vol. 103(C), pages 232-239.
    16. Tejaswi Patil & Zillur Rahman, 2023. "A bibliometric analysis of scientific literature on guilt in marketing," Management Review Quarterly, Springer, vol. 73(3), pages 1385-1415, September.
    17. Julie V. Stanton & Deirdre T. Guion, 2013. "Taking Advantage of a Vulnerable Group? Emotional Cues in Ads Targeting Parents," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 485-517, November.
    18. Yanyan Chen & Dirk C. Moosmayer, 2020. "When Guilt is Not Enough: Interdependent Self-Construal as Moderator of the Relationship Between Guilt and Ethical Consumption in a Confucian Context," Journal of Business Ethics, Springer, vol. 161(3), pages 551-572, January.
    19. Fazal-e-Hasan, Syed Muhammad & Ahmadi, Hormoz & Mortimer, Gary & Sekhon, Harjit & Kharouf, Husni & Jebarajakirthy, Charles, 2020. "The interplay of positive and negative emotions to quit unhealthy consumption behaviors: Insights for social marketers," Australasian marketing journal, Elsevier, vol. 28(4), pages 349-360.
    20. Carmela Donato, 2021. "Disgust and preference for familiar brands," Italian Journal of Marketing, Springer, vol. 2021(1), pages 5-23, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:60:y:2017:i:3:p:325-333. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.