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Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

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  • Madill, Judith
  • O'Reilly, Norm

Abstract

In spite of rapidly increasing professional interest and involvement, the extant literature concerning social marketing sponsorships remains scant. In order to begin to address this gap, the purpose of the current research is to investigate the concept of the social marketing sponsorship. The research in this paper (a) reviews the sponsorship literature and theory - specifically focusing on what is meant by sponsorship when used in social marketing; and (b) reports the results of empirical case research on the formation and implementation of a sponsorship designed to support a social marketing program aimed a reducing stigma and changing behaviors around mental health. The paper reports on how social marketing sponsorships compare to commercial sponsorships in terms of (a) the identification of key stakeholders and their roles, (b) the objectives of the stakeholders involved, and (c) how sponsorships are formed, developed, and implemented.

Suggested Citation

  • Madill, Judith & O'Reilly, Norm, 2010. "Investigating social marketing sponsorships: Terminology, stakeholders, and objectives," Journal of Business Research, Elsevier, vol. 63(2), pages 133-139, February.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:133-139
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    Cited by:

    1. Huang, Guoxuan & Zheng, Benrong & Zou, Bipan & Cheng, T.C.E., 2022. "Strategic role of charitable donation in supply chain coordination with consumer prosocial preference," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    2. Natalia Velasco, Iván Alonso Montoya R., Luz Alexandra Montoya R., 2011. "Análisis del proceso de comunicación con clientes mediante la aplicación de campanas publicitarias," Revista CIFE, Universidad Santo Tomás, June.

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