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Rethinking the boundaries of social marketing: Activism or advertising?

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  • Wymer, Walter

Abstract

In some areas of public health concern, corporate marketing activities may negate social marketing messages targeting individuals. Traditional social marketing campaigns may be ineffective when commercial marketing activities create an environment that encourages and maintains unhealthy behaviors. This article explores the role of social marketing in these instances.

Suggested Citation

  • Wymer, Walter, 2010. "Rethinking the boundaries of social marketing: Activism or advertising?," Journal of Business Research, Elsevier, vol. 63(2), pages 99-103, February.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:99-103
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    References listed on IDEAS

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    1. Grier, S.A. & Kumanyika, S.K., 2008. "The context for choice: Health implications of targeted food and beverage marketing to African Americans," American Journal of Public Health, American Public Health Association, vol. 98(9), pages 1616-1629.
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    3. Jekanowski, Mark D., 1999. "Causes and Consequences of Fast Food Sales Growth," Food Review/ National Food Review, United States Department of Agriculture, Economic Research Service, vol. 22(1), January.
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    Cited by:

    1. Paula Bajdor, 2013. "Cause Related Marketing As One Of The Sustainable Marketing’S Dimensions – The Essence And Practical Examples," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 7(1), pages 89-100, June.
    2. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    3. Bach Quang Ho & Yuki Inoue, 2020. "Driving Network Externalities in Education for Sustainable Development," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    4. 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.
    5. Walter Wymer, 2021. "Addressing complex social problems with a multi-environmental stakeholder coalition," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 403-418, September.
    6. Amos Owen Thomas, 2016. "Voter empowerment for emerging democracies: Mobilising the marginalised in Peru," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 239-263, October.
    7. Walter Wymer, 2023. "Social marketing’s relevance in helping the United Nations attain its SDGs," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 529-541, September.
    8. Birau, Mia M. & Faure, Corinne, 2018. "It is easy to do the right thing: Avoiding the backfiring effects of advertisements that blame consumers for waste," Journal of Business Research, Elsevier, vol. 87(C), pages 102-117.
    9. Syed Hassan Raza & Moneeba Iftikhar & Bahtiar Mohamad & Nilüfer Pembecioğlu & Mohsin Altaf, 2020. "Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration," SAGE Open, , vol. 10(2), pages 21582440209, May.
    10. Newman, Christopher L. & Howlett, Elizabeth & Burton, Scot, 2014. "Implications of fast food restaurant concentration for preschool-aged childhood obesity," Journal of Business Research, Elsevier, vol. 67(8), pages 1573-1580.
    11. Chi-Horng Liao, 2020. "Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 1-1, July.

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