IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v63y2010i2p99-103.html
   My bibliography  Save this article

Rethinking the boundaries of social marketing: Activism or advertising?

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00023-X
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    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. 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.
    2. 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.
    3. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    4. Gorn, Gerald J & Goldberg, Marvin E, 1982. "Behavioral Evidence on the Effects of Televised Food Messages on Children," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 200-205, September.
    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. 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.

    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. Gruber, Marc, 2007. "Uncovering the value of planning in new venture creation: A process and contingency perspective," Journal of Business Venturing, Elsevier, vol. 22(6), pages 782-807, November.
    2. Sean Lucan & Nandita Mitra, 2012. "Perceptions of the food environment are associated with fast-food (not fruit-and-vegetable) consumption: findings from multi-level models," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 57(3), pages 599-608, June.
    3. Steils, Nadia, 2021. "Using in-store customer education to act upon the negative effects of impulsiveness in relation to unhealthy food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Paluku Kazimoto, 2014. "Assessment of Challenges facing Small and Medium Enterprises towards International Marketing Standards: a Case Study of Arusha Region Tanzania," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(2), pages 303-311, April.
    5. VINEREAN Alexandra, 2013. "Consumer Behavior In Tourism And The Influencing Factors Of The Decision Making Process," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(2), pages 186-198.
    6. Luis Fernando Hor-Meyll & Marcel Correia de Lima & Jorge Brantes Ferreira, 2014. "Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers," Brazilian Business Review, Fucape Business School, vol. 11(4), pages 130-150, August.
    7. Pablo Farías, 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile," IJERPH, MDPI, vol. 17(23), pages 1-15, December.
    8. Pires, Guilherme & Stanton, John, 2015. "Ethnic Marketing Sensitivity: Reconciling Rigorous Theory With Pragmatism," Newcastle Business School Discussion Paper Series: Research on the Frontiers of Knowledge 3, The University of Newcastle, Australia.
    9. Ana Oliveira-Brochado & Francisco Vitorino Martins, 2008. "Aspectos Metodológicos da Segmentação de Mercado: Base de Segmentação e Métodos de Classificação," FEP Working Papers 261, Universidade do Porto, Faculdade de Economia do Porto.
    10. Deffner, Alex & Metaxas, Theodore, 2006. "Developing Pilot Place Marketing Plans (PPMPs) in North and South Europe: a Methodological Approach," MPRA Paper 43300, University Library of Munich, Germany.
    11. Alexandre Coutant, 2009. "L'activité ordinaire de consommation : questionner ce que font les individus des marques qui leur sont proposées," Post-Print hal-00458324, HAL.
    12. McDaniel, Stephen R. & Heald, Gary R., 2000. "Young Consumers' Responses to Event Sponsorship Advertisements of Unhealthy Products: Implications of Schema-triggered Affect Theory," Sport Management Review, Elsevier, vol. 3(2), pages 163-184, November.
    13. Amelie A. Hecht & Crystal L. Perez & Michele Polascek & Anne N. Thorndike & Rebecca L. Franckle & Alyssa J. Moran, 2020. "Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior," IJERPH, MDPI, vol. 17(20), pages 1-34, October.
    14. Avitia, Jessica & Costa-Font, Montserrat & Gil, Jose Maria & Lusk, Jayson L. & Echeverria, Gemma, 2012. "The Role of sensory experience on Spanish consumer’s willingness to pay for sustainable produced food," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126545, International Association of Agricultural Economists.
    15. Yang, Zhiyong & Laroche, Michel, 2011. "Parental responsiveness and adolescent susceptibility to peer influence: A cross-cultural investigation," Journal of Business Research, Elsevier, vol. 64(9), pages 979-987, September.
    16. Martina Vecchi & Linlin Fan & Sarah Myruski & Wei Yang & Kathleen L. Keller & Rodolfo M. Nayga, 2024. "Online food advertisements and the role of emotions in adolescents’ food choices," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(1), pages 45-76, March.
    17. Alex Deffner & Theodoros Metaxas, 2006. "Is City Marketing Opposed to Urban Planning? The Elaboration of a Pilot City Marketing Plan for the Case of Nea Ionia, Magnesia, Greece," ERSA conference papers ersa06p889, European Regional Science Association.
    18. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.
    19. Mary O. Hearst & Jade Yang & Samantha Friedrichsen & Kathleen Lenk & Caitlin Caspi & Melissa N. Laska, 2021. "The Availability of Culturally Preferred Fruits, Vegetables and Whole Grains in Corner Stores and Non-Traditional Food Stores," IJERPH, MDPI, vol. 18(9), pages 1-11, May.
    20. Nurcan Turan & Nuri Calik, 2014. "Consumers´ Information Search Behavior on Wholesome Nutrition and their Attitudes towards Health Products; A Field Study from Eskisehir, Turkey," Proceedings of International Academic Conferences 0802271, International Institute of Social and Economic Sciences.

    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:jbrese:v:63:y:2010:i:2:p:99-103. 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/jbusres .

    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.