The social marketing theory-based (SMT) approach for designing interventions

Manikam, Shamini & Russell-Bennett, Rebekah (2016) The social marketing theory-based (SMT) approach for designing interventions. Journal of Social Marketing, 6(1), pp. 18-40.

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  • Purpose

Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools.

  • Design/methodology/approach

This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence.

  • Findings

For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process.

  • Practical implications

Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied.

  • Originality/value

This paper proposes a process for theory selection and use in a social marketing context.

Impact and interest:

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ID Code: 93814
Item Type: Journal Article
Refereed: Yes
Keywords: Social Marketing Theory-based (SMT), Domestic Violence, Intervention Design, Mobile Phone
DOI: 10.1108/JSOCM-10-2014-0078
ISSN: 2042-6763
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2016 Emerald Group Publishing Limited
Deposited On: 17 Mar 2016 01:52
Last Modified: 19 Mar 2016 13:39

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