Applying the social ecological model to social marketing communications

Lindridge, A., MacGaskill, S., Gnich, W., Eadie, D. and Holme, I. (2013) Applying the social ecological model to social marketing communications. European Journal of Marketing, 47(9), pp. 1399-1420. (doi: 10.1108/EJM-10-2011-0561)

Abstract

<b>Purpose -</b> By applying social ecological models of health behaviour to marketing communications to achieve behaviour change, we illustrate the importance of taking into account various economic, environmental, institutional and social influences.<p></p> <b>Design/methodology/approach -</b> The Social Ecological Model was evaluated through its application to Childsmile, an oral health organisation, using a variety of social marketing communication criteria. This involved evaluating the concept, process and impact of the communications campaign.<p></p> <b>Findings -</b> A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complimenting this was how these needs are incorporated into a social ecological model that underpins a social marketing communications campaign. This campaign demonstrates the need to support individual through engaging in their ‘life path points’ (Lefebvre and Flora, 1988).<p></p> <b>Research limitations/implications -</b> Although the long term effects of the Social Ecological Model and its affect on Childsmiles social marketing communication campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour.<p></p> <b>Practical implications -</b> The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government.<p></p> <b>Originality/value -</b> Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, we also answer calls for research into ecological models of social marketing communications to understand how influences affect its applicability.<p></p>

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Gnich, Dr Wendy
• Authors: Lindridge, A., MacGaskill, S., Gnich, W., Eadie, D., and Holme, I.
• College/School: College of Medical Veterinary and Life Sciences > School of Medicine, Dentistry & Nursing > Dental School
• Journal Name: European Journal of Marketing
• Publisher: Emerald Group Publishing Limited
• ISSN: 0309-0566