Social advocacy : A conceptual model to extend post-intervention effectiveness

Journal article


Campbell, Alexander, Deshpande, Sameer, Rundle-Thiele, Sharyn and West, Tracey. (2023). Social advocacy : A conceptual model to extend post-intervention effectiveness. Journal of Strategic Marketing. pp. 1-14. https://doi.org/10.1080/0965254X.2023.2179653
AuthorsCampbell, Alexander, Deshpande, Sameer, Rundle-Thiele, Sharyn and West, Tracey
Abstract

Commercial marketing literature highlights benefits from brand advocates who recruit and promote in the interest of the commercial entity. However, a similar focus is lacking on how advocacy can extend the effectiveness of social change initiatives. We utilise a case study to demonstrate the benefit of social advocacy and its impact on behaviour change, and thereby propose an advocacy model. To develop this conceptual model, we discuss several key areas; behaviour change and advocacy, advocate identification, and how to influence advocacy within communities and individuals. This research provides a guiding framework for practitioners to develop programs and interventions with advocacy triggers and strategies to enhance the longevity and effectiveness of social change programs through participant-based advocacy. Thus, giving intervention programs in a variety of organisational structures e.g. non-profit, corporate, government etc. a specific model to increase the effectiveness of social programs. Our paper extends behaviour change literature by leveraging social marketing concepts to modify and extend the transtheoretical model.

Keywordssocial programs; behaviour change; advocacy; interventions
Year2023
JournalJournal of Strategic Marketing
Journal citationpp. 1-14
PublisherRoutledge
ISSN0965-254X
Digital Object Identifier (DOI)https://doi.org/10.1080/0965254X.2023.2179653
Scopus EID2-s2.0-85148601218
Open accessPublished as ‘gold’ (paid) open access
Research or scholarlyResearch
Page range1-14
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online20 Feb 2023
Publication process dates
Accepted06 Feb 2023
Deposited16 Jun 2023
Additional information

© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any med-ium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.

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https://acuresearchbank.acu.edu.au/item/8z240/social-advocacy-a-conceptual-model-to-extend-post-intervention-effectiveness

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