Co-creating and evaluating social marketing programs : A living lab approach

Journal article

Saleme, Pamela, Dietrich, Timo, Pang, Bo and Parkinson, Joy. (2023). Co-creating and evaluating social marketing programs : A living lab approach. Journal of Social Marketing. 13(3), pp. 399-418. https://doi.org/10.1108/JSOCM-06-2022-0124
AuthorsSaleme, Pamela, Dietrich, Timo, Pang, Bo and Parkinson, Joy
Abstract

Purpose
This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial behaviour in children, using a Living Lab method. This paper aims to identify how using a Living Lab method can enhance the co-creation and evaluation of a gamified social marketing program with users and stakeholders. To the best of the authors’ knowledge, this paper is the first to apply and further develop a Living Lab framework to guide social marketing program design.

Design/methodology/approach
Using a case study method, the Living Lab process was applied during the development of the gamified social marketing program for promoting socio-emotional skills and prosocial behaviour in children. In total, 28 online and in-person sessions over a two-year period led to program co-creation. Guided by a mixed method approach, testing was conducted in a non-randomised waitlist control trial, while qualitative data from in-game data capture, classroom observations and recordings were collected.

Findings
The application of the Living Lab method warranted improvements, specifically to the front-end and back-end steps of the existing process. While the non-randomised trial indicated effectiveness of the social marketing program across all outcome measures (self-awareness, empathy and prosocial behaviour intentions) compared to control, qualitative findings showed program improvements were needed on three specific aspects, namely, interactivity, user experience and comprehension.

Originality/value
This study provides methodological guidance for the application of the Living Lab method in other social marketing settings to help co-create innovative social marketing solutions with diverse stakeholder groups.

Keywordssocial marketing; stakeholder orientation; co-creation; living lab; gamification
Year2023
JournalJournal of Social Marketing
Journal citation13 (3), pp. 399-418
PublisherEmerald Group Publishing Limited
ISSN2042-6763
Digital Object Identifier (DOI)https://doi.org/10.1108/JSOCM-06-2022-0124
Scopus EID2-s2.0-85151924010
Page range399-418
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online11 Apr 2023
Publication process dates
Accepted17 Mar 2023
Deposited18 Oct 2023
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