Evaluation of the social impact of marketing
Book chapter
Parkinson, Joy and Naidu, Jay. (2022). Evaluation of the social impact of marketing. In The Routledge Companion To Marketing And Society pp. 69-90 Routledge. https://doi.org/10.4324/9781003028079-7
Authors | Parkinson, Joy and Naidu, Jay |
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Abstract | Marketing has significant potential for making social impact. However, to understand how marketing programs are making impact, evaluation of these efforts is important. Social impact measures the effectiveness or impact of an organisation’s marketing programs using specific metrics. This chapter presents four evaluation frameworks to assist with measuring social impact including theory of change, the Consolidated Framework for Implementation Research (CFIR) model, RE-AIM (reach, effectiveness, adoption, implementation, and maintenance), and the PRECEDE-PROCEED evaluation framework. Finally, the chapter outlines metrics, commonly applied methods, and techniques for data collection and analysis for use in marketing social impact evaluations and future research directions. |
Keywords | Communication Studies; Economics; Finance; Business and Industry |
Page range | 69-90 |
Year | 01 Jan 2022 |
Book title | The Routledge Companion To Marketing And Society |
Publisher | Routledge |
Place of publication | United Kingdom |
Edition | 1 |
ISBN | 9780367463083 |
Digital Object Identifier (DOI) | https://doi.org/10.4324/9781003028079-7 |
Web address (URL) | https://www.taylorfrancis.com/chapters/edit/10.4324/9781003028079-7/evaluation-social-impact-marketing-joy-parkinson-jay-naidu |
Open access | Published as non-open access |
Research or scholarly | Research |
Publisher's version | License All rights reserved File Access Level Controlled |
Output status | Published |
Publication dates | |
Online | 25 Aug 2022 |
Publication process dates | |
Deposited | 31 Jan 2024 |
Additional information | © Routledge, 2022. |
https://acuresearchbank.acu.edu.au/item/901yy/evaluation-of-the-social-impact-of-marketing
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