The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness
Abstract
Purpose
This study aims to contribute to the existing social marketing literature by considering young adults’ views and perceptions about social marketing and social marketing campaigns in the context of alcohol consumption.
Design/methodology/approach
Eighteen interviews were conducted with young adults aged 25-30 years in Australia and the USA. Biographical interviews were used to collect information on individuals’ drinking histories and how their attitudes towards social marketing campaigns have formed during their lives.
Findings
Four main themes emerge in the study, namely, ethicality (freedom of choice), expensiveness, exaggeration and effectiveness. These four issues represent the main barriers and challenges for social marketers. Future research needs to explore the relationship between the attitudes of the target audience towards social marketing, and the actual effectiveness of social marketing campaigns.
Research limitations/implications
This is an exploratory study that is limited by its context, sample size and participants’ demographical characteristics.
Originality/value
This study provides empirical evidence behind challenges and barriers facing social marketing identified by Andreasen (2002).
Keywords
Citation
Pang, B. and Kubacki, K. (2015), "The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness", Journal of Social Marketing, Vol. 5 No. 1, pp. 83-99. https://doi.org/10.1108/JSOCM-01-2014-0008
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited