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dc.contributor.authorBrennan, Linda
dc.contributor.authorFry, Marie-Louise
dc.contributor.authorPrevite, Josephine
dc.date.accessioned2019-03-14T02:03:05Z
dc.date.available2019-03-14T02:03:05Z
dc.date.issued2015
dc.identifier.issn1441-3582
dc.identifier.doi10.1016/j.ausmj.2015.10.003
dc.identifier.urihttp://hdl.handle.net/10072/141475
dc.description.abstractThis paper aims to challenge social marketers to extend their research repertoire beyond restrictive ‘individualised rationalities’ driving reliance on scientifically proven evidence, population data and focus groups as insight-oriented research. Social marketing, as a discipline, is constrained by using techniques aimed at (dis)proving scientific hypotheses, thus misses the mark when it comes to creating effective social change. Gaining insight into human conduct requires research tools that examine the deep ecological context of behaviour. Ethnography has the capability to generate deep culturally based insights that captures the social world through the eyes of the consumer, yet to date remains largely underutilised in social marketing. This article explores the value of ethnography as a social marketing research method enabling in-depth and meaningful engagement with the social and cultural experiences and the performative practice that is the manifestation of human existence.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofpagefrom286
dc.relation.ispartofpageto293
dc.relation.ispartofissue4
dc.relation.ispartofjournalAustralasian Marketing Journal
dc.relation.ispartofvolume23
dc.subject.fieldofresearchCommerce, management, tourism and services
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode35
dc.subject.fieldofresearchcode350699
dc.subject.keywordsSocial marketing
dc.subject.keywordsResearch insight
dc.subject.keywordsEthnography
dc.subject.keywordsBehaviour change
dc.subject.keywordsSocial change
dc.subject.keywordsBehavioural ecology
dc.titleStrengthening social marketing research: Harnessing “insight” through ethnography
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dcterms.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
gro.rights.copyright© 2015 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (http://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorFry, Marie-Louise


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