dc.contributor.author | Brennan, Linda | |
dc.contributor.author | Fry, Marie-Louise | |
dc.contributor.author | Previte, Josephine | |
dc.date.accessioned | 2019-03-14T02:03:05Z | |
dc.date.available | 2019-03-14T02:03:05Z | |
dc.date.issued | 2015 | |
dc.identifier.issn | 1441-3582 | |
dc.identifier.doi | 10.1016/j.ausmj.2015.10.003 | |
dc.identifier.uri | http://hdl.handle.net/10072/141475 | |
dc.description.abstract | This 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.peerreviewed | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Elsevier | |
dc.relation.ispartofpagefrom | 286 | |
dc.relation.ispartofpageto | 293 | |
dc.relation.ispartofissue | 4 | |
dc.relation.ispartofjournal | Australasian Marketing Journal | |
dc.relation.ispartofvolume | 23 | |
dc.subject.fieldofresearch | Commerce, management, tourism and services | |
dc.subject.fieldofresearch | Marketing not elsewhere classified | |
dc.subject.fieldofresearchcode | 35 | |
dc.subject.fieldofresearchcode | 350699 | |
dc.subject.keywords | Social marketing | |
dc.subject.keywords | Research insight | |
dc.subject.keywords | Ethnography | |
dc.subject.keywords | Behaviour change | |
dc.subject.keywords | Social change | |
dc.subject.keywords | Behavioural ecology | |
dc.title | Strengthening social marketing research: Harnessing “insight” through ethnography | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
dcterms.license | http://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.hasfulltext | Full Text | |
gro.griffith.author | Fry, Marie-Louise | |