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  • Evaluate development! Develop evaluation! Answering the call for a reflexive turn in social marketing

    Author(s)
    McHugh, Patricia
    Domegan, Christine
    Griffith University Author(s)
    Domegan, Christine
    Year published
    2017
    Metadata
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    Abstract
    Purpose: For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process evaluations: measuring more than “what” worked well, but also evaluating “how” and “why” success or indeed failure happened. Design/methodology/approach: An online survey, adapting Dillman’s tailored design method empirically assesses 13 reflexive process hypotheses. With a response rate of 74 per cent, regression analysis was conducted to evaluate the proposed ...
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    Purpose: For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process evaluations: measuring more than “what” worked well, but also evaluating “how” and “why” success or indeed failure happened. Design/methodology/approach: An online survey, adapting Dillman’s tailored design method empirically assesses 13 reflexive process hypotheses. With a response rate of 74 per cent, regression analysis was conducted to evaluate the proposed hypotheses and to identify the significant predictors of each of the reflexive process relationships under investigation. Findings: The study empirically examines and shows support for three reflexive process evaluation constructs – relationships, knowledge and networking. Network involvement and reciprocity; two process dimension constructs do not exert any impact or predict any relationship in the conceptual framework. Originality/value: This paper expands evaluation theory and practice by offering a conceptual framework for reflexive process evaluation that supports the logic to be reflexive. It shows support for three reflective process evaluation constructs – relationships, knowledge and networks. Another unique element featured in this study is the empirical assessment of Gordon and Gurrieri’s “other stakeholders”, extending evaluations beyond a traditional client focus to an interconnected assessment of researchers, clients and other stakeholders.
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    Journal Title
    Journal of Social Marketing
    Volume
    7
    Issue
    2
    DOI
    https://doi.org/10.1108/JSOCM-10-2016-0063
    Subject
    Sociology
    Social Sciences
    Business
    Business & Economics
    Evaluation
    Knowledge
    Publication URI
    http://hdl.handle.net/10072/406972
    Collection
    • Journal articles

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