Rethinking Social Marketing: Towards a sociality of consumption
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Purpose: The purpose of this paper is to explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies. Methodology: Textual and visual material, primarily blogs, from 15 individuals participating in the online community of Hello Sunday Morning were collected and analysed. Participants engaged in a series of in-depth interviews to gain a perspective into alcohol reduction action, activities and interactions. Findings: The findings indicate learning of new alcohol reduction consumption consistencies occurs through three modes or learning infrastructures: engagement, imagination and alignment enabling a collective sense of connection in the creation of new alcohol-related rituals and traditions, competency of practices and transmission of values and norms beyond the community. Research implications: The results underscore the need for social marketers to recognise learning of alcohol reduction behaviour is continually negotiated and dynamically engendered through socially reproduced conditions, responses and relationships. Originality: This study contributes to the transformational potential of social marketing situating behaviour change as a social interaction between actors within a dynamic market system. Key words: responsible drinking, community of practice, habits, behaviour change, social marketing
Journal of Social Marketing
© 2014 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.