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dc.contributor.authorFry, ML
dc.contributor.editorLinda Brennan and Lukas Parker
dc.date.accessioned2017-05-03T15:47:38Z
dc.date.available2017-05-03T15:47:38Z
dc.date.issued2014
dc.identifier.issn2042-6763
dc.identifier.doi10.1108/JSOCM-02-2014-0011
dc.identifier.urihttp://hdl.handle.net/10072/66999
dc.description.abstractPurpose: 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
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent105053 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom210
dc.relation.ispartofpageto222
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Social Marketing
dc.relation.ispartofvolume4
dc.rights.retentionY
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing theory
dc.subject.fieldofresearchSociology
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350608
dc.subject.fieldofresearchcode4410
dc.titleRethinking Social Marketing: Towards a sociality of consumption
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 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.
gro.hasfulltextFull Text
gro.griffith.authorFry, Marie-Louise


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