dc.contributor.author | Fry, ML | |
dc.contributor.editor | Linda Brennan and Lukas Parker | |
dc.date.accessioned | 2017-05-03T15:47:38Z | |
dc.date.available | 2017-05-03T15:47:38Z | |
dc.date.issued | 2014 | |
dc.identifier.issn | 2042-6763 | |
dc.identifier.doi | 10.1108/JSOCM-02-2014-0011 | |
dc.identifier.uri | http://hdl.handle.net/10072/66999 | |
dc.description.abstract | 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 | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.format.extent | 105053 bytes | |
dc.format.mimetype | application/pdf | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Emerald Group | |
dc.publisher.place | United Kingdom | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofpagefrom | 210 | |
dc.relation.ispartofpageto | 222 | |
dc.relation.ispartofissue | 3 | |
dc.relation.ispartofjournal | Journal of Social Marketing | |
dc.relation.ispartofvolume | 4 | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearch | Marketing theory | |
dc.subject.fieldofresearch | Sociology | |
dc.subject.fieldofresearchcode | 3506 | |
dc.subject.fieldofresearchcode | 350608 | |
dc.subject.fieldofresearchcode | 4410 | |
dc.title | Rethinking Social Marketing: Towards a sociality of consumption | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.faculty | Griffith 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.hasfulltext | Full Text | |
gro.griffith.author | Fry, Marie-Louise | |