Abstract: Purpose-This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach-The pro

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Abstract: Purpose This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in

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Abstract: Purpose This paper aims to reinforce the arguments for applying the social support concept in social marketing. Design/methodology/approach This paper aims to conceptually outline the potential positive contribution of social support for social marketing prac

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Abstract: Purpose The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach The study uses a multidiscipl

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Abstract: Purpose This paper aims to explore four disruptions that practice theory makes to traditional social marketing approaches to school physical activity (PA) intervention. Design/methodology/approach The paper draws on existing literature from sustainable consum

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Abstract: Purpose Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the co

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Abstract: Purpose Social entrepreneurship (SE) presents specificities that the entrepreneur must address. Entrepreneurial intention (EI) and entrepreneurial orientation (EO) in SE should reflect specific characteristics of behavior. The purpose of this study is to iden

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