The purpose of this study is to gain a deeper understanding of the dynamic of perceived benefits and barriers associated with cooking meals at home. The findings will be used to design a social marketing campaign promoting healthy home-cooked meals. Participants included 64 SNAP-eligible mothers throughout the state of Kentucky aged 21-49 years with young children. Eight focus groups were conducted in four metro and four non-metro counties. A mixed methods approach was used to examine behaviors such as where families purchase foods, the types of foods purchased, family cooking skills and habits, and family time management. Results from this study show women regularly incorporate home-cooked meals into their lives. Three major themes evolved from analysis: learning more about preparing healthy, home-cooked family meals; the important relationship of families and cooking, and the dread of kitchen cleanup following a meal. Data from the written survey provided information regarding eating and cooking patterns in a week, important meal characteristics, relative confidence in cooking skills, and Internet and social media use.

Recently Alan Andreasen (2003) argued that social marketing is in the 'growth phase' of development following four decades of research and practice. During this same time period, marketing has also witnessed new theoretical ideas and practices that have evolved from the influence of new interactive technologies such as the internet. Only limited scholarly work however has been undertaken to draw these marketing sub-disciplinary areas together. The research undertaken in this thesis bridges this gap and explores the role of the internet as means to further extend social marketing theory and practice. Three research questions informed the study. The first of these questions focused on how internet users describe their experiences of the internet as an everyday technology. The second question investigated the different profiles of internet users' opinions, attitudes and actions, and the third question examined how social marketing can be more responsive to internet user behaviour. To address these research questions the research design used both qualitative methods of focus groups and in-depth interviews together with Q methodology to quantitatively represent the structure and form of individual users' subjective disposition towards the internet. Although Q methodology is relatively absent from marketing literature, it was a useful method for identifying types of people with similar experiences and views of the advantages and disadvantages of internet interactions and relationships. The research process in the study was operationalised using a three-study design. The first study drew on sixteen interviews and two focus groups with internet users, the second study involved Q sorting with thirty-two internet users, and the third study engaged interviews with twenty social change agents. This study of internet users is embedded in a particular theoretical and epistemological position. Three issues are relevant. First, a social constructionist epistemology is engaged. This emphasises that technology is a social process, patterned by the condition of its creation and use, and informed by human choices and actions. Second, the research is situated across disciplinary boundaries. Marketing practitioners initially adopted a commercial, albeit simplistic, lens when considering the value of social aspects, such as virtual communities and the social networks of connection that link internet users into longer term relationships and exchanges of knowledge, emotion and shared confidences online. However, the intangible non-material resources shared between customers, organisations and other users online are of import to understanding the value of the internet for social marketing strategy. This required looking beyond the social marketing theory and research, to the literature on the sociology of technology. The third way in which this research is different epistemologically and theoretically is in its interpretive focus. Accordingly, the thesis contributes to the shift in academic focus towards critical marketing, which Hastings and Saren (2003) argue provides a more detailed critique and understanding of social marketing processes and outcomes. The main contribution of this thesis is the development of a strategy map for online social marketing. The map is derived from findings from the three studies. Study 1 explained that the internet is a social and personal technology which has been incorporated into users' everyday lives and activities. Study 2 identified different profiles of internet user opinions, attitudes and actions and interpreted these as internet user segments described as: the Internet Communitarian, the Information Networker and the Individualised Networker. Study 3 delineated the findings from the downstream users' perspective and presented a strategy map derived from the experiences of upstream internet users. Three principles inform this strategy map. First, social marketers need to adopt customer-centric marketing. Secondly, they should apply an exchange continuum that embraces a relational perspective. Thirdly, social marketers using the internet should plan online strategies that focus on the internet as a recombinant technology that can be "remade" by individual users' needs and desires. Several identified limitations of the study should be considered when reviewing this study. Firstly, the study's interpretive methodological focus precludes quantification and generalisablity to larger populations. Secondly, sample bias in terms of age and gender demographics was evident. Thirdly, a further limitation of the study is the nature of the technology under investigation in this thesis: the recency, and hence the salience of the findings, are mitigated by the fact that the internet is a dynamic technology. Finally, the generalised rather than particularised perspective on social issues and problems adopted in this study as a means of discussing social marketing, may also be seen as a limitation. This research is of significance to both an academic and practitioner audience. In terms of scholarly significance, the study is important theoretically and methodologically. Social marketing theory has a well established view of the customer as an operand resource. This thesis is significant as it demonstrates the need to conceptualise customers as more than simply 'targets' of social marketing campaigns. It illustrates how social change customers become operant resources who produce effects, based on their sharing behaviours, and make online contributions to behaviour-change processes that give target audiences (operand resources) a sense that they can enact the behaviour. As well, the evolving customer roles -- user, social actor, co-creator, resource -- theorised from the study findings inform a shifting exchange continuum involving 'transactions' to 'relationships'. Finally, this research is of theoretical significance in elucidating the conceptualisation of the continuous-process perspective which reveals that exchanges are not just the discrete, 'transactional' variety, but rather are long in duration and reflect an ongoing relationship-development process. Methodologically, the study has also demonstrated the potential value of Q methodology as a means of revealing subjective experiences and perspectives, which are the foundation of social products regularly dealt with by social marketers. For social marketing practitioners the study also demonstrates the need for engaging a more holistic view of the internet and its customers to facilitate social change campaigns. This, however, does not negate the fact that there may be potential challenges and unintended consequences facing social marketers in engaging the internet.

Thesis (Ph.D.)--Antioch University, 2007. / Title from PDF t.p. (viewed August 1, 2008). "A dissertation submitted to the Ph.D. in Leadership and Change program of Antioch University in partial fulfillment of the requirements for the degree of Doctor of Philosophy October 2007."--from the title page. Advisor: Dr. Jon Wergin. Keywords: community-based social marketing, recycling; paper reduction, environmentally preferable purchasing, higher education, behavior change, mixed method study, greening Includes bibliographical references (p. 196-204).

M.A. / The shift from the Old to the New Economy has developed due to four key trends, namely globalisation, consumerism, environmentalism and corporate governance. Globalisation and the Internet has resulted in consumers being able to track the behaviour of corporations (Vise, 2006:119) and consequently, a New Consumer has emerged, where emphasis on corporate transparency and the environment has become a key concern for these New Consumers, as New Consumes are characterised by Lewis and Bridger (2000:21) as independent, sophisticated, involved and well informed about the production of goods and services, where these New Consumers are feeling the pressure to confront and act upon the fact that unbridled production and consumption, which was proliferate in the Old Economy, comes with escalating pollution at a significant human/animal/earth cost (Trendwatching, 2007). Moreover, in the world of globalisation and information overload, Salzer-Mörling and Strannegård (2004:224) argue that the proliferation of brands as well as a cluttered marketplace has meant that corporations now need to not only be differentiated in the marketplace, but also be distinct and one of the ways which corporations in the New Economy are achieving this is by focusing on the corporate brand as the point of differentiation. Hence, by ensuring that the corporate brand is socially responsible, companies are able to use this to stand out from the competition. However, in order to truly become distinct within the marketplace, companies are using a strategy of corporate social responsibility referred to as Cause Related Marketing, which Business in the Community (2004:2) defines as a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit. Cause Related Marketing thus has the added benefit of creating a win-win-win situation, implying a win for the business, a win for the cause and a win for the consumer (Adkins, 2005:6,101). In addition, the context of symbolic interactionism has been selected as a theoretical base of communication for the process of Cause Related Marketing, whereupon symbolic interactionism relates to the shift from the old to the New Consumer and the resultant implications of the New Economy, as Mead (1962:168) notes that as a rule people assume that the general voice of the community is identical with the larger community of the past and the future and society assumes that an organised custom represents morality, so that the things people cannot do are those that everybody would condemn, which correlates with corporations not being able to pollute the environment and behave in an unethical manner. Consequently, so as to ensure that the corporation creates a successful Cause Related Marketing partnership, it is important that the process of Cause Related Marketing is implemented appropriately. The three key constructs of the process of Cause Related Marketing that have been identified include finding a strategic fit, communicating the partnership and properly assessing the Cause Related Marketing campaign. One company that has created a successful Cause Related Marketing partnership is Nedbank, a South African bank that launched the Green Affinity programme, in partnership with WWF-SA, almost 20 years ago, long before environmentalism, transparency and Cause Related Marketing became corporate buzzwords. Hence, Nedbank has been utilised as an intrinsic case study in order to determine how the process of Cause Related Marketing is utilised by Nedbank’s Green Affinity programme according to a selected group of employees at Nedbank’s Group Marketing department in Sandton. Keywords: New Economy, New Consumer, environmentalism, globalisation, transparency, corporate governance, corporate social responsibility, distinction, Cause Related Marketing, process, symbolic interactionism.

L’utilisation des techniques marketing a profondément changé les liens entre donateurs et associations. Cette thèse se propose d’expliquer les comportements de résistance par l’influence de l’intrusion perçue des sollicitations des associations lors des campagnes de collecte de fonds. Une revue de la littérature et deux études empiriques ont été conduites. La première étude est de nature qualitative. L’intrusion perçue des sollicitations de don d’argent est explorée grâce à une analyse thématique de 18 entretiens semi-directifs. Trois formes de sollicitation perçues comme intrusives sont mises en évidence : les sollicitations par téléphone, à domicile et dans la rue. Une deuxième étude, quantitative, a été conduite auprès de 1137 individus. Les résultats montrent une influence positive de l’intrusion perçue de ces sollicitations sur le comportement de résistance. L’étude démontre aussi que la sollicitation par téléphone est perçue comme la plus intrusive. Aussi, trois profils se distinguent : les compréhensifs, les indépendants, les résistants. Seul le premier groupe semble ne pas percevoir l’intrusion lors des sollicitations téléphoniques. Cette recherche apporte des contributions à la littérature sur la résistance du consommateur (marketing marchand) et le comportement de don (marketing social). Sur le plan managérial, cette étude lève le doute sur le lien entre intrusion perçue et résistance aux sollicitations, et aide ainsi les associations à s’orienter vers des pratiques diminuant l’intrusion perçue. / The use of marketing techniques has had a strong impact on the relationship between donors and associations. This thesis aims to explain the resistance behavior resulting from the perceived intrusion of associations' solicitations during fundraising campaigns. A review of the literature and two empirical studies have been conducted. The qualitative study explores the perceived intrusion of donation solicitations through a thematic analysis of 18 semi-directive interviews. Three forms of perceived intrusive solicitation are highlighted: solicitations by telephone, at home and in the street. A second quantitative study has been conducted with a sample of 1137 individuals. The results show a clear positive influence of the perceived intrusive solicitation on the resistance behavior. The study also reveals that solicitation by telephone is perceived as the most intrusive. Furthermore, three profiles emerge: the comprehensive, the independent and the resistant individual. Only the first group does not seem to perceive telephone solicitation as intrusive. This research brings added contribution to the literature on consumer resistance (consumer research) and donor behavior (social marketing). This study also confirms the link between perceived intrusion and resistance to solicitations, and thus helps associations to rethink their communication efforts.

Malgré leur utilité, les recherches en marketing social investissent encore peu le domaineenvironnemental (McKenzie-Mohr et al., 2011). Cette recherche s’intéresse à la persuasion des associations environnementales visant à favoriser l’adoption de comportements pro- environnementaux sur le littoral (CPL). Une étude qualitative menée auprès de 17 acteurs de la protection du littoral met en évidence que les différents éléments du marketing mix social sont déployés par ces acteurs avec une prédominance de la communication dans le cas des associations. La littérature mettant en avant une faible implication des individus envers l’environnement dans des contextes de loisirs et de tourisme, la deuxième étude s’intéresse plus spécifiquement aux heuristiques de communication. Ainsi, à travers une étude quantitative menée auprès de 1360 individus, nous analysons l’effet de deux heuristiques de communication : la marque associative comme source du message et les normes sociales au sein du message à travers une modélisation de leurs effets sur trois CPL (collecte de déchets, signature de pétition, don). Les résultats modélisent les antécédents de l’attachement à la marque associative et montrent un effet significatif positif de celle-ci sur l’adoption de CPL. Les normes sociales ne jouent quant à elles pas de rôle modérateur dans cette relation. Cette recherche contribue à la littérature sur le marketing social en montrant les effets de l’attachement à la marque associative sur l’adoption de comportements promus par une association. Elle contribue également à la littérature sur les comportements pro-environnementaux par l’étude de comportements dans un contexte peu étudié, le contexte récréatif. Sur le plan managérial, elle offre des pistes pour orienter les futures campagnes de communication des associations environnementales et les invite à travailler sur leurstratégie de marque pour accentuer les effets de ces campagnes. / Despite their usefulness, few researches in social marketing have been conducted in the environmentaldomain (McKenzie-Mohr et al., 2011). This research proposes to focus on the persuasion of environmental associations promoting the adoption of pro-environmental behaviors on the littoral. A qualitative study carried out among 17 actors in coastal protection shows that the different elements of the social marketing mix are deployed by these actors with a predominance of communication in the case of associations. As the literature highlights the low level of involvement in environmental issues in recreational and tourism contexts, the second study focuses on communication heuristics. Thus, through a quantitative study of 1360 individuals, we analyze the effect of two communication heuristics: the nonprofit brand as the source of the message and the social norms within the message through a modeling of their effects on three pro- environmental behaviors (Garbage collection, petition signing, donation). The results model the antecedents of attachment to the nonprofit brand and show its significant positive effect on the adoption of pro-environmental behaviors. However, social norms do not moderate this relationship. This research contributes to the literature on social marketing highlighting the effects of nonprofit brand attachment to the adoption of behavior promoted by the association. It also contributes to the literature on pro- environmental behavior by studying these behavior in a less studied context, the recreational context. From a managerial standpoint, it offers a way to guide future communication campaigns of environmental associations and invites them to work on their branding strategy to accentuate the effects of thesecampaigns.

M.Tech. / This research project explores the use of visual arts-based methodologies as tools to create exposure, increase sales of products and enhance social networks for a small craft enterprise called Kutloano Papermaking. Visual strategies of Photovoice, resource mapping and mural-making have been widely used in different contexts. This research considers the benefit of combining these three tools in a series of interventions with participants from Kutloano Papermaking and Thabong township of Welkom, Free State Province, South Africa. This project emerges out of a multi-year research activity, Cultural Action for Change: a Ford Foundation-funded project investigating the role of visual arts and social change. The partnership between the University of Johannesburg, Artist Proof Studio, Phumani Paper and sixteen papermaking enterprises across South Africa uses visual tools such as Paper Prayers, Photovoice and resource mapping to explore issues of health, economic development and creativity. My research expands on the work of Cultural Action for Change, building on the successes of Photovoice and resource mapping. Participatory Action Research (PAR) principles of collaboration, participation, action and dialogue underpin this research project. PAR as the framework of this research attempts to create an environment of horizontal knowledge creation and sharing. Findings from this research demonstrate that culture can awaken the spiritual, material and emotional well-being of individuals and communities. This research supports the role of the arts in contributing to economic action and organizing communities that are socially and economically marginalised.

This study explored Facebook™ to capture the prevalence of driving safety promotion user groups, obtain user demographic information, to understand if Facebook™ user groups influence reported driving behaviors, and to gather a sense of perceived effectiveness of Facebook™ for driving safety promotion targeted to young adults. In total, 96 driving safety Facebook™ groups (DSFGs) were identified with a total of 33,368 members, 168 administrators, 156 officers, 1,598 wall posts representing 12 countries. A total of 85 individuals participated in the survey. Demographic findings of this study suggest that driving safety promotion can be targeted to young and older adults. Respondents' ages ranged from 18 to 66 years. A total of 62% of respondents aged ≤24 years and 57.8% of respondents aged ≥25 years reported changing their driving-related behaviors as a result of reading information on the DSFGs to which they belonged. A higher proportion of respondents ≥25 years were significantly more likely to report Facebook™ and YouTube™ as an effective technology for driving safety promotion. This preliminary study indicates that DSFGs may be effective tools for driving safety promotion among young adults. More research is needed to understand the cognition of Facebook™ users as it relates to adopting safe driving behavior. The findings from this study present descriptive data to guide public health practitioners for future health promotion activities on Facebook™.

This study explored Facebook™ to capture the prevalence of driving safety promotion user groups, obtain user demographic information, to understand if Facebook™ user groups influence reported driving behaviors, and to gather a sense of perceived effectiveness of Facebook™ for driving safety promotion targeted to young adults. In total, 96 driving safety Facebook™ groups (DSFGs) were identified with a total of 33,368 members, 168 administrators, 156 officers, 1,598 wall posts representing 12 countries. A total of 85 individuals participated in the survey. Demographic findings of this study suggest that driving safety promotion can be targeted to young and older adults. Respondents' ages ranged from 18 to 66 years. A total of 62% of respondents aged ≤24 years and 57.8% of respondents aged ≥25 years reported changing their driving-related behaviors as a result of reading information on the DSFGs to which they belonged. A higher proportion of respondents ≥25 years were significantly more likely to report Facebook™ and YouTube™ as an effective technology for driving safety promotion. This preliminary study indicates that DSFGs may be effective tools for driving safety promotion among young adults. More research is needed to understand the cognition of Facebook™ users as it relates to adopting safe driving behavior. The findings from this study present descriptive data to guide public health practitioners for future health promotion activities on Facebook™.

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