IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v21y2024i1d10.1007_s12208-022-00362-2.html
   My bibliography  Save this article

Verification of GPDS planning framework for social marketing: a Delphi method

Author

Listed:
  • M. Bilal Akbar

    (Nottingham Trent University)

  • Elizabeth Barnes

    (University of Stirling)

Abstract

This paper presents the GPDS (Getting Started, Planning, Design, and Sustainability) Planning Framework for Social Marketing. A qualitative research design was employed. Data were collected from social marketing experts using the Delphi method and analyzed using the thematic analysis approach. The proposed framework includes key strengths of existing Social Marketing Planning (SMP) approaches. It also embeds emerging social marketing principles in the planning process, such as ‘Continuous Consumer Research and Feedback Loop’ (embracing key aspects of monitoring and evaluation) and ‘Expert Consultation’ to overcome the lack of clarity on the interdisciplinary language used in the field. Importantly, the critical aspect of ‘Sustainability’ in the changed behavior is incorporated, aligning with the global consensus definition of social marketing and the United Nations’ (UN) Sustainable Development Goals (SDGs) focus on sustainable outcomes. Both theory and practice have been applied to the development and verification process of the proposed framework. The framework has consensus from 23 social marketing experts worldwide, drawing on current best practices and experts’ opinions/experience in the field. The GPDS Planning Framework for Social Marketing offers a comprehensive list of sources in the accompanying toolkit, including various activities for insight, design, implementation, and evaluation. This enables practitioners to prepare, plan and deliver social marketing programs to sustain behavioral outcomes. This research informs those working in social marketing, social policy, behavioral insight/design, public health, health communication, and service-user experience. These disciplines deploy social marketing practices in the design and delivery of interventions.

Suggested Citation

  • M. Bilal Akbar & Elizabeth Barnes, 2024. "Verification of GPDS planning framework for social marketing: a Delphi method," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(1), pages 51-81, March.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:1:d:10.1007_s12208-022-00362-2
    DOI: 10.1007/s12208-022-00362-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-022-00362-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-022-00362-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Munier, Francis & Ronde, Patrick, 2001. "The role of knowledge codification in the emergence of consensus under uncertainty: empirical analysis and policy implications," Research Policy, Elsevier, vol. 30(9), pages 1537-1551, December.
    2. William Douglas Evans & Lorien C. Abroms & David Broniatowski & Melissa A. Napolitano & Jeanie Arnold & Megumi Ichimiya & Sohail Agha, 2022. "Digital Media for Behavior Change: Review of an Emerging Field of Study," IJERPH, MDPI, vol. 19(15), pages 1-14, July.
    3. Meijering, J.V. & Kampen, J.K. & Tobi, H., 2013. "Quantifying the development of agreement among experts in Delphi studies," Technological Forecasting and Social Change, Elsevier, vol. 80(8), pages 1607-1614.
    4. David A Griffith & Salih Tamer Cavusgil & Shichun Xu, 2008. "Emerging themes in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(7), pages 1220-1235, October.
    5. Edson Coutinho Da Silva & José Afonso Mazzon, 2016. "Developing Social Marketing Plan for Health Promotion," International Journal of Public Administration, Taylor & Francis Journals, vol. 39(8), pages 577-586, July.
    6. M. Bilal Akbar & Lawrence B. Ndupu & Jeff French & Alison Lawson, 2021. "Social marketing: advancing a new planning framework to guide programmes," RAUSP Management Journal, Emerald Group Publishing Limited, vol. 56(3), pages 266-281, May.
    7. von Briel, Frederik, 2018. "The future of omnichannel retail: A four-stage Delphi study," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 217-229.
    8. ., 2002. "Infrastructure Policy in Socialism and in the Market Economy," Chapters, in: Modernizing Infrastructure in Transformation Economies, chapter 2, pages 15-38, Edward Elgar Publishing.
    9. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    10. Cohen, Joel B. & Andrade, Eduardo B., 2018. "The ADF Framework: A Parsimonious Model for Developing Successful Behavior Change Interventions," Journal of Marketing Behavior, now publishers, vol. 3(2), pages 81-119, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Christoph Markmann & Alexander Spickermann & Heiko A. von der Gracht & Alexander Brem, 2021. "Improving the question formulation in Delphi‐like surveys: Analysis of the effects of abstract language and amount of information on response behavior," Futures & Foresight Science, John Wiley & Sons, vol. 3(1), March.
    2. Ali Bastas & Kapila Liyanage, 2018. "ISO 9001 and Supply Chain Integration Principles Based Sustainable Development: A Delphi Study," Sustainability, MDPI, vol. 10(12), pages 1-35, December.
    3. Tiberius, Victor & Gojowy, Robin & Dabić, Marina, 2022. "Forecasting the future of robo advisory: A three-stage Delphi study on economic, technological, and societal implications," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    4. von Briel, Frederik, 2018. "The future of omnichannel retail: A four-stage Delphi study," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 217-229.
    5. Christos Ntais & Jean Suvatjis & Yioula Melanthiou, 2023. "Medical Cannabis: Modeling a Destigmatization Process for its Candidacy to Become a Pharmaceutical Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 612-633.
    6. Müller, Harry, 2012. "Die Zitationshäufigkeit als Qualitätsindikator im Rahmen der Forschungsleistungsmessung," Discussion Papers of the Institute for Organisational Economics 1/2012, University of Münster, Institute for Organisational Economics.
    7. Francisco Javier Forcadell & Fernando Úbeda, 2022. "Individual entrepreneurial orientation and performance: the mediating role of international entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 875-900, June.
    8. Yadong Luo & Huan Zhang & Juan Bu, 2019. "Developed country MNEs investing in developing economies: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(4), pages 633-667, June.
    9. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    10. Palmero, Alfredo Jiménez & Herrera, Juan José Durán & Sabaté, Juan Manuel de la Fuente, 2013. "The role of psychic distance stimuli on the East-West FDI location structure in the EU. Evidence from Spanish MNEs," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 18(1), pages 36-65.
    11. Burmaoglu, Serhat & Sartenaer, Olivier & Porter, Alan, 2019. "Conceptual definition of technology emergence: A long journey from philosophy of science to science policy," Technology in Society, Elsevier, vol. 59(C).
    12. Robert Zich & Jitka Veselá, 2013. "Competitive space demands accelerator and its impacts on importance and sustainability of competitive advantages," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(2), pages 529-538.
    13. Chris Wagner, 2020. "Deducing a state-of-the-art presentation of the Eclectic Paradigm from four decades of development: a systematic literature review," Management Review Quarterly, Springer, vol. 70(1), pages 51-96, February.
    14. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    15. Hajdas, Monika & Radomska, Joanna & Silva, Susana C., 2022. "The omni-channel approach: A utopia for companies?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    17. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    18. Griffith, David A., 2011. "Insights into gaining access to export financing: Understanding export lenders' ideal exporter profile," Journal of World Business, Elsevier, vol. 46(1), pages 84-92, January.
    19. Ferreira, Manuel Portugal & Li, Dan & Guisinger, Stephen & Serra, Fernando A. Ribeiro, 2009. "Será o ambiente internacional de negócios o contexto efetivo para a pesquisa em negócios internacionais?," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 49(3), July.
    20. Wrona, Thomas & Trąpczyński, Piotr, 2012. "Re-explaining international entry modes – Interaction and moderating effects on entry modes of pharmaceutical companies into transition economies," European Management Journal, Elsevier, vol. 30(4), pages 295-315.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:21:y:2024:i:1:d:10.1007_s12208-022-00362-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.