Journal article
A strengths-based approach to eliciting deep insights from social marketing customers experiencing vulnerability
Journal of Marketing Management, Vol.38(11-12), pp.1137-1177
2022
Abstract
The notion of vulnerability is relevant to much of social marketing as interventions often involve people seeking support or people experiencing disadvantage. However, the deficit-framing of people experiencing vulnerability is problematic. We propose that the alternate strengths-based approach will improve social marketing success and illustrate this with data from a project aimed at widening participation in tertiary education. Using data from interviews and co-design workshops with 87 school students and recent school leavers, we offer a new evidence-based definition of customer/consumer vulnerability that is strengths-based. We also present a five-step, evidence-based process for how social marketers can use a strengths-based approach (SA) to elicit deep insights (I) from the tacit knowledge of customers/consumers experiencing vulnerability (V). We term this process SAIV and demonstrate the value of tacit knowledge in intervention innovation and how a strengths-based approach can draw out tacit knowledge. We encourage social marketers to adopt a strengths-based approach, definition of vulnerability and process to enhance intervention efficacy.
Details
- Title
- A strengths-based approach to eliciting deep insights from social marketing customers experiencing vulnerability
- Authors
- Maria M. Raciti (Author) - University of the Sunshine Coast, Queensland, Indigenous and Transcultural Research Centre - LegacyRebekah Russell-Bennett (Author) - Queensland University of TechnologyKate Letheren (Author) - Queensland University of Technology
- Publication details
- Journal of Marketing Management, Vol.38(11-12), pp.1137-1177
- Publisher
- Routledge
- DOI
- 10.1080/0267257X.2022.2092196
- ISSN
- 1472-1376
- Organisation Unit
- Indigenous and Transcultural Research Centre; Sustainability Research Centre; School of Business and Creative Industries; University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99655797402621
- Output Type
- Journal article
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