A transformative and social marketing ecosystem investigation into drug use among young adults

Aimee Riedel; Amanda Beatson; Rory Mulcahy; Byron Keating

doi:10.1108/JSM-12-2021-0462

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A transformative and social marketing ecosystem investigation into drug use among young adults

Journal article

Open access

Peer reviewed

A transformative and social marketing ecosystem investigation into drug use among young adults

Aimee Riedel, Amanda Beatson, Rory Mulcahy and Byron Keating

Journal of Services Marketing, Vol.37(2), pp.184-200

2023

DOI: https://doi.org/10.1108/JSM-12-2021-0462

Appears in UniSC Diversity and Inclusion Research Collection

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Abstract

transformative service research

social marketing

consumers experiencing vulnerability

systematic review

young adult

drug use

UniSC Diversity Area - Life Stages

Purpose: The purpose of this study is to examine the underresearched transformative service research (TSR) and social marketing segment of young adults who use drugs and identify motivators that have been studied in previous literature, using a service ecosystem lens and provide direction for future research into this area. This research provides the evidence-based knowledge for transformative service and social marketing practitioners to design transformative services that target these motivators. Design/methodology/approach: This systematic review, guided by the preferred reporting items for systematic reviews and meta-analysis framework, examines and analyses 207 articles published between 2015 and 2020. Findings: This study identified that young adults are motivated to take drugs to enhance one’s experience, to cope, for social reasons, because of individual characteristics and for other reasons. Research has largely focused on microsystem and mesosystem motivators with data collected mainly using a microsystem approach. Originality/value: This paper contributes to the TSR and social marketing literature by providing a holistic investigation into all motivators relevant to young adult drug use. An ecosystem classification and theoretical framework of the motivators is curated to help guide future TSR and social marketing research and interventions.

Details

Title: A transformative and social marketing ecosystem investigation into drug use among young adults
Authors: Aimee Riedel (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Amanda Beatson (Author) - Queensland University of Technology
Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Byron Keating (Author) - Queensland University of Technology
Publication details: Journal of Services Marketing, Vol.37(2), pp.184-200
Publisher: Emerald Publishing Limited
Date published: 2023
DOI: 10.1108/JSM-12-2021-0462
ISSN: 2054-1651; 0887-6045
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99659298902621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Business

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