Alexander Campbell

Background: In response to the Companies Act of 2013, Corporate Social Responsibility (CSR) initiatives have exploded in India. However, little research exists on Corporate Social Marketing (CSM) in India. Focus of the Article: The current study addresses this gap and synthesizes insights from 31 CSR interventions in India across diverse industries, organized according to Campbell et al.’s (2022) corporate social marketing benchmarks to assess program development, research methods, audience targeting, partnerships, and market mix components. Research Question: To what extent does the presence of corporate social marketing benchmarks predict the effectiveness of corporate social marketing interventions? Method: The study employs qualitative content analysis to examine CSM programs across diverse industries in India, including FMCG, financial services, and manufacturing. The companies were selected from a list of nominated companies (including some who won or were included as honorable mentions) for the National CSR Awards in India in 2019 and 2020. The study evaluates the alignment of these CSM interventions with Sustainable Development Goals, adherence to CSM benchmarks, and the effectiveness of communication strategies. Findings: The analysis reveals a significant link between the higher presence of corporate social marketing benchmarks and the success of the interventions (χ ² = 9.64, p < .01). Strategic (such as 4Ps) and planning benchmarks (outcome setting objectives and partners) were observed in most interventions, while research and audience understanding benchmarks were the least frequent. The study also highlights the strengths and weaknesses of the interventions and proposes strategies to improve corporate involvement in social change. Recommendations to Research/Practice: The current study validates the benchmarks presented by Campbell et al. (2022) as a practical tool to evaluate the effectiveness of CSM interventions in India. Additionally, this study underscores the expanding role of corporate social marketing (CSM) in driving behaviour change and advancing the broader social marketing agenda. Importance to the Social Marketing Field: The current study advances the understanding of CSM in India by analyzing CSR interventions through a corporate social marketing benchmark lens, examining their strategic aspects, gaps, and key strengths to enhance corporate engagement in social change.

Background: The purpose of this research is to extend Corporate Social Marketing (CSM) literature and provide practitioners with a framework that can be used in different contexts, as the existing literature lacks an understanding of what factors determine the success of a CSM program and understand the interplay between cross-sector partnerships, CSM, and societal outcomes and impact delivery. Companies are taking a greater interest in addressing social issues, utilizing innovative CSR approaches such as CSM to promote behavior change among their audience while matching their core strengths and attributes ( Kotler et al., 2012 ). Focus of the Article: The article evaluates how the CSM program Mein Pragati developed lasting behavior change and seeks to develop a conceptual model around its success. Research Question: How can the CSM contribute to behavior change programs? Program Design/Approach Importance to the Social Marketing Field: The proposed model (Input, Outcome, and Impact Model of Program Development) provides a structured approach to building a CSM program that changes behavior and develops mutual benefit between corporations, government, and nonprofits. Methods: Using a case study approach, this paper analyzes a successful financial inclusion program, Mein Pragati of a global analytics company, CRISIL, and its CSR arm. The three studies (in-depth interviews with eight management members, in-depth interviews with 82 Sakhis (peer educators) and their spouses, and 248 survey interviews with beneficiaries reveal the connection between program development, social outcomes, and societal impact. Results: Based on the findings of the three studies, the cross-sector Input, Output, and Outcome Model of the Program Development proposes ways to build effective CSR interventions. Individually, the findings from the in-depth interviews provide a thematic overview of CSM’s success, peer educator interviews identify the impact and outcomes of Mein Pragati, and beneficiary interviews demonstrate program success. Recommendations for Research and Practice: Future research can empirically test the Input, Outcome, and Impact Model of Program Development, as further exploration of CSM is needed to understand how the concepts of people, planet, and profits can mutually benefit and provide both behavioral and societal change within program development.

Commercial marketing literature highlights benefits from brand advocates who recruit and promote in the interest of the commercial entity. However, a similar focus is lacking on how advocacy can extend the effectiveness of social change initiatives. We utilise a case study to demonstrate the benefit of social advocacy and its impact on behaviour change, and thereby propose an advocacy model. To develop this conceptual model, we discuss several key areas; behaviour change and advocacy, advocate identification, and how to influence advocacy within communities and individuals. This research provides a guiding framework for practitioners to develop programs and interventions with advocacy triggers and strategies to enhance the longevity and effectiveness of social change programs through participant-based advocacy. Thus, giving intervention programs in a variety of organisational structures e.g. non-profit, corporate, government etc. a specific model to increase the effectiveness of social programs. Our paper extends behaviour change literature by leveraging social marketing concepts to modify and extend the transtheoretical model.

Background: There is growing concern about the self-administration of supplements, which can often be indiscriminate, counterproductive to health, and serve as a gateway to more harmful drugs and substances. Research suggests that high uptake of performance- and image-enhancing drugs (PIEDs) is correlated with body image to accentuate masculinity. This study provides insights into limiting unhealthy supplement usage. This research identifies reasons for casual unhealthy supplement use among young adult Australians through the Theory of Planned Behavior (TPB) lens, providing practitioners with insights into developing interventions to deter their use. Method: Semi-structured in-depth interviews were conducted with ten participants aged between 18 and 40, using a convenience sample. Leximancer analysis was used to assess word co-occurrence and map to TPB constructs. Results: Leximancer identified positive attitudes, social norms, and perceived behavioral control towards supplement usage. Key themes that influenced supplement use were weight loss, body image, nutrition, training, education, challenges, need, and time. Furthermore, using TPB constructs, affective and instrumental attitudes and prevailing norms were observed when investigating what would cause an individual to use supplements in an unhealthy manner. Conclusion: Through understanding the motivations of indiscriminate supplement use across the Australian population, the study has uncovered several social factors that may reduce or limit the practice of unsafe supplement usage.