Purpose This study aims to examine how literal-explicit welfare framing and abstract metaphorical framing influence cognitive, affective and behavioral responses toward the Taiwan Public Welfare Lottery. Moving beyond treating welfare advertisements as different metaphor types, the study distinguishes these two message frames to clarify how public welfare messages communicate social value. It also examines the cognition–affect–behavior process linking welfare-related brand understanding, brand attitude and behavioral intention. Design/methodology/approach A within-subjects experiment was conducted with 142 participants who viewed two official Taiwan Public Welfare Lottery advertisements representing literal-explicit welfare framing and abstract metaphorical framing. Paired-samples t-tests were used to compare framing effects. Confirmatory factor analysis and structural equation modeling were then used to assess the measurement model and examine the relationships among welfare-related brand understanding, brand attitude and behavioral intention. Findings No significant construct-level differences were found between the two framing conditions for welfare-related brand understanding, brand attitude or behavioral intention. Exploratory item-level analyses indicated differences in responses to several individual items. Structural equation modeling supported the proposed cognition–affect–behavior relationships. These item-level findings are exploratory and should not be interpreted as evidence of robust differential framing effects. Originality/value This study distinguishes literal-explicit welfare framing from abstract metaphorical framing rather than treating welfare advertisements as different metaphor types. It integrates Keller’s Brand Knowledge Model with a cognition–affect–behavior framework and offers a theoretically grounded and empirically cautious interpretation of framing effects in public welfare advertising.
Purpose-This study aims to investigate the conceptualisation of partnership in the changing landscape of social marketing and provide a theoretically underpinned framework for partnership in the field. Design/methodology/approach-This conceptual study integrates partnership insights from systems thinking, stakeholder theory and social marketing literature to inform the proposed framework. Findings-The findings underscore the significance of partnerships and the necessity for a shared understanding and clarity regarding the concepts of "partner" and "partnership" in social marketing. Within social marketing, there is no universally accepted definition for these terms, highlighting the need for more precise definitions. The findings distinguish between partnerships in social marketing orientations. Each orientation represents a unique partnership approach, reflecting varying scopes and focuses within the field. Research limitations/implications-A clear definition and classification of partners and partnerships will support social marketers in driving behaviour change across interventions grounded in various social marketing orientations, thereby offering a theoretical and practical framework. Practical implications-The proposed framework provides social marketers with a practical tool. Grounded in systems thinking and stakeholder theories, it equips social marketers with critical thinking about partners and partnerships, preparing them for the partnership tensions and other challenges that may arise from these relationships. The framework offers practical ways for social marketers to engage with intervention partners, potentially leading to improved outcomes. Originality/value-The value lies in identifying the importance of partners and partnerships within social marketing, along with the related conceptualisation, including the proposal of definitions of partners and partnerships in social marketing orientations. This study advances existing models and responds to calls for future-focused solutions, aligning with the agenda of net-positive social impact by offering guidance on structuring partnerships for social change.
Purpose The purpose of this study is to advance Indigenous-led co-governance as a governance-first correction to participatory social marketing in Indigenous contexts. It argues that when co-design and co-creation are treated as procedural methods, they are insufficient to secure Indigenous self-determination unless authority is explicitly deferred to pre-existing Indigenous governing systems. This study frames co-governance as a set of structural obligations required of institutions, rather than a shared or relational process, and clarifies the conditions under which participatory tools such as the Co-create, Build, Engage (CBE (TM)) model may be ethically applied. Design/methodology/approach The analysis draws on critical reflections from the Queensland Government-funded Toowoomba Community Ideas Project on youth sexual violence and abuse prevention, alongside synthesis of Indigenous governance scholarship, decolonising research methodologies and Indigenous expert voices. Findings The paper demonstrates that meaningful Indigenous participation can coexist with institutional dominance when government authority remains externally held. It identifies five non-negotiable structural commitments for ethical practice: Indigenous-led initiation; governance authority; Indigenous data sovereignty; culturally grounded evaluation with enforced institutional reflexivity; and Indigenous-controlled feedback and adaptation. Originality/value By shifting attention from participatory intensity to the location of authority, this paper positions participatory frameworks such as CBE (TM) as subordinate toolkits contingent upon Indigenous-led co-governance, aligning social marketing practice with Indigenous self-determination and the AIATSIS Code of Ethics.
Purpose- This practitioner case study paper aims to examine how research influenced a behaviour change and social marketing campaign to influence New Zealanders' vehicle purchasing decisions, encouraging the selection of higher safety-rated vehicles to reduce deaths and serious injuries on the road. Design/methodology/approach- This study used a qualitative focus groups approach to reveal consumers' understanding of vehicle safety, behaviour and decision-making criteria while simultaneously testing a broad creative platform and its proposed concept for implementation. Guided by the COM-B model and the five-stage consumer decision-making model, the campaign design and evaluation addressed behavioural determinants and messaging effectiveness. Research insights informed the development of the "Last line of defence" campaign, targeting misconceptions and elevating vehicle safety ratings as a priority when purchasing a vehicle. Findings- Findings highlight that while consumers recognised safety as important when prompted, it was rarely a top-of-mind factor in purchase decisions. Price, reliability and vehicle type dominated the decision-making process. Originality/value- This study provides a contribution to social marketing literature and practice by demonstrating the application of behaviour change theory and social marketing research to influence vehicle purchasing behaviour. It showcases the importance of comprehensive research at the beginning of campaign development to influence interventions to reshape public perceptions and drive meaningful behaviour change in road safety.
Purpose This study aims to evaluate the effectiveness and social value of the Stand Up for Respect pilot program. Stand Up for Respect was delivered as a whole-of-school bullying prevention initiative delivered in Queensland, Australia. The program aims to reduce bullying victimisation, foster respectful relationships and contribute to the long-term prevention of domestic and family violence. Design/methodology/approach A mixed-methods approach was used, combining pre-and post-surveys with students to assess changes in bullying behaviours and victimisation. A Social Return on Investment (SROI) analysis was conducted to estimate the value of reduced victimisation, focusing on the links between victimisation and domestic violence. Findings The pilot program achieved a statistically significant reduction in student-reported victimisation and an increase in student confidence to intervene in bullying. However, no statistically significant change was self-reported for bullying perpetration according to the Olweus (2006) scale. The SROI analysis estimated a social value of $36,241, demonstrating cost savings for the Queensland community through reduced domestic violence risk. Research limitations/implications Limitations include reliance on self-reported data, short program duration and a narrow SROI scope. Future research should incorporate co-design, longer program duration, longitudinal tracking and expanded SROI calculations. Practical implications Findings support scaling the program and integrating Stand Up for Respect into broader wellbeing curricula and violence prevention strategies. Social implications Reducing bullying victimisation can contribute to safer school environments and long-term reductions in domestic violence. Originality/value This study contributes to the literature by linking bullying victimisation to broader societal costs and applying an SROI framework to estimate program value. This study highlights the importance of early intervention and the potential of bullying prevention programs to drive behaviour change in school settings.
