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The political role of government-sponsored social marketing campaigns

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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The political role of government-sponsored social marketing campaigns. / Raftopoulou, C E; Hogg, M K.
In: European Journal of Marketing, Vol. 44, No. 7/8, 2010, p. 1206-1227.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Raftopoulou, CE & Hogg, MK 2010, 'The political role of government-sponsored social marketing campaigns', European Journal of Marketing, vol. 44, no. 7/8, pp. 1206-1227. https://doi.org/10.1108/03090561011047599

APA

Raftopoulou, C. E., & Hogg, M. K. (2010). The political role of government-sponsored social marketing campaigns. European Journal of Marketing, 44(7/8), 1206-1227. https://doi.org/10.1108/03090561011047599

Vancouver

Raftopoulou CE, Hogg MK. The political role of government-sponsored social marketing campaigns. European Journal of Marketing. 2010;44(7/8):1206-1227. doi: 10.1108/03090561011047599

Author

Raftopoulou, C E ; Hogg, M K. / The political role of government-sponsored social marketing campaigns. In: European Journal of Marketing. 2010 ; Vol. 44, No. 7/8. pp. 1206-1227.

Bibtex

@article{e5e2fce4f4c74c94b1d3b9fca3966a54,
title = "The political role of government-sponsored social marketing campaigns",
abstract = "Purpose – The purpose of this paper is to demonstrate the political functions of government-sponsored social marketing campaigns aimed at changing citizens{\textquoteright} behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing. Design/methodology/approach – Critical discourse analysis of print advertisements and promotional material of a government-sponsored social marketing campaign is used. Findings – The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state. Originality/value – The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.",
author = "Raftopoulou, {C E} and Hogg, {M K}",
note = "Highly recommended paper in Literati Network Awards for Excellence, 2011",
year = "2010",
doi = "10.1108/03090561011047599",
language = "English",
volume = "44",
pages = "1206--1227",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald",
number = "7/8",

}

RIS

TY - JOUR

T1 - The political role of government-sponsored social marketing campaigns

AU - Raftopoulou, C E

AU - Hogg, M K

N1 - Highly recommended paper in Literati Network Awards for Excellence, 2011

PY - 2010

Y1 - 2010

N2 - Purpose – The purpose of this paper is to demonstrate the political functions of government-sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing. Design/methodology/approach – Critical discourse analysis of print advertisements and promotional material of a government-sponsored social marketing campaign is used. Findings – The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state. Originality/value – The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.

AB - Purpose – The purpose of this paper is to demonstrate the political functions of government-sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing. Design/methodology/approach – Critical discourse analysis of print advertisements and promotional material of a government-sponsored social marketing campaign is used. Findings – The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state. Originality/value – The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.

U2 - 10.1108/03090561011047599

DO - 10.1108/03090561011047599

M3 - Journal article

VL - 44

SP - 1206

EP - 1227

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 7/8

ER -