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Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors?

Newton, Joshua D., Newton, Fiona J. and Rep, Stephanie 2016, Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors?, Journal of marketing management, vol. 32, no. 11-12, pp. 1103-1122, doi: 10.1080/0267257X.2016.1186105.

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Title Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors?
Author(s) Newton, Joshua D.
Newton, Fiona J.
Rep, Stephanie
Journal name Journal of marketing management
Volume number 32
Issue number 11-12
Start page 1103
End page 1122
Total pages 20
Publisher Taylor and Francis
Place of publication London, Eng.
Publication date 2016
ISSN 0267-257X
1472-1376
Keyword(s) social marketing
upstream
environment
firm
employee
Summary Metaphors are powerful forms of communication that can both facilitate and constrain disciplinary discourse, so the choice of metaphor used to explain concepts of disciplinary importance should not be undertaken lightly. A single case study methodology involving an ‘upstream’ firm considering whether to manufacture products with environmental attributes was consequently used to test three previously unexamined assumptions associated with the upstream/downstream metaphor, a metaphorical distinction that continues to have sway within the social marketing discipline. Contrary to these assumptions, the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors were found to be bidirectional (rather than unidirectional), interactive (rather than independent), and distinctive (rather than non-distinctive). These findings suggest the need for alternative models that can better reflect the complex, multidirectional relationships responsible for the emergence of many social issues.
Language eng
DOI 10.1080/0267257X.2016.1186105
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
1505 Marketing
1504 Commercial Services
1503 Business And Management
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Westburn Publishers
Persistent URL http://hdl.handle.net/10536/DRO/DU:30084501

Document type: Journal Article
Collection: Department of Marketing
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