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Unintended consequences of service are important yet infrequently examined in transformative service research. This research examines an online service community that transformed into an online third place, with consumers socializing and forming lasting relationships. Using practice-informed theory-building and an abductive reasoning approach, findings are presented from both manual and automated coding of three qualitative data sets that form the basis of a case study examining an online weight management service forum. Extending beyond current conceptualizations of the third place, this study is the first to propose a framework delineating online third place characteristics and their impact on consumers’ eudaimonic (the capacity for self-realization) and hedonic (attainment of pleasure and avoidance of pain) well-being. Findings show that in the absence of a physical or virtual servicescape, social factors including social density, equity, and personalization are key to constructing an online third place that supports well-being through building social connections and enjoyment. The new framework provides guidance for service managers to transform their online service communities into online third places to support consumer well-being and to identify and manage potential unintended consequences, for example, by ensuring segmentation of the community based on consumer groups’ shared interests and consumer empowerment through participation.

Purpose: mHealth services are effective and cost efficient, yet wide-scale adoption of these services by consumers has yet to be achieved, constraining their public health benefit. Further investigation of non-technological determinants of mHealth adoption is needed; specifically, the role of consumers' goals has received scant attention and forms the research focus. Design/methodology/approach: Study 1 comprised 20 interviews with participants who possess a health goal, with the data analysed using an abductive reasoning approach. Study 2 was a 15-min online survey (n = 653), with the data analysed using multi-group structural equation modelling. Findings: Study 1 identified several antecedents to the desirability and feasibility of consumers' health goals, which influence their desire to use mHealth services. Study 2 shows significant differences in the determinants of mHealth service acceptance depending on whether consumers set concrete as opposed to abstract goals, but social acceptance of mHealth services of these services is important for both groups. Practical implications: The findings suggest emphasising the importance of health goals to achieving other consumer goals (e.g. work or travel goals), the efficacy of mHealth services relative to other service alternatives for achieving those health goals, and the social acceptance of mHealth services to increase their uptake. Originality/value: This study is the first to use construal-level theory to improve understanding of the role of consumers' goals in the adoption of mHealth services. By identifying the antecedents to goal desirability and feasibility, it also broadens the model of goal-directed behaviour.

The exponential rise of information available means we can now, in theory, access knowledge on almost any question we ask. However, as the amount of unverified information increases, so too does the challenge in deciding which information to trust. Farmers, when learning about agricultural innovations, have historically relied on in-person advice from traditional ‘experts’, such as agricultural advisers, to inform farm management. As more farmers go online for information, it is not clear whether they are now using digital information to corroborate in-person advice from traditional ‘experts’, or if they are foregoing ‘expert’ advice in preference for peer-generated information. To fill this knowledge gap, we sought to understand how farmers in two contrasting European countries (Hungary and the UK) learnt about sustainable soil innovations and who influenced them to innovate. Through interviews with 82 respondents, we found farmers in both countries regularly used online sources to access soil information; some were prompted to change their soil management by farmer social media ‘influencers’. However, online information and interactions were not usually the main factor influencing farmers to change their practices. Farmers placed most trust in other farmers to learn about new soil practices and were less trusting of traditional ‘experts’, particularly agricultural researchers from academic and government institutions, who they believed were not empathetic towards farmers’ needs. We suggest that some farmers may indeed have had enough of traditional ‘experts’, instead relying more on their own peer networks to learn and innovate. We discuss ways to improve trustworthy knowledge exchange between agricultural stakeholders to increase uptake of sustainable soil management practices, while acknowledging the value of peer influence and online interactions for innovation and trust building.

The exponential rise of information available means we can now, in theory, access knowledge on almost any question we ask. However, as the amount of unverified information increases, so too does the challenge in deciding which information to trust. Farmers, when learning about agricultural innovations, have historically relied on in-person advice from traditional ‘experts’, such as agricultural advisers, to inform farm management. As more farmers go online for information, it is not clear whether they are now using digital information to corroborate in-person advice from traditional ‘experts’, or if they are foregoing ‘expert’ advice in preference for peer-generated information. To fill this knowledge gap, we sought to understand how farmers in two contrasting European countries (Hungary and the UK) learnt about sustainable soil innovations and who influenced them to innovate. Through interviews with 82 respondents, we found farmers in both countries regularly used online sources to access soil information; some were prompted to change their soil management by farmer social media ‘influencers’. However, online information and interactions were not usually the main factor influencing farmers to change their practices. Farmers placed most trust in other farmers to learn about new soil practices and were less trusting of traditional ‘experts’, particularly agricultural researchers from academic and government institutions, who they believed were not empathetic towards farmers’ needs. We suggest that some farmers may indeed have had enough of traditional ‘experts’, instead relying more on their own peer networks to learn and innovate. We discuss ways to improve trustworthy knowledge exchange between agricultural stakeholders to increase uptake of sustainable soil management practices, while acknowledging the value of peer influence and online interactions for innovation and trust building.

While social marketers typically research and practice on topics such as homelessness, obesity and domestic violence, the negative framing of these social issues can undermine and restrict the solutions that can be designed. There is significant evidence to demonstrate that a strengths-based rather deficit approach to social issue framing is more effective; however, there is little guidance on how to move from negative framing of a social issue (deficit-approach) to positive framing of a social issue (strengths-based). Using service design and reflexivity, this research involved a cross-discipline team of 15 researchers, 15 expert-proxies and women of lived experience, 11 early responders and 13 user-testers to co-design a digital portal prototype to prevent homelessness for mature women. The findings identified four project features that require focus for a strengths-based approach. This research also developed a checklist for reframing a social issue as positive using a strength-based approach.

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Physical activity is important for health; however, people’s lifestyle is becoming more sedentary and inactive (Straker, Coenen, Dunstan, Gilson, & Healy, 2016). Prolonged sitting and physical inactivity cause serious health issues, such as Non-Communicable Diseases and obesity (Grace & Dunstan, 2018). In Australia, 70% of adults are sedentary or insufficiently active (ABS, 2013). Although adverse health effects increase if a person sits for more than seven hours, sedentary workers are under the threat of this issue for sitting eight to 10 hours per day at work (ABS, 2013). Alternatively, breaking up sitting by light physical activity is recommended (Stuart, 2016). However, solving this problem is not straight forward because of the complex nature of the behaviours (Chastin et al., 2016). Social marketing is a potential approach to tackle such a complex issue. Social marketing uses marketing concepts to influence behaviours for individuals and society (Lefebvre, 2013), which previously achieved behaviour change including physical activity (e.g. Fujihira et al., 2015; Kubacki et al., 2015). However, theory use in social marketing remains scant (e.g., Truong & Dang, 2017). Furthermore, previous social marketing approaches have been predominately individual-focused even though causal factors may also exist in the surrounding environment. Therefore, there is a need for more innovative formative research, together with theory, to identify the leverage points in the system from a broader perspective (Kubacki & Rundle-Thiele, 2013). Study 1, Systematic literature review was conducted to identify how physical activity interventions targeting working-age adults used five sources of self-efficacy between 2007 and 2017. Following PRISMA guidelines, this study reviewed 19 qualified papers across 13 studies. The results found which self-efficacy techniques are associated with changes in self-efficacy for physical activity interventions. Mastery experience was the most commonly u

Mature women in Australia are one of the fastest-growing groups at risk of homelessness (ABS, 2018). This project sought to better understand why this phenomenon is occurring and how it might be prevented. The Women’s Butterfly Project (WBP) has created a high-tech/high-touch approach to preventing homelessness before the risk becomes significant through strategic partnerships with early responders and the application of appropriate high-touch communication materials and a high-tech portal.

In 2020-2021, the QUT-led team commenced working on the project titled High tech vs high touch support: Preventing homelessness for mature women. The aim of the overall project was to reduce the number of mature women, age 55+ falling into homelessness through early intervention and education, delivered via high touch (early responder) or high-tech solutions. According to the health continuum of prevention, three stages of harm prevention exist: primary (prevent the harm occurring), secondary (attempt to stop existing harm early), and tertiary (attempt to reduce the impact of established harm). While there are some excellent compendium-style resources available, these resources tend to focus on women in the secondary or tertiary points of intervention (at the ‘tipping point’ or already in crisis, respectively). Other resources such as helplines or access to emergency housing are also targeted to women already experiencing a crisis. We aim to help women at the primary stage – women who have a low or non-existent level of awareness of their risk of homelessness, and so are not cognisant of the need to seek support. This project aims to empower mature women (aged 55+) to maintain secure housing when experiencing a change of circumstance, by equipping non-traditional early responders (a professional source of support who is not directly associated with homeless services) for conversations and support with mature women. We aim to combine high touch approaches (conversations) with high tech flexibility (digital support) through a digital hub for women and a toolkit for early responders. This project has involved co-design with mature women with lived experience of homelessness and expert proxies who work with women who have experienced homelessness.

Background: Breastfeeding is a complex behaviour relying on a combination of individual mother and infant characteristics, health systems, and family, community and professional support. Optimal breastfeeding in high-income countries is particularly low. Despite having similar sociocultural backgrounds, breastfeeding rates between Ireland, the United Kingdom (UK) and Australia vary, thus there is a need to understand whether this is due to individual, sociocultural or policy differences. This research identifies the between-country differences in infant feeding mode and examines if country differences in feeding mode persist once known individual, behavioural and structural factors are considered using socioecological and person-context models. Methods: Participants were adult women with at least one infant less than 6 months of age, who completed an online survey (n = 2047) that was distributed by social media in June 2016. Within-country differences in infant feeding mode (‘any breastfeeding’ vs. ‘no breastfeeding’) were examined first before hierarchical multivariable logistic regression was used to determine if country differences in feeding mode persisted after adjusting for known factors associated with breastfeeding. Results: In this sample, ‘any breastfeeding’ rates were 89, 71 and 72% in Australia, Ireland and the United Kingdom respectively. Within-country differences were evident in Australia, Ireland and the UK. Four factors showed no association with infant feeding mode in Australia while they did in the other countries (maternal age, income, skin-to-skin contact, support from friends and family). Two factors were unique to Australia: the odds of being in the ‘no breastfeeding’ group increased when the baby was delivered via caesarean and when not enough breastfeeding information was available after birth. One determinant was unique to Ireland: the odds of being in the ‘no breastfeeding’ group increased wh

Purpose: Despite the availability and accessibility of standardized screening services, such as preventative health services, many individuals avoid participation. The extant health literature has indicated that health locus of control (HLOC) influences engagement and uptake of health services. The purpose of this paper is to explore how the microfoundation, HLOC, contributes to value co-creation via service-generated and self-generated activities in standardized screening services. Design/methodology/approach: A qualitative study of 25 consumers who have experienced one of the three standardized screening services in Australia was undertaken, followed by thematic analysis of the data. Findings: Service-generated activities elicit reactive responses from consumers – compliance and relinquishing control – but when customers lead co-creation activities, their active responses emphasize protecting self and others, understanding relationship needs and gaining control. Consumers with high internal HLOC are more likely to take initiative for their health, take active control of the process and feel empowered through participating. Consumers with low internal HLOC, in contrast, require more motivation for participation, including encouragement from powerful others through promotion or interpersonal dialogue. Social implications: These findings can be used by policymakers and providers of preventative health services for the betterment of citizen health. Originality/value: The integration of the DART framework, customer value co-creation activities, and the delineation of self-generated and service-generated activities provides a holistic framework to understand the influence of HLOC on the co-creation of value in standardized screening services.

Purpose. Despite the availability and accessibility of standardized screening services, such as preventative health services, many individuals avoid participation. The extant health literature has indicated that health locus of control (HLOC) influences engagement and uptake of health services. The purpose of this paper is to explore how the microfoundation, HLOC, contributes to value co-creation via service-generated and self-generated activities in standardized screening services. Design/methodology/approach-A qualitative study of 25 consumers who have experienced one of thethree standardized screening services in Australia was undertaken, followed by thematic analysis of the data.Findings-Service-generated activities elicit reactive responses from consumers-compliance andrelinquishing control-but when customers lead co-creation activities, their active responses emphasizeprotecting self and others, understanding relationship needs and gaining control. Consumers with high internalHLOC are more likely to take initiative for their health, take active control of the process and feel empoweredthrough participating. Consumers with low internal HLOC, in contrast, require more motivation forparticipation, including encouragement from powerful others through promotion or interpersonal dialogue.Social implications-These findings can be used by policymakers and providers of preventative healthservices for the betterment of citizen health.Originality/value-The integration of the DART framework, customer value co-creation activities, and thedelineation of self-generated and service-generated activities provides a holistic framework to understand theinfluence of HLOC on the co-creation of value in standardized screening services.

Purpose: Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services. Design/methodology/approach: This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users. Findings: Consumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value. Research limitations/implications: The proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery. Practical implications: By understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers’ well-being. Originality/value: This research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created.

Introduction: This article outlines a dog owner–focused social marketing pilot program implemented in 2017, which aimed to reduce koala and domestic dog interactions in one local city council in Australia. Literature: Dog attacks and predation are the third most common cause of death in koalas after habitat loss and vehicle strikes. Programs aiming to reduce wildlife and domestic pet interactions frequently neglect human dimensions, and social sciences have been called upon to complement conservation efforts. Methods: Developed in consultation with dog training experts and the local regional council Leave It was based on input from 41 dog owners. Leave It was a 4-week training program priced at AUD$150 that was delivered by local dog trainers who had previously received specialized koala aversion training. Findings: Co-design results indicated that the social marketing pilot program needed to emphasize training, be positive, and be dog and not koala-focused. A fun, positive dog-focused event, supported by dog retailers, entertainers, and food service providers, was held in June 2017 to launch the Leave It program. Outcome evaluations for Leave It indicated a statistically significant increase in wildlife aversion–related behaviors (stay, come back every time/some of the time, and stay quiet on command). Process evaluation indicated that people enjoyed the do-focused event and the opportunity to seek training and obedience advice. Conclusions: Co-designing the program with dog owners in the local council area engaged community members, making them contributors rather than program participants. The program had a dog focus rather than wildlife focus as recommended by dog owners.

Introduction: This article outlines a dog owner–focused social marketing pilot program implemented in 2017, which aimed to reduce koala and domestic dog interactions in one local city council in Australia. Literature: Dog attacks and predation are the third most common cause of death in koalas after habitat loss and vehicle strikes. Programs aiming to reduce wildlife and domestic pet interactions frequently neglect human dimensions, and social sciences have been called upon to complement conservation efforts. Methods: Developed in consultation with dog training experts and the local regional council Leave It was based on input from 41 dog owners. Leave It was a 4-week training program priced at AUD$150 that was delivered by local dog trainers who had previously received specialized koala aversion training. Findings: Co-design results indicated that the social marketing pilot program needed to emphasize training, be positive, and be dog and not koala-focused. A fun, positive dog-focused event, supported by dog retailers, entertainers, and food service providers, was held in June 2017 to launch the Leave It program. Outcome evaluations for Leave It indicated a statistically significant increase in wildlife aversion–related behaviors (stay, come back every time/some of the time, and stay quiet on command). Process evaluation indicated that people enjoyed the do-focused event and the opportunity to seek training and obedience advice. Conclusions: Co-designing the program with dog owners in the local council area engaged community members, making them contributors rather than program participants. The program had a dog focus rather than wildlife focus as recommended by dog owners.

Purpose. Despite the availability and accessibility of standardized screening services, such as preventative health services, many individuals avoid participation. The extant health literature has indicated that health locus of control (HLOC) influences engagement and uptake of health services. The purpose of this paper is to explore how the microfoundation, HLOC, contributes to value co-creation via service-generated and self-generated activities in standardized screening services. Design/methodology/approach-A qualitative study of 25 consumers who have experienced one of thethree standardized screening services in Australia was undertaken, followed by thematic analysis of the data.Findings-Service-generated activities elicit reactive responses from consumers-compliance andrelinquishing control-but when customers lead co-creation activities, their active responses emphasizeprotecting self and others, understanding relationship needs and gaining control. Consumers with high internalHLOC are more likely to take initiative for their health, take active control of the process and feel empoweredthrough participating. Consumers with low internal HLOC, in contrast, require more motivation forparticipation, including encouragement from powerful others through promotion or interpersonal dialogue.Social implications-These findings can be used by policymakers and providers of preventative healthservices for the betterment of citizen health.Originality/value-The integration of the DART framework, customer value co-creation activities, and thedelineation of self-generated and service-generated activities provides a holistic framework to understand theinfluence of HLOC on the co-creation of value in standardized screening services.

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Contemporary societies all over the world face issues that have been characterised as “wicked problems”. Wicked problems are difficult to define and are ingrained in complex systems, with numerous stakeholders involved. Although the causes of such problems cannot be easily delineated, they commonly can be associated with the practice of preventable behaviours at the individual level. An example is sedentary behaviours, which combined with an unhealthful diet can lead to problems like obesity, diabetes type 2 and more (World Health Organization, 2015c). Obesity is considered to be one of the leading causes of mortality globally. In Australia, for example, almost two thirds of the population are considered to be overweight or obese (Australian Institute of Health and Welfare, 2016). A few examples of other important societal issues are harmful alcohol consumption, environmental degradation, and smoking, among others (Centers for Disease Control and Prevention, 2016). There is an urgent need for effective interventions that can achieve positive behaviour change to decrease the incidence of these issues. Social marketing is a discipline that utilises the tools and techniques of commercial marketing to combat social issues delivering programs valued by citizens and communities (Gordon, 2011). The ultimate goal of social marketing is to change behaviours for the better of society, by influencing people to engage in the desired behaviour. Social marketing is considered to be an effective approach to tackle social issues, and it has been applied to a range of behaviours, the most common being health (Gordon, McDermott, Stead, & Angus, 2006). Social marketers developed a set of principles that can improve social marketing programs’ effectiveness, named the Social Marketing Benchmark Criteria (SMBC). There are eight elements, which combined, can generate behaviour change, namely: behaviour change, audience orientation, insight, segmentation, exchange, marketing mix, theory, a

Purpose: There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally-charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding. Design/methodology/approach: An online survey of 1275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modelling and multi-group analysis of novice (first time mothers) and experienced mothers is used to test the hypotheses. Findings: The findings demonstrate that emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced) the significance of the planned behavior model weakens. Practical implications: This research demonstrates that an emotion and experience focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors. Originality/value: This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Griffith Business School, Griffith Business School, The unprecedented scale and cumulative impact of individual behaviour on the natural environment threatens the balance of the world’s ecosystem (Milfont & Schultz, 2015; Veiga et al., 2016; Weaver, 2015). Over many centuries human practices have contributed to environmental degradation (Davis, 2011) potentially limiting future growth and wellbeing. While environmental issues and concerns have been understood since the 1970s, the destruction and overuse of environmental resources continues (Mehmetoglu, 2010). One common human behaviour that significantly contributes is littering (Chitotombe, 2014), which can be intentional or accidental, individual or a more complex multi-faceted social problem. Social marketing seeks to motivate people to change their behaviour at the downstream level and/or it seeks to alter the systems and environment surrounding an individual to effect behavioural change for the good of society (Polonsky, Francis, & Renzaho, 2015). Social marketers seek to encourage the target audience to trial a social behaviour and then sustain or maintain that behaviour (Cavill & Bauman, 2004; Evans, Blitstein, Hersey, Renaud, & Yaroch, 2008; Parkinson, Russell-Bennett, & Previte, 2012; Walls, Peeters, Loff, & Crammond, 2009).

Purpose This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers. Design/methodology/approach A netnographic study was conducted to examine vulnerable consumers’ participation in an online support group for weight management. The Linguistic Inquiry Word Count (LIWC) program was used, and additionally data were coded using open coding. A hybrid approach to data analysis was undertaken using inductive and deductive methods. Findings The findings suggest online social support groups can be used as an online “third place” to support vulnerable consumers, with vulnerable groups engaging with the online support group differently than those in the normal weight group. Social support was also found to be bi-directional in nature. Research limitations/implications This study only investigates one online support group. To gain deeper insights, other support groups should be examined over a longer period. Practical implications This paper demonstrates that transformative services have the hidden capacity to optimize their services to enable vulnerable consumers to co-create social support in a safe place, thus providing a non-judgmental environment with the end goal of improving their health and well-being. Social implications Findings reveal how services can enable marginalization and stigmatization to be overcome and inspire social action through the use of online support groups. Originality/value This research is unique in that it used a netnography approach to examine how vulnerable consumers interact in an online service setting, reducing self-report bias and allowing for a natural research setting, thus allowing a unique understanding of how vulnerable consumers experience and enact social support.

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Griffith Business School, Griffith Business School, Social marketing has been shown to be an effective approach in assisting people to quit smoking in a wide variety of contexts; including whole communities, segments of society, or entire populations (Stead et al., 2007). The anti-tobacco efforts in Australia have helped to lower tobacco consumption with annual declines in smoking rates across the entire population decreasing year on year (Australian Institute of Health and Welfare, 2014). However, anti-tobacco interventions have been broadly focused on the general Australian population, of which the dominant majority are English speakers, and differences among population sub groups have largely been ignored. As a result, smoking rates within Australia’s culturally and linguistically diverse (CALD) population remain high when compared to general population (Baker et al., 2006). Smoking quit rates have not declined at the same general rates as the rest of the Australian population with variations based on country of birth clearly apparent (Scollo & Winstanley, 2012). Consequently, this thesis aimed to examine how social marketing could be more effectively applied to Australia’s CALD communities.

Purpose - This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the MOAB framework to assist in understanding the nature of social marketing behaviours by extending the MOA framework. Design/methodology/approach - This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours. Findings - This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours. Research limitations/implications - This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework. Originality/value - This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.

When a household welcomes a new infant a transformation occurs whereby household routines, values and decisions change. This research explores how decision-making is influenced by fluctuating identity subjectivities. We explore longitudinally, using a family identity framework, how the transitioning between self, couple and family self-identities influences the decisions made regarding social issues, in this case infant feeding. Results indicate that decision-making during a period of transformation is not straightforward, relying on a multiplicity of identities that are constantly renegotiated and dependent on other influences. Decisions made conform to the identity-construct-of-the-moment, but are fluid and subject to change, such that pinpointing causal pathways is inappropriate. Implications for influencing the consumption of social behaviors for consumer researchers are one size does not fit all and require an in-depth understanding of the fluidity of decision-making. Consequently, social marketing strategies need to be tailored to constructed identities and flexible across time to remain influential.

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Griffith Business School, Griffith Business School, Recent research shows that increases in unhealthy dietary patterns are occurring at a faster rate than increases in healthy dietary patterns in most parts of the world (Imamura, Micha et al., 2015). This is despite longstanding knowledge of the importance of a nutritious diet for health and wellbeing, the prevention of illness, and as a foundation for physical, mental and emotional performance (World Health Organization, 2003; Rodriguez, DiMarco et al., 2009; Montain, Carvey et al., 2010). As a consequence, cardiovascular diseases, obesity and diabetes are leading causes of death and disability (World Health Organization, 2014). Social marketing has been used extensively to improve health and for the betterment of society, including in the nutrition domain (Gordon, McDermott et al., 2006; McDermott, Stead et al., 2006). With historical roots in the social sciences and commercial marketing, social marketing seeks to apply marketing thought to social issues for the benefit of individuals and society (Andreasen, 1994). To date, social marketing has predominately focused on individuals, maintaining a downstream focus in its attempts to foster behaviour change (Gordon, 2013) relying heavily on promotion, education and persuasion to encourage individuals to make a conscious decision to change their behaviour. The broader social sciences and commercial marketing recognise that much human behaviour occurs automatically (or subconsciously) and is heavily influenced by our surroundings (Bargh, 2002). Recognition of dual processes (both conscious and automatic decision-making processes) during either formative research or intervention has been largely unexplored in social marketing.

Social marketing by Western governments that use fear tactics and threatening information to promote anti-drinking messages has polarized ‘binge drinking’ and ‘moderate drinking’ through a continuum that implies benefits and harms for both individuals and society. With the goal of extending insights into social marketing approaches that promote safer drinking cultures in Australia, we discuss findings from a study that examines alcohol consumers' moderate-drinking intentions. By applying the theory of planned behaviour and emotions theory, we discuss survey results from a sample of alcohol consumers, which demonstrate that positively framed value propositions that evoke happiness and love are more influential in the processing of an alcohol moderation message for alcohol consumers. The key limitations of this study are the cross-sectional nature of the data and the focal-dependent variable being behavioural intentions rather than behaviours. Research insight into the stronger influence of positive emotions on processing an alcohol moderation message establishes an important avenue for future social marketing communications that moves beyond negative, avoidance appeals to promote behaviour change in drinkers. These research findings will benefit professionals involved in developing social change campaigns that promote and reinforce consumers' positive intentions, with messages about the benefits of controlled, moderate drinking.

Loyalty is a desired marketing outcome for products ranging from fast-moving consumer goods, services, durables, and ideas products such as political parties and social behaviors. Evidence has shown that a base of loyal customers is advantageous for an organization as it reduces the marketing cost of doing business and improves profitability. The approaches to loyalty have varied over the decades with various schools of thoughts toward definitions, conceptualizations, and measurement. The need for understanding the nature of the product and consumer's behavior to determine the appropriate approach to loyalty is emphasized in this article. In this article, we outline the historical development of brand loyalty, the major approaches to the construct (attitudinal and behavioral) and new approaches that deconstruct attitudinal loyalty into its subcomponent parts.

Background Breastfeeding is recognised as the optimal method for feeding infants with health gains made by reducing infectious diseases in infancy; and chronic diseases, including obesity, in childhood, adolescence and adulthood. Despite this, exclusivity and duration in developed countries remains resistant to improvement. The objectives of this research were to test if an automated mobile phone text messaging intervention, delivering one text message a week, could increase “any” breastfeeding rates and improve breastfeeding self-efficacy and coping. Methods Women were eligible to participate if they were: over eighteen years; had an infant less than three months old; were currently breastfeeding; no diagnosed mental illness; and used a mobile phone . Women in the intervention group received MumBubConnect, a text messaging service with automated responses delivered once a week for 8 weeks. Women in the comparison group received their usual care and were sampled two years after the intervention group. Data collection included online surveys at two time points, week zero and week nine, to measure breastfeeding exclusivity and duration, coping, emotions, accountability and self-efficacy. A range of statistical analyses were used to test for differences between groups. Hierarchical regression was used to investigate change in breastfeeding outcome, between groups, adjusting for co-variates. Results The intervention group had 120 participants at commencement and 114 at completion, the comparison group had 114 participants at commencement and 86 at completion. MumBubConnect had a positive impact on the primary outcome of breastfeeding behaviors with women receiving the intervention more likely to continue exclusive breastfeeding; with a 6% decrease in exclusive breastfeeding in the intervention group, compared to a 14% decrease in the comparison group (p < 0.001). This remained significant after controlling for infant age, mother’s income, education and delivery type (p

The need for social marketing research in the area of breastfeeding is highlighted by the failure of campaigns to increase breastfeeding rates over the past two decades in developed countries. This is despite evidence of the health benefits of longer breastfeeding duration to both baby and mother, and the high levels of expenditure on these campaigns. Whilst past campaign approaches typically focus on baby-oriented factors, breastfeeding is a complex behaviour that for many women involves barriers that influence their commitment to continued breastfeeding. Using social marketing, this research investigates the role of mother-centred factors on loyalty to breastfeeding. A sample of 405 Australian women completed an online survey. The data were analysed using structural equation modelling, which revealed that mother-oriented, rather than baby-oriented, factors influence attitudinal and behavioural loyalty to breastfeeding.

This paper demonstrates how social marketing insights were used to influence women’s loyalty to breastfeeding. The paper reports on a social marketing campaign undertaken by the Australian Breastfeeding Association and a government health department, which used a product development strategy in order to increase breastfeeding loyalty. Seeking new approaches to support breastfeeding behaviors is critical and timely, because while initiation rates of breastfeeding are high in developed countries such as the UK, Australia, Canada, and the USA, duration rates are significantly lower. Results indicate that a product focused strategy influences pregnant women’s loyalty to exclusively breastfeeding.

This research investigated the role of mother-centred issues that influence breastfeeding behaviours. The need for social marketing research for breastfeeding is indicated by the fact that despite evidence of the health benefits to both the infant and mother of longer breastfeeding duration, rates in developed countries have failed to increase in recent decades. Breastfeeding is a complex behaviour that for many women involves barriers that influence their commitment to continue breastfeeding. Structural equation modelling was used on a sample of 405 respondents to an online survey. The analysis revealed that personal social support had a significant impact on breastfeeding self-efficacy, which in turn had a significant impact on breastfeeding behaviour. The findings and implications for both social marketing theory and practice are discussed.