Reigniting the fire : a contemporary research agenda for social, political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

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Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
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Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer-based research to understand motivations for charitable behaviour and gift giving.
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Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Evaluating young adult voter decision-making involvement within a compulsory political system

Purpose - This study aims to specifically focus on the lower-involvement young adult voters within the Australian compulsory voting context. It explores voters’ political decision-making by considering the influence of the consumer behaviour theory of involvement. Design/methodology/approach - A thematic analysis was conducted to analyse the interviews within the two research questions: information seeking and decision-making. Findings - Key themes within information seeking are the reach of the information available, the frequency of the information presented, the creativity of the message and one-way versus two-way communication. Key themes within evaluation are promise keeping/trust, achievements or performance and policies. Lower-involvement decision-making has the potential to be a habitual, limited evaluation decision. However, issues of trust, performance and policies may encourage evaluation, thereby reducing the chances of habitually voting for the same party as before. Practical implications - This new area of research has implications for the application of marketing for organisations and political marketing theory. Considering voting decision-making as a lower-involvement decision has implications for assisting the creation and adaptation of strategies to focus on this group of the population. Originality/value - The compulsory voting environment creates a unique situation to study lower-involvement decision-making, as these young adults are less likely to opt out of the voting process. Previous research in political marketing has not specifically explored the application of involvement to young adult voting within a compulsory voting environment.

Young adults and politics: investigating factors influencing voter decision making

Many parallels have been drawn between politics and marketing; however, the application of consumer behavior decision making to voter decision making is still an important research focus. Results from general elections around the world show that the turnout among young adults tends to be lower than in the general electorate, suggesting low interest and involvement in politics. This qualitative study investigated low-involvement decision making of young adult voters in Australia. Data were compiled from semistructured face-to-face interviews conducted with 29 young adults to explore their views, and NVivo software was used to assist with thematic analysis. Findings suggest that with low-involvement voter decision making, perceived knowledge and passive information seeking are important factors. Exposure to the media also plays an important role, and young voters rely more on traditional media such as newspapers and television than on social media for current political information.

Young adult voting decision-making: Studying the effect of usage from a consumer behaviour perspective

This study investigates the application of consumer behaviour theory to young Australian adults’ voting decision-making. Previous decision-making studies identified constructs of subjective knowledge, involvement, information seeking, satisfaction, confidence, and stability as key factors in voting decision-making. This research tests the relationship that these factors have with the consumer behaviour concept of usage. A new concept, commitment to vote, is also considered for Australia’s compulsory voting context. Data were gathered from a sample of 257 Australian citizens between the ages of 18 and 25. Exploratory factor analysis produced nine factors, and MANOVA and ANOVA were used to test the differences between three usage groups: voluntary users, involuntary users, and never trieds. The results illustrate that usage has a significant influence on information seeking, commitment to voting, satisfaction with voting choice, and stability in voting decision-making. Therefore, usage is a key element in voter decision-making and needs to be included in future studies.

How usage influences young adult voting decision-making: an SEM analysis

Political marketing is increasing in importance as a field of study, and despite decades of study, researchers suggest that still more focus needs to be on the voter as a consumer. This article addresses the need by analyzing consumer voting decision-making. Voting decision-making research by O’Cass (2002a) and O’Cass and Pecotich (2005) was replicated and extended specifically for young adult (ages 18–25) voters using quantitative data collected in Australia using a self-completion survey. This model was adapted to include an additional construct of commitment to voting, then tested across two groups of young adult voters: those who previously voted for the current political party in power and those who did not. Structural equation modeling was used to compare lower-involvement voting decisions of the two groups of young adults. The results showed that an influential factor on young voter decision-making was their previous behavior, or usage, of the political party. This was especially strong in voters who had previously voted for the current party in power. Those who did not vote for the current party in power required more steps in deciding whom to vote for. Implications for political marketing practice are also provided.

Marketing research performance and strategy

Purpose - To investigate whether strategic orientation affects the evaluation of specific market research projects in for-profit firms.
Design/methodology/approach - A small-scale follow-up survey was conducted, building on qualitative and quantitative research among a sample of the top-1,000 marketing managers in Australia. The study used an existing market research evaluation tool, the USER scale and items generated from the qualitative research, to investigate the firm's most recent market research project.
Findings - Four market research performance factors were identified - market research as a knowledge enhancing (KE) function, the internal political use of market research, the misuse of market research and the generation of market understanding. The Miles and Snow strategy types were related to these factors, with Prospector types more likely to use market research rationally and less likely to use it for internal political purposes. Tactical projects were more likely to be misused than were those with a strategic orientation. Prospectors were far less likely and analysers far more likely to misuse tactical research projects. Prospectors were more often satisfied with the performance of their most recent market research. The Porter typology was less successful in predicting market research performance.
Research limitations/implications - The study was based on a small sample of market research projects in Australian for-profit firms. Future studies need to study these phenomena more intensively using ethnographic methods and more extensively using larger multi-country samples.
Practical implications - Market research suppliers should learn the nature of their client's strategic intent to improve their effectiveness. Defender firms should carefully monitor the use of market research, especially that of a tactical nature, which may be wasted or misused.
Originality/value - Contributes to an understanding of how strategic orientation relates to the ways market research information is used within the firm.

The political economy of markets and development: a case study of health care consumption in the State of Kerala, India

Marketing theory has largely ignored the issue of power in influencing exchanges. Most of the studies either disregard the role of power, or resource power is the only dimension taken into account. In this study, we expand the existing understanding by centrally situating the role of socio-political power in the consumption process. We examine the health care system in the Indian state of Kerala and highlight that socio-political power is a crucial determinant of consumption levels. In the process, we argue that in a resource—constrained Third World society socio-political empowerment is critical to the development process.