Towards a framework for critical social marketing: what is to be done for emancipation?

In this paper, we aim to theoretically advance critical social marketing (CSM). Our purpose is to advance a guiding ethos for the disparate corpus of CSM scholarship and encourage social marketers to become more critically informed in their research and practice. We introduce a critically reflexive,...

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Bibliographic Details
Published in:Journal of marketing management 2022-11, Vol.38 (17-18), p.2135-2163
Main Authors: Gordon, Ross, Bádéjọ́, Foluké Abigail, Gurrieri, Lauren
Format: Article
Language:English
Subjects:
Behavior change
Child labor
child labour
critical social marketing
Critical theory
decolonisation
Emancipation
Intersectionality
reflexivity
Social marketing
trauma
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Summary:In this paper, we aim to theoretically advance critical social marketing (CSM). Our purpose is to advance a guiding ethos for the disparate corpus of CSM scholarship and encourage social marketers to become more critically informed in their research and practice. We introduce a critically reflexive, decolonising, intersectional, and trauma-informed CSM framework for social marketing theory, research, and practice towards emancipatory behaviour and social change. Our framework is applied in the context of the social problem of child labour. We then discuss and offer conclusions of the implications of our CSM framework, provide suggestions for a future research agenda that challenges scholars to engage in critically informed research and practice in social marketing.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2022.2086286