While co-design with users has evolved as a promising approach to service innovation, it remains unclear how can be used in public contexts. This article addresses this knowledge gap by applying framework during the ideation stage of six design projects. The findings provide insights into (a) recruiting and sensitizing suitable users, (b) conditions enabling ideas, (c) requirements for implementation user-driven ideas. contributes an that shifts away from expert-driven process towards active...

Purpose The purpose of this paper is to investigate how vulnerable consumers can be involved in transformative service design and approach may enhance the such services. study also analyzes co-design with differs from existing user involvement processes developing a framework. Design/methodology/approach A case was employed, six high schools Australia identified as sites conduct sessions for school-based alcohol education program. Adolescents were invited review (re)design an Findings...

Purpose Recognising the potential of social media as an integral driver communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe use in creating participants’ engagement various marketing programmes conducted worldwide between 2005 2017. Design/methodology/approach A total 29 were identified using systematic literature review procedures. Findings The majority used Facebook, mostly share content-based information...

Purpose The marketing mix has been extensively criticised by scholars and practitioners, which led to redefine the original 4P concept, expand 4Ps with additional Ps develop new concepts replace mix. However, there is very limited empirical testing assessing effectiveness of (4Ps). Design/methodology/approach This research applies a field experiment assess whether application full (4P) more effective than promotion only campaign (1P) when aiming increase fruit vegetable (FV) intake...

Primary producers face considerable risks for poor mental health. While this population can be difficult to engage in programs prevent health, approaches tailored reflect the context of primary producers’ life and work have been successful. This paper reports on co-design phase a project designed health producers—specifically, advantages, challenges considerations translating face-to-face methods an online environment response COVID-19 restrictions. The drew upon existing seven-step...

Background: This paper aims to extend the application of social marketing and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength brings space is development something value that moves motivates people voluntarily their behavior; in turn benefitting themselves, planet society at large. Method: Using case study method, this identifies how up eight principles, initially penned distinguish from public health, are applied three...

Purpose The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set guiding tenets to propel marketing’s agenda forward. Design/methodology/approach Across three strands, amalgamates theoretical practitioner evidence from marketing. This synthesis commences with review, summary critical discussion five decades research. Strands 2 3, authors review 412 interventions reported across 10 reviews 238 case studies. Findings demonstrates use...

Purpose – Most alcohol education programs are designed by experts, with the target audience largely excluded from this process. Theoretically, application of co-creation which comprises co-design and co-production offers an opportunity to better orient meet needs wants thereby enhance program outcomes. To date, research has centered on value co-creation, content receiving limited attention. This study aims understand how a would design intervention continues contrasting audience-designed...

Purpose This paper aims to investigate in a transformative service research (TSR) context how users can be involved through co-design and what contributions they make during this process. Design/methodology/approach A six-step process was used plan facilitate two sessions that total of 24 participants. The collected data include field notes, transcripts from group discussions, recordings idea presentations the evaluation ideas. Findings recruitment strategy uses strong networks sensitizes...

Purpose This paper aims to explore co-design as a method for actively involving young consumers in the design of an alcohol education program that utilizes interactive Virtual Reality (VR) component. Design/methodology/approach Dietrich et al. (2017) six-step framework was applied project four groups 14- 16-year-old Australian high school students. Data collection included observations by three facilitators, written feedback from members each group and video presentations generated ideas....

Purpose The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring virtual reality (VR) simulation experience adolescents. Design/methodology/approach A framework focusing on three key elements – context, implementation and mechanisms impact was followed in study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome surveys before after the delivery, 300 qualitative feedback forms...

Co-design empowers people, giving them a voice in social marketing program design; however, approaches have mostly excluded expert knowledge. An abductive approach to co-design allows for inclusion of knowledge, providing theoretical guidance while simultaneously investigating user views and ideas extending understanding beyond known effective approaches. We use the seven-step framework outline how an inference can be applied co-design. Social cognitive theory constructs were integrated into...

Purpose This paper outlines a pilot study that was undertaken in Australia 2011 combined social marketing with education. An intervention targeting 14‐16 year olds to influence attitudes and behavioural intentions towards moderate drinking developed tested. Game On:Know alcohol (GO:KA) is six‐module delivered level cohort an auditorium. GO:KA combines series of online offline experiential activities engage (with) students. Design/methodology Following benchmark criteria, formative research...

ABSTRACT BACKGROUND According to commercial marketing theory, a market orientation leads improved performance. Drawing on the social principles of segmentation and audience research, current study seeks identify segments examine responses school‐based alcohol program. METHODS A sample 371 year 10 students (aged: 14–16 years; 51.4% boys) participated in prospective (pre‐post) multisite Game On: Know Alcohol ( GO : KA ) program included 6, student‐centered, interactive lessons teach...

Purpose Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied programme design. This paper aims demonstrate the of pilot designed increase children’s empathy empathic behaviour. Design/methodology/approach Informed by cognitive theory (SCT), mixed-method research design was adopted using pre-...

Purpose This research describes and evaluates the co-creation of a programme called “A Healthy Choice”. Underpinned by design thinking (DT), this study aims to improve healthfulness food choices in supermarkets among consumers promote their well-being. Design/methodology/approach The features two studies. Study 1 included five co-design workshops with staff ( n = 32) develop consumer-centred programme. findings supported implementation evaluated 2 (an ecological trial). modified supermarket...

Addressing the need for collaborative involvement in health intervention design requires application of processes that researchers and practitioners can apply confidently to actively involve end-users wider stakeholder groups. Co-creation enables participation by focusing on empowering a range stakeholders with opportunities influence final design. While collaboration users during are considered vital, clear articulation procedures considerations various co-creation methodologies warrants...

Collaborative knowledge generation and involvement of users is known to improve health promotion intervention development, but research about the roles perspectives in co-creation process sparse. This aimed study how young people perceived their a focussed on development gamified virtual reality (VR) simulation—VR FestLab. The Living Lab methodology was applied structure guide process. participants were comprised students, practitioners, researchers, film gaming experts who collaboratively...

In response to the unprecedented growth of social media, companies are continuously creating unique media campaigns encouraging customers share their advertising messages. However, many these end up backfiring. The purpose this study is examine consumers' preferences toward 4 and investigate impact positive negative word-of-mouth value on consumer-campaign identification. Using a sample 525 respondents in Australia, results show that contain messages more likely receive while partnering with...