All Outputs (3)

What Causes Social Marketing Programs to Fail? A Qualitative Study (2021)
Journal Article
Akbar, M. B., Foote, L., Soraghan, C., Millard, R., & Spotswood, F. (2021). What Causes Social Marketing Programs to Fail? A Qualitative Study. Social Marketing Quarterly, 27(2), 99-116. https://doi.org/10.1177/15245004211010202

This paper addresses the key factors that cause social marketing programs to fail. It argues that understanding these failures offers greater insight to researchers and practitioners than publications solely focused on successes. As the majority of... Read More about What Causes Social Marketing Programs to Fail? A Qualitative Study.

An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels (2019)
Thesis
Soraghan, C. An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels. (Thesis). Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.uk/Output/2090514

Recently, social marketers have adopted the use of ‘nudging’ as a technique to influence behaviour through subtle tweaks to the environment (Thaler & Sunstein, 2008). Front of Pack (FoP) nutrition labels are an example of a nudge in practice, designe... Read More about An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels.

Using food labels to evaluate the practice of nudging in a social marketing context (2016)
Journal Article
Soraghan, C., Thomson, E., & Ensor, J. (2016). Using food labels to evaluate the practice of nudging in a social marketing context. Social Business, 6(3), 249-265. https://doi.org/10.1362/204440816x14811339560893

Objectives Voluntary, front of pack (FoP) food labels were used to examine the practice of nudging in a social marketing context. Background With the explosion of social marketing, the goal of marketing has shifted from simply selling products,... Read More about Using food labels to evaluate the practice of nudging in a social marketing context.