Social marketing in Aotearoa New Zealand: Analysing its evolution to  inform, improve, and justify its future

Antric, Tim

Social marketing in Aotearoa New Zealand: Analysing its evolution to inform, improve, and justify its future

dc.contributor.advisor	Toledano, Margalit
dc.contributor.advisor	McKie, David
dc.contributor.advisor	Munshi, Debashish
dc.contributor.author	Antric, Tim
dc.date.accessioned	2021-11-04T19:51:07Z
dc.date.available	2021-11-04T19:51:07Z
dc.date.issued	2021
dc.date.updated	2021-11-03T03:45:35Z
dc.description.abstract	Plotting the evolution and experience of social marketing in Aotearoa New Zealand, this thesis charts a creative landscape of productive future research directions in the field. Starting with the question, “What can the social marketing discipline learn from the unique experience of social marketers in Aotearoa New Zealand?”, the research draws from appreciative inquiry interviews with 20 experienced social marketers and reviews of relevant government documents and published commentaries. Analysis of the findings sparked three substantive papers included in this thesis by publication: two of these have already been published, and one is currently being revised for resubmission. Presented in chapters four to six, the three papers analyse the growth and decline of social marketing in Aotearoa New Zealand; the overlapping functions of social marketing and public relations; and the incorporation of indigenous communities’ values into social marketing. 1. The growth and decline of social marketing In an original developmental framework for social marketing in Aotearoa New Zealand, the first of the three papers tracks four phases through four different governments as follows: (1) Foundation (1984-1990); (2) Establishment (1990-1999); (3) Growth (1999-2008); and (4) Decline (2008-2017). The research found that political support is key to enabling ongoing social marketing contributions to social change and argues for the development of an evidence base for effective communication to political decision-makers to attract such support. 2. Public relations, reputation and social marketing In identifying the strong interdisciplinary nature of social marketing in Aotearoa New Zealand, the second paper focuses on the intersections of public relations, marketing, advertising and health promotion. It illustrates how local definitions of, and practices within, social marketing draw from different disciplines. Social marketing has also been shaped by the nation’s founding document, Te Tiriti o Waitangi (The Treaty of Waitangi). The Crown’s revised principles of Te Tiriti offer further opportunity to improve social marketing through indigenous autonomy, partnership, active protection, equity and options. 3. Decolonising social marketing through an indigenous lens The third paper tackles the question: can social marketing address health inequity between Māori and non-Maori? It deals with this question in the context of the international shift in social marketing away from a focus on individual change to a focus on societal and social change. The paper’s findings support an ongoing critical analysis of social marketing from an indigenous worldview. Conclusions Overall, the thesis looks at the impact of political ideologies on the function of social marketing and makes novel suggestions on how social marketing academics and practitioners can attract political support. It calls for increasing interdisciplinarity to engage effectively with contemporary issues and encourages social marketers to search for “soul” in organisations. The thesis also identifies indigenous Māori culture as a potential inspiration for social marketers to improve their interactions with indigenous people in Aotearoa New Zealand as well as across the globe. It recommends that future social marketing interventions not only be informed by indigenous worldviews but also be led by indigenous communities involved from the planning stages.
dc.format.mimetype	application/pdf
dc.identifier.uri	https://hdl.handle.net/10289/14615
dc.language.iso	en
dc.publisher	The University of Waikato
dc.rights	All items in Research Commons are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subject	Social marketing
dc.subject	Public relations
dc.subject	Aotearoa New Zealand
dc.subject	Māori
dc.subject.lcsh	Social marketing -- Political aspects -- New Zealand
dc.subject.lcsh	Health services accessibility -- New Zealand -- Marketing
dc.subject.lcsh	Maori (New Zealand people) -- Social aspects -- New Zealand
dc.subject.lcsh	Health promotion -- Social aspects -- New Zealand
dc.subject.lcsh	Treaty of Waitangi (1840)
dc.subject.lcsh	Social marketing -- Moral and ethical aspects -- New Zealand
dc.subject.lcsh	Public relations -- Social aspects -- New Zealand
dc.subject.lcsh	Advertising -- Social aspects -- New Zealand
dc.subject.maori	Mahi hokohoko
dc.subject.maori	Hauora
dc.subject.maori	Āhuatanga pāpori
dc.subject.maori	Tiriti o Waitangi
dc.subject.maori	Pānuitanga whakatairanga
dc.title	Social marketing in Aotearoa New Zealand: Analysing its evolution to inform, improve, and justify its future
dc.type	Thesis
pubs.place-of-publication	Hamilton, New Zealand	en_NZ
thesis.degree.grantor	The University of Waikato
thesis.degree.level	Doctoral
thesis.degree.name	Doctor of Philosophy (PhD)
uow.author.twitter	@timantric