Revisiting Social Marketing Mix: A SocioCultural Perspective

Parul Goyal Wasan Gaurav Tripathi

Before launching a social marketing campaign, social marketers take into account
a mix of 4Ps and other extended elements like publics, partnership, policy and
purse strings. It provides the campaign planner with a framework for generating
ideas and an opportunity to be imaginative, innovative,and comprehensive. However, unlike commercial marketing mix where socio-cultural factors have been
significantly identified, social marketing mix does not acknowledge socio-cultural
factors to a significant level. This paper aims at developing propositions for research on social marketing by extending the scope of marketing mix via sociocultural factors. The key research aim that is addressed by the paper is to develop
a theoretical link between socio-cultural factors and social marketing mix.

Introduction
he health and wellness sector has been the primary beneficiary of
social marketing. According to Goldman (2002), although social
marketing started as a hammer and nail concept, it now contains
within itself problem solving, program planning and intervention designing strategies. Social marketing is aimed at influencing the behaviour of
the target market wherein the marketer aims at benefiting the market and
not self (AMA, 2013). In fact, the definition of social marketing further
describes it as an area, which focuses on the improvement of the society and where the consequences are related to strategic aspects of human
development. Not surprisingly, major characteristics of social marketing
encompass continuous market research focusing on motives,behavioural
pattern and attitudes of the target group, an integrated mix of strategic
key elements, and the perpetual evaluation of all procedures (Loss et.al.,
2006).
Hence, before launching a social marketing campaign, social marketers take into account a mix of 4Ps and other extended elements like
publics, partnership, policy and purse strings (Weinreich, 2006).The mix
represents those elements of marketing that are controllable and can be
manipulated by marketing managers to ensure the maximum appeal of
their campaign (Dann and Dann, 2011). It provides the campaign planner
with a framework for generating ideas and an opportunity to be imagina-

Journal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
2014 by Institute for International Management and Technology. All Rights Reserved.

128 Revisiting Social Marketing

tive, innovative (Donovan and Henley, 2010). Together, social marketing
and social marketing mix aims to change the behaviour of an individual
from unacceptable to acceptable for the overall enhancement and sustainability of the society.
This paper aims at developing propositions for research on social
marketing by extending the scope of marketing mix via socio-cultural factors. The key research aim addressed by the paper is to develop a

theoretical link between socio-cultural factors and social marketing

mix.

Numerous authors have exemplified socio-cultural factors, particularly in the health sector, which are detailed in the review of literature. However, unlike commercial marketing mix where socio-cultural factors have
been significantly identified, social marketing mix does not acknowledge
socio-cultural factors to a significant level.
This paper hopes to address this lacunae.
The paper includes the following sections- review of literature, development of proposition followed by implications and scope for further
research.
Review of Literature
According to Giddings, et al. (2002), the society ,embraces the multitude
of human actions and interactions, which takes place within a physical
environment which includes the socio-cultural environment (Aycan, et
al., 2000). Social and cultural factors constitute the socio-cultural environment and they include everything, which is not a part of the political and
economic system of an individual, society and a country as a whole. The
socio-cultural environment also consists of the whole range of behaviours and relationships in which individuals engage in their personal and
private lives, including the demographic characteristics of the population
(e.g. age, sex, race or ethnicity, class, etc.), values and attitudes, lifestyles
and relationships and reference groups.
Ross et al. (2006)have identified the role of culture at various levels of
social marketing. They have listed few author and practitioners including
Pawtucket (1995), who used culturally relevant material for people with
low literacy.
Social marketing and social marketing mix have been discussed priJournal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)

129 Wasan, Tripathi

marily in context of health sector in the expansive literature that is available in the public domain. Issues including smoking, TB, HIV, Polio, maternal and infant safety, vaccination, etc. have been the focus of all the
social marketing exercises since 1951.
Many authors have identified influences of socio-cultural factors inhealth related behaviour change processes around the world. Nader, et al.
(1992) pondered on culturally appropriate media-led information and education for smoking cessation campaigns.
Dunn et al (2011) considered the malaria risk behaviour in the light
of socio-cultural aspects in Tanzania and found that aspects such as lack
of employment opportunities near the home, rituals including funeral
and other ceremonies, carrying out outdoor socialization activities, routine household activities with specific gender involvement, etc. were the
key factors responsible for this behaviour. According to the ESC Rights
Committee of United Nations,health is influenced by social determinants
like class and racial inequalities, poverty, employment and housing facilities (Yamin, 2008). This observation finds support in a study relating to
school dropouts in Zambia by Henning (2009) where factors viz. school
type(community/private and/or government) influenced the school dropout rate especially, among those girls who had family members infected
with HIV. Another study conducted in Tanzania by Wight et al.,(2012)
discussed that the young women were concerned more about restricting
sexual behaviour rather than focusing on the HIV threats. They also observed that the youth who were more focused on education and their careers were unenthusiastic about sexual activities and hence the possibility
of an HIV infection was drastically low. In addition, due to threat of the
religious punishments and disapproval, the possibility of fidelity towards
partners was high and hence low scope for the spread of the disease. This
not only reduced the scope for HIV spread but also the need for contraceptives. An interesting aspect was highlighted by Agha, et al. (2006) in
Wightet al.(2012), while studying the epidemic of HIV in Zambia, that
though use of contraceptives was desirable to control the spread of HIV,
in case of youth, this might not be possible as they were constrained by
religion which not only prohibited infidelity,it also discouraged the use
of contraceptives. Therefore, the use of contraceptives on the other hand
could relate to promoting infidelity.
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In a study by Alhassan (2008), it was found that the since 94% of
mothers had no education about what constituted good nutrition this resulted in malnutrition and infection in their children. Also, the religious
and cultural norms were controlled mostly by the males which add more
miseries for the women in their understanding about the education and
health. In a study on the African migrants in Australia, Polonsky et al.
(2010) discussed that varying levels of acculturation existed among various segments of population, and the attitudinal influence on blood donation was effected due to cultural changes e.g. migration from rural to urban
areas and the level of health literacy.
Studies conducted by Crawford and Jeffery (2005); and Tapp et al.
(2008), clearly state that life style diseases like obesity are influenced by
various socio-cultural factors like gender, age, income, race, ethnicity,
household configuration, employment conditions, etc. These in turn influence the social marketing solutions.
Various other authors have also pointed out to the influence of socio
cultural factors on numerous other aspects of the society. Scholars and
researchers including Brookover and Ericson (1969), and Morrow and
Torres (1995), were of the belief that environmental and cultural factors
have a profound influence on human behaviors, including academic performance. These, findings were later corroborated in the studies conducted
by Gallimore and Reese (1999) and Van Steensel (2006) about development of home learning environment in the impoverished Mexican and
Dutch families and called it a form of acculturation, because the parents
were aware that this type of behaviour was favoured in the Dutch society.

McPhee, et al.(1995) in his study of San Diego Family Health

Project, carried out culturally sensitive intervention by using bilingual speakers for Mexican American, Black and Anglo American
families. This view finds support withVan Duyn, et al. (2007) who
have concluded that social marketing messages need to be tailored
to the unique cultural and socio demographic characteristics of each
community. They also reflect policy changes at the community
level as crucial, because they feel that social marketing interventions, which target the socio-cultural, physical, and economic environment of a community, are more effective than interventions that
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131 Wasan, Tripathi

target individuals.Caballero, et al. (2003) while segmenting and targeting the consumers considered cultural heritage during programmedevelopment.
Jones and Boyd (2011) researched on social adaptation to climate change in Nepal and discussed three kinds of barriers cognitive, institutional structure and governance, and normative. They
further explained that the effect of caste-based discrimination is
socio-political in nature and the adaptive capacity of the people
in different castes is governed politically and aimed at supporting
the interests of the higher castes. The determinants of political discrimination includes caste based groups, gender and social status
and families, who interestingly encourage an individual to change
a particular behaviour or lifestyle. McKee et al., (2004) added that
the lack of knowledge isone of the major factors along with other
socio-cultural factors in any health related initiative involving social
marketing exercise.

Grier and Bryant (2005) list these socio-cultural factors under other
factors that motivates or deters a consumer from adopting the recommended behaviour. Evans (2008) on the other hand refers to Bandura
(1977) in Bandura (1986) while explaining the role of social modelling in
social learning and socialcognition; that is, the formation of knowledge,
attitudes, and beliefs, etc.
On the other hand, Quarry and Ramrez, (2009) comment that many
people despite having been exposed to knowledge still exhibit risky behavior. This point towards an interesting insight that behaviour change is
not just dependent on the lack of exposure to information but it is also due
to differences in attitudes, motivation and perception (Fukuda and Ebina,
2011).
The Indian Perspective
Studies conducted in social marketing in India never directly suggest that
socio-cultural aspects play an important role in social marketing exercises.
Mackinnon and Piore (2001) pointed that there exists a social stigma towards discussing certain kinds of social issues among the ruling class,
which is also provoked by corruption, illiteracy and poverty. Chowdhury
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132 Revisiting Social Marketing

and Ray (2004) pointed out that lack of open communication between the
genders pertaining to delicate issues, concept of arranged marriages and
practically non-existent sex education are key contributors to the lack of
awareness towards AIDS. Later,Chaudhuri and Ray (2004) in the context
of AIDS awareness discussed the socio-cultural barriers. They found that
age was the key factor towards the use of condoms while income and education has no such effect. In addition, the constantly migrating workforce
like the truck drivers, and construction labour, etc. often resort to alcohol
and unsafe sex and transmit diseases to their families on their return home.
A fact that was pointed out by Morales in 1987, and later corroborated by
a study conducted by UNAIDS in 2001. The study highlighted that due
to socio-cultural boundaries it is awkward for the homemakers to initiate
discussion on such issues. Complicating the already grim situation is the
tendency to blame women for the disease, and who if infected are considered an outcasts (UNAIDS, 2001).
The study by Varman (2008) discussed that high literacy rates in Kerala (a state in South India) has increased awareness about the health care
issues among the people, who in turn have explored cheaper ayurvedic
options. Much of this has political backing, which is communist in nature.
It is a state where the literacy levels are the highest and women are treated
at par with men.
Gap Identification
It is therefore evident that the influence of socio-cultural factors has been
omnipresent on the social marketing campaigns, as have been illustrated in
the previous paragraphs. However, the conceptual recognition of the same
has remained a vital gap in the social marketing literature. In addition, the
question-which are the elements of the social marketing mix that are influenced by social and cultural factors leading to behaviour change?, has
largely remained unanswered in the social marketing literature.
So far, there has been only one noteworthy study by Cheng, et al.
(2010) which directly discusses the influence of socio-cultural factors on
social marketing mix campaigns. This suggests a significant gap in the literature. The following sections attempt to bridge this gap and open further
scope for research.
Development of Proposition
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133 Wasan, Tripathi

For the purpose of development of proposition in this paper, the 7Ps model
(Booms and Bitner, 1981) and other extensions by Weinreich (2006) were
chosen. This is because-a) social marketing is a service as it involves the
intangibility features and the people element apart from other characteristics, andb) it involves aspects other then commercial marketing. Together
these extensions define the total ambit of social marketing. The regular
4Ps of marketing had been earlier extended by Booms and Bitner (1981),
by bringing in people, process and physical evidence, thus applying the
marketing mix concept to the concept of service. Additionally, Weinreich
(2006) has added Publics, Partnership, Policy and Purse strings to the initial quartet because social marketing seeks to influence social behaviours
by selling ideas, attitudes and behaviours (Kotler and Zaltman, 1971) to
benefit the target audience and the general society.
These new Ps play a prominent role in the process of social marketing either as an influencer or antecedent to the elements of social marketing mix. Moreover, at other times they may simply act as an element of
social marketing mix. Since these additions to the social marketing mix
exist both in the social and cultural domain they are likely to be influenced
by socio-cultural factors. The following paragraphs discuss these additions viz. People, Process, Physical evidence, Publics, Partnerships and
Policy, individually through the looking glass of socio-cultural factors, for
the purpose of developing propositions.
The original 4Ps have been excluded in this study due to the fact that
the influence of socio-cultural factors has been extensively researched in
the area of commercial marketing and therefore need no further discussion. The importance of the new elements in the extended models is discussed in the following paragraphs.
Policy(Government Institutions)
Socio-cultural factors in the environment often converge to create an environment that is conducive to policy formulation. Rothschild (1999), with
reference to social issue behaviours states that social marketing can be
employed in a casesensitive manner. And depending upon the externalities
through, education and law (especially if critical support is needed), to initiate social changes via, policy change, taxation, community mobilization,
funding, research, training and regulation.
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134 Revisiting Social Marketing

Ross, et al. (2006) believe that interventions adopting social marketing principles can influence policy and professional practice as well as
individuals.
Cui, et al. (2012), have referred to an earlier study focusing on Canada
and China (Cui et al. 2008). The study suggests that the cross-cultural
variations in consumer attitudes may reflect the role of government institutions between two countries. Additionally, these cross-cultural variations
are also reflected in state actions and regulations (Block, 1994) and economics (Hausmann and McPherso, 1996). In the context of health,Sacks
et al (2009) stated that the social determinants (of health) are embedded in
the economic, political and social circumstances in which individuals and
communities live.
People and the dimensions of Participants and Publics
People comes from the extended elements of the services marketing mix
(Booms and Bitner, 1981). The role of people is to extend empathy and
show responsiveness to the consumer needs. In the case of services, the
marketer also has the responsibility of needs generation,which in case of
Social Marketing is done by way of creating awareness. Social marketing
often employs campaigns that promote behaviour change among people,
which is contrary to their prevalent behaviour, by suggesting exchange
with an alternate behaviour. The ambassadors of social marketing, which
may be any celebrity or voluntarily worker, play the role of an evangelist
but at the same time also take into account the minute nuances of sub-cultures at the time of delivering the message. The target population in turn is
influenced by the same socio-cultural factors, that were taken into account
by the message deliverers. Socio-cultural environment therefore, plays a
significant role in decisions taken for self-interest by the targeted person.
This aspect has been further supported by numerous authors across
various disciplines. Under environment studies, Skinner, (1935)discusses
that environment impacts the human behaviour. While in evolutionary
sciences,studies in genetics and psychology have pondered on the impact of socio-cultural factors on decisions taken for self-interest(Dawkins
1976; Wright 1994). Coleman (1990) and Young (1996) are of the opinion
that social systems,and conventions drive human behaviour in the area of
social sciences. Moreover, Einhorn and Hogarth, 1981; and Kahnemanet
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135 Wasan, Tripathi

al., 1982, have concluded that behaviours are limited by conditions under
which they occur.
Physical evidence
Physical evidence pertains to a tangible aspect that may be either developed or identified and be used as a physical tool to initiate a behaviour
change in a particular service environment. For example, nicotine pads
(for anti-smoking), chlorine tablets (for clean water), ORS powder (for dehydration), modified rural cooking stoves (for anti- smoke kitchens), low
cost solar lanterns(for rural lighting), etc. These objects are dependent on
the socio-cultural environment for their design, development or delivery.
Availability and accessibility of these items is dependent upon the existent
socio-cultural environment in the target area.
Grier and Bryant (2005) have identified the tangible aspects as both
physical and behavioural. Firstly, they have placed great emphasis on developing affordable, accessible products that allowpeople to solve their
problems and realize the aspirations. These products in-turn modify the
environment to make it easier and more enticing to adopt the healthy behaviour.
Secondly, Grier and Bryant (2005) mention an award winning physical activity programme VERBTM, (a national, multicultural, social marketing program) that, after just one year, resulted in a 34% increase in
weekly free-time physical activity sessions among 8.6 million children
between the ages of 910 in the United States, as an example of tangible
behavior change. Here they have proposed use of before and after data; to
underline the tangibility of behavior change.
Partnerships
Weinreich (2010) defines partnerships as teaming up with other organizations for affecting issues in social and health related areas. Grier and Bryant (2005) mention the case of partnering with professional sports, leagues,
persons, organizations and food companies to promote healthy behaviour
through sports in USA. Frame and Newton (2007) talk about promoting
sustainable development approach through social marketing via partnering
with the local government in the areas of cities, water, energy and youth
development against the backdrop of social, economic,environmental and
cultural effects of decisions taken in this regard. Another aspect of partnerJournal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)

136 Revisiting Social Marketing

ship was bought to fore by Serban (2011) who analysed law effect as one
of the features of social partnership in her work on cause related marketing. She has concluded that it plays a significant role in making changes to
legislation, there by spotlighting the fact that socio-cultural environment
affects partnerships and vice-versa.
Van Duyn, et al. (2007) have emphasized partnerships with community leaders to help recruit community and, possibly, state partners in healthand non-health-related divisions of local government (e.g., transportation,
education, commerce) for the purpose of social marketing to increase opportunities for Physical Activity within the community.
Hesse-Biber (1996), and Hesse-Biber, et al.(2006),while pondering on
culturally and socially induced manifestations of eating disorders among
women, proposed a social psychological perspective. This point of view
was critical of media partnerships and pointed towards a negative impact
of such manifestations on the other socio-cultural factors that are positive
in nature viz. political activity, education, and career advancement-activities, which would otherwise have promoted empowerment.
Process in the Society
These reflect in three aspects of the society viz. economic aspect (including technological and financial), regulatory aspects, and religious aspects.
Buchanan and Margolin (1995) posited that the basic principles of
designs should be based on a societys spiritual and cultural ideas. Later,
Moalosi (2007) focused on the culture-orientation and influence on product design pointing towards the technological implications in the industrial sector. In such a situation, socio-cultural aspects influence the product
design and various elements of culture interconnect in conceptualization
(and production) of products with local relevance. Ekerete (2001) has recommended that industries should concentrate on the production of products specific to various cultural settings.
Young (1996)refocused on the economic aspects of the processes in
the society that are influenced by socio-cultural factors by pointing towards
the financial implications in the banking, monetary and credits systems.
Young (1996) also referred to the regulatory aspects of processes in the society, when he discussed legal contracts being part of social conventions.
He went on to say that social conventions are often informal processes
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137 Wasan, Tripathi

of accretion, which are later codified into laws,for example although the
conventions on road traffic existed long before the 1800s, it was only in
the nineteenth century when the rules of the road were formulated in most
of the countries.
Religious aspects affect the behaviour of an individual, for example,
some religions prohibit the consumption of alcohol or certain type of animal meat. Religions also affect the way a society behaves with its elders,
women and children, while some religions prohibit married women to
freely move in the public, to drive a car or to take decisions regarding their
personal welfare. Religion also affects the way a person dresses or the way
a person uses conventional language and its implied meaning. It implies
that religious aspects ensure a degree of conformity that a person follows
in day-to-day interaction with the society.
All the above aspects affect the social marketing mix and social marketing performance. Social marketers therefore adapt their product and
promotion to suit their area of operation (Ekerete, 2001).
Based on the aforementioned discussion , the following propositions
have been developed1. Socio-cultural environment influences the Policy/Government institutions.
2. Socio-cultural environment directly influences people to tailor their
messages to influence target audience to take decisions in self-interest.
3. Physical evidence is dependent on the socio-cultural environment for
its design, development and delivery and is tangible in nature.
4. Socio-cultural factors affect partnership formation in a social marketing exercise.
5. Processes of the society viz., economic aspects (including technological and financial), regulatory aspect, and religious aspects are directly
influenced by socio-cultural environment in a society.
Conclusions and Implications
The propositions provided in this paper highlight some of the intriguing
aspects pertaining to social marketing mix. It should be well noted that,
although social marketing has existed all over the globe in different forms,
many of the theoretical foundations of the topic have been developed in
America and Europe, hence there is an absence of nuanced approach. In
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138 Revisiting Social Marketing

developing countries, the understanding of the social marketing phenomenon is highly nuanced owing to different variations of the socio-cultural
context. The socio-cultural factors not only influence the social marketing
mix and social marketing campaigns they influence the governance decisions pertaining to the welfare of the society. However, it is imperative
on the part of the policy makers and the social advocates (individuals and
groups) to join hands and understand the different aspects of social marketing campaign, which can be well understood in terms of the influence
of socio-cultural factors on the extended factors of the social marketing
mix.
Implications
Following are the key implications of this study:
1.Socio-cultural environment influences the Policy/Government institutions.
While developing a road map for development and related policies, government and the policy making institutions should consider socio-cultural
environment as sacrosanct, especially in the under developed countries.
The influence of opinion leaders would be pivotal in this regard.
2.Socio-cultural environment directly influences people to tailor their
messages to influence target audience to take decisions in self-interest.
The choice of words and their specific meaning is many a times misunderstood by a section of a society. In addition, low literacy levels, lack of
scientific understanding and low exposure to technology suggests the use
those publicity/social marketing material, which need to be high on visual
content but have very limited written content, to influence the masses.
The low level of universal education and lowexposure to technology and
information is a major issue in driving the campaigns in less developed
countriesand mainly in their rural regions.
3.Physical evidence is dependent on the socio-cultural environment
for its design, development and delivery and is tangible in nature.
Awareness is essential but the social marketing must integrate with the
tangible aspects. The main focus must be on that which is conveyed must
be available in physical form. The demonstration of the product development and subsequent use is very essential in the rural and under developed
regions.
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139 Wasan, Tripathi

4.Socio-cultural factors affect partnership formation in a social marketing exercise
The basic tenets of social marketing is public good and positive behaviour
change. The role of societal bodies in its development cannot be denied.
Partnerships with organizations, celebrities and opinion leaders are therefore pivotal to take this exercise forward of particular interest here are
celebrities who are well followed by the local masses and therefore hold a
considerable sway on how the common man thinks or emulates an action,
an example here would be the polio vaccination campaign by Amitabh
Bachchan and the ongoing rural sanitation campaign by the popular Bollywood actress VidyaBalan on national television.
5. Processes of the society viz., economic aspects (including technological and financial), regulatory aspect, and religious aspects are directly influencedby socio-cultural environment in a society.
In the developing and less-developed countries much of the way of life is
driven by the culture within; with almost no influence from outside. This
has influences their way of using their assets, laws, and food and how they
view hygiene and health. This also impacts how the procedures and way
to do things. Religion on the other hand form an over arching factor under
which these activities are carried out and come to fruition. Therefore, the
social marketing managers must take these aspects in cognizance while
designing their marketing campaigns.
In a nutshell, the socio-cultural factors are a useful tool to guide the
social marketing campaigners in a comprehensive manner. These can
be used either as a checklist or as a step-by-step directive for the benefit
of the society at large. For social scientists they are those important elements that have to be taken into account whilst developing hypotheses,
research propositions and research designs for developing an insight at
any stage SM programme implementation.

Scope for further research

As discussed in the previous section the theoretical base of the social marketing campaign was developed in the western countries, where sociocultural factors do not show much variations. These factors however play
a very crucial role in under-developed and developing areas of the world,
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140 Revisiting Social Marketing

therefore it would wise to consider them while planning a socio-marketing
interventions. It is only when these factors are built into the message and
the communication is designed around them can we hope for a suitable
outcome from these interventions. The difference in socio- cultural factors
needs to be respected for each culture and its sub-cultures such that the
plan for the societal welfare can rightly target the bottom of the pyramid.
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Dr. Parul Goyal Wasan, Consultant, Gurgaon.

Gaurav Tripathi, Assistant Professor, Birla Institute of Management
Technology, Greater Noida, Uttar Pradesh, India.

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