Implementation of a Social Marketing Framework Designed ...2018.wsmconference.co.uk/wsm2017/05 day 2...
Transcript of Implementation of a Social Marketing Framework Designed ...2018.wsmconference.co.uk/wsm2017/05 day 2...
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Implementation of a Social Marketing Framework Designed for
Collaborative Partnerships: Untangling the Theory of Change
Brian J. Biroscak, Carol A. Bryant, Mahmooda Khaliq Pasha, Tali Schneider, Anthony D. Panzera, Peter S. Hovmand
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Learner Objectives
1. Describe the theory-of-change of a social marketing framework designed for collaborative partnerships
2. Assess the relevance of system dynamics modeling for theory-of-change development
3. Explore the relevance of systems thinking for social marketing research and practice
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• Community coalitions
• Policy change
• Community-Based Prevention Marketing (CBPM) for Policy Development
CBPM SDM RESULTS
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CBPM SDM RESULTS
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Research Question:• “What are the linkages and
connections between CBPM inputs, activities, immediate outcomes, intermediate outcomes, and ultimate impacts?”
Aim 1. To articulate the behavior-over-time of key CBPM concepts and variables
Aim 2. To formulate a dynamic hypothesis that represents the CBPM theory-of-change
Aim 3. To formulate a simulation model that represents the CBPM theory-of-change
Aim 4. To test the computer simulation model
CBPM SDM RESULTS
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System Dynamics Modeling (SDM)
• Field invented by Jay W. Forrester at MIT in 1958
• “The use of informal maps and formal models with computer simulation to uncover and understand endogenous [or feedback] sources of system behavior”
• Richardson, G.P. (2011). Reflections on the foundations of system dynamics. System Dynamics Review, 27(3), 219-243.
Credit: Peter Hovmand / WUSTL-SSDL / 09.25.12
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1. Problem Articulation Aim 1. To articulate the behavior-over-time of key CBPM concepts and variables
2. Dynamic Hypothesis Formulation
Aim 2. To formulate a dynamic hypothesis that represents the CBPM theory-of-change
3. Simulation Model Formulation
Aim 3. To formulate a simulation model that represents the CBPM theory-of-change
4. Testing Aim 4. To test the computer simulation model
5. Implementation Future research...
CBPM SDM RESULTS
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Kim, H., & Andersen, D. F. (2012). Building confidence in causal maps generated from purposive text data: mapping transcripts of the Federal Reserve. System Dynamics Review, 28(4), 311-328.
CBPM SDM RESULTS
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“How does implementing the CBPM framework improve coalition performance?”
CBPM SDM RESULTS
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Kim, H., & Andersen, D. F. (2012). Building confidence in causal maps generated from purposive text data: mapping transcripts of the Federal Reserve. System Dynamics Review, 28(4), 311-328.
CBPM SDM RESULTS
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Stock Variables Definitions
Coalition
Culture
Pattern of assumptions a coalition has adopted in learning to cope with problems; endure because they have meaning for members
Commitment Attachment to or determination to reaching a goal by using a newly adopted innovation
Perceived
Performance
Function of perceived coalition effectiveness and perceived coalition efficiency
Strategic
Orientation
Defined in terms of “the business the coalition is in and how it competes;” can be described by the set of coalition activities
Workload Number of community residents being targeted by the coalition with its community initiatives
Pressure to
Change
Pressure on coalition leader(s) to improve coalition performance
CBPM SDM RESULTS
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“It was really funny because when we first started the selecting a policy thing, we
looked at all those different policies. When we proposed corner stores to them, the
coalition was like, ‘Oh. We could do like cooking classes.’ Then we were all like,
‘No. We can’t do that because it’s a program. It’s not a policy.’ We had to like
backtrack and really like reorient ourselves to policy.”
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“The purpose of Step 5 is to conduct research on the selected policy. Group members
appeared more upbeat compared to the previous meeting. However, the selected policy
topic (corner stores) was not the main topic of discussion. The results of interviews
with corner store owners and community members were presented to the group. It
seemed as if several members of the coalition felt other projects were more of a
priority than the corner store policy work.”
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1. Problem Articulation Aim 1. To articulate the behavior-over-time of key CBPM concepts and variables
2. Dynamic Hypothesis Formulation
Aim 2. To formulate a dynamic hypothesis that represents the CBPM theory-of-change
3. Simulation Model Formulation
Aim 3. To formulate a simulation model that represents the CBPM theory-of-change
4. Testing Aim 4. To test the computer simulation model
5. Implementation Future research...
CBPM SDM RESULTS
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Model Formulation
• Equations based on published models
• Delphi survey
– 2 rounds
Model Testing
• Dimensional consistency
• Reference mode comparisons
• Face validity
CBPM SDM RESULTS
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“Everyone’s [sic] is telling us to
do policy. It’s the buzzword we
all know that it’s the place where
we’re going to have the most
leverage, but we don’t know how
to do it and it’s scary. It’s new
territory, to have something
systematic to guide us is very
helpful. I think we could just get
in and flounder if we didn’t have
these set of steps to follow.”
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“…it’s made us listen more and to
engage the people that were [sic]
serving more…we opened up
more for them to be a part of the
conversation…many of them
have become advocates as they
were engaged in this process not
as coalition members but as
advisors and then - it feels like
something - it just brought our
community together in a way
that I’ve never experienced
before.”
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“…the power of a coalition really
comes out when you get to action.
They’re sitting there and we’re training
and leading them through the first
paces and then all of a sudden, it’s
time to go do…and they just - there’s
no way my university could have
gotten in three months that program up
and running. There’s no way with 100
students. I mean, we just couldn’t
have done it but they had 50 people
with 50 friends with business [sic]
and they - boom, they had all these
action outlets overnight.”
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“How does implementing the CBPM framework improve coalition performance?”
CBPM SDM RESULTS
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Theoretical Implications
• ‘Upstream’ social marketing
• Community Coalition Action Theory (CCAT)
• Generic structures
Practical Implications
• Manage coalition expectations
• Community-Based Prevention Marketing for Systems Change...
CBPM SDM RESULTS
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1. Problem Articulation Aim 1. To articulate the behavior-over-time of key CBPM concepts and variables
2. Dynamic Hypothesis Formulation
Aim 2. To formulate a dynamic hypothesis that represents the CBPM theory-of-change
3. Simulation Model Formulation
Aim 3. To formulate a simulation model that represents the CBPM theory-of-change
4. Testing Aim 4. To test the computer simulation model
5. Implementation Future research...
CBPM SDM RESULTS
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1. Describe the theory-of-change of a social marketing framework designed for collaborative partnerships
2. Assess the relevance of system dynamics modeling for theory-of-change development
3. Explore the relevance of systems thinking for social marketing research and practice
CBPM SDM RESULTS
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SMANA membership benefits:
● Discounts on conferences
● SMANA's quarterly newsletter
● Support of the Social Marketing Listserv
Automatic membership in the International Social Marketing Association (iSMA) which
includes:
● Free access to bi-monthly webinars (otherwise $50 each)
● Free access to iSMA job board
● Discounts on professional journals (e.g. 10% on Social Marketing Quarterly)
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Acknowledgements
This paper was supported by Cooperative Agreement Number 1U48DP001900, funded by the Centers for Disease Control and Prevention – Prevention Research Centers Program. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the Centers for Disease Control and Prevention or the Department of Health and Human Services.