Marketing social missions—adopting social marketing for social entrepreneurship? A conceptual analysis and case study
Bibliographic record
Abstract
In aiming for voluntary behavioral change, social marketing may be particularly attractive for social entrepreneurs, but conversely, they may not have the resources or knowledge for conducting full‐blown social marketing campaigns. In response to the growing importance and role of social entrepreneurship in tackling social problems and the lack of research concerning how social marketing may play a role in such organizations, the purpose of this paper is to develop a deeper conceptual understanding of how social marketing may be of use to social entrepreneurial organizations. The research reports on a case analysis of One Drop and its Aqua expo and the utilization of social marketing in pursuit of its goal to achieve water conservation in the Northern Hemisphere. The research shows the adoption of elements of social marketing but not a conscious adoption of social marketing as a strategy. Copyright © 2012 John Wiley & Sons, Ltd.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.006 | 0.005 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.002 |
| Science and technology studies | 0.010 | 0.014 |
| Scholarly communication | 0.009 | 0.007 |
| Open science | 0.001 | 0.005 |
| Research integrity | 0.003 | 0.003 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".