Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors?

ABSTRACT

Metaphors are powerful forms of communication that can both facilitate and constrain disciplinary discourse, so the choice of metaphor used to explain concepts of disciplinary importance should not be undertaken lightly. A single case study methodology involving an ‘upstream’ firm considering whether to manufacture products with environmental attributes was consequently used to test three previously unexamined assumptions associated with the upstream/downstream metaphor, a metaphorical distinction that continues to have sway within the social marketing discipline. Contrary to these assumptions, the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors were found to be bidirectional (rather than unidirectional), interactive (rather than independent), and distinctive (rather than non-distinctive). These findings suggest the need for alternative models that can better reflect the complex, multidirectional relationships responsible for the emergence of many social issues.

KEYWORDS:

• Social marketing
• upstream
• environment
• firm
• employee

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Joshua D. Newton

Josh Newton is a Senior Lecturer in the Department of Marketing at Deakin University. His research interests include social marketing, particularly in the areas of health and sustainability, and consumer behaviour. Josh has conducted research across a range of social marketing contexts, including physical activity, nutrition, organ donation, sport injury prevention, sexual health, international health, illegal dumping of rubbish, and climate change. He has also published in a range of outlets, including the European Journal of Marketing, Tourism Management, Industrial Marketing Management, Journal of Advertising Research, Journal of Advertising, Journal of Marketing Management, Journal of Business Research, Marketing Letters, and International Marketing Review.

Fiona J. Newton

Fiona Newton is a Senior Lecturer in the Department of Marketing at Monash University. Prior to joining the Department of Marketing, Fiona undertook post-graduate studies, research, and teaching in the School of Psychology and Psychiatry, Monash University. Her primary research interests are framed around social marketing and consumer psychology. Fiona has undertaken research in nutrition, internal health, men’s health, sexual health, climate change, as well as the impact of social power on consumer decision making. She is currently involved in a number of multidisciplinary projects including harnessing recreational infrastructure to improve physical activity and engaging communities with water sensitive cities. She has published in a range of outlets including European Journal of Marketing, Tourism Management, Industrial Marketing Management, Journal of Advertising, Journal of Business Research, International Marketing Review, Marketing Letters, International Journal of Advertising, Psychology and Marketing, and Higher Education Research and Development.

Stephanie Rep

Stephanie Rep completed her honours studies in Business and Commerce at Monash University in 2012. Her research covered her interests in green marketing, consumer behaviour, and marketing strategy. She is currently working in Brand Management across multiple markets within the European region and has six years experience in fast moving consumer goods marketing and specialises in brand strategy, new product development, integrated communications, commercial marketing, personal care, home care, and quick serve meals.