Background:

This article is the first to explore the emergence and evolution of social marketing as a professional practice in Aotearoa New Zealand [1] (NZ).

Focus of the Article:

The article identifies key political factors enabling the emergence, and causing the decline, of social marketing in NZ.

Research Question:

What are the factors that practitioners of social marketing identify as most influential on its development in NZ?

Importance to the Social Marketing Field:

The article makes a unique contribution to the growing literature on the history of social marketing in different jurisdictions by providing the first account of how social marketing evolved in NZ and by identifying the crucial role of political factors.

Methods:

The research is based on appreciative inquiry-based interviews with 20 experienced social marketers and a review of key documents. Because the field in NZ is small, it was possible to interview almost all of the leading figures.

Results:

This study constructs a timeline of significant political impacts on social marketing in NZ and identifies neoliberal approaches as key. Initially, neoliberalism enabled the growth of social marketing due to its emphasis on individual responsibility for health. Later, a neoliberal agenda helped disestablish the discipline due to social marketing shifting focus from downstream to upstream economic, political and social factors.

Recommendations for Research or Practice:

This research concludes that to sustain the legitimacy of their field, social marketers need to produce ongoing evidence-based communication of their effectiveness and responsibility and be less dependent on government funding. It also suggests the continuing enlargement of specifically situated studies of the different evolutions of social marketing in different places to better map commonalities and contrasts.

Limitations:

The study is limited to social marketing in NZ and would be strengthened by comparative studies of social marketing within other cultures and political systems during particular historical periods. While mainly exploring NZ social marketers’ experience from their own point of view, it could be broadened to include other perspectives.

中文翻译：

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向实践和政治学习：新西兰奥特罗阿的社会营销的兴衰（1984–2017）

背景：

本文是第一个探讨社会营销作为专业实践在新西兰Aotearoa [1]（NZ）的出现和演变的方法。

文章重点：

本文确定了促成新西兰社会营销出现并导致其衰落的关键政治因素。

研究问题：

社会营销从业人员认为哪些因素对其在新西兰的发展最有影响？

对社会营销领域的重要性：

这篇文章通过提供关于新西兰社会营销如何演变的第一篇文章，并指出了政治因素的关键作用，对不同司法管辖区的社会营销历史做出了独特的贡献。

方法：

这项研究基于对20位经验丰富的社交营销人员进行的基于欣赏性调查的访谈以及对关键文件的审查。由于NZ的领域很小，因此几乎可以采访所有领先人物。

结果：

这项研究构建了对新西兰社会营销产生重大政治影响的时间表，并将新自由主义方法确定为关键。最初，由于新自由主义强调个人对健康的责任，因此促进了社会营销的发展。后来，由于社会营销将重点从下游转移到上游经济，政治和社会因素，新自由主义议程帮助取消了这一学科。

研究或实践建议：

这项研究得出的结论是，为了维持其领域的合法性，社交营销人员需要就其有效性和责任进行持续的基于证据的交流，并减少对政府资金的依赖。这也表明，针对不同地方的社会营销的不同演变而进行的专门研究的不断扩大，可以更好地描绘出共同点和反差点。

局限性：

该研究仅限于新西兰的社会营销，在特定的历史时期内，将通过对其他文化和政治体系内的社会营销的比较研究加以加强。虽然主要是从自己的角度探讨新西兰社交营销者的经验，但可以将其扩展到包括其他观点。