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A conceptual framework of cool for social marketing

Khondker Galib B. Mohiuddin · Ross Gordon · Chris Magee · Jeong Kyu Lee

39 citations0/0 files storedJournal of Social Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool. Design/methodology/approach A comprehensive search and review of extant literature across social marketing, business disciplines, arts, psychology, social sciences and humanities was undertaken to develop an understanding of cool and its relevance to social marketing. The review permitted developing a comprehensive set of characteristics that are associated with cool. Findings A conceptual framework of cool organised according to the following dimensions is presented and discussed: deviating from norm, self-expressive, indicative of maturity, subversive, pro-social, evasive, and attractive. Originality/value This paper advances theoretical knowledge in the social marketing domain by offering a conceptual framework of cool, and by suggesting a set of guidelines to develop cool social marketing programs.

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References

2009Preferred reporting items for systematic reviews and meta-analyses: the PRISMA Statement.2009Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement 2019Diffusion of Innovations 1 2009Document Analysis as a Qualitative Research Method 2004Fear appeals in social marketing: Strategic and ethical reasons for concern 2009Non-communicable diseases must have greater priority, says WHO 2014What Makes Things Cool? How Autonomy Influences Perceived Coolness 2014Consumer perceptions of product creativity, coolness, value and attitude

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