Citation

Huff AD, Barnhart M, McAlexander B, McAlexander J. J. Macromark. 2017; 37(4): 393-408.

Copyright

(Copyright © 2017, SAGE Publishing)

DOI

10.1177/0276146717715744

PMID

unavailable

Abstract

Building on work on social and macro-social marketing, we provide an empirical account of ways in which American gun violence prevention groups (GVPGs) act as macro-social marketers as they address the wicked problem of gun violence, which they define as deaths and injuries with firearms. We find that, as a collective, GVPGs attempt to change the culture related to guns by targeting up-, mid-, and downstream agents. We contribute to theory by (1) expanding the concept of macro-social marketing beyond government entities to include consumer interest groups and collectives; (2) introducing internal marketing as a macro-social marketing tool critical for macro-social marketers dependent largely on volunteers; (3) elucidating ways that macro-social marketers can accomplish upstream changes indirectly, by encouraging consumers and citizens to influence policy makers; and (4) revealing marketing tactics that can be leveraged across up-, mid-, downstream, and internal efforts.

Language: en