Redefining Partnership in Social Marketing

Abstract
Purpose: This study investigates the conceptualisation of partnership in the changing landscape of social marketing and provides a theoretically underpinned framework for partnership in the field.

Design/methodology/approach: This conceptual study integrates partnership insights from systems thinking, stakeholder theory, and social marketing literature to inform the proposed framework.

Findings: The findings underscore the significance of partnerships and the necessity for a shared understanding and clarity regarding the concepts of “partner” and “partnership” in social marketing. Within social marketing, there is no universally accepted definition for these terms, highlighting the need for more precise definitions. The findings distinguish between partnerships in social marketing orientations. Each orientation represents a unique partnership
approach, reflecting varying scopes and focuses within the field.

Research limitations/implications: A clear definition and classification of partners and partnerships will support social marketers in driving behaviour change across interventions grounded in various social marketing orientations, thereby offering a theoretical and practical framework.

Practical implications: The proposed framework provides social marketers with a practical tool. Grounded in systems thinking and stakeholder theories, it equips social marketers with critical thinking about partners and partnerships, preparing them for the partnership tensions and other challenges that may arise from these relationships. The framework offers practical ways for social marketers to engage with intervention partners, potentially leading to improved outcomes.

Originality/value: The value lies in identifying the importance of partners and partnerships within social marketing, along with the related conceptualisation, including the proposal of definitions of partners and partnerships in social marketing orientations. This study advances existing models and responds to calls for future-focused solutions, aligning with the agenda of net-positive social impact by offering guidance on structuring partnerships for social change.

Keywords: Partner, Partnership, Downstream Partnership, Midstream Partnership, Upstream Partnership, Systems Partnership, Social Marketing