scholarly journals Evaluating the Role of Social Marketing Campaigns to Prevent Youth Gambling Problems

2007 ◽  
Vol 98 (2) ◽  
pp. 101-104 ◽  
Author(s):  
Carmen Messerlian ◽  
Jeffrey Derevensky
Keyword(s):  
Social Marketing ◽  
Gambling Problems ◽  
Youth Gambling ◽  
Social Marketing Campaigns

Going with the flow

2018 ◽  
Vol 8 (3) ◽  
pp. 314-332 ◽  
Author(s):  
Hue Trong Duong ◽  
Lukas Parker
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Second Phase ◽  
Cross Sectional Survey ◽  
Marketing Practice ◽  
Cross Sectional ◽  
Content Type ◽  
Safety Attitudes ◽  
Social Marketing Campaigns

Purpose This paper aims to examine motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms related to motorcycle speeding behaviour are prevalent among young motorcyclists, and whether there is an association between these misperceptions with their speeding behaviour. Design/methodology/approach A cross-sectional survey of 541 young motorcyclists was carried out as the second phase of a larger project, which examined the role of social norms related to road safety attitudes and behaviours. Findings The results showed misperceptions of perceived speeding norms among both male and female young motorcyclists. There was an association between normative misperceptions and speeding behaviour, and between speeding behaviour and approval to speeding behaviour by young motorcyclists. In addition, peer presence was found to moderate the relationship between misperceptions of speeding norms and speeding behaviour. Originality/value The study contributes to addressing the call for study of social norms marketing and health risks in non-Western contexts. Further, the results provide support for social marketers to consider the use of social norms approach in designing social marketing campaigns to promote safe motorcycle driving behaviours.

The Use of Message Framing in the Promotion of Environmentally Sustainable Behaviors

2011 ◽  
Vol 17 (2) ◽  
pp. 48-62 ◽  
Author(s):  
Tania Cheng ◽  
Danielle Kathryn Woon ◽  
Jennifer K. Lynes
Keyword(s):  
Social Marketing ◽  
Message Framing ◽  
Target Audience ◽  
Environmentally Sustainable ◽  
Effective Combination ◽  
Physical Threat ◽  
Social Marketing Campaigns ◽  
Level Of Experience ◽  
Loss Framing

The use of message framing, a technique that shapes perceptions of the outcomes of the promoted behavior, in combination with a specific target audience can substantially enhance the success of social marketing campaigns. Although the persuasive effects of message framing have been widely publicized in the field of social and cognitive psychology, there is a surprising dearth in the literature regarding the role of message framing as a strategy within the context of social marketing to influence environmentally sustainable behaviors. This article provides an overview of the main principles of message framing, including gain and loss framing as well as social and physical threat. The most effective combination of frame and threat may in fact depend on the measure used to assess its influence on behavior. In particular, the literature suggests that the effect of frame and threat interaction may be most prominent in changing attitudes toward the behavior. Four factors should be considered in the use of framing and threat in message design, including: (1) level of risk involved in uptake of the behaviour, (2) degree of self-referencing or self-other referencing in the message, (3) level of experience and knowledge of the target audience and stage of change of the target audience, and (4) gender of target audience. Thus, proper segmentation of the population should be carried out before designing messages with frame/threat factors. Further research on the influence of message framing and the role of audience segmentation in behavioral change strategies is needed to deepen our understanding of its effectiveness in designing social marketing campaigns that focus on environmentally sustainable behaviors.

Understanding Health Behavior: An Integrated Model for Social Marketers

2008 ◽  
Vol 14 (2) ◽  
pp. 2-32 ◽  
Author(s):  
Magdalena Cismaru ◽  
Anne M. Lavack ◽  
Heather Hadjistavropoulos ◽  
Kim D. Dorsch
Keyword(s):  
Health Behavior ◽  
Social Marketing ◽  
Transtheoretical Model ◽  
Process Model ◽  
Decision Making Process ◽  
Extended Parallel Process Model ◽  
Behavioral Theories ◽  
Health Related ◽  
Social Marketing Campaigns ◽  
Insight Into

Many effective social marketing campaigns seek to change health-related behavior by utilizing various health-protective behavioral theories. In this article, we review and integrate three such theories: protection motivation theory (PMT), the extended parallel process model (EPPM), and the transtheoretical model (TTM). We highlight how EPPM and TTM can be used to refine PMT by adding insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior. Specifically, the development of an integrated PMT model can provide insight into the characteristics of people more or less likely to change, what happens when persuasion fails, and what can be done to increase persuasion. Developing an integrated PMT model opens new avenues of research that have the potential to increase our understanding of behavior and assist in creating more persuasive social marketing campaigns.

scholarly journals You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign

2021 ◽  
Vol 5 ◽  
pp. 239920262110034
Author(s):  
Beth Sundstrom ◽  
Andrea L DeMaria ◽  
Merissa Ferrara ◽  
Stephanie Meier ◽  
Kerri Vyge ◽  
...  
Keyword(s):  
Social Marketing ◽  
Survey Design ◽  
Full Range ◽  
The United States ◽  
Student Health Services ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Campaign Messages ◽  
Long Acting ◽  
Social Marketing Campaigns

Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.

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