The impact on condom use of the “100% Jeune” social marketing program in Cameroon

2005 ◽  
Vol 36 (6) ◽  
pp. 530 ◽  
Author(s):  
Dominique Meekers ◽  
Sohail Agha ◽  
Megan Klein
Keyword(s):  
Condom Use ◽  
Social Marketing ◽  
Marketing Program ◽  
The Impact

Use of the Fogg Behavior Model to Assess the Impact of a Social Marketing Campaign on Condom Use in Pakistan

2019 ◽  
Vol 24 (3) ◽  
pp. 284-292 ◽  
Author(s):  
Sohail Agha ◽  
Deanna Tollefson ◽  
Shadae Paul ◽  
Dylan Green ◽  
Joseph B. Babigumira
Keyword(s):  
Condom Use ◽  
Social Marketing ◽  
Behavior Model ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Impact

Increasing condom use among adolescents with coalition-based social marketing

AIDS ◽  
2000 ◽  
Vol 14 (12) ◽  
pp. 1809-1818 ◽  
Author(s):  
May G. Kennedy ◽  
Yuko Mizuno ◽  
Brenda F. Seals ◽  
Jaana Myllyluoma ◽  
Kristen Weeks-Norton
Keyword(s):  
Condom Use ◽  
Social Marketing

The Science of Goal Setting

2012 ◽  
Vol 19 (1) ◽  
pp. 13-25 ◽  
Author(s):  
Daniel Hayden ◽  
Fangzhou Deng
Keyword(s):  
Goal Setting ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Collective Behavior ◽  
Great Influence ◽  
Environmental Conservation ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Social Marketing Campaigns ◽  
The Impact

Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

2020 ◽  
Vol 26 (2) ◽  
pp. 80-92
Author(s):  
Stephanie Schartel Dunn ◽  
Gwendelyn Nisbett
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
Behavioral Intentions ◽  
Source Credibility ◽  
Psychological Reactance ◽  
Heuristic Evaluation ◽  
Persuasive Messages ◽  
Message Source ◽  
Positive Message ◽  
The Impact

Background: Increasingly, celebrities are used as spokespeople for nearly all types of marketing. Endorsements can build positive celebrity-brand associations, resulting in favorable brand, product, or issue knowledge. Focus of the Article: This project examines the impact of celebrity influence in social marketing campaigns. Source and receiver characteristics are used to explore how people react to such persuasive messages from celebrities and how those reactions influence behavior. Research Question: Do race (RQ1) and gender (RQ2) of celebrity influence perceptions of (a) credibility, (b) similarity, and (c) heuristic evaluation? How do these factors influence message evaluation (RQ3)? Perceptions of (a) source credibility and (b) similarity as well as (c) heuristic evaluations will increase positive message evaluations (H1). Such positive message evaluations will increase behavioral intentions (H4). Level of (a) perceived source credibility, (b) perceived similarity, and (c) heuristic evaluation of a message is negatively related to message reactance (H2). The level of psychological reactance to a message source is negatively related to behavioral intent related to the message topic (H3). Importance to the Social Marketing Field: The objective of this study is to better understand how characteristics of celebrities, perceptions of the celebrities, and psychological barriers impact intended behavior change attributed to a social marketing message. Because social marketing seeks behavior change as part of an exchange with the targeted audiences, this study contributes a basic understanding of how attributes of the speaker impact social marketing effectiveness. Methods: An experiment was conducted ( N = 798) comparing how persuasive messages from celebrities of different genders and races are perceived. Results: Results indicate that there are significant differences in how persuasive messages from female celebrities are received as compared to messages from male celebrities. Further, race was shown to play a role in feelings of psychological reactance in response to the persuasive messages. Recommendations for Research of Practice: Results suggests marketers should seek out celebrity spokespeople who have the ability to be well-liked by members of the targeted market. The desire to identify with the message source can be a significant enough benefit to inspire behavior change. Having a spokesperson the audience wants to align themselves with is positively correlated with behavioral intentions.

scholarly journals Analysis of HIV Transmission of Commercial Sex Wokers and Their Clients with Condom Use Treatment

2019 ◽  
Vol 125 ◽  
pp. 05003 ◽  
Author(s):  
Sutimin ◽  
Siti Khabibah ◽  
Dita Anies Munawwaroh ◽  
R. Heri Soelistyo U
Keyword(s):  
Condom Use ◽  
Global Stability ◽  
Sex Workers ◽  
Hiv Transmission ◽  
Equilibrium States ◽  
Endemic Equilibrium ◽  
Reproduction Ratio ◽  
Aids Epidemic ◽  
The Impact ◽  
Hiv Aids

A model of the HIV/AIDS epidemic among sex workers and their clients is discussed to study the effects of condom use in the prevention of HIV transmission. The model is addressed to determine the existence of equilibrium states, and then analyze the global stability of disease free and endemic equilibrium states. The global stability of equilibria depends on the vales of the basic reproduction ratio derived from the next generation matrix of the model. The endemic equilibrium state is globally stable when the ratio exceeds unity. The simulation results are presented to discuss the effect of condom use treatment in preventing the spread of HIV/AIDS among sex workers and their clients. The results show that the effectiveness level in using condoms in sexual intercourse corresponds to the decreasing level of the spread of HIV/AIDS. We use Maple and Matlab software to simulate the impact of condom use.

ExerStart: helping seniors be active and independent for less

2019 ◽  
Vol 9 (2) ◽  
pp. 146-160
Author(s):  
Patrick van Esch ◽  
Sarah Maree Duffy ◽  
James Teufel ◽  
Gavin Northey ◽  
Edward Elder ◽  
...  
Keyword(s):  
Physical Fitness ◽  
Social Marketing ◽  
Cost Effective ◽  
Functional Fitness ◽  
Content Type ◽  
Marketing Program ◽  
Quasi Experimental ◽  
Within Subjects ◽  
Criterion Referenced ◽  
Cost Efficient

Purpose The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program. Design/methodology/approach Within subjects quasi-experimental design. Findings The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six. Practical implications A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years. Social implications Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike. Originality/value The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

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