Developing a Social Marketing Behavior Change: The Case of "Show Racism the Red Card"

2015 ◽  
Author(s):  
Guochao Lin ◽  
Lujie Hao
Keyword(s):  
Behavior Change ◽  
Social Marketing

A Scoping Review of Behavior Change Interventions to Decrease Health Care Disparities for Patients With Disabilities in a Primary Care Setting: Can Social Marketing Play a Role?

2021 ◽  
Vol 27 (1) ◽  
pp. 48-63
Author(s):  
Angela Makris ◽  
Mahmooda Khaliq ◽  
Elizabeth Perkins
Keyword(s):  
Primary Care ◽  
Health Care ◽  
Behavior Change ◽  
Social Marketing ◽  
Health Care Disparities ◽  
Social Model ◽  
Care Providers ◽  
Social Model Of Disability ◽  
Behavior Change Interventions ◽  
The Social

Background: One in four Americans have a disability but remain an overlooked minority population at risk for health care disparities. Adults with disabilities can be high users of primary care but often face unmet needs and poor-quality care. Providers lack training, knowledge and have biased practices and behaviors toward people with disabilities (PWD); which ultimately undermines their quality of care. Focus of the Article: The aim is to identify behavior change interventions for decreasing health care disparities for people with disabilities in a healthcare setting, determine whether those interventions used key features of social marketing and identify gaps in research and practice. Research Question: To what extent has the social marketing framework been used to improve health care for PWD by influencing the behavior of health care providers in a primary health care setting? Program Design/Approach: Scoping Review. Importance to the Social Marketing Field: Social marketing has a long and robust history in health education and public health promotion, yet limited work has been done in the disabilities sector. The social marketing framework encompasses the appropriate features to aligned with the core principles of the social model of disability, which espouses that the barriers for PWD lie within society and not within the individual. Incorporating elements of the social model of disability into the social marketing framework could foster a better understanding of the separation of impairment and disability in the healthcare sector and open a new area of research for the field. Results: Four articles were found that target primary care providers. Overall, the studies aimed to increase knowledge, mostly for clinically practices and processes, not clinical behavior change. None were designed to capture if initial knowledge gains led to changes in behavior toward PWD. Recommendations: The lack of published research provides an opportunity to investigate both the applicability and efficacy of social marketing in reducing health care disparities for PWD in a primary care setting. Integrating the social model of disability into the social marketing framework may be an avenue to inform future interventions aimed to increase health equity and inclusiveness through behavior change interventions at a systems level.

scholarly journals Golden Moves

2013 ◽  
Vol 19 (4) ◽  
pp. 230-241 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
Mustafa Ebrahimjee
Keyword(s):  
Physical Activity ◽  
Behavior Change ◽  
Nonprofit Organizations ◽  
Social Marketing ◽  
Transtheoretical Model ◽  
Perceived Barriers ◽  
Theory Approach ◽  
The United Kingdom ◽  
Activity Program ◽  
Grounded Theory Approach

Social marketing is increasingly being used by public and nonprofit organizations to deliver behavior change objectives. Drawing on the example of physical activity for the over 65s, we show how social marketing techniques can deliver a physical activity program for a priority group that has so far received little attention. In this study, conducted in the United Kingdom, we use a grounded theory approach to understand motivational factors and perceived barriers and to determine the types of messages and message channels that could be used for a potential social marketing–based intervention. We show how the findings of this pilot study can be used to develop such an intervention, and present a modeled intervention, based on the transtheoretical model of behavior change.

Evaluating Social Marketing Elements in Sponsorship

2007 ◽  
Vol 13 (4) ◽  
pp. 1-25 ◽  
Author(s):  
Norman J. O'Reilly ◽  
Judith J. Madill
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
The Social

Organizations of all types increasingly recognize the importance of sponsorship as a source of revenue and as a means to achieve their objectives. This trend is driving the broader adoption of sponsorship, which has resulted in its use to pursue objectives other than those related to promotion, including those related to behavior change and, thus, social marketing. Concurrently, sponsors and sponsees are demanding the development of legitimate, reliable, and meaningful methods for the evaluation of sponsorship as investment in the area increases. For organizations whose objectives include behavior change and, thus seek to market behaviors (i.e., social marketers) this results in a need to be able to evaluate the social marketing elements of their sponsorships, distinct from other objectives that may be sought. The current research conceptualizes social marketing in sponsorship and then develops hypothetical examples for each resulting scenario to demonstrate how social marketing elements in sponsorship should be evaluated.

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.

Outcome Evaluation of an Empirical Study: Food Waste Social Marketing Pilot

2020 ◽  
Vol 26 (2) ◽  
pp. 111-128
Author(s):  
Jeawon Kim ◽  
Sharyn Rundle-Thiele ◽  
Kathy Knox ◽  
Samuel Hodgkins
Keyword(s):  
Pilot Study ◽  
Behavior Change ◽  
Social Marketing ◽  
Food Waste ◽  
Program Design ◽  
Outcome Evaluation ◽  
Future Research ◽  
Control Group ◽  
Household Food ◽  
The Social

Background: Evidence indicates behavior change is more likely when more social marketing benchmark principles are applied. Yet, transparent and clear reporting of the application of benchmarks to change behavior is rare. Focus of the Article: The aims of this study were (1) to verify the efficacy of social marketing in reducing food waste and (2) to enumerate and critique the practicality of applying social marketing benchmark criteria. Research Question: To address the research aims, two research questions were proposed: (1) Can a social marketing program designed with consumers reduce household food waste behavior? and (2) How are social marketing benchmarks applied to reduce food waste? Program Design/Approach: A consumer-insight driven social marketing program Waste Not Want Not (WNWN) was designed following the social marketing process and delivered to local Redland City Council residents located within the pilot area. This article reports a process and outcome evaluation for the pilot study and a critical evaluation of benchmark criteria application. Importance to the Social Marketing Field: This article demonstrates social marketing’s efficacy to reduce food waste behavior in households, and it critically evaluates application of benchmark criteria to assist future research and practice. Methods: In total, 314 local council area residents were randomly allocated into either a program ( n = 110) or control group ( n = 204). The program group received intervention materials and invitations to attend the 2-week program activities held in a local shopping center. Control group participants received nothing. The extent of social marketing benchmark application was examined for the WNWN program. Results: Outcome evaluation indicated that the pilot study reduced self-reported household food waste and increased perceived level of self-efficacy in cooking for the program group, but not the control group. WNWN successfully applied five of the eight social marketing benchmark criteria, namely, consumer orientation, insight, competition, marketing mix, and behavior change. Recommendations for Research or Practice: Given that use of more benchmarks increases the likelihood of behavior change, future research must advocate for complete application of the eight major social marketing benchmark criteria in program design. Clear operational definitions are required to improve practice and behavioral change outcomes. Limitations: Study 1 focused on individual feedback and self-reported data minimizing the possibility of generalization. Future research could employ observational methods and involve a wider array of stakeholders to increase generalizability.

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