The role of promotoras in community-based social marketing: anti-littering interventions

IF 3.1 4区 管理学 Q2 BUSINESS
Marilu Fernandez-Haddad, Amanda Aguirre, M. Ingram
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引用次数: 1

Abstract

Purpose – This study aims to explore the role of community health workers (promotoras) as a vehicle to identify and involve stakeholders in cleaning the environment in two community-based social marketing (CBSM) interventions. Design/methodology/approach – This paper evaluates two CBSM interventions that used a promotora model to address city cleaning efforts; one in Puebla, Mexico and the other in San Luis, Arizona, USA. The qualitative methods included as follows: 25 in-depth and short interviews with managers, residents and promotoras and observational data on the sites with the cleanliness issues which were the focus of the interventions. Open-ended qualitative responses were analyzed for recurring themes. Findings – This research advances in the area of CBSM by presenting the figure of the “promotora” as a key element that helped to involve diverse groups of stakeholders as active members in two CBSM interventions, and who also facilitated socialization, penetration and co-responsibility in the community in two cleaning interventions. Promotoras have the knowledge of community conditions and the skills necessary to engage community stakeholders in the objectives of a program with community level benefits. Originality/value – This comparative analysis identifies that CBSM interventions that include promotoras can engage a diverse group of stakeholders achieving participation and co-responsibility in cleaning their environment.
促进者在社区社会营销中的作用:反乱扔垃圾干预
目的-本研究旨在探讨社区卫生工作者(促进者)在两种基于社区的社会营销(CBSM)干预措施中作为识别和参与清洁环境的利益相关者的媒介的作用。设计/方法/方法-本文评估了两种CBSM干预措施,它们使用促进模型来解决城市清洁工作;一个在墨西哥的普埃布拉,另一个在美国亚利桑那州的圣路易斯。定性方法包括:对管理人员、居民和促销人员进行25次深度和简短访谈,并对清洁问题作为干预重点的地点进行观察数据。对重复出现的主题进行开放式定性回答分析。本研究在CBSM领域取得了进展,提出了“促进者”的形象,作为一个关键因素,帮助不同的利益相关者群体作为积极成员参与两个CBSM干预,并在两个清洁干预中促进了社区的社会化、渗透和共同责任。推动者了解社区情况,并具备必要的技能,使社区利益相关者参与到项目目标中来,从而为社区带来利益。原创性/价值——这一比较分析表明,包括促进者在内的CBSM干预措施可以吸引不同的利益相关者群体,在清洁环境方面实现参与和共同责任。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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