Social Marketing Quarterly最新文献

{"title":"Health Self-Identity–Based Motivations and Behavioral Intentions: A Predictive Model and Segmentation Analysis","authors":"E. Quaye, Kgaiso Mokgethi, Leeford Edem Kojo Ameyibor","doi":"10.1177/15245004211053853","DOIUrl":"https://doi.org/10.1177/15245004211053853","url":null,"abstract":"Background As lifestyle-related diseases increase globally, there is a need to focus on the mechanisms for promoting healthy living and healthy behavioral intentions. Focus of the article The present study investigates how health self-identity influences health consciousness, self-efficacy, consumer knowledge, and normative beliefs. Moreover, the study analyzes the moderating effect of consumer knowledge and normative beliefs on behavioral intentions to maintain a healthy lifestyle. A posthoc segmentation analysis through latent class analysis distinguishes two main segments of health-conscious individuals. Research questions The following research questions guide the study (1) how does health self-identity as a motivational factor influence (a) health consciousness, (b) self-efficacy, (c) consumer knowledge, and (d) normative beliefs and, in turn, account for healthy behavioral intentions? (2) How does consumer knowledge interact with normative beliefs to predict behavioral intentions to maintain a healthy lifestyle? Methods A correlational research design was employed for this study where an online survey of 249 South African audiences was recruited to participate in this study. Structural equation modeling (SEM) and latent class analysis through Mplus were used for data analysis. The interaction effect analysis was also performed using the latent moderated structural model approach, which employs the unique capabilities of SEM. Results The findings highlight the important role of health self-identity as a motivation base for maintaining health consciousness, self-efficacy beliefs, consumers’ knowledge about healthy living, and normative beliefs. Health consciousness and self-efficacy, in turn, influenced healthy behavioral intentions. Although consumer knowledge and normative beliefs independently did not impact healthy behavioral intentions, when both factors interact, the effect becomes significant, suggesting that levels of consumer knowledge about healthy living associate reasonably with the extent of susceptibility to normative influence in explaining healthy behavioral intentions. Two segments classified as moderately health-conscious, and pure health enthusiasts were identified based on six psychographic and two demographics variables. Recommendations for practice Social marketers interested in effecting positive change in healthy living should emphasize the role of health self-identities to generate health consciousness and encourage a sense of self-belief about people’s ability to make positive health choices. Moreover, communications seeking to promote healthy living among individuals should have campaigns highlighting the role of a knowledgeable audience about healthy living in social networks. Finally, social marketing campaigns may also focus on the extent of health consciousness, self-identity, and attitudes towards healthy living to encourage behavior change. Limitations The cross-sectional nature of the study does not warrant t","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42823904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A Critical Overview of Social Marketing in Asia","authors":"Bo Pang, S. Deshpande, Tuyet-Mai Nguyen, Jeawon Kim, Yara Almosa, Amna Arif, D. Arli, Marat Bakpayev, B. Erdogan, Haruka Fujihira, H. Gallage, M. Kadir, Derek Ong Lai Teik, Patama Satawedin, N. Weinreich, Murooj Yousef","doi":"10.1177/15245004211053847","DOIUrl":"https://doi.org/10.1177/15245004211053847","url":null,"abstract":"Background Social marketing has been used in Asia to combat various social issues (Deshpande & Lee (2013). However, our understanding of social marketing awareness, adaptation, and achievement in Asian countries is limited. The focus of the Article An historical overview of social marketing developments in Asia. Importance to the Social Marketing Field This paper is one of the first attempts to integrate social marketing theory and practice in Asia to understand its strengths and weaknesses and to provide a recommendation to enhance the adoption and effectiveness of social marketing program design, implementation, and evaluation to generate social and behavioral change. Design/methodology/approach The authors representing 18 Asian countries searched for social marketing growth and trends in prominence, conceptual developments, social issues and solutions, and effectiveness in English and local language literature. This paper describes themes by highlighting examples of initiatives. Findings Our analysis reveals a broad spectrum of social marketing practices in Asia, focusing traditionally on managing overpopulation and preventing communicable diseases and, more recently, non-communicable diseases and climate action. The practice also revealed close integration with policies, overreliance on the government sector, lack of robust research studies, theorizing, documentation, training, and community involvement, and challenges presented by cultural factors and the confusion of understanding the term. Recommendations for research or practice The study recommends establishing the Asian Social Marketing Association and Asian Social Marketing Institute, adopt a Total Market Approach, improve documentation, clarify the boundaries of social marketing, enhance the effectiveness of strategies by embracing research, involving the beneficiary communities, and by learning from others.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44927843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Retailer Volunteerism as a Plastic Shopping Bag Governance Tool: Shoppers’ Reflections and Contributions to Environmental Social Marketing","authors":"A. Muposhi, R. Shamhuyenhanzva","doi":"10.1177/15245004211055688","DOIUrl":"https://doi.org/10.1177/15245004211055688","url":null,"abstract":"Introduction The pollution of landscapes and coastal environments with plastic shopping bag litter is an escalating global problem. The introduction of plastic bag tax aimed at addressing this challenge achieved limited success in South Africa. This study explores South African shoppers’ perceptions towards social marketing anchored retailer voluntary initiatives, which is an emerging plastic bag policy option. Literature Adverse environmental and social effects of plastic shopping bags are discussed. Retailer voluntary initiatives used to de-market plastic shopping bags, including jurisdictions where they were implemented, are also reviewed. The focus is on retailer anti-plastic bag initiatives such as ‘reusable shopping bags’ and ‘plastic bag-free’ shops. Methods This study is situated within a constructivist research paradigm and a qualitative methodology. Data were collected from a sample of 31 grocery shoppers recruited from retailer outlets in South Africa’s metropolitan cities, Johannesburg and Pretoria. In-depth interviews were conducted to explore shoppers’ perceptions towards retailer-driven anti-plastic bag voluntary initiatives. Thematic content analysis was used to analyse interview data. Findings The findings of this study highlight shoppers’ negative perceptions towards retailer anti-plastic bag voluntary initiatives. Shoppers perceived retailer anti-plastic bag voluntary initiatives as forms of green capitalism, green entrepreneurship, symbolic corporate social responsibility, strategic business posture, commandeered green consumerism, measured environmental morality, masked green washing and calculated pre-emptive behaviour. Future studies may seek to extend the generalisability of these findings by using a larger sample size. Conclusion The study’s findings highlight the trust deficit associated with retailer anti-plastic bags voluntary initiatives and the importance of enhancing market acceptance and legitimacy. Mistrust and cynicism directed towards retailer anti-plastic bag voluntary initiatives point to the importance of consumer education aimed at emphasising the negative effects of single-use plastic shopping bags. This study concludes that reliance on retailer self-regulation may not be the best approach to solve the escalating problem of plastic bag litter. We argue that national governments need to implement interventions that strike a balance between environmental sustainability and economic development.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47127839","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Addressing Marine Wildlife Entanglement in Derelict Fishing Nets Using Community-Based Social Marketing: Case Study and Lessons Learnt","authors":"M. Sarrouf Willson, Craig Turley, Lamees A. Daar, Hussein Al Masroori, Hussain Al Muscati, Madrak Al Aufi, Asma Al bulushi, S. Al Harthi, A. Willson","doi":"10.1177/15245004211053841","DOIUrl":"https://doi.org/10.1177/15245004211053841","url":null,"abstract":"Background Entanglement of marine species, particularly endangered sea turtles and cetaceans, in abandoned, lost or otherwise discarded fishing gear is a major conservation concern. Focus of the Article This case study applies Community-Based Social Marketing (CBSM) to reduce marine wildlife net entanglement in the waters surrounding Masirah Island, a marine biodiversity hotspot in Oman. Importance to the Social Marketing Field The study demonstrates the use of social marketing tools in biodiversity conservation, bringing new knowledge to the cross-application of these two fields. Methods The CBSM methodology was applied to select behaviours, identify barriers and benefits, develop strategies and design a pilot study. The responsible disposal of derelict nets in skip bins was selected as the target behaviour, and a mix of behavioural change tools was applied to achieve change: convenience (installation of three skip bins), education (installation of informative signs, distribution of awareness posters, one-to-one engagement with fishers on the beaches), prompts (installation of signs and posters on vessels) and social norms (one-to-one engagement with key influencers and decision makers). The monitoring of behaviour change took place through structured observations over 23 weeks, focussing on the number of nets disposed of in the allocated skip bins. Results Results showed a low level of behaviour adoption rate by skiff and launch vessel fisheries, respectively, 5.36% and 2.58%. Positive results were observed for a short time but did not reach the estimated target value throughout the study period. Recommendations for Research Our pilot study did not lead to broad-scale implementation and we recommend further awareness and engagement with the target audience, trials of various behaviour change tools and increase field monitoring time. We further recommend the application and funding of behaviour change methods applied to fishers with the incorporation of conventional financial, conservation and regulatory tools to support resource management. Limitations Our results show that focussing on specific behaviours with appropriate measurement is both resource and time demanding to solve pressing conservation problems, particularly ones generated by complex industries such as fishing. Various lessons, useful for other social marketers, have been drawn from our evaluation of the overall study.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44979927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Role of Corporate Social Marketing Campaigns in Employer Branding: A Study of Campus Engagement Initiatives","authors":"Anuj Saini, Gordhan K. Saini, Shaurya Kumar","doi":"10.1177/15245004211053858","DOIUrl":"https://doi.org/10.1177/15245004211053858","url":null,"abstract":"Background Corporate social marketing (CSM), as a type of corporate social initiative, is considered to be the most effective tool for creating social good through behavioural change. However, the relevance and benefits of CSM in the business context are largely unknown. The understanding of ‘the business case’ of CSM initiatives can provide useful insights to practitioners in this field. In this paper, we study the boundary spanning benefits of CSM in the area of employer branding. Research Questions This research aims to answer one major question: Do CSM campaigns play any role in building an organization’s employer brand? If yes, then how? Further, two associated supplementary questions include (i) how do managers perceive the use of CSM campaigns during campus engagement initiatives? (ii) how do job seekers perceive the use of CSM campaigns in campus engagement initiatives? Methods We use a qualitative research approach to answer the above questions. Using a purposive sampling method, we interviewed 6 managers who manage and 13 management students who attended campus engagement initiatives. The research was carried out in an emerging economy context, namely India, which has had several successful CSM campaigns and is home to the youngest working population, particularly millennials. Results The study shows that CSM leads to three major employer branding outcomes – increasing employer awareness, enhancing employer attractiveness and differentiating an employer from other competing organizations. Students prefer employers who provide them opportunities to work for society and are even willing to accept a lower pay in such organizations. Managers revealed the importance of showcasing CSMs during campus presentations and confirmed the relevance of social causes in employer branding initiatives. Recommendations for Practice The study offers useful insights to human resource managers on the role of CSM campaigns in creating employer awareness and attracting talent during campus engagement. We recommend that CSM campaigns be leveraged during campus engagement sessions for achieving differentiation in a competitive talent market. Lesser-known employers can use CSM campaigns for increasing employer awareness among potential student recruits. Organizations may proactively design and implement CSM campaigns, consistent with their values and mission, for the positive spill-over effects it can yield for their employer brand. The study aims to contribute to the CSM literature by studying the boundary spanning role of CSM in employer branding.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47566035","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer Journeys of Adolescent Girls and Young Women in South Africa: Implications for Marketing HIV Prevention Products","authors":"M. Dugas, K. Crowley, G. Gao, Lorcan McHarry, Louise Kenmuir, J. Piper, F. Veronese, Ritu Agarwal","doi":"10.1177/15245004211030965","DOIUrl":"https://doi.org/10.1177/15245004211030965","url":null,"abstract":"Background: Female-initiated prevention products could reduce HIV infection rates in contexts with pronounced gender inequality like South Africa, but uptake and adherence remain low when available. Insights into the behavior of target consumers are needed to effectively promote these products; however, perceptions of stigma may discourage honest reporting. Focus of the Article: To address this need, we examined differences among the consumer journeys of six segments of South African adolescent girls and young women (AGYW), who vary on sexual health beliefs, sexual experience, and self-enhancement, when buying hygiene products. Research Question: We hypothesized that segments would differ in what motivated their purchases and in engagement with different touchpoints, reflecting a need for targeted outreach strategies. Methods: 1,500 low-income, Black South African AGYW (14–25 years of age) were surveyed face-to-face in their homes about their consumer journeys when purchasing deodorant and sanitary products, with the aim of extending the insights obtained to HIV prevention. Results: We found notable similarities across segments but also several important differences underscoring the potential for tailored marketing of HIV prevention products. Among some of the segments, differences were found in prepurchase mindsets and touchpoints, retail and brand drivers, and postpurchase feelings. Recommendations for Research or Practice: These findings highlight the need for tailored outreach among AGYW and may inform the design of effective, personalized marketing strategies that enhance the appeal of HIV prevention products. Limitations: To circumvent potential stigma associated with HIV, survey questions were anchored on personal hygiene products. While this may encourage greater honesty, findings may not fully generalize to HIV prevention products.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49477189","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Can an Index Approach Improve Social Marketing Competitor Analysis?","authors":"M. Raciti","doi":"10.1177/15245004211031872","DOIUrl":"https://doi.org/10.1177/15245004211031872","url":null,"abstract":"Background: Competitive forces influence social marketing efforts. Indeed, social marketers often find themselves “shadow boxing” various forms of competition throughout their interventions. Despite the seminal role of competition as a threat to social marketing intervention efficacy, few empirical studies have undertaken competitive analysis or compared the usefulness of competitive typologies. Thus, this paper proposes an index approach to categorize competitive typologies relevant to a specific social marketing intervention in terms of their ease of use, intuitiveness and generalisability to the broader social cause domain. The proposed index approach is illustrated with empirical data, undertaking a competitive analysis of forces obstructing efforts to address educational inequality in Australia, then comparing the ease of use, intuitiveness and generalisability of 15 competitive typologies noted in the social marketing literature to produce a competitor analysis index. Research Question: Which competitive typologies most effectively frame forces that inhibit educational equality social marketing efforts in Australia? Methods: Via interviews and focus groups, qualitative data were collected from 46 students from low socioeconomic status (LSES) backgrounds at six universities and sought to understand the influence of their home residence’s geographical remoteness on their university participation. The analysis revealed eight participant-identified differential competitors experienced by students from regional, rural and remote settings (LSES-R, n = 25, 54.4%) that were not experienced by those from metropolitan areas (LSES-M, n = 21, 45.6%). Fifteen competitive typologies were identified in the social marketing literature, and their capacity to frame these eight differential forces in terms of their ease of use, intuitiveness and generalisability was critiqued. Findings: Unlike their metropolitan counterparts, LSES-R participants experienced situational (n = 3), dispositional (n = 3) and goal pursuit (n = 2) competitive forces. The most effective competition typologies comprised two classification options that were distinctly different and could classify both the unfriendly and friendly competition that exists in social marketing. Five competitor typologies were identified as easy to use, intuitive and generalizable to the broader educational inequality domain. Together, these five competitor typologies form a competitor analysis index for educational inequality researchers and practitioners to enhance their intervention efficacy. Recommendations: Despite widespread agreement as to the importance of competitor analysis in social marketing, the efficacy of various typologies has received little attention. Social marketers are encouraged to critique competitor typologies before selecting those which enable effective decision-making. Furthermore, it is recommended that social marketers use a competitor analysis index comprised of multiple typolog","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211031872","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43794123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Development of an Interdisciplinary and Integrated Model of Occupational Safety","authors":"C. Lagoe, Derek A. Newcomer, Ashley E Fico","doi":"10.1177/15245004211037933","DOIUrl":"https://doi.org/10.1177/15245004211037933","url":null,"abstract":"Background: Occupational safety and health professionals facilitate safer workplaces through the development and implementation of interventions. Empirically validated theories can enhance the likelihood that an intervention will be successful in achieving the desired outcome; however, occupational safety interventions are often devoid of theory or utilize frameworks that fail to take a comprehensive approach to conceptualizing occupational safety processes. Focus of the Article: The current paper seeks to address these gaps by proposing an interdisciplinary and integrated model of occupational safety (IIMOS). Importance to the Social Marketing Field: IIMOS takes an interdisciplinary approach, examining the combined influence of concepts from psychology, social marketing, and occupational safety on behavioral change. This model accounts for the influence that threat appraisal, coping appraisal, and customer service factors can have on safety behaviors’ initiation/adoption and maintenance. Recommendations for Research and Practice: IIMOS may inform the design, implementation, and evaluation of occupational safety and health programs. Although future empirical work must still test the model’s propositions, the model’s in-depth application of social marketing techniques is a novel addition to the field. This model can encourage practitioners to develop innovative products, build relationships with consumers, and design upstream efforts to support program adoption.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46449572","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Positive, Negative or Both? Assessing Emotional Appeals Effectiveness in Anti-Drink Driving Advertisements","authors":"Murooj Yousef, Timo Dietrich, G. Torrisi","doi":"10.1177/15245004211025068","DOIUrl":"https://doi.org/10.1177/15245004211025068","url":null,"abstract":"Background: The use of advertising to influence social behavior is one element of social marketing campaigns. While it is known that informational appeals are less effective in changing social perceptions and behaviors, the literature presents mixed and inconsistent results of which appeal (i.e. positive negative or both) is more effective in changing social behavior. The purpose of this study is to investigate the effectiveness of positive, negative and a combination of both appeals on young adults’ drink driving perceptions. Focus: This article is related to research and evaluation of the social marketing field. Research Question: Which, if any, of positive, negative or combination of both emotional appeals, is most effective in changing young adults’ drink driving attitudes, norms and intentions and how well do intentions explain behavior? Importance to the Field: The study builds on, and extends previous research exploring the effectiveness of emotional appeals, contributing to the literature by exploring both emotional appeals along the testing of each appeal separately. The research also validates the TRA’s utility beyond previously explored contexts. At a practical level, the research informs the work of advertising message design. It is recommended that, social marketers consider combined emotional appeals approach when designing messages. Methods: Respondents were randomly exposed to one of three emotional appeals (positive, negative or both) and asked to complete a questionnaire about their attitudes, norms and intentions to drink drive before and after exposure. Two analyses were used, Partial Least Squares Structural Equation Modeling to validate the Theory of Reasoned Action (TRA), and paired sample t-tests to assess change of perceptions over time between the three groups. Results: First the study found the TRA to have a strong predictive utility in explaining drink driving intentions. Second, the combination of both positive and negative emotional appeals was found more effective in changing drink driving attitudes, norms and intentions of young adults. Recommendations for Research or Practice: The study recommends that, social marketers consider combined emotional appeals approach when designing messages. However, further investigation is required to confirm this recommendation and as in any campaign, pre-testing the advertisements with the target audience is a must. Limitations: The key limitations of the study include the use of non-probability sampling, self-reported data, and varied exposure times. Future research should utilize autonomic measures to accurately assess perceptions and emotions as well as unifying the time of exposure for all emotional appeals.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211025068","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46340174","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Development and Evaluation of a Research-Driven Health Communication Campaign to Increase Fruit and Vegetable Consumption Among SNAP-Eligible Ohio Adults","authors":"Rebecca Hofer, M. Wilkin, Elizabeth Mayers, B. Wolford, B. Butler, Blaire Beavers, A. Zubieta","doi":"10.1177/15245004211042413","DOIUrl":"https://doi.org/10.1177/15245004211042413","url":null,"abstract":"Background: Despite evidence of the protective effects of a diet high in fruits and vegetables, intake among Ohio adults remains low. A health communication campaign is an attractive behavior change intervention due to its potential to reach a large audience. Focus of the Article: This study aims to examine the development of a state-level health communication campaign and to assess outcome measures relative to fruit and vegetable intake. Research Question: Two research questions were evaluated: (1) How did Ohio State University Extension use formative research to inform the campaign’s development? and (2) Was campaign exposure associated with increased fruit and vegetable consumption or readiness to increase fruit and vegetable consumption among the target audience comprising Ohio adults eligible for the Supplemental Nutrition Assistance Program (SNAP)? Program Design/Approach: Ohio State University Extension conducted extensive formative evaluation prior to developing the Celebrate Your Plate health communication campaign. The campaign was designed to increase the target audiences’ fruit and vegetable consumption, reinforce messages taught in nutrition education classes, and reach a larger segment of the population with messages promoting healthy behaviors. The campaign was implemented statewide through a multi-year phased rollout and comprised a mix of printed and digital communication channels and an accompanying website. Supportive individual- and community-level programming was also implemented by Ohio State University Extension as part of a multilevel approach to increasing fruit and vegetable intake. Importance to the Social Marketing Field: The limited existing research on the effectiveness of health communication campaigns to increase consumption of healthy foods largely focuses on national campaigns and this study examines effectiveness of a locally tailored campaign. Methods: This study comprised a mixed-methods multi-stage evaluation: qualitative data were collected in four pilot counties to assess the target audience’s awareness and reception of the campaign and recommendations for future efforts. Cross-sectional post-implementation outcome evaluation data were collected and analyzed to assess campaign exposure and behaviors of the target audience. Results: During the pilot evaluation, the target audience responded positively to campaign materials and identified the perceived cost of healthy recipes as a main barrier to changing eating patterns. After the campaign was rolled out statewide, approximately 18% of the target audience indicated exposure to Celebrate Your Plate in aided recall. Campaign exposure was significantly associated with higher fruit (p < .001) and vegetable (p < .001) consumption. The Stages of Change model was used to conceptualize readiness to increase fruit and vegetable consumption; campaign exposure was significantly associated with readiness to increase fruit (p = .001) and vegetable (p = .027) consumption.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43677015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}