Journal of Social Marketing最新文献

{"title":"Reducing food waste through persuasive communication design: how data visualisation principles reinforce behaviour change social marketing messages","authors":"Regine Marguerite Abos, Simone Taffe, Jane Connory, Gamithri Gayana Karunasena, David Pearson","doi":"10.1108/jsocm-07-2023-0156","DOIUrl":"https://doi.org/10.1108/jsocm-07-2023-0156","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to demonstrate how the design of data visualisations can act as a tool to support social marketing messages in prompting behaviour change to reduce food waste using the Elaboration Likelihood Model (ELM) as a theoretical framework. It also responds to a lack of consumer-led insight to develop campaigns in reducing food waste.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research uses data collected by the End Food Waste Cooperative Research Centre (EFW CRC) in Australia to determine which text-based campaign messages are most likely to prompt people toward reducing food waste. Behaviour change messages were first identified through workshops with 11 food waste experts, then explored through online focus group discussions with 18 participants from three food-wasting market segments. The messages were further tested via a quantitative survey among 1,000 decision makers in Australian households in their own homes, with the top three performing messages examined using summative content analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The significant findings were that participants want to see 1) evidence of how adopting new behaviours would lead to financial savings and benefit the environment, and 2) concrete steps to reduce food waste. When examined through the ELM, the findings suggest that tools that encourage both cognitive and peripheral processing as a means of persuasion, like data visualisations, may be useful for changing food-wasting behaviours.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Applying principles from the field of communication design to the ELM has uncovered the potential for a cross-disciplinary approach to enhance theoretical frameworks for understanding consumer engagement with messages. This process in turn, may lead to the development of more effective behaviour change marketing strategies.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Six principles for using data visualisations in a social marketing campaign are proposed: personal relevance, ease of use, emotional storytelling, context, prioritising the message itself and long-term usage.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study proposes that data visualisations could enhance the effectiveness of social marketing campaigns by leveraging consumer-derived insights and the persuasive capacity inherent in their theoretical underpinnings.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"2 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142190140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Recognising motivation in others: the effectiveness of using social proof to change driving behaviour","authors":"Tom Bowden-Green, Mario Vafeas","doi":"10.1108/jsocm-02-2024-0045","DOIUrl":"https://doi.org/10.1108/jsocm-02-2024-0045","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to extend the literature on social proof by looking at the effectiveness of social proof on behaviour change for environmental benefit.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research is based on real case studies currently intended to encourage behaviour change among residents of a large UK city. An initial study assesses the motivation displayed within each case study. A second study then examines whether recipients recognise their own motivation in each case study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results indicate that participants did not recognise their own motivation in the case studies that were expected to be most similar to them, suggesting that recipients do not recognise “social proof” according to motivation. However, a relationship is observed between recipients’ gender and the gender of the case studies.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Demographics appear to be a better basis for social proof than motivation. This paper recommends several future avenues for further exploration, including using case studies that represent a wider range of characteristics (such as demographics). The current range of stimulus materials is limited, as these are real materials currently being used in a large UK city.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results indicate that portraying motivation is not a good basis for using the social proof principle. Instead, social marketers ought to focus on representing similarity to the intended audience based on other characteristics such as gender.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The research contributes a new direction in this field, using Self-determination Theory to match social proof examples to recipients.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"78 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141940850","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study","authors":"Laura Temmerman, Carina Veeckman","doi":"10.1108/jsocm-08-2023-0197","DOIUrl":"https://doi.org/10.1108/jsocm-08-2023-0197","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to describe a case study of a formative study for the development of a social marketing campaign for increased biowaste sorting. In following the social marketing principles, it provides insights for practitioners willing to implement behaviour change interventions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The case study describes the scoping review, expert interviews, online survey and focus groups, which were integrated to comprehend the specificities of biowaste sorting in the South Suburbs of Athens. This mixed-method research design enabled a comprehensive understanding of biowaste sorting practices that would not have been attainable through a single method.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study found that the “descriptive norm” and “perceived controllability” significantly influenced biowaste sorting. Differential challenges of at-home and out-of-home sorting were also identified. The demand for more information was also highlighted. The tailored intervention comprises of a mix of behavioural modelling, persuasive communication, education and enablement.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By concretely showcasing how the integration of multiple research methods through the application of social marketing principles can guide the design of a tailored behaviour change intervention, this paper offers an outline for informed decision-making and strategic planning in the realm of (environmental) behaviour change.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"14 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141738381","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An inclusive extension of the Theory of Planned Behavior for explaining household food leftover reduction intention among Gen Z","authors":"Budi Setiawan, Purwanto Purwanto, Wipsar Siwi Dona Ikasari, Suryadi Suryadi","doi":"10.1108/jsocm-09-2023-0210","DOIUrl":"https://doi.org/10.1108/jsocm-09-2023-0210","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to extend the Theory of Planned Behavior (TPB) with the Norm Activation Theory (NAT) and apply these two theories to explain Gen Z’s intention to reduce household food leftovers.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Primary data were collected online from 386 respondents, selected through a convenience sampling technique from June to August 2023. Established indicators measured each construct adequately, and hypotheses were examined by using a structural equation model with robust maximum likelihood estimation.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Attitude toward behavior, perceived behavioral control and personal norms built by awareness of consequences and ascription of responsibility were proven to be able to form the intention to reduce household food leftovers. Extending the TPB with the NAT revealed that intention was built based on attitudinal belief, control belief and a feeling of moral obligation that activates personal norms.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Respondent validity needs to be strengthened; injunctive and descriptive norms are still integrated, and the translation of intention into action is yet to be examined</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Social marketers boosted behavior change campaigns among Zoomers by emphasizing moral responsibility, promoting awareness and favorable behavioral beliefs through tailored messages and highlighting the ease of reducing household food leftovers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study bridged existing research gaps by extending the TPB with the NAT in the context of household routine consumption practices. It offered valuable insights for promoting responsible consumption and reducing household food leftovers among the youth.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"41 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141738349","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The relationship between feminist collective action and social media engagement","authors":"İrem Buran, Şenay Sabah, Akin Koçak","doi":"10.1108/jsocm-10-2022-0212","DOIUrl":"https://doi.org/10.1108/jsocm-10-2022-0212","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the impact of online collective feminist actions on social media participation and the perceived value of social media as part of the social identity model of collective action (SIMCA).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A mixed methodology is used. Within the SIMCA model in the context of feminist collective actions, social identity, group-efficacy and fear predicted the intention of online collective action participation in the first part (quantitative) of the study. Contrary to predictions, the influence of anger on the intention to participate in collective action was negative. In-depth interviews are conducted in the study’s second (qualitative) part to investigate why individuals do not participate in collective actions despite their anger at violence against women.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The concept of online feminist collective action, from the perspective of the SIMCA model, deals with violence against women in the context of social marketing, revealing the importance of online collective actions as an antecedent of social media participation and the perceived value of social media. The possible causes of the negative impact of anger, which is an important emotion within the framework of the SIMCA model, on online feminist collective action were determined, and a contribution was made to the social marketing literature in the context of women’s rights.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study makes three major contributions to the literature. First, women’s rights are addressed in the context of online collective action, an issue that has received little attention in social marketing. Second, in the context of the social identity theory of collective action, online collective feminist action and its predecessors are addressed. Finally, the Turkish case is used to highlight the probable causes of anger’s negative impact on collective action.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"46 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141531361","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effects of loving-kindness meditation on prosocial behavior: empirical and meta-analytic evidence","authors":"Carmen Valor, Carlos Martínez-de-Ibarreta, Isabel Carrero, Amparo Merino","doi":"10.1108/jsocm-05-2023-0110","DOIUrl":"https://doi.org/10.1108/jsocm-05-2023-0110","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Brief loving-kindness meditation (LKM) is introduced here as a valid social marketing intervention. LKM positively influences prosocial cognitions and affects. However, it remains unclear whether brief meditation interventions can influence prosocial behavior. This study aims to provide evidence of the effects of short LKM on prosocial behavior.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study reports the results of three experiments examining the effects of brief LKM on donations to unknown others. The results are then integrated with the results of seven other studies testing the effects of brief LKM on prosocial behavior using a meta-analysis (<em>n</em> = 683).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>LKM increased love more than the control group (focused breathing) in the three experiments; however, its effects on donations were mixed. The meta-analysis shows that LKM has a small-to-medium significant effect compared to active control groups (<em>d</em> = 0.303); moreover, age and type of prosocial measure used moderate the effects.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Results suggest that LKM can nurture prosocial emotions such as love and lead young individuals to donate. However, these emotions may not be sufficient to lead adult meditators to share their resources with unknown others. This study presents the first meta-analysis of brief LKM and provides insights into the use of meditation in social marketing programs.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"38 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140626219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rapid, iterative application of the co-create, build, engage (CBE) framework: development of Blurred Minds Vaping and the Environment module","authors":"Jackie Khan, Sharyn Rundle-Thiele","doi":"10.1108/jsocm-06-2023-0138","DOIUrl":"https://doi.org/10.1108/jsocm-06-2023-0138","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The number of young people using e-cigarettes (commonly referred to as vaping) has grown at an alarming rate, creating the need for urgent action. This paper demonstrates rapid step-by-step iterative application of the Co-create, Build and Engage (CBE) framework to showcase how marketing was applied in response to emerging trends that have negative health and environmental consequences. This paper aims to demonstrate how CBE is applied iteratively, ensuring student feedback leads module development.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1, a pure seven-step co-design implementation, 19 high school students were invited to co-design a vaping prevention approach that would work for them and other people like them. During the sensitisation phase of co-design, students completed one Blurred Minds Vaping module. Feedback grids were provided, with students identifying likes, dislikes and ideas. This likeability data was used, together with input from technical experts and pedagogical best practice, in a 12-week research and development project that aimed to develop a new online learning module focused on vaping and their environmental impacts for the Blurred Minds Academy. The new module was tested with 20 high school students. Feedback grids were provided once again, allowing a comparison of results.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Examination of feedback grid data demonstrates that the newly developed Vaping and the Environment module was improved. Considerations taken on board in the new module design (e.g. increased variability within the module) overcame criticisms expressed previously (e.g. it was boring and too long). Other criticisms remained evident, albeit at a much lower proportion suggesting the new Vaping and the Environment module, and future Blurred Minds module development, would benefit from iterative CBE application.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Conduit <em>et al.</em> (2022) note that marketing academia has been criticised for having an increasingly less relevant managerial agenda. This paper outlines a rapid step-by-step application of marketing in response to one of society’s most pressing health challenges – vaping. The iterative application of CBE is outlined, demonstrating that the student experience can be enhanced when marketing’s continual improvement mindset is used. This is the first vaping prevention programme that has included substantive information around the negative impacts of vaping on the environment.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"55 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140590308","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Tackling the social marketing formative research bottleneck: comparative analysis of the complementary nature of community-generated personas and focus groups","authors":"Mahmooda Khaliq, Dove Wimbish, Angela Makris","doi":"10.1108/jsocm-06-2023-0141","DOIUrl":"https://doi.org/10.1108/jsocm-06-2023-0141","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (&lt;em&gt;n&lt;/em&gt; = 37) to transcripts from five formative research focus groups (&lt;em&gt;n&lt;/em&gt; = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Originality/value&lt;/h3&gt;\u0000&lt;p&gt;This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence an","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"15 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140590310","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Transformative social marketing and social innovation for sustainable development through participatory design with economically marginalized users","authors":"Katariina Juusola, Daniel Marco Stefan Kleber, Archana Popat","doi":"10.1108/jsocm-05-2023-0106","DOIUrl":"https://doi.org/10.1108/jsocm-05-2023-0106","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The study is positioned at the crossroads of transformative social marketing and social innovation literature through the lens of participatory design (PD). This exploratory study aims to explore how social enterprises in India engage economically marginalized people in transformative social marketing and innovation for sustainable development through PD.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study includes a case study with a matched pairs analysis approach. The data analysis reports three themes depicting the role of PD in different stages of the social innovation process (codiscovery, codesign and scaling-up), the challenges faced in the process and the outcomes of the PD process.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors propose that social enterprises can act as sustainable development catalysts for more inclusive sustainable development through their proactive and creative uses of PD. Still, PD also has limitations for addressing the challenges stemming from marginalized contexts, which requires effective social marketing strategies to overcome.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study contributes to the emerging dialogue on PD with marginalized users and widens the scope of studies on transformative social marketing and innovation. The findings also provide practical insights for PD practitioners on how designers can learn from diverse PD practices in the context of economically marginalized people.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"47 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140590152","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign","authors":"Robert J. Donovan, Geoffrey Jalleh, Catherine Drane","doi":"10.1108/jsocm-07-2023-0159","DOIUrl":"https://doi.org/10.1108/jsocm-07-2023-0159","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Source credibility is a key influencing factor across both commercial and social marketing. It is perhaps even more important for the latter given that the issues under consideration generally have substantial implications for both individual and societal health and well-being. The Act-Belong-Commit campaign is a world-first population-wide application of social marketing in the area of positive mental health promotion. This study aims to focus on the perceived credibility of the Act-Belong-Commit campaign as a source of information about mental health as a predictor of three types of behavioural responses to the campaign: adopting mental health enhancing behaviours; seeking information about mental health and mental health problems; and seeking help for a mental health problem.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A state-wide survey was undertaken of the adult population in an Australian state where the Act-Belong-Commit campaign originated. The survey included measures of the above three behavioural responses to the campaign and measures of respondents’ perceptions of Act-Belong-Commit’s source credibility. Logistic regression analyses were performed to determine whether the three behavioural responses can be predicted based on perceived source credibility. The predictive performance of the model was examined by receiver operating characteristic curve analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Greater perceived source credibility was significantly associated with having done something for their mental health and for having sought information, and an increased likelihood, but not significantly so, of having sought help for a mental health problem.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Despite the acknowledged importance of source credibility, there has been little published research that the authors are aware of that has looked at the impact of such on the effectiveness of social marketing campaigns. To the best of the authors’ knowledge, this is the first published study of the association between source credibility and behavioural response to a social marketing campaign.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"14 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140006674","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}