来源可信度对心理健康宣传社会营销活动行为反应的影响

IF 3.1 4区 管理学 Q2 BUSINESS
Robert J. Donovan, Geoffrey Jalleh, Catherine Drane
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引用次数: 0

摘要

无论是商业营销还是社会营销,目的来源的可信度都是一个关键的影响因素。鉴于所考虑的问题通常会对个人和社会的健康和福祉产生重大影响,因此对于后者来说,信誉可能更为重要。行动--一生--承诺 "运动是世界上首次在促进积极心理健康领域开展的全民社会营销活动。本研究旨在关注 "行动--从我做起--承诺 "运动作为心理健康信息来源的可感知可信度,以预测对该运动的三种行为反应:采取心理健康促进行为;寻求心理健康和心理健康问题的相关信息;以及为心理健康问题寻求帮助。调查包括对上述三种行为对活动的反应的测量,以及对受访者对 "行动起来-承诺 "活动来源可信度的看法的测量。我们进行了逻辑回归分析,以确定是否可以根据感知到的来源可信度来预测这三种行为反应。通过接受者操作特征曲线分析检验了该模型的预测性能。研究结果感知到的来源可信度越高,受访者为自己的心理健康做一些事情和寻求信息的可能性就越大,而为心理健康问题寻求帮助的可能性就越大,但两者之间的关系并不明显。原创性/价值尽管来源可信度的重要性已得到公认,但据作者所知,很少有公开发表的研究探讨来源可信度对社会营销活动效果的影响。据作者所知,这是第一项关于来源可信度与社会营销活动行为反应之间关系的公开研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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