Boaters’ Perceptions of a Mobile App for a Marine Conservation Social Marketing Campaign

Bowerman, Kamra; DeLorme, Denise E.

doi:10.1177/1524500413515448

Cited by 8 publications

(5 citation statements)

References 33 publications

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“…Though focusing on a very different topic, the results from the mobile giving study are similar to one that examines the adoption of a mobile phone application as part of a marine conservation social marketing campaign. Bowerman and DeLorme (2014) found that the perceptions an individual had about the efficacy of mobile phone applications and the social issue at hand had significant influence as to whether one would download and use the application. This parallels the finding that individual behaviors are driven by information seeking and information processing (Weberling et al, 2012).…”

Section: Jsocm 43mentioning

confidence: 99%

Moving social marketing beyond personal change to social change

Guidry

Waters

Saxton

2014

Journal of Social Marketing

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Purpose – This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to find out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social marketing scholarship has regularly focused on how organizations can effectively influence changes in awareness and behaviors among their targeted audience. Communication scholarship, however, has repeatedly shown that the most influential form of persuasion happens interpersonally. As such, it is imperative that organizations learn how to engage audiences and facilitate the discussion about organizational messages between individuals. Social media provide platforms for such conversations, as organizational messaging can be shared and discussed by individuals with others in their networks. Design/methodology/approach – Through a content analysis of 3,415 Twitter updates from 50 nonprofit organizations, this study identifies specific types of messages that are more likely to get stakeholders retweeting, archiving and discussing the organizations’ messaging through regression analysis. Findings – Messages focusing on calls-to-action and community building generated the most retweets and Twitter conversation; however, they were also the least used strategies by nonprofit organizations. Originality/value – Research has regularly examined the types of messages sent out by nonprofit organizations on Twitter, but they have not tested those messages against measures of engagement. This study pushes the understanding of social media communication to the next level by analyzing those message categories against metrics provided by Twitter for each tweet in the sample.

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Section: Jsocm 43mentioning

confidence: 99%

Moving social marketing beyond personal change to social change

Guidry

Waters

Saxton

2014

Journal of Social Marketing

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“…There is as yet very little information, either through programme monitoring and evaluation, or in the scholarly literature on the value and impact 11 https://www.youtube.com/watch?v=ENpt585-0Zo&feature=youtu.be 12 http://www.pc.gc.ca/eng/amnc-nmca/qc/saguenay/index.aspx of digital technology to influence people's awareness, attitudes and behaviour, particularly in regard to environmental social marketing. An improved understanding of mobile technologies with regard to environmental social marketing, and specific case-by-case understanding by MPA authorities and conservation practitioners of the audiences they are attempting to communicate with are required (Bowerman and DeLorme, 2014).…”

Section: Integratementioning

confidence: 99%

“…In order to achieve positive action, it is necessary for MPA authorities and ocean conservation professionals to understand the barriers to making an impact on people's awareness, attitudes and behaviour, and what benefits they would derive from increased awareness, a positive attitude to MPAs and marine conservation, and taking action to support it. An understanding of the barriers and benefits from the perspective of target audiences can help determine and refine messages, as well as implement tools that can highlight benefits while downplaying or minimizing barriers (Bowerman and DeLorme, ). Furthermore, tailoring messages that speak to the intended audience and stand out in a crowded marketplace of ideas in today's overloaded media and advertising environment is a challenge all organizations face, but must be addressed head on.…”

Section: Make It Relevantmentioning

confidence: 99%

MPAs, aquatic conservation and connecting people to nature

Nicoll¹,

Vick²,

Laffoley

et al. 2016

Aquatic Conservation

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The human affinity for aquatic species and environments is exemplified through the ubiquity of aquatic themed popular culture including a significant portion of global tourism providing access to places linked to aquatic environments. Yet this affinity does not appear to translate to the widespread support required for the achievement of ambitious aquatic biodiversity conservation goals. Achieving conservation goals is contingent upon broad awareness of the values of biodiversity and what can be done to conserve and use it sustainably as embodied by Aichi Biodiversity Target 1. This paper identifies seven lessons to support marine protected area (MPA) managers and ocean conservation professionals to implement programmes that “Inspire a New Generation” (ING) to learn about, value and conserve aquatic environments: (1) Prioritize Experience; (2) Embrace Technology; (3) Integrate; (4) Focus on Youth; (5) Make it Relevant; (6) Make it Positive; and (7) Engage Other Sectors. These lessons are discussed alongside examples of ING programmes from MPA management authorities and aquatic conservation organizations. The effective application of these lessons requires appropriate levels of institutional commitment and investment in order to achieve success in ING as a precursor to the achievement of aquatic conservation goals. Copyright © 2016 John Wiley & Sons, Ltd.

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“…Now armed with unlimited access to digital technologies, citizens can now "pull" the information when, where, from whom they want and at a time that is convenient to them (Hastings and Domegan, 2018). They no longer want content to be imposed on them (Bowerman and DeLorme, 2014). Power has now shifted to citizens, who now have a desire to be active participants in content and value co-creation and exchanges (Lefebvre, 2009;Ledford, 2012).…”

mentioning

confidence: 99%

The use of digital technologies in social marketing: a systematic review

Flaherty

Domegan

Anand³

2021

JSOCM

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Purpose With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social platforms, much remains nebulous about the opportunities these technologies hold for social marketers beyond their previously documented use as communication and promotion tools. This paper aims to provide a rich examination of the variety of digital technologies used within social marketing and establish the scale of integration between digital technologies and social marketing. Design/methodology/approach Following systematic literature review procedures, a systematic literature review through eight databases was conducted. The systematic review focussed on the assessment of social marketing studies that incorporated a wide range of mature and emerging digital technologies such as the internet, mobile platforms and social media channels. A total of 50 social marketing studies (2014–2020) were analysed. Findings The review found that there have been major advancements in the technologies available to social marketers in recent years. Furthermore, the adoption of digital technologies by social marketers has evolved from a communication or promotion function where generic information is pushed to the citizen, towards the use of these technologies for a more personalised design, content and behaviour change intervention. In some studies, the digital technologies were the primary means for interactions and collaborations to take place. The review also found that digital technologies target more than the individual citizen. Digital technologies are used to target multi-level stakeholders, policy makers and partners as part of behavioural change interventions. Originality/value Only two previous reviews have synthesised digital technologies and their use in social marketing. This review provides a recent depiction of the range and scale of integration within social marketing. Specifically, it demonstrates the expansion beyond a persuasive application to their use for research, segmentation and targeting, collaboration and co-creation, the product and facilitator of service delivery. Finally, this review provides a heat map to illustrate the integration between digital technologies and key concepts and criteria within social marketing.

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Boaters’ Perceptions of a Mobile App for a Marine Conservation Social Marketing Campaign

Cited by 8 publications

References 33 publications

Moving social marketing beyond personal change to social change

Moving social marketing beyond personal change to social change

MPAs, aquatic conservation and connecting people to nature

The use of digital technologies in social marketing: a systematic review

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