Inhibitions and Implications Associated With Celebrity Participation in Health-Related Social Marketing: An Exploratory Research Focused on HIV Prevention in Portugal

Casais, Beatriz; Proença, João F.

doi:10.1080/07359683.2012.705642

Cited by 15 publications

(6 citation statements)

References 58 publications

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“…When the final classification of the ads was positive, 21.2% of those ads had a negative narrative about the disease (14.7% of total data). The characters tend to be positive (69.3% of all data), but the present research shows that social marketers made little use of recruiting public figures to endorse the cause and promote coping response, in spite of their motivation to endorse HIV-prevention campaigns (Casais & Proença, 2012). We found public figures as characters in 18.1% of the 375 social ads; 48.5% are from Germany and only 17% were coded as positive characters (94.1% of celebrity endorsements).…”

Section: Classification Of Positive and Negative Appeals Used In Social Advertisingcontrasting

confidence: 61%

The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS

Casais

Proença

2021

Int Rev Public Nonprofit Mark

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Effectiveness of positive and negative appeals in social advertising depends on the target audience and the context in which the messages are applied. However, there is a dearth of research on the real use of such message appeals by social marketers. Considering the importance of practice theory in social marketing, this paper presents a longitudinal research on the use of positive and negative appeals in social advertising, since communication has been particularly relevant in social marketing practices over time. A content analysis of 375 HIV/AIDS-prevention TV ads from four European countries indicates that positive appeals had expressive and higher proportional use over the entire period under analysis. The researchers identified positive appeals, especially in rhetoric, music and voice tonality, while negative appeals are more prevalent in narratives and signs from the scenes. The results show that participation of public figures promoting coping response was low, but increasing over time. Negative appeals are mostly expressed in countries with higher uncertainty avoidance indexes and higher epidemic incidence rates. The prevalence of positive and negative appeals in social advertisements informs about practitioners’ choices when designing campaigns and allows analyzing congruity between the use of appeals and theoretical recommendations for social marketing effectiveness. The study opens the discussion about the application of social marketing theories into practice and how the analysis of social marketing practices may contribute to design innovative theoretical approaches, particularly regarding a topic plagued by inconsistent findings in the literature on message-frame effectiveness in social marketing. The practitioners’ preference for the gain-frame perspective over the protection motivation approach allows inquiring about the motivations and constraints leading to that choice.

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Section: Classification Of Positive and Negative Appeals Used In Social Advertisingcontrasting

confidence: 61%

The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS

Casais

Proença

2021

Int Rev Public Nonprofit Mark

Self Cite

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“…Indeed, in the initial announcement, mentioned in the above quote, Jay Z himself had also called the stint "a spiritual and physical cleanse" (7 December 2013; see also Jay Z 2013), thus clearly distancing them from the political aims of the animal rights movement. In such a way, it is also possible to avoid stigma by association (Argo and Main 2008; see also Casais and Proença 2012). This, then, is an instance where, through boundary work, veganism clearly became disassociated from animal rights and instead became associated with the positive deviants.…”

Section: Positive Deviance: Veganism As a Celebrity Fashionmentioning

confidence: 99%

Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

Lundahl

2018

Consumption Markets & Culture

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How is positive deviance utilised by the news media in the destigmatisation of a consumption practice? I study this question in the context of veganism through critically informed frame analysis of a major British newspaper, the Daily Mail. This context is ideal for such an analysis as the image of veganism has been transformed in the recent years from a stigmatised lifestyle to a normalised, healthy diet. Furthermore, this transformation has particularly taken place through celebrities, who are conceptualised as positive deviants. I then develop a discursive framing perspective of the role of media in the destigmatisation process of a consumption practice. The resulting framework shows how media can use positive deviance in destigmatisation by managing both the boundaries of the stigmatised practice and the dynamics of positive deviancy. Moreover, this framework contextualises the different frames in terms of the organisational, institutional, and national context as well as macro-level ideologies.

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“…Most brands today are committed to associate themselves with famous personalities. They may consider sport personalities, athletes and celebrities from the movie industry (Vaghela, 2012), because they are trusted by their followers when they promote products and/or social causes (Casais & Proença, 2012). It is also important to understand that the use of celebrity endorsement enhances the consumers' attitudes toward the brand, fosters credibility in the brand, and can ultimately increase their purchase intention (Wang & Scheinbaum, 2018).…”

Section: Celebrity Endorsementsmentioning

confidence: 99%

The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram

Marques¹,

Casais

Camilleri

2021

Strategic Corporate Communication in the Digital Age

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Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as it distinguishes between two types of online influencers. The researchers investigate the effects of celebrity endorsers' and of micro influencers' posts on a brand's page on Instagram. They examine the number of followers, clicks, comments and likes that are generated following their influencer marketing. The results suggest that both influencers have generated varying levels and types of interactions. In sum, this exploratory study revealed that the chosen celebrity's posts attracted more followers to the brand's Instagram page, when compared to the micro influencer's publications. However, the latter has garnered more clicks, comments and likes, thereby increasing the consumer-brand engagement through social media. In conclusion, this contribution identifies future research avenues relating to influencer marketing.

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Inhibitions and Implications Associated With Celebrity Participation in Health-Related Social Marketing: An Exploratory Research Focused on HIV Prevention in Portugal

Cited by 15 publications

References 58 publications

The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS

The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS

Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram

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