Qualitative Research for Social Marketing: One Organization’s Journey to Improved Consumer Insight

Longfield, Kim; Moorsmith, Reid; Peterson, Katia; Fortin, Isolda; Arthur, James; Lupu, Oana

doi:10.46743/2160-3715/2016.2465

Cited by 6 publications

(5 citation statements)

References 19 publications

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“…To characterise the different consumer groups involved in the consumption of wild meat in Vietnam, we applied the principles of audience segmentation; a social marketing technique that defines similar subgroups within a wider audience and identifies a segment for intervention implementation (Longfield et al, 2016). Segments can be identified by exploring demographic, psychographic and behavioural characteristics which allows researchers to define a segment's profile, purchasing power, consuming habits and attitudes (Kitunen et al, 2019;Kotler, 2002).…”

Section: Introductionmentioning

confidence: 99%

Who eats wild meat? Profiling consumers in Ho Chi Minh City, Vietnam

et al. 2021

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Section: Introductionmentioning

confidence: 99%

Who eats wild meat? Profiling consumers in Ho Chi Minh City, Vietnam

et al. 2021

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“…The Longfield study examines the ten-year practice of an international non-governmental organization active in the field of population and states that customers' perspectives and insights go beyond their experiences; therefore, focusing on customers' perspectives and insights improves the preparation of evidence-based results strategy. [ 25 ]…”

Section: Discussionmentioning

confidence: 99%

Content analysis of family physician plan using social marketing approach: Qualitative- document analysis

Vaseghi,

Rarani,

Raeisi

et al. 2023

Journal of Education and Health Promotion

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BACKGROUND: The family physician plan formed at the heart of the health system can play a vital role in the results and the optimal cost of resources. Social marketing is a process that uses the basics and principles of commercial marketing in the field of health to develop and implement a health plan. This study seeks to analyze the documents related to the program from the perspective of social marketing components. MATERIALS AND METHODS: This qualitative document analysis study was conducted in 2021 by reviewing the documents and content of the texts related to family physician plan. The obtained data were analyzed by the directed content analysis method after extraction and collection. RESULTS: The results showed the identification of social marketing components in the family physician plan. However, the two most essential parts of “insight” and “behavior theory,” which address the underlying issues in an intervention, were not found in the analyzed documents and texts. CONCLUSION: It is necessary to use a coherent and appropriate approach to revise and develop the family physician plan. To resolve the current challenges and problems of the family physician plan, the application of components and the social marketing approach that addresses all the required aspects of a health plan is a suitable model and approach.

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“…It cannot be overemphasized despite having been overlooked by many health experts due to their lack of basic knowledge and technical support (Timotin, 2019). Longfield et al (2016) noted that many organizations have adopted social marketing practices over the last 50 years as an antidote for numerous marketing and marketing communications problems. Thus, Smith et al (2018) affirmed that it is an indispensable modern public health strategy.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Social marketing efficacy in driving attitudinal changes of female students: Escapade of campus prostitution in Nigerian universities

O. Okolo,

Ifeyinwa Ohanagorom,

Ogbolu

et al. 2024

Innovative Marketing

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Campus prostitution, quite different from traditional prostitution, is commonly known as “hook-up” and it is highly frowned upon as a major social vice in Nigeria. This study examined the potentials of Facebook, Twitter, and WhatsApp in influencing the attitudinal change of female students toward campus prostitution in Nigerian universities. The population comprises female students in select universities in Southeastern Nigeria. However, Cochran’s formula was used to determine the sample size. Snowball sampling was used in selecting every identified hook-up girl who subsequently contacted a co-prostitute via referral after being offered monetary incentive. A pilot survey was conducted, and the study obtained Cronbach’s Alpha value of 0.890. Furthermore, 384 structured questionnaires were distributed, and 325 were adequately returned. Hence, simple linear regression was used to analyze the data and the findings revealed that Facebook messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.981; t = 157.402; F = 24775.501;&nbsp;p &lt; 0.05). Similarly, Twitter messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.977; t = 144.375;&nbsp;F = 20844.055; p &lt; 0.05). Lastly, WhatsApp messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.984; t = 174.458; F = 30435.505; p &lt; 0.05). Thus, these tools are potentially effective and should be adopted by the university authorities to engender high moral standards.

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Qualitative Research for Social Marketing: One Organization’s Journey to Improved Consumer Insight

Cited by 6 publications

References 19 publications

Who eats wild meat? Profiling consumers in Ho Chi Minh City, Vietnam

Who eats wild meat? Profiling consumers in Ho Chi Minh City, Vietnam

Content analysis of family physician plan using social marketing approach: Qualitative- document analysis

Social marketing efficacy in driving attitudinal changes of female students: Escapade of campus prostitution in Nigerian universities

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