Social marketing for health promotion and prevention: a review of literature

Filiputti, Elisa; Quattrin, Rosanna; Brusaferro, Silvio

doi:10.1093/eurpub/ckt124.012

Cited by 2 publications

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“…Social marketing (SM) efforts have been used successfully to promote prevention behaviors and affect behavior change, including vaccination behaviors (Filiputti et al, 2013;Firestone et al, 2016). Most of these SM campaigns have focused on examining the barriers of vaccine hesitant groups in an effort to change their behaviors and promote vaccination (Bhat-Schelbert et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

A new approach to audience segmentation for vaccination messaging: applying the anger activism model

Jang

Turner

Heo

et al. 2021

JSOCM

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Purpose This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement. Design/methodology/approach A cross-sectional survey was conducted with a national purposive sample (N = 438). Findings The group with high anger, strong efficacy (i.e. “activists”) was found to be more likely to engage in information seeking and was more accurate and defense-motivated when examining information about anti-vaxxers compared to other groups. Importantly, activists were more likely to engage in both low and high commitment behaviors to change vaccine policy. Originality/value As anti-vaxxers have proven to be difficult to change attitudinally, future campaigns are more likely to succeed if they leverage pro-vaccine audiences to fight for change. However, the understanding of the various segments within the pro-vaccination audience is limited. The data are discussed regarding leveraging high anger, strong efficacy audiences as change agents in future persuasive campaigns.

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Section: Introductionmentioning

confidence: 99%

A new approach to audience segmentation for vaccination messaging: applying the anger activism model

Jang

Turner

Heo

et al. 2021

JSOCM

View full text Add to dashboard Cite

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Converging Theories

Arantes,

Costa

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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Integrating Artificial Intelligence (AI) with sustainable marketing provides a transformative approach to fostering responsible business practices. This examination covers green, social, and critical marketing theories, illustrating how AI improves efficiency and personalisation in promoting sustainability. By leveraging AI, companies can better address consumer demands for eco-friendly products and services. The exploration includes practical applications such as predictive analytics, targeted marketing, and automated customer interactions, emphasising AI deployment's ethical considerations and challenges. The impact on corporate strategies and AI's contribution to achieving the UN Sustainable Development Goals are also highlighted. The complexities of merging AI with sustainable marketing are thoroughly evaluated, providing valuable insights into theoretical advancements and practical implications. Future research directions are suggested further to enhance the synergy between AI and sustainable marketing practices.

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Social marketing for health promotion and prevention: a review of literature

Cited by 2 publications

References 0 publications

A new approach to audience segmentation for vaccination messaging: applying the anger activism model

A new approach to audience segmentation for vaccination messaging: applying the anger activism model

Converging Theories

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