The Dimensions of Religion as Underpinning Constructs for Mass Media Social Marketing Campaigns: An Emerging Concept

Abstract

The purpose of this review is to consider the underlying concepts and related issues that have been proposed in the literature of the potential relationship to use the dimensions of religion as constructs for mass media social marketing campaigns. The literature appears divided as to whether: (1) an individual's attitude changes and then their behaviour or (2) behaviour and then attitude, as a result of mass media social marketing campaigns. Whilst the seven dimensions of religion help characterise the constructs and under-pinning themes of religion(s) and their existence in the world today, there does not appear to be a definitive approach to the way we professionally practice, capitalise, use, create or evaluate mass media social marketing campaigns. Whilst both concepts have received and continue to receive growing attention in the literature, further clarification and understanding can only be sought via questions surrounding the emerging concept, which will further assist in distilling the information and possibly provide a new beginning for the study of the concept as well as providing guidance for professional practice.

The effect of religiosity on luxury goods: The case of Chilean youths

“…As another example, a recent study by Dekhil et al () found that religiosity does not hinder the consumption of luxury brands. In fact, there is a direct relationship between consumers’ attitudes (intrinsic) and personal orientations (extrinsic) towards luxury brands and their level of religiosity (Van Esch, Van Esch, & Cowley, ; Veer & Shankar, ).…”

Justification of a Qualitative Methodology to Investigate the Emerging Concept: The Dimensions of Religion as Underpinning Constructs for Mass Media Social Marketing Campaigns

“…This non-reactive research will be used to identify within the campaigns any predetermined words, symbols, themes, concepts, actions, representations and/or any implicit, hidden or underlying meanings based on the seven (7) dimensions of religion. Smart, 1996;Van Esch et al, 2013. When using text analysis, text is anything spoken, visual or written that serves as a medium for communication; whilst the content refers to ideas, meanings, pictures, symbols, themes, words or any message that can be communicated. Despite text analysis being originally used to study the meaning of religious texts, it has evolved and can also can be used to analyse: advertisements, articles of clothing, books, broadcasts, films, internet sites, letters, magazine articles, manuals, musical lyrics, newspapers, official documents, paintings, photographs, speeches, statues, videos, works of art and any other type of written, printed or visual documents/texts (Nueman, 2006: 322;Veal 2005: 134).…”

“…In-depth interviews will be used for two purposes: (1) to bolster and probe further into the findings of the textual analysis and further distil any emerging or present concepts and/or themes and (2) explore and probe more deeply into the question 'what reception, understanding, openness to consider, do managers of social marketing campaigns have to a clearly articulated description of the application of the dimensions of religion?' (Van Esch et al, 2013). The in-depth interviews will be less structured than a questionnaire based interview and allow respondents to talk at length, ask questions and explain their answers to previous responses, all in their own words.…”

“…When dealing with an emerging concept (Van Esch et al, 2013), the challenge for any researcher is how to select a suitable research paradigm and corresponding methodology for the research (Table 1).…”

Religious Cognition in Social Marketing Campaigns: Savior or Pariah?

“…Researchers and practitioners argue against the intentional use of religion in social marketing campaigns, whilst to the contrary; those who practice religion often have a sceptical view of the media, which results in disputed, intentionally abandoned, and generally uninformed discussions about potential intersections between religious cognition and social marketing (van Esch, van Esch, & Cowley, 2013). Amonini and Donovan (2006) argue that religious elements are empirically shown to be predictors of positive healthy behaviour choices.…”