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  • Community-based social marketing: effects on social norms

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    SchusterPUB2155.pdf (105.8Kb)
    Author(s)
    Schuster, Lisa
    Kubacki, Krzysztof
    Rundle-Thiele, Sharyn
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Kubacki, Krzysztof
    Year published
    2016
    Metadata
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    Abstract
    Purpose: This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach: A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings: The results ...
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    Purpose: This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach: A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings: The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. Originality/value: The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.
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    Journal Title
    Journal of Social Marketing
    Volume
    6
    Issue
    2
    DOI
    https://doi.org/10.1108/JSOCM-06-2015-0036
    Copyright Statement
    © 2016 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Sociology
    Publication URI
    http://hdl.handle.net/10072/100292
    Collection
    • Journal articles

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