Are advertising campaigns for water conservation in Latin America persuasive? A mixed-method approach
Carolina Sánchez,
Enrique Carlos Bianchi,
Carla Rodriguez-Sanchez
et al.
Abstract:The United Nations 2030 Agenda for Sustainable Development calls for an urgent reduction of global water footprint. Communication is crucial to respond to this call. However, most water conservation communication campaigns use the knowledge deficit model and overlook persuasive techniques. This paper presents a mixed-method approach consisting of exploratory sequential qualitative (content) analysis followed by a quantitative (cluster) analysis. This approach was used to explore the communication strategies of… Show more
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