Social marketing communication messages

McKay-Nesbitt, Jane; Yoon, Sukki

doi:10.1108/jsocm-04-2013-0021

Cited by 21 publications

(5 citation statements)

References 26 publications

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“…The results of the study showed that social marketing communication messages that show an appropriate pattern of behavior may be more effective than fun content messages when a health organization is revealed as content producer compared to when the advertiser is not disclosed. This suggests that the sponsor of the information disseminated (i.e., the health organization as a brand) may influence consumers' attitudes toward better physical activity (McKay-Nesbitt & Yoon, 2015). The results of the study suggest that health organizations can maximize the effectiveness of social marketing communication by depicting actual activities rather than entertaining messages.…”

Section: Analysis Of Social Marketing Impact On Consumersmentioning

confidence: 90%

“…The results of the study suggest that health organizations can maximize the effectiveness of social marketing communication by depicting actual activities rather than entertaining messages. This suggests that the content of a promotional message must be consistent with the position or values of disseminating organization, and when consumers are unaware that the message disseminator is a health organization, entertaining content messages are equally effective in promoting physical activity (McKay-Nesbitt & Yoon, 2015).…”

Section: Analysis Of Social Marketing Impact On Consumersmentioning

confidence: 99%

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Model for Social Marketing Impact on Consumers Healthy Lifestyle Choice

Statnickaitė

Paulė

2021

International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering"

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Purpose – the purpose of this article is to present the novel model developed to measure social marketing impact on consumers choice for healthy lifestyle. Social marketing is very complex by aiming to promote socially responsible products and behavior for the benefit of the consumer and society at the same time. What is more, con- sumers choice for healthy lifestyle is determined not only by marketing influence but other personality and external environment factors as well. Research methodology – the model presented in the article was developed based on literature analysis and secondary data. Findings – social marketing impact on consumers choice for healthy lifestyle is determined not only by the social mar- keting, but also the consumer personality itself and the influence of the external environment on consumer. Research limitations – validation of the novel developed model dedicated for the measurement of social marketing impact on consumers choice for healthy lifestyle should be further validated with quantitative research methods. Practical implications – the application of the model will enable marketing specialists to determine the contents and other situational details of social marketing for consumers to choose healthy lifestyle and products related to it. Originality/Value – the value of the model is determined by its novel attitude to social marketing in parallel with other factors affecting consumer behaviour.

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Section: Analysis Of Social Marketing Impact On Consumersmentioning

confidence: 90%

Section: Analysis Of Social Marketing Impact On Consumersmentioning

confidence: 99%

Model for Social Marketing Impact on Consumers Healthy Lifestyle Choice

Statnickaitė

Paulė

2021

International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering"

View full text Add to dashboard Cite

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“…Hence, the aim of this paper is to examine the effect of gendered wording and endorser’s gender in exercise-related leaflets on individuals’ appraisals of those leaflets in the UK. Drawing on homophily theory [ 38 ], the message-audience congruency principle [ 39 , 40 ] and past research [ 41 ], we propose that men should respond more positively to agentic wording presented by a male endorser and women should respond more positively to communal wording presented by a female endorser.…”

Section: Introductionmentioning

confidence: 99%

Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK

Baxter

Czarnecka²,

Schivinski³

et al. 2022

PLoS ONE

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Following mixed-methods sequential design and drawing on the message-audience congruence concept and homophily theory, across three studies in the UK, we examined the effect of gendered wording and endorser’s gender on the effectiveness of leaflets promoting walking. In Study 1, a mall-intercept study achieved 247 completed questionnaires. Results demonstrated that men and women indicated the highest behavioural intentions for communal wording presented by a male endorser. However, pairwise comparisons revealed that when the wording of the advert was agentic and the endorser was male, males indicated significantly higher scores of behavioural intentions compared with females. Attitude towards the ad for women was highest for communal wording/female endorser; for men it was for agentic wording/male endorser. In Study 2, consumers’ views towards the gendered content were explored in 20 semi-structured interviews. In study 3 we examined the impact of the respondent’s gender role identity on gendered content effectiveness. Overall, when controlled for level of gender role identity, only masculine males evaluated leaflets featuring communal wording negatively which suggests that wording matters only for masculine males, but not for other men and women. Theoretically, we identified that gender-based message-respondent congruence is not a necessary aspect of communications to be effective, except for one group: masculine males. Our study identified dominant gender role identity as a factor that explained respondents’ preferences for presented stimuli. Specifically, males who display masculine gender role identity differ in evaluations of communal wording from all other groups. Social and commercial marketers who target men and women with exercise-related services should consider the use of agentic wording endorsed by a male endorser when targeting masculine men to increase the likelihood of eliciting positive attitudes towards the communication. However, such distinctions should not be associated with differences in women’s evaluations or men who do not report masculine gender role identity.

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“…On the other hand, Market research has increasingly focused on the features of responsible consumption so that businesses may better target ethical consumers and increase revenues 4,5 . Although there has been several researchers who studied intuitive attitudes and behaviors 6,7 , there is a lack of understanding of the psychological elements that influence intuition-based purchasing 8,9 . There are several researches that indicate current consumers employ both unconscious and conscious criteria to lead green behaviors and ethical acts (e.g.…”

Section: Introductionmentioning

confidence: 99%

Psychological factors and ethical consumption: The case of Vietnamese youths

Nguyen,

Le,

Hoang

et al. 2022

Sci. Tech.Dev. J. - Eco. Law Manag.

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The problems of global warming and sustainability, which are now causes for concern, will, in some way, have an impact on our lives. As a consequence of an increased focus on ethical consumerism, rapidly developing countries such as Vietnam are seeing a change in consumer behaviors as well as the marketing strategies used by corporations. This means that marketers must learn more about what makes people want to shop ethically. In particular, the goal of this research is to explore the psychological factors that impact the ethical consumption habits of young people. The data was compiled through surveys with 361 Vietnamese young people ranging in age from 12 to 33 years old and taken from various parts of the country. Both the independent and the dependent variables have branched off into distinct obstructs in a manner that is inconsistent with the initial scale. This study showed that there are three different types of ethical consumer behavior in Vietnam: ETHICBUY, ECOBOYCOTT, and CSRBOYCOTT. According to the results, alienation, altruism, and perceived employee welfare effectiveness all have an effect on the likelihood of engaging in ethical buying (ETHICBUY). However, alienation and perceived ecological consumer effectiveness have been shown to have an effect on the 3-item ECOBOYCOTT. Last but not least, predictors of CSRBOYCOTT include alienation, environmental concern, and the perceived effectiveness of employee welfare programs. In other words, alienation is perhaps the prospective component that has the most influence on unethical spending based on the findings of this research. These findings could be helpful for marketers that want to increase their capacity to target customers who adhere to ethical norms when they promote their products or services.

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Social marketing communication messages

Cited by 21 publications

References 26 publications

Model for Social Marketing Impact on Consumers Healthy Lifestyle Choice

Model for Social Marketing Impact on Consumers Healthy Lifestyle Choice

Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK

Psychological factors and ethical consumption: The case of Vietnamese youths

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