Use of Comforting to Enhance Social Marketing Success

Forbus, Robert; Snyder, Jason

doi:10.1177/1524500413483455

Cited by 5 publications

(8 citation statements)

References 27 publications

(31 reference statements)

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“…The comforting scale comprises five specific behaviors that are particularly effective in alleviating others' distress (Bippus, 2001). Forbus and Snyder (2013) successfully modified the items to fit a social marketing context. We modified the items to fit this branding context.…”

Section: Discussionmentioning

confidence: 99%

“…Therefore, they cannot relate at all. The past research (Forbus & Snyder, 2013) concluded that individuals who use the relating dimension help distressed others find solutions to the problems causing their distress. The present findings may be in line with that past research.…”

Section: Discussionmentioning

confidence: 99%

“…The relating dimension includes behaviors designed to help distressed people see that the comforter can understand and relate to the problem. In Forbus and Snyder's (2013) organizational communication research, they said that in the relating dimension, the comforter also helps people see that their problems are not unique. Comforters who use the problem solving dimension help distressed people generate solutions to their problems.…”

Section: Comforting Behaviorsmentioning

confidence: 99%

See 2 more Smart Citations

Communication and Education: Effects of Parental Influences on a Child's Career Choice

Cistulli¹,

Snyder²

2018

Bus. Commun. Res. Pract.

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Objectives: Myriad options exist when pursuing a career, including corporate, nonprofit, education, and military service. The life-altering nature of these decisions can elicit distress, which is why discussions with parents about the fields the young adults are considering is so important. Therefore, this study looks specifically at the influence of parents' attitudes toward the military and past military service on their a) willingness to engage their recruitment-aged children in discussion about enlistment, and b) use of comforting behaviors when talking about enlistment with their recruitment-age children. Methods: An online survey of 275 U.S. citizens with at least one child between the ages of 17 and 25 was conducted. Respondents ranged in age from 32 to 63 years old (Mean = 43.9) with 53 (19.3%) reporting having served in the military. This survey also collected data on the following variables: overall impression of the U.S. military, enlistment discussion, and use of comforting behaviors. Results: Two research questions and two hypotheses were tested using Pearson correlation coefficient analysis and multiple regression analysis. Results demonstrate that parents' attitudes toward an organization-in this case the United States military-would affect how they choose to communicate about career choices with their children. Conclusions: Organizations should pay attention to these results as companies engage in a global competition for talent. Individual, independent decision making is often viewed as a common influencer of career choice. However, this study demonstrates that parents can have a significant impact on career choice.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Comforting Behaviorsmentioning

confidence: 99%

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Communication and Education: Effects of Parental Influences on a Child's Career Choice

Cistulli¹,

Snyder²

2018

Bus. Commun. Res. Pract.

Self Cite

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show abstract

“…Social concepts are not only different from tangible objects but also fundamentally different from intangible services, making the understanding of social marketing content more abstract [ 22 ]. It is often difficult for the marketing subject to accurately and specifically describes the characteristics of its marketing purpose, which brings many difficulties to the promotion of marketing activities, making it difficult to communicate effectively with the target audience [ 23 ]. Therefore, it is necessary to develop a strategy by investigating the key criteria for the success of social marketing activities or campaign.…”

Section: Literature Reviewmentioning

confidence: 99%

Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach

Liao

2020

IJERPH

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Health promotion campaigns are used to raise awareness about health issues with the purpose of improving health outcomes and community wellbeing. They are important for increasing community awareness of health behavior changes. In the application of health promotion, social marketing can be used to influence changes in individual behavior. Social marketing encourages the social behavioral change of the target audience. This social behavioral change refers to the behavior of a certain number of target audiences, not just individual behavior. This research identified various social marketing success criteria to improve the performance of health promotion using decision-making method. Fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) is a structural causal relation method that has been verified effectual in congregating the viewpoints of professionals and thus providing information of greater reliability in various areas. F-DEMATEL method helps to identify the core problems and direction of improvement in complex systems by quantifying the degree to which criteria attributes interact with each other. This research applied F-DEMATEL to evaluate the complex interrelation success criteria of social marketing in order to effectively implement health promotion. Several effective criteria were derived from this research. These influential criteria are “Designing effective Communication message”, “Meeting the needs of beneficiaries”, “Providing more benefit than cost”, “Marketing mix elements”, “Customer orientation”, “Organizational advantage” and “Market selection”. The practitioner must consider the needs of the recipients to accomplish a successful social marketing campaign in health promotion. Moreover, the practitioner also has to design an attractive message and marketing mix strategy to communicate the benefits of the behavioral change to the target audience. Besides, the message delivered by the known organization increases the success of social marketing in promoting healthy lifestyle. This study provides important information for the non-profit organization about selecting the significant criteria to lead to the success of the campaign.

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“…Kataria and Larsen (2009) indicated that an effective and clear message as the influencing instrument of battery collection campaign. Forbus and Snyder (2013) emphasized that social marketer should consider developing messages that encourage target audience to give and receive both support and comfort. Wymer (2010) also concluded that social marketer must spread attractive message to influence individuals to adopt healthy behavior.…”

Section: Social Marketing Key Success Factorsmentioning

confidence: 99%

Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

Liao¹

2020

IJMS

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Due to the overuse of the environment and natural resources, our environment has suffered long-term damage and natural disasters have been exacerbated by climate change, resulting in a significant impact on people’s livelihood and security. People must consider saving the environment as everyone’s responsibility. Hence, Environmental consciousness should be promoted to inspire public participation. This study used the Decision Making Trial and Evaluation Laboratory (DEMATEL) method to identify the key success factors of social marketing in promoting environmental consciousness. The DEMATEL method has been proven highly effective in gathering the views of experts and thereby providing information of greater reliability in many areas. The results of this research suggest that “Take advantage of existing successful campaign”, “Using appropriate media channel to increase the participation”, and “Enhancing campaign success by appropriate research” are the main strategies for promoting environmental consciousness. The findings of this study may be used in future success factor evaluations where social marketing is compared with other measures aiming to increase the efficiency of the campaign.

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Use of Comforting to Enhance Social Marketing Success

Cited by 5 publications

References 27 publications

Communication and Education: Effects of Parental Influences on a Child's Career Choice

Communication and Education: Effects of Parental Influences on a Child's Career Choice

Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach

Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

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