Journal article
Mass media social marketing campaigns: a practitioners perspective
International Journal of Marketing Studies, Vol.6(5), pp.40-51
2014
Metrics
25 Record Views
Abstract
<p>This paper explores mass media social marketing practitioner perspectives of the intersect where the dimensions of religion taxonomy and mass media social marketing campaigns meet. Under an interpretive paradigm (Crotty,<br />1998), in-depth interviews were conducted with five expert mass media social marketing practitioners in Australia. The data was analysed qualitatively with the data analysis software package NVivo. Five themes emerged from the results: (1) The dimension of religion taxonomy does have application in mass media social<br />marketing campaigns; (2) The use of a ‘patriarch’ in mass media social marketing campaigns and the possible implications; (3) The use of fantasy as a driver for voluntary behaviour change; (4) The assurance of salvation as a driver for voluntary behaviour change and (5) The consideration to use Jung Theory in mass media social marketing campaigns and the possible implications.</p>
Details
- Title
- Mass media social marketing campaigns: a practitioners perspective
- Creators
- Patrick van Esch - Southern Cross UniversityDarejan Tsartsidze - German University of Administrative SciencesLinda Jean van Esch - Curtin University of Technology
- Publication Details
- International Journal of Marketing Studies, Vol.6(5), pp.40-51
- Identifiers
- 2040; 991012821938602368
- Academic Unit
- Faculty of Business, Law and Arts; School of Business and Tourism
- Resource Type
- Journal article