The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept
MetadataShow full item record
The purpose of this review is to consider the underlying concepts and related issues that have been proposed in the literature of the potential relationship to use the dimensions of religion as constructs for mass media socialmarketing campaigns. The literature appears divided as to whether: (1) an individual’s attitude changes and then their behaviour or (2) behaviour and then attitude, as a result of mass media social marketing campaigns. Whilst the seven dimensions of religion help characterise the constructs and under-pinning themes of religion(s) andtheir existence in the world today, there does not appear to be a definitive approach to the way we professionallypractice, capitalise, use, create or evaluate mass media social marketing campaigns. Whilst both concepts have received and continue to receive growing attention in the literature, further clarification and understanding can only be sought via questions surrounding the emerging concept, which will further assist in distilling the information and possibly provide a new beginning for the study of the concept as well as providing guidance for professional practice.
This article is published under the Open Access publishing model and distributed under the terms of the Creative Commons Attribution License http://creativecommons.org/licenses/by/3.0/ Please refer to the licence to obtain terms for any further reuse or distribution of this work.
Showing items related by title, author, creator and subject.
Parent and child interactions with two contrasting anti-obesity advertising campaigns: A qualitative analysisThomas, S.; Olds, T.; Pettigrew, Simone; Yeatman, H.; Hyde, J.; Dragovic, C. (2014)Background: Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social ...
Using a mass media campaign to raise women's awareness of the link between alcohol and cancer: Cross-sectional pre-intervention and post-intervention evaluation surveysDixon, H.; Pratt, Steve; Scully, M.; Miller, J.; Patterson, C.; Hood, R.; Slevin, Terry (2015)Objectives To evaluate the effectiveness of a population-based, statewide public health intervention designed to improve women's awareness and knowledge of the link between alcohol and cancer. Design: Cross-sectional ...
Mitchell, Helen (2006)This formative research examines the effects of health promotion on girls' and young women's health behaviours. Health promotion campaigns targeting women have previously had variable success. Some have been criticised ...