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dc.contributor.authorVan Esch, Patrick
dc.contributor.authorVan Esch, Linda
dc.contributor.authorCowley, James
dc.date.accessioned2017-01-30T13:32:11Z
dc.date.available2017-01-30T13:32:11Z
dc.date.created2013-04-24T20:00:26Z
dc.date.issued2013
dc.identifier.citationVan Esch, Patrick and Van Esch, Linda and Cowley, James. 2013. The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept. International Journal of Marketing Studies 5 (1): pp. 96-106.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/32641
dc.identifier.doi10.5539/ijms.v5n1p96
dc.description.abstract

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.

dc.publisherCanadian Center of Science and Education
dc.subjectsocial marketing
dc.subjectmass media
dc.subjectmass media social marketing campaigns
dc.subjectdimensions of religion
dc.titleThe dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept
dc.typeJournal Article
dcterms.source.volume5
dcterms.source.number1
dcterms.source.startPage96
dcterms.source.endPage106
dcterms.source.issn1918-719X
dcterms.source.titleInternational Journal of Marketing Studies
curtin.note

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.

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curtin.accessStatusOpen access


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