Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/16618
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Applying an ecological model to social marketing communications
Authors: Lindridge, Andrew
MacAskill, Susan
Ginch, Wendy
Eadie, Douglas
Holme, Ingrid
Contact Email: douglas.eadie@stir.ac.uk
Keywords: Behaviour change
Children (age groups)
Communications
Ecological model
Oral health
Social marketing
Issue Date: 2013
Publisher: Emerald
Citation: Lindridge A, MacAskill S, Ginch W, Eadie D & Holme I (2013) Applying an ecological model to social marketing communications, European Journal of Marketing, 47 (9), pp. 1399-1420.
Abstract: Purpose - By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account various economic, environmental and social influences. Design/methodology/approach - A two-part study was undertaken. Part one involved exploring the lived worlds of the targeted population. Part two explored how the needs of the target audience informed a social marketing communications strategy. This was illustrated through Childsmile, a Scottish Government funded oral health institution. Findings - A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complementing this was how these needs are incorporated into an ecological social marketing communications campaign. Although the long term effects of the ecological social marketing campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour. Practical implications - The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government. Social implications - Behaviour change, through social marketing communications, is possible among socio-economic deprived groups. Change supported with face to face interactions with health professionals. Originality/value - Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, the paper also answers calls for research into ecological models of social marketing communications to understand how influences affect its applicability.
Type: Journal Article
URI: http://hdl.handle.net/1893/16618
DOI Link: http://dx.doi.org/10.1108/EJM-10-2011-0561
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: The Open University
Institute for Social Marketing
Childsmile
Institute for Social Marketing
University of Southampton

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