文章基本信息

标题：Mass Media Social Marketing Campaigns: A Practitioners Perspective
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作者：Patrick van Esch ; Darejan Tsartsidze ; Linda van Esch 等
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2014
卷号：6
期号：5
页码：40
DOI：10.5539/ijms.v6n5p40
出版社：Canadian Center of Science and Education
摘要：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,
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
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.