PURPOSE Although hand hygiene is seen as the most important method to prevent the transmission of hospital associated infection in the UK, hand hygiene compliance rates appear to remain poor. This research aims to assess the degree to which social marketing methodology can be adopted by a particular organisation to promote hand hygiene compliance. DESIGN/METHODOLOGY/APPROACH The research desi...

Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of ‘‘healthism.’’ Specifically, we examine how efforts aimed at the management of women’s bodies can inadvertently render them sites of control. Drawing ...

Recent research has shown that 82% of adolescent pregnancies are unintended. Social marketing has potential to reduce unintended adolescent pregnancy but its effectiveness in this area has not been thoroughly evaluated. This article reviews the literature on social marketing and assesses its potential to reduce unintended adolescent pregnancy. We identified five communication principles as rele...

Despite over a decade of social marketing in Uganda, no national population-based studies had been carried out to assess the performance of social marketing in Uganda. For the CMS project, project performance was mainly determined from sales figures. For this reason, the CMS project in 2002 started a periodic tracking survey is to provide regular population-based data for monitoring and evaluat...

AIMS To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. METHODS Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts w...

this commentary explores the implications of increased social media marketing by drug manufacturers, based on findings in hyosun kim’s article of the major themes in recent food and drug administration (fda) warning letters and notices of violation regarding online direct-to-consumer promotions of pharmaceuticals. kim’s rigorous analysis of fda letters over a 10-year span highlights a relative ...

This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile environments, and (v) online word of mouth (WOM). Collectively these articles shed light from many different angles...

The objectives of this study is to investigate the impact of culture on advertising appeals in mobile phone industry via social media channel in UK, Brazil and India. Content analysis on Samsung and Nokia commercials in YouTube is conducted. The result indicates that the advertising appeals are both congruent and incongruent with cultural dimensions in UK, Brazil and India. The result suggests ...