Online Social Influence and Social Marketing

Nguyen, L, Duong, H, Vu, H and Nguyen, T 2018, 'Online Social Influence and Social Marketing', in Jodie Conduit, Carolin Plewa & Dean Wilkie (ed.) Online Social Influence and Social Marketing, Adelaide, Australia, 3-5 December 2019, pp. 728-731.


Document type: Conference Paper
Collection: Conference Papers

Title Online Social Influence and Social Marketing
Author(s) Nguyen, L
Duong, H
Vu, H
Nguyen, T
Year 2018
Conference name Australian & New Zealand Marketing Academy Conference 2018
Conference location Adelaide, Australia
Conference dates 3-5 December 2019
Proceedings title Online Social Influence and Social Marketing
Editor(s) Jodie Conduit, Carolin Plewa & Dean Wilkie
Publisher Australian & New Zealand Marketing Academy
Place of publication Adelaide
Start page 728
End page 731
Total pages 4
Abstract Risk messages are often presented in health risk news to raise awareness about a health risk behaviour. Risk messages also are used to promote public support to restrict products or services facilitating the risk behaviour. Building on the theoretical framework that risk perception influences consumers' behaviour, this study extends the traditional media advocacy research in social marketing by examining consumers' reactions to health news (i. e., consumers' comments and rating approval). An experiment (N = 86) was conducted in Ho Chi Minh City, Vietnam, concerning the prevalent risk of earpicking practice. The results indicate that exposure to a health risk news article accompanied by discordant comments can significantly lower consumers' risk perceptions, which in turn increase behavioural intention and reduce policy support via risk perceptions. Practical and theoretical implications are discussed.
Subjects Public Health and Health Services not elsewhere classified
Marketing Communications
Keyword(s) social marketing
risk perceptions
interactive media
Copyright notice © 2018 University of Adelaide
ISBN 9781877040658
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