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Article
Where the dimensions of religion and mass media social marketing campaigns intersect
Asian Social Science
  • Patrick van Esch, Southern Cross University
  • Tania von der Heidt, Southern Cross University
  • Phil Neck, Philip A. Neck
  • Linda Jean vann Esch, Curtin University
Document Type
Article
Publication Date
1-1-2015
Peer Reviewed
Peer-Reviewed
Abstract
This paper explores mass media social marketing practitioner insights of where the dimensions of religion and mass media social marketing campaigns intersect. 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 and three themes emerged from the results: (1) The dimensions of religion do have application in mass media social marketing campaigns; (2) participants employed the dimensions of religion with care to avoid a negative effect on the target audience and (3) while social marketing campaigns use ‘preaching’ as a communication medium, it tends not to be deliberately linked to religious practices.
Disciplines
Citation Information

van Esch, P, von der Heidt, T, Neck, P & van Esch, LJ 2015, 'Where the dimensions of religion and mass media social marketing campaigns intersect', Asian Social Science, vol. 11, no. 2, pp. 103-111.

Published version available from:

http://dx.doi.org/10.5539/ass.v11n12p103