Adapting Bronfenbrenner’s Bio-ecology Theory to Enhance Social Marketing

Shaw, Alan (2017) Adapting Bronfenbrenner’s Bio-ecology Theory to Enhance Social Marketing. In: World Social Marketing Conference 2017. Fuse Events Ltd, pp. 30-33. ISBN 978-1-9997534-0-5

[img]
Preview
Text
Adapting_Bronfenbrenner_s_Bio_ecology_Theory_to_Enhance_Social_Marketing.pdf - Accepted Version

Download (1MB) | Preview
Official URL: http://wsmconference.com/washington-dc-2017/progra...

Abstract

Social marketing has been criticised for mainly focusing on the individual and not wider environmental influences. This issue is being challenged by scholars of the domain who are now investigating the impact of incorporating ecological models within it. Bronfenbrenner’s bio-ecological theory is one that is widely used in other disciplines. This study utilises a mixed methods approach with a single case study: examining why individuals living with diabetes chose to attend (or not) a structured education course (the social marketing programme) in England. It examines the attitudes of the patients, healthcare professionals and administrators of the NHS. The research identified that many of the propositions held within the bio-ecological theory are highly relevant to social marketing: they provide a means of explaining the antecedents of why individuals chose to engage in behaviour change programmes. Further studies will be required to test the macro and time elements of the bio-ecology theory.

Item Type: Book Section
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Becky Skoyles
Date Deposited: 22 Oct 2018 12:21
Last Modified: 11 Oct 2019 18:00
URI: http://nrl.northumbria.ac.uk/id/eprint/36383

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics


Policies: NRL Policies | NRL University Deposit Policy | NRL Deposit Licence