Best practices in social marketing among Aboriginal people
2014; Emerald Publishing Limited; Volume: 4; Issue: 2 Linguagem: Inglês
10.1108/jsocm-08-2013-0056
ISSN2042-6771
AutoresJudith Madill, Libbie Wallace, Karine Goneau-Lessard, Robb Stuart MacDonald, Céline Dion,
Tópico(s)Digital Marketing and Social Media
ResumoPurpose – The purpose of this paper is to identify, summarize and assess literature focused on developing social marketing programs for Aboriginal people. Design/methodology/approach – The authors conducted a literature search and review of research papers concerning social marketing and Aboriginal populations over the period 2003-2013. Findings – The research reveals very little published research ( N = 16). The literature points to a wide range of findings including the importance of segmenting/targeting and avoiding pan-Aboriginal campaigns; cultural importance of family and community; the importance of multi-channels; universal value of mainstream and Aboriginal media outlets, use of print media, value of elders and story-telling for message dissemination; increasingly important role of Internet-based technology; need for campaign development to reflect Aboriginal culture; and importance of formative research to inform campaign development. Social implications – Considerable research is warranted to better develop more effective social marketing campaigns targeted to Aboriginal audiences to improve health outcomes for such groups across the globe. Originality/value – This paper provides a baseline foundation upon which future social marketing research can be built. It also acts as a call to action for future research and theory in this important field.
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