The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept
The purpose of this review is to consider the underlying concepts and related issues that have been proposed in the literature of the potential relationship to use the dimensions of religion as constructs for mass media socialmarketing campaigns. The literature appears divided as to whether: (1) an...
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| Format: | Journal Article |
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Canadian Center of Science and Education
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/32641 |
| _version_ | 1848753719230857216 |
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| author | Van Esch, Patrick Van Esch, Linda Cowley, James |
| author_facet | Van Esch, Patrick Van Esch, Linda Cowley, James |
| author_sort | Van Esch, Patrick |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this review is to consider the underlying concepts and related issues that have been proposed in the literature of the potential relationship to use the dimensions of religion as constructs for mass media socialmarketing campaigns. The literature appears divided as to whether: (1) an individual’s attitude changes and then their behaviour or (2) behaviour and then attitude, as a result of mass media social marketing campaigns. Whilst the seven dimensions of religion help characterise the constructs and under-pinning themes of religion(s) andtheir existence in the world today, there does not appear to be a definitive approach to the way we professionallypractice, capitalise, use, create or evaluate mass media social marketing campaigns. Whilst both concepts have received and continue to receive growing attention in the literature, further clarification and understanding can only be sought via questions surrounding the emerging concept, which will further assist in distilling the information and possibly provide a new beginning for the study of the concept as well as providing guidance for professional practice. |
| first_indexed | 2025-11-14T08:28:59Z |
| format | Journal Article |
| id | curtin-20.500.11937-32641 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:28:59Z |
| publishDate | 2013 |
| publisher | Canadian Center of Science and Education |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-326412017-09-13T15:56:21Z The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept Van Esch, Patrick Van Esch, Linda Cowley, James social marketing mass media mass media social marketing campaigns dimensions of religion The purpose of this review is to consider the underlying concepts and related issues that have been proposed in the literature of the potential relationship to use the dimensions of religion as constructs for mass media socialmarketing campaigns. The literature appears divided as to whether: (1) an individual’s attitude changes and then their behaviour or (2) behaviour and then attitude, as a result of mass media social marketing campaigns. Whilst the seven dimensions of religion help characterise the constructs and under-pinning themes of religion(s) andtheir existence in the world today, there does not appear to be a definitive approach to the way we professionallypractice, capitalise, use, create or evaluate mass media social marketing campaigns. Whilst both concepts have received and continue to receive growing attention in the literature, further clarification and understanding can only be sought via questions surrounding the emerging concept, which will further assist in distilling the information and possibly provide a new beginning for the study of the concept as well as providing guidance for professional practice. 2013 Journal Article http://hdl.handle.net/20.500.11937/32641 10.5539/ijms.v5n1p96 Canadian Center of Science and Education fulltext |
| spellingShingle | social marketing mass media mass media social marketing campaigns dimensions of religion Van Esch, Patrick Van Esch, Linda Cowley, James The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept |
| title | The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept |
| title_full | The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept |
| title_fullStr | The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept |
| title_full_unstemmed | The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept |
| title_short | The dimensions of Religion as underpinning constructs for mass media social marketing campaigns: An emerging concept |
| title_sort | dimensions of religion as underpinning constructs for mass media social marketing campaigns: an emerging concept |
| topic | social marketing mass media mass media social marketing campaigns dimensions of religion |
| url | http://hdl.handle.net/20.500.11937/32641 |