The dimensions of religion: Saviour or risky business in mass media social marketing campaigns?

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dc.contributor.author van Esch, P en
dc.contributor.author Northey, Gavin en
dc.contributor.editor Fortin, D en
dc.contributor.editor Ozanne, L en
dc.coverage.spatial Christchurch, New Zealand en
dc.date.accessioned 2017-09-10T23:13:29Z en
dc.date.issued 2016 en
dc.identifier.citation Australian and New Zealand Marketing Academy Conference (ANZMAC) 2016: Marketing in a Post-Disciplinary Era. ANZMAC, Christchurch, New Zealand. 886-886. 2016 en
dc.identifier.isbn 9780473376604 en
dc.identifier.uri http://hdl.handle.net/2292/35589 en
dc.description.abstract The dimensions of religion (DoR) and mass media social marketing (MMSM) could be regarded as major influencing factors within popular culture. Religious affiliations help to shape attitudes towards dancing, magazines, restaurants, political ideas and tend to influence the way people live, the choices they make, what they eat and with whom they associate. MMSM derives from two distinct movements: marketing and social sciences. Both movements are concerned with how best to influence people’s behaviour through controlled communication and specific identified channels. Because both aim to influence public opinion, this paper provides a review of existing literature and provides compelling evidence that it is conceivable that the DoR should be used in MMSM campaigns. It outlines future scenarios, a number of propositions and research issues related to these challenges. en
dc.publisher ANZMAC en
dc.relation.ispartof ANZMAC 2016 Conference en
dc.relation.ispartofseries Australian and New Zealand Marketing Academy Conference (ANZMAC) 2016: Marketing in a Post-Disciplinary Era en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title The dimensions of religion: Saviour or risky business in mass media social marketing campaigns? en
dc.type Conference Item en
pubs.begin-page 886 en
dc.rights.holder Copyright: ANZMAC en
pubs.author-url http://www.mang.canterbury.ac.nz/ANZMAC/ANZMAC%20proceedings%202016.pdf en
pubs.end-page 886 en
pubs.finish-date 2016-12-07 en
pubs.place-of-publication Christchurch, New Zealand en
pubs.start-date 2016-12-05 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Abstract en
pubs.elements-id 622651 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2017-04-15 en


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