Communication and marketing as tools to cultivate the public's health: a proposed "people and places" framework

<p>Abstract</p> <p>Background</p> <p>Communication and marketing are rapidly becoming recognized as core functions, or core competencies, in the field of public health. Although these disciplines have fostered considerable academic inquiry, a coherent sense of precisely how these disciplines can inform the practice of public health has been slower to emerge.</p> <p>Discussion</p> <p>In this article we propose a framework – based on contemporary ecological models of health – to explain how communication and marketing can be used to advance public health objectives. The framework identifies the attributes of people (as individuals, as social networks, and as communities or populations) and places that influence health behaviors and health. Communication, i.e., the provision of information, can be used in a variety of ways to foster beneficial change among both people (e.g., activating social support for smoking cessation among peers) and places (e.g., convincing city officials to ban smoking in public venues). Similarly, marketing, i.e., the development, distribution and promotion of products and services, can be used to foster beneficial change among both people (e.g., by making nicotine replacement therapy more accessible and affordable) and places (e.g., by providing city officials with model anti-tobacco legislation that can be adapted for use in their jurisdiction).</p> <p>Summary</p> <p>Public health agencies that use their communication and marketing resources effectively to support people in making healthful decisions and to foster health-promoting environments have considerable opportunity to advance the public's health, even within the constraints of their current resource base.</p

Harnessing Social Media for Good: How Human Service Nonprofit Organizations Use Social Media to Connect to Stakeholders and Clients

This banded dissertation examines how human service nonprofit organizations use social media to connect to stakeholders and clients and makes suggestions for how nonprofits can best utilize this powerful medium in their practice. The first scholarly product was a qualitative systematic review that examined the existing literature regarding how human service nonprofit organizations use social media to enhance their provision of services for clients. Themes discovered included types of social media being used, levels of human service nonprofit organizations (HSO) social media engagement and reasons for use, and barriers to social media use. The second scholarly product was a case study of an exemplar nonprofit organization’s Facebook posts. A content analysis was conducted of the organization’s posts for four months to understand how they engaged with their community and to discuss some best practices for human service nonprofit organizations to consider. Themes that emerged were the HSO acknowledging stakeholders and collaborations, a call to action, empowering clients, and informative posts. The third scholarly product of this banded dissertation was a poster presentation entitled “Social Media for Social Good: Practical Lessons from the Current State of Literature for Nonprofit Human Service Organizations’ Use of Social Media” and was presented on July 6, 2018 at the Social Work, Education, and Social Development Conference in Dublin, Ireland. The poster highlighted findings from systematic review including prevalent themes found as well as implications for practice and a direction for future development. The first and second scholarly products found a need for practical policies to guide practitioners which consider confidentiality as well as the needs of the human service nonprofit organization. Future research is needed to help HSOs establish ethical social media policies and procedures

Collaborating to Create Elder Friendly Communities in New Hampshire: A Scan of the Current Landscape

The fact that the population of the United States is aging is no surprise; the demographic projections are well documented. There have never been as many older adults living as there are today, and this number will only increase. Northern New England is aging more rapidly than the rest of the country, with Vermont, Maine, and New Hampshire having the oldest populations in term of median age (U.S. Census, 2014). New Hampshire is expected to be the fastest aging state in New England through 2030, with nearly one-third of its population being over the age of 65 (Norton, 2011). This phenomenon is anticipated to place substantial pressure on publicly-funded health programs and long-term services and supports in the Granite State. But the story of the aging of the population is not only about increased numbers. As longevity increases, the average age of the older population will see a dramatic increase. The number of persons over the age of 85 in the United States is expected to increase five-fold by 2040. As the possibility for functional limitations and disability increases with age, the need for long-term, formal, and informal supports is expected to increase as the number of older adults, particularly those over the age of 85 increases. In addition, women continue to live longer than men; on average, life expectancy for women is three years longer than for men. These factors create a complex picture of aging, which includes a growing population of older adults, a majority of whom will be women; and a growing number of those over the age of 85, who are more likely to require some type of assistance as they age. It is a mistake to look at our aging population in a singular way. Although we tend to make generalizations about older adults, as a group, they are more physiologically and socially diverse than any other age group (Brummel-Smith & Mosqueda, 2003). As we age, we become more and more diverse, as there are no two people who have had the same life experiences, shaping who we are over our lifetimes. The baby boomers (those born between 1946 and 1964) are likely to be the most diverse cohort of older adults we have seen to date, and it is likely that they will redefine our conception of age and aging. Older adults bring a diverse set of skills, talents, and knowledge that should be tapped as a significant natural resource to support a new and exciting vision of aging

‘Super disabilities’ vs ‘Disabilities’?:Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace

People with disabilities (PWD) constitute one of the largest minority groups with one in five people worldwide having a disability. While recognition and inclusion of this group in the marketplace has seen improvement, the effects of (mis)representation of PWD in shaping the discourse on fostering marketplace inclusion of socially marginalized consumers remain little understood. Although effects of misrepresentation (e.g., idealized, exoticized or selective representation) on inclusion/exclusion perceptions and cognitions has received attention in the context of ethnic/racial groups, the world of disability has been largely neglected. By extending the theory of ableism into the context of PWD representation and applying it to the analysis of the We’re the Superhumans advertisement developed for the Rio 2016 Paralympic Games, this paper examines the relationship between the (mis)representation and the inclusion/exclusion discourse. By uncovering that PWD misrepresentations can partially mask and/or redress the root causes of exclusion experienced by PWD in their lived realities, it contributes to the research agenda on the transformative role of consumption cultures perpetuating harmful, exclusionary social perceptions of marginalized groups versus contributing to advancement of their inclusion

Explicating the role of partnerships in changing the health and well-being of local communities in urban regeneration areas: An evaluation of the Warnwarth Conceptual Framework for partnership evaluation: A Case Study Approach. Volume 3.

This literature review is one of three outputs from a project: Explicating the role of partnerships in changing the health and well-being of local communities, one of a number of projects in a larger Higher Education Funding Council Strategic Development Fund project (HEFCE) entitled: Urban Regeneration: Making a Difference. This was a collaborative venture between Manchester Metropolitan University, Northumbria University, University of Salford and University of Central Lancashire. Bradford University was an affiliated partner

THE VALUE OF SOCIAL MEDIA: TOWARD MEASURING SOCIAL MEDIA STRATEGIES

Embodying a new gestalt in firm-customer communication, social media is a nascent yet critical concern for researchers and practitioners alike. Organizations lack valid and reliable measures for social media effects, without which they remain unable to align their social media initiatives with organizational goals and ultimately create business value. This essay presents a “social media ecosystem” framework, explicating the social-media-enabled relationships among stakeholder groups and suggesting how future researchers can address research questions based on this model. Focusing on the customer/firm segment entitled the “B@C Social Media Dyad,” the article deconstructs the phenomenon of social media into multiple layers of firm-initiated and customer-initiated actions, and provides a theoretical understanding of what firms and customers accomplish using social media. It sets the stage for developing measures of those firm/customer social media activities with a critical bearing on firm performance

Using focus groups to design systems science models that promote oral health equity

Background While the US population overall has experienced improvements in oral health over the past 60 years, oral diseases remain among the most common chronic conditions across the life course. Further, lack of access to oral health care contributes to profound and enduring oral health inequities worldwide. Vulnerable and underserved populations who commonly lack access to oral health care include racial/ethnic minority older adults living in urban environments. The aim of this study was to use a systematic approach to explicate cause and effect relationships in creating a causal map, a type of concept map in which the links between nodes represent causality or influence. Methods To improve our mental models of the real world and devise strategies to promote oral health equity, methods including system dynamics, agent-based modeling, geographic information science, and social network simulation have been leveraged by the research team. The practice of systems science modeling is situated amidst an ongoing modeling process of observing the real world, formulating mental models of how it works, setting decision rules to guide behavior, and from these heuristics, making decisions that in turn affect the state of the real world. Qualitative data were obtained from focus groups conducted with community-dwelling older adults who self-identify as African American, Dominican, or Puerto Rican to elicit their lived experiences in accessing oral health care in their northern Manhattan neighborhoods. Results The findings of this study support the multi-dimensional and multi-level perspective of access to oral health care and affirm a theorized discrepancy in fit between available dental providers and patients. The lack of information about oral health at the community level may be compromising the use and quality of oral health care among racial/ethnic minority older adults. Conclusions Well-informed community members may fill critical roles in oral health promotion, as they are viewed as highly credible sources of information and recommendations for dental providers. The next phase of this research will involve incorporating the knowledge gained from this study into simulation models that will be used to explore alternative paths toward improving oral health and health care for racial/ethnic minority older adults

Self-presentation, privacy and electronic word-of-mouth in social media

Purpose: Focusing on electronic word-of-mouth (eWOM) in the context of social media communications, the study explores the nature of eWOM and the key drivers of this consumer-generated brand communication. Design/methodology/approach: The study employs inductive qualitative design, and the data has been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings: Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting, and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications: Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications: The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value: The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences