Identifying well-connected opinion leaders for informal health promotion: the example of the ASSIST smoking prevention program

Methods used to select opinion leaders for informal behavior change interventions vary, affecting the role they adopt and the outcomes of interventions. The development of successful identification methods requires evidence that these methods achieve their aims. This study explored whether the “whole community” nomination process used in the ASSIST smoking prevention program successfully identified “peer supporters” who were well placed within their school social networks to diffuse an antismoking message to their peers. Data were collected in the United Kingdom during A Stop Smoking in Schools Trial. Behavioral data were provided at baseline and post intervention by all students. Social network data were provided post intervention by students in four control and six intervention schools. Centrality measures calculated using UCINET demonstrate that the ASSIST nomination process successfully identified peer supporters who were more socially connected than others in their year and who had social connections across the entire year group including the program’s target group. The results indicate that three simple questions can identify individuals who are held in high esteem by their year group and who also have the interpersonal networks required of opinion leaders to successfully disseminate smoke-free messages through their social networks. This approach could be used in other informal health promotion initiatives

The digital marketing skills gap: developing a digital marketer model for the communication industries.

Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data. We find that a lack of specific technical skills; a need for best practice guidance on evaluation metrics, and a lack of intelligent futureproofing for dynamic technological change and development are skills gaps currently challenging the communication industry. However, the challenge of integrating digital marketing approaches with established marketing practice emerges as the key skills gap. Emerging from the key findings, a Digital Marketer Model was developed, highlighting the key competencies and skills needed by an excellent digital marketer. The research concludes that guidance on best practice, focusing upon evaluation metrics, futureproofing and strategic integration, needs to be developed for the communication industry. The Digital Marketing Model should be subject to further testing in industry and academia. Suggestions for further research are discussed

Examining chain bookshops in the context of 'third place'.

Purpose: This research theoretically conceptualises the notion of "third place" within the setting of chain bookshops. The widespread adoption of coffee franchises and comfortable seating has developed the bookshop as a leisurely setting. Underpinning the discussion in current retail marketing theory, the research aims to explore how the understanding of "third place" has changed with the passage of time and to examine whether chain bookshops can be called third places. Design/methodology/approach: The methodological approach is largely qualitative, drawing upon interviews with bookshop managers with regard to their strategic aims, and using focus groups to discuss consumers' bookshop experiences. The research also draws upon quantitative data, i.e. face-to-face questionnaires and online surveys. Findings: The research concludes that while consumer experience of chain bookshops is positive, they cannot be called a "third place" due to the lack of conversation therein. Nevertheless, an important caveat exists - the presence of an integral coffee shop encourages socialising among bookshop customers. Research limitations/implications: The project's scope is limited to chain bookshops in the UK. Future work might look at third place or restorative provision in other retail settings or over a wider geographic spread. Practical implications: The research has important implications and recommendations for managers of retail sites regarding the potential restorative qualities of bookshops, coffee shops and other retail environments. Originality/value: This empirical research enhances scholarly understanding of the bookshop as a restorative space, highlighting an important advantage which traditional retailers have over internet retailers

Studying commuting behaviours using collaborative visual analytics

Mining a large origin–destination dataset of journeys made through London’s Cycle Hire Scheme (LCHS), we develop a technique for automatically classifying commuting behaviour that involves a spatial analysis of cyclists’ journeys. We identify a subset of potential commuting cyclists, and for each individual define a plausible geographic area representing their workplace. All peak-time journeys terminating within the vicinity of this derived workplace in the morning, and originating from this derived workplace in the evening, we label commutes. Three techniques for creating these workplace areas are compared using visual analytics: a weighted mean-centres calculation, spatial k-means clustering and a kernel density-estimation method. Evaluating these techniques at the individual cyclist level, we find that commuters’ peak-time journeys are more spatially diverse than might be expected, and that for a significant portion of commuters there appears to be more than one plausible spatial workplace area. Evaluating the three techniques visually, we select the density-estimation as our preferred method. Two distinct types of commuting activity are identified: those taken by LCHS customers living outside of London, who make highly regular commuting journeys at London’s major rail hubs; and more varied commuting behaviours by those living very close to a bike-share docking station. We find evidence of many interpeak journeys around London’s universities apparently being taken as part of cyclists’ working day. Imbalances in the number of morning commutes to, and evening commutes from, derived workplaces are also found, which might relate to local availability of bikes. Significant decisions around our workplace analysis, and particularly these broader insights into commuting behaviours, are discovered through exploring this analysis visually. The visual analysis approach described in the paper is effective in enabling a research team with varying levels of analysis experience to participate in this research. We suggest that such an approach is of relevance to many applied research contexts

Secondary analyses to test the impact on inequalities and uptake of the schools-based human papillomavirus (HPV) vaccination programme by stage of implementation of a new consent policy in the south-west of England

Objectives To test the impact on inequalities and uptake of the schools-based human papillomavirus (HPV) vaccination programme by stage of implementation of a new policy providing additional opportunities to consent.Setting Two local authorities in the south-west of England.Participants Young women (n=7129) routinely eligible for HPV vaccination aged 12–13 years during the intervention period (2017/2018 to 2018/2019 programme years).Interventions Local policy change that included additional opportunities to provide consent (parental verbal consent and adolescent self-consent).Outcomes Secondary analyses of cross-sectional intervention data were undertaken to examine uptake by: (1) receipt of parental written consent forms and; (2) percentage of unvaccinated young women by stage of implementation.Results During the intervention period, 6341 (89.0%) eligible young women initiated the HPV vaccination series. Parental written consent forms were less likely to be returned where young women attended alternative education provider settings (p<0.001), belonged to non-white British ethnic groups (p<0.01) or more deprived quintiles (p<0.001). Implementation of parental verbal consent and adolescent self-consent reduced the percentage of unvaccinated young women from 21.3% to 16.5% (risk difference: 4.8%). The effect was greater for young women belonging to the most deprived compared with the least deprived quintile (risk difference: 7.4% vs 2.3%, p<0.001), and for young women classified as Unknown ethnic category compared with white British young women (6.7% vs 4.2%, p<0.001). No difference was found for non-white British young women (5.4%, p<0.21).Conclusions Local policy change to consent procedures that allowed parents to consent verbally and adolescents to self-consent overcame some of the barriers to vaccination of young women belonging to families less likely to respond to paper-based methods of gaining consent and at greater risk of developing cervical cancer.Trial registration number 49 086 105

The Antibiotic Guardian Campaign:a qualitative evaluation of an online pledge-based system focused on making better use of antibiotics

Abstract Background The Antibiotic Guardian Campaign was developed to increase commitment to reducing Antimicrobial Resistance (AMR), change behaviour and increase knowledge through an online pledge system for healthcare professionals and members of the public to become Antibiotic Guardians (AG). This qualitative evaluation aimed to understand AG experiences of the campaign and perceived impact on behaviour. Methods Ninety-four AGs (48 via a survey and 46 who had agreed to future contact) were invited to participate in a telephone semi-structured interview. The sample was based on self-identification as a healthcare professional or a member of the public, pledge group (e.g. adults, primary care prescribers etc.), pledge and gender. Interviews explored how participants became aware of the campaign, reasons for joining, pledge choices, responses to joining and views about the campaign’s implementation. Interviews were analysed using the Framework Method. Results Twenty-two AGs (10 healthcare professionals and 12 members of the public) were interviewed. AGs became aware of the campaign through professional networks and social media, and were motivated to join by personal and professional concern for AMR. Choice of pledge group and pledge were attributed to relevance and potential impact on AMR and the behaviour of others through pledge enactment and promotion of the campaign. Most AGs could not recall their pledge unprompted. Most felt they fulfilled their pledge, although this reflected either behaviour change or the pledge reinforcing pre-existing behaviour. The campaign triggered AGs to reflect on AMR related behaviour and reinforced pre-existing beliefs. Several AGs promoted the campaign to others. Responding collectively as part of the campaign was thought to have a greater impact than individual action. However, limited campaign visibility was observed and the campaign was perceived to have restricted ability to reach those unaware of AMR. Conclusions AGs were motivated to reduce AMR and most felt they fulfilled their pledges although for many this appeared to be through reinforcement of existing behaviours. We recommend that the campaign engages those without pre-existing knowledge of AMR by increasing its visibility, capitalising on the diffusion of its message and including more awareness-raising content for those with limited AMR knowledge