The HIV/AIDS pandemic is a major concern worldwide, and in South Africa some marketing communication campaigns do not seem to be producing the expected results. This research investigates whether the use of fear increases the likelihood of adopting appropriate behaviour and if different racial...

The social marketing, social responsibility and cause related marketing are emerging areas of research in marketing, and also represent important tools for business management and social. The objectives of this work is to analyze and interrelate these concepts, fundamental for a better...

Blood donation is dependent on the goodwill of people to voluntarily donate blood, without financial reward. Focus groups with Irish third level students, and interviews with key personnel involved in the blood donation process were conducted. Altruism is still the biggest reason why third level...

This research work sets out the objective of developing and estimating the young alcohol adoption model. This model points out the importance of values, moreover it meassures how influence values over attitudes, beliefs and emotions. The obtained results point out not only the antecedent role...

Initiation into smoking is largely a childhood phenomenon, with more than 75% of all smokers in Ireland starting smoking before they reach the age of 18. Focus groups were conducted, where teenage girls were shown various anti-smoking advertisements and cigarette packages containing anti-smoking...

Findings on the effectiveness of positive and negative appeals in social marketing are contradictory. This research proposal focuses on the three-decade historical use of positive and negative appeals in European HIV prevention social marketing ads in order to understand when, how and why these...