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Advancing use of norms for social marketing: extending the theory of normative social behavior

Content Provider	Springer Nature Link
Author	Mabry, Amanda Mackert, Michael
Copyright Year	2014
Abstract	As social marketing campaigns are developed for more precisely defined target audiences, it is important for practitioners and scholars alike to utilize a wide range of theoretical frameworks in order to create campaigns that are best suited to meet the needs of diverse audiences. The purpose of this paper is to offer the Theory of Normative Social Behavior as an innovative theory of communication that is a useful framework for designing social marketing campaigns, as well as propose an extension to the theory that incorporates indirect and direct media effects as well as media involvement. Explicitly incorporating media effects into the Theory of Normative Social Behavior enhances existing theory and knowledge regarding how internal (i.e., cognitive) and external (i.e., media) mechanisms function in the context of normative influence and norms-based communication campaigns. Further, such an extension improves the practical utility of the theory so social marketers can more effectively utilize it as a framework for developing persuasive normative messages.
Starting Page	129
Ending Page	143
Page Count	15
File Format	PDF
ISSN	18651984
Journal	International Review on Public and Nonprofit Marketing
Volume Number	11
Issue Number	2
e-ISSN	18651992
Language	English
Publisher	Springer Berlin Heidelberg
Publisher Date	2014-01-09
Publisher Place	Berlin, Heidelberg
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Social norms Social marketing Marketing
Content Type	Text
Resource Type	Article
Subject	Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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