Health Marketing Quarterly最新文献

Given the disproportionately high suicide rate of farmers in Kentucky and the unique cultural needs of farmers, a coalition was created to reduce the stigma of seeking help for mental health. A targeted communications campaign was developed to provide information to farmers at risk. This paper describes the development and launch of the campaign, including formative research, message development, campaign concepts, deployment of the campaign, and initial results. Events, traditional advertising, and social and digital media campaigns provided targeted brand awareness. Initial reception to the campaign was positive, especially with TV and radio watch- and listen-through rates and website traffic. The campaign requires expanded messaging and tactics and new partnerships to influence farmers. Practical and theoretical implications include the future use of paid digital strategies to confidentially influence farmers, additional research about culturally competent approaches toward subsets of farmers, and the amount of detail to provide about mental health conditions.

COVID-19 is a severe and ongoing threat globally, with the spread disrupting lives and society. Despite the developments of vaccines, the key measure to reduce the transmission of variants has stemmed from mass changes to personal behaviours. COVID-19 pandemic offers a unique context, where the protection behaviours enacted by an individual are necessary to keep the community safe. A social psychological perspective can be used to understand the reasons for adherence to policies and determine what other factors can shape preventive behaviours. To resolve this, in partnership with health consumers we use an online survey, with the findings substantiating preventive behaviours are positively related to COVID-19 information access and descriptive norms. Additionally, findings demonstrate the mediating role of injunctive norms on preventive behaviour suggesting that policy makers can influence decision-making by promoting health information that provides guidance on acceptable behaviours, but also demonstrates subsequent success. The integrity of the model is substantiated by partial least squares (PLS) testing.

Race is a consequential sociocultural cue in healthcare contexts. Racism is associated with health disparities. Extant research shows significant health inequities between white and Black people. However, little is known about health gaps between or among other racial groups. This study investigated how Blacks and Asian Americans perceive and experience racism in healthcare settings and in general daily life situations, and how these factors relate to their self-rated general health status and health-related quality of life. Findings from an online survey suggest strong similarities and subtle differences between the two racial groups and within the Asian subgroups.

This article explores the roles of place attachment and social relationships in encouraging clients of a health center to comply with their health providers' directives. We draw on place attachment theory to explore the extent to which emotional bonds between clients and the center promote compliance. Next, we draw on place social bonding to explore whether clients' experiences derived from interactions at the center encourage compliance. Based on data obtained from center clients, we conclude that place attachment and social bonding drive compliance. From a practical perspective, providers and clients must engage in social interaction to promote compliance and engender place attachment.

Consumer experiences in the consumption of menstrual products and the factors that underpin consumer vulnerability in the consumption process have largely been overlooked in marketing research. This research addresses this gap by examining consumer experiences of vulnerability in the consumption of menstrual products in a developing country context. Data from in-depth interviews and netnography reveals women's embodied experiences of vulnerability, with structural barriers, such as regulatory gaps and exclusionary marketing practices adversely affecting the women's physical and emotional well-being. Contributions to consumer vulnerability literature and implications for health marketing and policy are discussed.

This study investigates how engagement with social media leads women to adopt diet and exercise practices. We base our analysis on qualitative research, including surveys and in-depth interviews, with thirty (30) Australian women aged 18-35 years between April and August 2021. Our findings reveal how healthism discourse on social media, namely Facebook, Instagram and TikTok, underpin the adoption of diet and exercise practices by enhancing experiences of digital intimacy, repeat messages and personal testimonials from other women, and supporting new routines during COVID-19 lockdowns. This article contributes to health marketing literature by providing critical knowledge about women's experiences that prompt and shape complex ideologies of health that are often masked through diet and exercise practices on social media.

Digital media initiated a paradigm shift of the doctor-patient relationship in which prospective patients "shop" for physicians as they do other goods and services: using search engines' results, aggregated review websites, and star ratings as cues. These are processed centrally or peripherally in accordance with the Elaboration Likelihood Model (ELM). Electronic word of mouth (EWOM) in conjunction with a pediatrician's digital brand management strategy impacts practice revenue through patient recruitment and retention. This exploratory study found that a pediatrician's placement on a review website and overall digital brand image leads to increased or decreased trust in expertise, competence, and likability.

Consumers have been taking various preventive measures during COVID-19. We propose that people who take voluntary (vs. compulsory) preventive actions are better able to adapt to different aspects of life changes. In four studies, we demonstrate that voluntary preventive measures have a positive effect on consumers' adaptation to work, social relationships, interest in hobbies, and other consumption aspects. Because voluntary behavior promotes autonomy, we also manipulate consumers' autonomous motivation and find that feeling autonomous increases consumers' intention to take prevention and pursue adaptation. Moreover, we manipulate consumer self-efficacy and find that it improves consumer safety behavior and adaptation.

This study examined how humor (incongruity humor vs. no humor) interacts with individual differences in perceived efficacy to influence health attitudes and behavioral intentions. Results of a controlled experiment (N = 294) revealed that among individuals with lower levels of perceived efficacy, incongruity humor, relative to no humor condition, resulted in greater source liking, which in turn, enhanced their attitudes and intentions to perform preventive health behaviors. However, for individuals higher in perceived efficacy, incongruity humor (vs. no humor) had an indirect negative effect on intentions via decreased attitudes. Theoretical and practical implications of these findings are discussed.