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A theory-based approach to understanding best practices in using online marketing materials for home-based parenting programs

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  • Beasley, Lana
  • Milojevich, Helen
  • Fuller, Stormie
  • Beebe, Jessica A.
  • Bard, David

Abstract

Home-based parenting programs provide one-on-one coaching to help parents experiencing high-risk factors (e.g., living in poverty, substance abuse, mental health issues, interpersonal violence) to learn safety, health, and parenting skills. Although these programs are empirically-supported and available to the community, they reach only a small proportion of the population in need of services. As such, there is a critical need to improve efforts to inform eligible families and engage them in services. The present study incorporates existing information search theory into a qualitative study of eligible families to understand factors related to successful online marketing of home-based parenting programs. Forty-nine families experiencing risk factors associated with child maltreatment were presented with a marketing website for home-based parenting programs and then interviewed in an effort to understand best practices for marketing these services. Themes emerge regarding the importance of positive content, useful resources, program contact information, clear enrollment instructions, and specific program details. Overall, findings have implications for ways to successfully market home-based parenting programs to families experiencing risk factors for child maltreatment and engage them in evidence-based services to promote family well-being.

Suggested Citation

  • Beasley, Lana & Milojevich, Helen & Fuller, Stormie & Beebe, Jessica A. & Bard, David, 2023. "A theory-based approach to understanding best practices in using online marketing materials for home-based parenting programs," Children and Youth Services Review, Elsevier, vol. 148(C).
    • Handle: RePEc:eee:cysrev:v:148:y:2023:i:c:s0190740923000816
    DOI: 10.1016/j.childyouth.2023.106886
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    References listed on IDEAS

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    1. Moorthy, Sridhar & Ratchford, Brian T & Talukdar, Debabrata, 1997. "Consumer Information Search Revisited: Theory and Empirical Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 263-277, March.
    2. McGoron, Lucy & Ondersma, Steven J., 2015. "Reviewing the need for technological and other expansions of evidence-based parent training for young children," Children and Youth Services Review, Elsevier, vol. 59(C), pages 71-83.
    3. Lahti, Michel & Evans, Caroline B.R. & Goodman, Greg & Schmidt, Michele Cranwell & LeCroy, Craig W., 2019. "Parents as Teachers (PAT) home-visiting intervention: A path to improved academic outcomes, school behavior, and parenting skills," Children and Youth Services Review, Elsevier, vol. 99(C), pages 451-460.
    4. Silovsky, Jane F. & Bard, David & Chaffin, Mark & Hecht, Debra & Burris, Lorena & Owora, Arthur & Beasley, Lana & Doughty, Debbie & Lutzker, John, 2011. "Prevention of child maltreatment in high-risk rural families: A randomized clinical trial with child welfare outcomes," Children and Youth Services Review, Elsevier, vol. 33(8), pages 1435-1444, August.
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