IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i12p6504-d576165.html
   My bibliography  Save this article

Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety

Author

Listed:
  • Jennifer Smith

    (BC Injury Research and Prevention Unit, BC Children’s Hospital, Vancouver, BC V6H 3V4, Canada)

  • Tessa Clemens

    (Drowning Prevention Research Centre, Toronto, ON M2J 1P8, Canada)

  • Alison Macpherson

    (School of Kinesiology and Health Science, York University, Toronto, ON M3J 1P3, Canada)

  • Ian Pike

    (BC Injury Research and Prevention Unit, BC Children’s Hospital, Vancouver, BC V6H 3V4, Canada
    Department of Pediatrics, The University of British Columbia, Vancouver, BC V6H 3V4, Canada)

Abstract

The purpose of this research paper is to assess the response on Facebook to a social marketing campaign for recreational boating safety. The campaign ran for the 2018 and 2019 boating seasons in British Columbia, Canada. Messages related to boating safety were delivered in multi-media formats, including ten Facebook posts. All public comments on the campaign Facebook page in response to the ads were included in the analysis. Comments were reviewed for tone and subject; those that related directly to the campaign or boating safety-related topics, such as alcohol use or enforcement, were labeled positive, negative or neutral in tone. Metrics such as likes and shares were also noted. The overall engagement rate (defined as engagements over people reached) was 4.1%. The posts were liked >7000 times and received 901 shares. A total of 219 comments were analysed. Almost half of the comments were positive ( n = 106, 48.4%). Fifty comments were off-topic (22.8%), 45 were neutral (20.5%) and 18 were negative (8.2%). The majority of comments were positive, indicating that the campaign performed as planned and was generally well received by the people for whom it was intended. Comments illuminated prevailing attitudes towards risks, injuries and safety practices related to recreational boating. Positive comments valued safety as an aspect of having a pleasant experience, rather than a barrier. Negative comments were about perceiving reduced fun of boating, rather than objecting to the campaign itself. As a component of a multi-media social marketing strategy, Facebook can be a source of instant feedback from the campaign audience.

Suggested Citation

  • Jennifer Smith & Tessa Clemens & Alison Macpherson & Ian Pike, 2021. "Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety," IJERPH, MDPI, vol. 18(12), pages 1-10, June.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:12:p:6504-:d:576165
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/12/6504/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/12/6504/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kubacki, Krzysztof & Rundle-Thiele, Sharyn & Pang, Bo & Buyucek, Nuray, 2015. "Minimizing alcohol harm: A systematic social marketing review (2000–2014)," Journal of Business Research, Elsevier, vol. 68(10), pages 2214-2222.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Escario, José-Julián & Rodriguez-Sanchez, Carla & Sancho-Esper, Franco & Barlés-Arizón, María-José, 2023. "A quantitative analysis of factors related to adolescent cybervictimization in Spain: A multilevel logistic regression approach," Children and Youth Services Review, Elsevier, vol. 155(C).
    2. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    3. Siemieniako, Dariusz & Kubacki, Krzysztof & Mitręga, Maciej, 2021. "Inter-organisational relationships for social impact: A systematic literature review," Journal of Business Research, Elsevier, vol. 132(C), pages 453-469.
    4. Juan Moreno-Garcia & Benito Yáñez-Araque & Felipe Hernández-Perlines & Luis Rodriguez-Benitez, 2022. "An Aggregation Metric Based on Partitioning and Consensus for Asymmetric Distributions in Likert Scale Responses," Mathematics, MDPI, vol. 10(21), pages 1-17, November.
    5. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
    6. Sunil Sahadev & Neeru Malhotra & Avinandan (Avi) Mukherjee, 2020. "Segmenting Excessive Alcohol Consumers: Implications for Social Marketing," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 213-225, July.
    7. Lee M. Ashton & Megan E. Rollo & Marc Adam & Tracy Burrows & Vanessa A. Shrewsbury & Clare E. Collins, 2021. "Process Evaluation of the ‘No Money No Time’ Healthy Eating Website Promoted Using Social Marketing Principles. A Case Study," IJERPH, MDPI, vol. 18(7), pages 1-19, March.
    8. Renata Anibaldi & Sharyn Rundle-Thiele & Patricia David & Carina Roemer, 2021. "Theoretical Underpinnings in Research Investigating Barriers for Implementing Environmentally Sustainable Farming Practices: Insights from a Systematic Literature Review," Land, MDPI, vol. 10(4), pages 1-24, April.
    9. Seretny Marek & Gaur Deepika & Sobczyk Katarzyna & Kaabour Maya, 2021. "Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants," Foundations of Management, Sciendo, vol. 13(1), pages 49-56, January.
    10. Anran Zhang & Pamela Saleme & Bo Pang & James Durl & Zhengliang Xu, 2020. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention," Sustainability, MDPI, vol. 12(22), pages 1-23, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:12:p:6504-:d:576165. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.