IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v14y2017i4d10.1007_s12208-017-0184-0.html
   My bibliography  Save this article

Promoting condom usage to male sex workers in Thailand: a development of a conceptual framework: social marketing perspective

Author

Listed:
  • Charles Jebarajakirthy

    (Griffith University)

  • Paramaporn Thaichon

    (Griffith University)

  • Achchuthan Sivapalan

    (University of Jaffna)

Abstract

Thailand’s booming tourism sector significantly contributes to the country’s economy. Sex tourism is also popular in Thailand, where male sex workers are more at risk to HIV threats than their female counterparts. Social marketing campaigns have been useful in addressing several problematic behaviours, such as smoking, binge drinking, unprotected sex and unhealthy dietary practices. Hence, the main purpose of this research study is to propose a conceptual framework for promoting safe sex practices to male sex workers in Thailand. The Theory of Planned Behaviour (TPB) has been generally applied to help understand and examine behavioural change intentions, and develop behavioural change initiatives. TPB attempts to identify the psychological determinants of behavioural change intention in a single point of time. However, it does not show how behavioural change occurs as a process, or at various stages. As this theory is not adequate for understanding the entire process of behavioural change, a more comprehensive theoretical framework is required. Combining the Theory of Planned Behaviour with the Stages of Change Theory (SCT) provides a highly comprehensive theoretical framework. The Stages of Change Theory is used in the social marketing field to facilitate behavioural change. SCT shows the behaviour change as a process. The implications of this new framework for both theory and practice are discussed, as well as the directions for future research, which would be of use to researchers and practitioners in the social marketing field.

Suggested Citation

  • Charles Jebarajakirthy & Paramaporn Thaichon & Achchuthan Sivapalan, 2017. "Promoting condom usage to male sex workers in Thailand: a development of a conceptual framework: social marketing perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 495-512, December.
  • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:4:d:10.1007_s12208-017-0184-0
    DOI: 10.1007/s12208-017-0184-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-017-0184-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-017-0184-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Wawer, Maria J. & Podhisita, Chai & Kanungsukkasem, Uraiwan & Pramualratana, Anthony & McNamara, Regina, 1996. "Origins and working conditions of female sex workers in urban Thailand: Consequences of social context for HIV transmission," Social Science & Medicine, Elsevier, vol. 42(3), pages 453-462, February.
    3. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    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. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    2. Ana Silva & Elisabete Sá & Joaquim Silva & José Carlos Pinho, 2021. "Dance Is for All: A Social Marketing Intervention with Children and Adolescents to Reduce Prejudice towards Boys Who Dance," IJERPH, MDPI, vol. 18(13), pages 1-15, June.
    3. Huff, Aimee Dinnin & Barnhart, Michelle, 2022. "UNRAVEL-ing gnarly knots: A path for researching market-entangled wicked social problems," Journal of Business Research, Elsevier, vol. 144(C), pages 717-727.
    4. Stewart Barr & Gareth Shaw & Tim Coles, 2011. "Sustainable Lifestyles: Sites, Practices, and Policy," Environment and Planning A, , vol. 43(12), pages 3011-3029, December.
    5. Marylyn Carrigan & Caroline Moraes & Sheena Leek, 2011. "Fostering Responsible Communities: A Community Social Marketing Approach to Sustainable Living," Journal of Business Ethics, Springer, vol. 100(3), pages 515-534, May.
    6. Berry, Christopher & Douglas Hoffman, K., 2023. "Communicating intent: Effects of employer-controlled tipping strategy disclosures on tip amount and firm evaluations," Journal of Business Research, Elsevier, vol. 160(C).
    7. Barr, Stewart & Lampkin, Sal & Dawkins, Laura & Williamson, Daniel, 2022. "‘I feel the weather and you just know’. Narrating the dynamics of commuter mobility choices," Journal of Transport Geography, Elsevier, vol. 103(C).
    8. Birau, Mia M. & Faure, Corinne, 2018. "It is easy to do the right thing: Avoiding the backfiring effects of advertisements that blame consumers for waste," Journal of Business Research, Elsevier, vol. 87(C), pages 102-117.
    9. Lucy Chamberlin & Casper Boks, 2018. "Marketing Approaches for a Circular Economy: Using Design Frameworks to Interpret Online Communications," Sustainability, MDPI, vol. 10(6), pages 1-27, June.
    10. Nerea Alejandra Ramírez-Castillo & Jéssica Müller-Pérez & Ángel Acevedo-Duque & Sheyla Müller-Pérez & Romel Ramón González-Díaz & Jorge Suarez Campos & Luiz Vicente Ovalles-Toledo, 2021. "Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    11. Gustav Bösehans & Ian Walker, 2020. "Do supra-modal traveller types exist? A travel behaviour market segmentation using Goal framing theory," Transportation, Springer, vol. 47(1), pages 243-273, February.
    12. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    13. Stewart Barr & Jan Prillwitz, 2014. "A Smarter Choice? Exploring the Behaviour Change Agenda for Environmentally Sustainable Mobility," Environment and Planning C, , vol. 32(1), pages 1-19, February.
    14. Maria Andersson & Ola Eriksson & Chris Von Borgstede, 2012. "The Effects of Environmental Management Systems on Source Separation in the Work and Home Settings," Sustainability, MDPI, vol. 4(6), pages 1-17, June.
    15. Tran Huy Phuong & Thanh Trung Hieu, 2015. "Predictors of Entrepreneurial Intentions of Undergraduate Students in Vietnam: An Empirical Study," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(8), pages 46-55, August.
    16. Peng Cheng & Zhe Ouyang & Yang Liu, 0. "The effect of information overload on the intention of consumers to adopt electric vehicles," Transportation, Springer, vol. 0, pages 1-20.
    17. Alsalem, Amani & Fry, Marie-Louise & Thaichon, Park, 2020. "To donate or to waste it: Understanding posthumous organ donation attitude," Australasian marketing journal, Elsevier, vol. 28(3), pages 87-97.
    18. Benoît Lécureux & Adrien Bonnet & Ouassim Manout & Jaâfar Berrada & Louafi Bouzouina, 2022. "Acceptance of Shared Autonomous Vehicles: A Literature Review of stated choice experiments," Working Papers hal-03814947, HAL.
    19. Kristin Thomas & Evalill Nilsson & Karin Festin & Pontus Henriksson & Mats Lowén & Marie Löf & Margareta Kristenson, 2020. "Associations of Psychosocial Factors with Multiple Health Behaviors: A Population-Based Study of Middle-Aged Men and Women," IJERPH, MDPI, vol. 17(4), pages 1-17, February.
    20. Kamruzzaman, Md. & Baker, Douglas & Washington, Simon & Turrell, Gavin, 2013. "Residential dissonance and mode choice," Journal of Transport Geography, Elsevier, vol. 33(C), pages 12-28.

    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:spr:irpnmk:v:14:y:2017:i:4:d:10.1007_s12208-017-0184-0. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.