Journal article
Social Marketing and Diffusion-Based Strategies for Communicating with Unique Populations: HIV Prevention in San Francisco
Journal of health communication, Vol.1(4), pp.343-364
10/01/1996
DOI: 10.1080/108107396127997
PMID: 10947368
Abstract
We conducted a 2-year investigation of the extent to which strategies based on social marketing and diffusion of innovations concepts are used in preventive health communication with unique (highly ostracized) populations. Of the 49 organizations in San Francisco that operate HIV prevention programs (N=100),programs that most highly targeted unique populations were surveyed. Personal interviews were then conducted with 38 staff leaders who operated the most and least effective programs. Audiotapes and transcripts were content analyzed to identify the strategies used by program staff. Strategies based on social marketing concepts were more prevalent than strategies based on the diffusion of innovations. More effective programs were characterized by emphasis on homophily, audience segmentation, compatibility-based strategies, and interorganizational collaboration.
Details
- Title: Subtitle
- Social Marketing and Diffusion-Based Strategies for Communicating with Unique Populations: HIV Prevention in San Francisco
- Creators
- James W DearingEverett M RogersGary MeyerMary K CaseyNagesh RaoShelly Campo - University of Iowa, Community and Behavioral HealthGeoffrey M Henderson
- Resource Type
- Journal article
- Publication Details
- Journal of health communication, Vol.1(4), pp.343-364
- Publisher
- Informa UK Ltd
- DOI
- 10.1080/108107396127997
- PMID
- 10947368
- ISSN
- 1081-0730
- eISSN
- 1087-0415
- Language
- English
- Date published
- 10/01/1996
- Academic Unit
- Graduate College Admin and Gen; Communication Studies; Community and Behavioral Health
- Record Identifier
- 9984064181502771
Metrics
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