An innovative approach to reducing risks associated with infant feeding : the use of technology
Gallegos, Danielle, Russell-Bennett, Rebekah, & Previte, Josephine (2011) An innovative approach to reducing risks associated with infant feeding : the use of technology. Journal of Nonprofit and Public Sector Marketing, 23(4), pp. 327-347.
Infant feeding is a complex behavior enacted in a risk adverse society. Despite ongoing communication and education strategies, breastfeeding rates in countries like Australia, the US, and the UK remain static, thus increasing the risk of short and long-term health problems. Health professionals and non-profit organizations recognize social marketing as an appropriate strategy for increasing breastfeeding duration since it addresses the shortfalls of education-only campaigns. Technology as an innovative alternative to mass media and education has the potential to reduce the social price of breastfeeding by assisting women to manage the identity and health risks associated with infant feeding. This paper reports findings from six focus groups that explored the risks associated with breastfeeding and the potential role of technology in ameliorating these risks. A key finding of this research was that technology has the potential to negate the impact of perceived uncertainty and lack of control associated with breastfeeding. The results indicated that future breastfeeding campaigns that are innovative in their approach and use technology may be more effective in changing breastfeeding behavior.
Impact and interest:
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Journal Article|
|Keywords:||breastfeeding, social marketing, m-technology, innovation, risk|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > QUT Faculties and Divisions > Faculty of Health
Current > Schools > School of Advertising, Marketing & Public Relations
Current > Schools > School of Public Health & Social Work
|Copyright Owner:||Copyright Taylor & Francis 2011.|
|Copyright Statement:||This is a preprint of an article submitted for consideration in the [Journal of Nonprofit and Public Sector Marketing] ©  [copyright Taylor & Francis]; [Journal of Nonprofit and Public Sector Marketing] is available online at: www.tandfonline.com|
|Deposited On:||03 Nov 2011 12:13|
|Last Modified:||02 Jan 2013 13:48|
Repository Staff Only: item control page