Keep It Tame: Promoting respect online Safe And Well Online Pilot Study: Evaluating the design, engagement and impact of a social marketing approach aimed at 12 to 18 year olds
Spears, Barbara, Taddeo, Carmel, Barnes, Alan, Scrimgeour, Margaret, Collin, Phillipa, Drennan, Judy, & Razzell, Mark (2015) Keep It Tame: Promoting respect online Safe And Well Online Pilot Study: Evaluating the design, engagement and impact of a social marketing approach aimed at 12 to 18 year olds. Young and Well CRC, Abbotsford, Vic.
This report describes the Year One Pilot Study processes, and articulates findings from the major project components designed to address these challenges noted above (See Figure 1). Specifically, the pilot study tested the campaign research and development process involving participatory design with young people and sector partners, and the efficacy and practicality of conducting a longitudinal, randomised control trial online with minors, including ways oflinking survey data to campaign data. Each sub-study comprehensively considered the ethical requirements of conducting online research with minors in school settings. The theoretical and methodological framework for measuring campaign engagement and efficacy (Sub-studies 3, 4 and 5) drew on the Model of Goal-Directed Behaviour (MGB) (Perugini & Bagozzi 2001) and Nudge Theory (Thaler & Sunstein, 2008).
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|Keywords:||cyber bullying, social marketing|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2015 Young and Well CRC|
|Copyright Statement:||This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by
any process without prior written permission from the Young and Well CRC. Requests and enquiries concerning
reproduction and rights should be addressed to the Chief Executive Officer, Young and Well CRC, 17/ 71 Victoria
Crescent, Abbotsford VIC 3067, Australia.
|Deposited On:||31 Jul 2015 00:23|
|Last Modified:||02 Aug 2015 23:12|
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