Community-based social marketing: Effects on social norms

Schuster, Lisa, Kubacki, Krzysztof, & Rundle-Thiele, Sharyn (2016) Community-based social marketing: Effects on social norms. Journal of Social Marketing, 6(2), pp. 193-210.

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This research investigates whether application of a community-based social marketing principle, namely increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour.


A repeated measures quasi-experimental design was employed to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme, which increases the visibility of walking to and from school through programme participation to promote active transportation for primary school children. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents.


The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable.


The study contributes to addressing the recent call for research examining the relationship between community-based social marketing principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

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ID Code: 90589
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Social norms, Community, Social marketing, Children, Walking
DOI: 10.1108/JSOCM-06-2015-0036
ISSN: 2042-6763
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Emerald Group Publishing
Deposited On: 23 Nov 2015 23:34
Last Modified: 17 May 2016 13:11

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