A Qualitative Evaluation of the Perceptions of the Social Marketing of Alcohol: A Study of Cardiff Metropolitan University Undergraduate Students
Cardiff Metropolitan University
MetadataShow full item record
Social marketing is all around us- 'stop smoking', 'eat healthily', 'recycle'. It’s about influencing social change through the adaption of commercial marketing theories and practices. This inductive, interpretivistic, qualitative submission looked into the perceptions of the social marketing of alcohol based on the opinions of Cardiff Metropolitan University undergraduates. This project aimed to gain an understanding of these individuals’ thoughts on the marketing of alcohol in comparison to the social marketing of alcohol as well as their opinions on the consumption of alcohol amongst students. This research aimed to gain a better view of why some students drink excessively, and therefore identified whether the current social marketing of alcohol should be changed. Focus groups and semi-structured interviews were used to obtain data on students’ perceptions of the social marketing of alcohol using a total of twenty students. Each focus group consisted of four participants, where discussions held focused on thoughts on alcohol advertising campaigns in comparison to social marketing campaigns. Individual semi-structured interviews were conducted after each focus group in order to gain deeper insights in participants’ opinions. Analysis showed that students believed alcohol adverts themselves made no contribution to binge drinking behaviour, although alcohol marketing as a whole was seen, by some, to have an effect, thus suggesting that the II marketing of alcohol as a whole should be considered by social marketers when addressing the issue of binge drinking. Participants had generally viewed more alcohol adverts than social marketing campaigns but perceived alcohol adverts as ones that were not targeted at them, and were therefore ineffective in truly influencing their behaviour. Perceptions of social marketing campaigns were mixed, with some students believing they would be effective in changing students’ drinking habits whilst others deemed them ineffective, illustrating the debate surrounding individual differences. Overall, participants perceived social marketing campaigns as ineffective in tackling the student binge drinking culture here in the UK. It was clear to see that the type of social marketing campaign shown resulted in different perceptions of what would be more likely to be effective in driving change. This study provided insight into students’ perceptions of current social marketing campaigns for alcohol, which is relevant for social marketers to understand some reasons why some social marketing campaigns seem ineffective in influencing behaviour change amongst university students. Social marketers are encouraged to make a change in the type of social marketing campaigns aimed at targeting binge drinking behaviour, and are also recommended to create campaigns aimed solely at university students in order to specifically target the student binge drinking culture.
BA (Hons) Marketing Management
Showing items related by title, author, subject and abstract.
Revisiting the rationale for social normative interventions in student drinking in a UK population John, Beverly; Alwyn, Tina (Elsevier, 2014-12)OBJECTIVES: Social normative re-education interventions are based on the premise that harmful student drinking is caused by misperceptions of campus drinking norms. They have become dominant despite little evidence for ...
Knight, Tomos (Cardiff Metropolitan University, 2014)The study looked at how the student culture perceives the current approaches that social marketing campaigns are taking to stabilise the growing and prevalent issue of excessive drinking amongst the student population. ...
McIntosh, Rona (Cardiff Metropolitan University, 2004)The focus ofthis investþation is to identifr whether alcohol health education has a positive impact on the drinking patterns of 11 - 16 year olds in the Inverclyde locality of Scotland. This specific area was selected ...