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The role of social marketing communications in influencing “Text and Driving” Behaviors: Theory and Evidence from an international sample

GSTF Journal on Business Review

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Title The role of social marketing communications in influencing “Text and Driving” Behaviors: Theory and Evidence from an international sample
 
Creator Buccoliero, Luca
Bellio, Elena
Mazzola, Maria
Solinas, Elisa
 
Description Texting while driving is a dangerous practicebecoming increasingly common, especially among young people.This paper aims to understand the role of social marketingcommunication in affecting people’s driving behaviors. Thepresented research compares the effectiveness of different socialcommunication styles (traditional or shock), formats (textimages, images, community initiatives and videos) and media(TV, radio, leaflet, poster, web, social networks) in influencingthe use of a smartphone while driving.We found that shock advertising has a significant impact ondrivers’ intentions about whether or not to use portablecommunication devices (i.e. smartphones, tablets) while driving.We also found that this impact especially counts for women. Bothrisk self-assessment and risk propensity improve after exposureto social advertisement. The strongest impact on recipients isachieved through shock advertising when broadcasted throughonline videos. Video advertising campaigns are also more likelyto be shared than others on social networks, especially in theshock style advertisement. Finally, advertising through televisionand social media appear to have the highest impact on drivers’behaviors.This paper offers some insights on how to design effective socialcommunication strategies in order to affect drivers’ behaviors.
 
Publisher GSTF Journal on Business Review (GBR)
 
Date 2018-01-03
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://dl6.globalstf.org/index.php/gbr/article/view/853
 
Source GSTF Journal on Business Review (GBR); Vol 4 No 3 (2016): GSTF Journal on Business Review (GBR)
2251-2888
2251-2888
 
Language eng
 
Relation http://dl6.globalstf.org/index.php/gbr/article/view/853/790
 
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