Social and Behavioral Sciences Commons^™

The Digital Engine Model: Generating Leads Through The Application Of Dcm And Inbound Marketing, Kyle A. Huggins, John D. Hansen

Journal of Applied Marketing Theory

Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content trying to build brand equity and trust, connecting content to consumer action through brand story. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper inbound marketing techniques …

Is The Public Aware Of Water Quality Monitoring And Safety Notifications On Beaches?, Asli Aslan, Jeffery A. Jones, Dziyana Nazaruk, Sibel Zeki

Journal of the Georgia Public Health Association

Recreational water-related activities have important public health benefits, however, pollution at beaches may have serious health risks. Although there is a substantial amount of research and policies in place at federal and state levels, oftentimes these efforts may not be well translated to the public. This paper evaluates the effectiveness of routine water quality monitoring and warning systems in Georgia, USA. A survey was conducted among 238 beachgoers in Georgia, asking about awareness of water quality monitoring and warning signs for beach advisories. Surveys were collected directly at beaches as well as through an online questionnaire. Results show that more …

Health Communications Trial With A Resistant Population To Increase Public Health Compliance During A Pandemic, Alison Amoroso, Carlos A. O. Pavao, Russel E. Luke, Jennifer Mccoy, Sean Richey, Shenandoah Evans

Journal of the Georgia Public Health Association

Background: Georgia has among the worst rates of COVID-19 hospitalization and death rates in the nation. Many identifying as politically conservative resist public health mitigation measures, similar to populations in other politically conservative geographical areas. There are limited peer-reviewed public health communications designed for this population. We aimed to determine if an intervention using a fear appeal approach with efficacy during a pandemic can positively affect knowledge, attitude, perception, and/or behavior (KAP) in Georgia with this population.

Methods: We delivered online video stimuli tailored to the geocultural characteristics of the target population. designed to stimulate fear, encourage efficacy, and counter …

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

“Someone You Love” Documentary: Using Narratives In Entertainment Media To Increase Hpv Vaccination In Georgia, Gabrielle C. Darville- Sanders, Jann Macinnes, Kelsey Schwarz

Journal of the Georgia Public Health Association

Background: Although HPV is the most common sexually transmitted disease in the United States, vaccination rates are still lagging among adolescents and young adults. Entertainment-education is a popular strategy for incorporating educational messages into entertainment media. With popular shows on television now integrating health messages into their narrative, there are more opportunities to influence knowledge, attitude and health behaviors. Objective: To (a) determine the effectiveness of the HPV narrative included in the “Someone You love” documentary on HPV risk perception, vaccine self-efficacy and behavioral intention for HPV vaccine uptake on college students and (b) assess the immediate impact of the …