Spotswood, F. and Tapp, A.
Rethinking how to tackle binge drinking using social marketing: A neo-tribal analysis.
Social Marketing Quarterly, 17 (2).
Publisher's URL: http://dx.doi.org/10.1080/15245004.2011.570862
In this work the authors report on primary research undertaken with young people in a deprived area of North West England who use regular binge drinking as the lynch pin of their social group. Traditional health messaging approaches have had little success with this hard to reach group.
Findings were analysed using neo-tribal concepts. It was found that the search for community and belonging occupied a central place in binge drinking behaviour for this group. A discussion is offered of appropriate up and down stream social marketing solutions, based on the principle that any exchange will need to offer community and other benefits equal to those currently delivered through binge drinking.
|Additional Information:||This is an electronic version of an article published in "Spotswood, Fiona and Tapp, Alan (2011) Rethinking how to tackle binge drinking usng social marketing: A neo-tribal analysis. Social Marketing Quarterly, 17 (2). pp. 76-91." Social Marketing Quarterly is available online at:
|Uncontrolled Keywords:||binge drinking, social marketing, neo-tribe, branding|
|Faculty/Department:||Faculty of Business and Law > Department of Business Management|
Dr F. Spotswood
|Deposited On:||01 Nov 2010 11:38|
|Last Modified:||01 Mar 2015 19:33|
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