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Rethinking how to tackle binge drinking using social marketing: A neotribal analysis

Spotswood, Fiona; Tapp, Alan

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Authors

Fiona Spotswood



Abstract

In this article the authors report on primary research undertaken with young people in a deprived area of northwest 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 analyzed using neotribal concepts. We found that the search for community and belonging occupied a central place in binge drinking behavior for this group. A discussion is offered of appropriate up- and downstream 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. © 2011 Crown.

Citation

Spotswood, F., & Tapp, A. (2011). Rethinking how to tackle binge drinking using social marketing: A neotribal analysis. Social Marketing Quarterly, 17(2), 76-91. https://doi.org/10.1080/15245004.2011.570862

Journal Article Type Review
Publication Date Jun 1, 2011
Deposit Date Nov 1, 2010
Publicly Available Date Feb 10, 2016
Journal Social Marketing Quarterly
Print ISSN 1524-5004
Electronic ISSN 1539-4093
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 17
Issue 2
Pages 76-91
DOI https://doi.org/10.1080/15245004.2011.570862
Keywords binge drinking, social marketing, neo-tribe, branding
Public URL https://uwe-repository.worktribe.com/output/962204
Publisher URL http://dx.doi.org/10.1080/15245004.2011.570862
Additional Information 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: http://www.informaworld.com/smpp/content~db=all?content=10.1080/15245004.2011.570862.

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