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Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety Smith, Jennifer; Clemens, Tessa; Macpherson, Alison; Pike, Ian

Abstract

The purpose of this research paper is to assess the response on Facebook to a social marketing campaign for recreational boating safety. The campaign ran for the 2018 and 2019 boating seasons in British Columbia, Canada. Messages related to boating safety were delivered in multimedia formats, including ten Facebook posts. All public comments on the campaign Facebook page in response to the ads were included in the analysis. Comments were reviewed for tone and subject; those that related directly to the campaign or boating safety-related topics, such as alcohol use or enforcement, were labeled positive, negative or neutral in tone. Metrics such as likes and shares were also noted. The majority of comments were positive, indicating that the campaign performed as planned and was generally well received by the people for whom it was intended. Positive comments valued safety as an aspect of having a pleasant experience, rather than a barrier. Negative comments were about perceiving reduced fun of boating, rather than objecting to the campaign itself. As a component of a multimedia social marketing strategy, Facebook can be a source of instant feedback from the campaign audience.

Item Metadata

Title
Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety
Creator
Smith, Jennifer; Clemens, Tessa; Macpherson, Alison; Pike, Ian
Contributor
B.C. Injury Research and Prevention Unit; Children's Hospital (Vancouver, B.C.)
Publisher
MDPI
Date Issued
2021
Description
The purpose of this research paper is to assess the response on Facebook to a social marketing campaign for recreational boating safety. The campaign ran for the 2018 and 2019 boating seasons in British Columbia, Canada. Messages related to boating safety were delivered in multimedia formats, including ten Facebook posts. All public comments on the campaign Facebook page in response to the ads were included in the analysis. Comments were reviewed for tone and subject; those that related directly to the campaign or boating safety-related topics, such as alcohol use or enforcement, were labeled positive, negative or neutral in tone. Metrics such as likes and shares were also noted. The majority of comments were positive, indicating that the campaign performed as planned and was generally well received by the people for whom it was intended. Positive comments valued safety as an aspect of having a pleasant experience, rather than a barrier. Negative comments were about perceiving reduced fun of boating, rather than objecting to the campaign itself. As a component of a multimedia social marketing strategy, Facebook can be a source of instant feedback from the campaign audience.
Subject
Injury policy and prevention; Social marketing
Genre
Article
Type
Text
Language
eng
Date Available
2022-08-04
Provider
Vancouver : University of British Columbia Library
Rights
Attribution 4.0 International
DOI
10.14288/1.0416585
URI
http://hdl.handle.net/2429/82267
Affiliation
Medicine, Faculty of; Pediatrics, Department of; Non UBC
Citation
Smith, J.; Clemens, T.; Macpherson, A.; Pike, I. Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety. Int. J. Environ. Res. Public Health 2021, 18, 6504.
Publisher DOI
10.3390/ijerph18126504
Peer Review Status
Reviewed
Scholarly Level
Faculty
Rights URI
https://creativecommons.org/licenses/by/4.0/
Aggregated Source Repository
DSpace

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Attribution 4.0 International