This project critically examines the question Are HIV/AIDS prevention campaigns more effective at engaging gay men if they use colloquial language and sexually explicit imagery? by investigating the impact of sexually explicit campaigns on the Sydney gay community. The project approaches the question in three parts: 1. A review of literature exploring the circumstances in which and for what reasons sexually explicit HIV/AIDS campaigns are produced. 2. An analysis of seven interviews with producers of HIV prevention campaigns exploring how, why, where and for what reasons explicit campaigns are produced. 3. An analysis of eight interviews with homosexually active Sydney men exploring how HIV prevention campaigns are viewed, consumed and understood. The interviews were in-depth, semi-structured and conducted over one hour per interviewee. The findings are dominated by two interrelated and at times conflicting themes. First, that there is a strongly held belief by campaign producers that the most effective HIV prevention campaigns targeting gay men are produced by the community and reflect that community and as a result must at times be sexually explicit. Second, that it is no longer sufficient for HIV prevention campaigns to rely on explicit sex to attract attention. In an environment where visual images, and sexually explicit visual images especially, are becoming more accessible, and media and communication is more prevalent and complex, safe sex campaigns are forced to deliver ever more sophisticated and stimulating creative materials in order to maintain the engagement of gay men. The interviews revealed that both campaign producers and consumers participated in the production of a visual literacy of safe sex campaigns. This literacy was necessary to both effectively produce and comprehend the campaigns. The interviews showed that while HIV prevention campaigns that use sexually explicit language and imagery can be highly effective at engaging gay men, the success of sexually explicit campaigns is contextual that is, dependent on where, to whom and in what circumstances the materials are delivered. The audience??s accumulation of knowledge and cultural experience when viewing the campaigns, in other words their safe sex campaign literacy, significantly influenced their capacity to understand, appreciate and be engaged with sexually explicit HIV prevention campaigns.

It has been argued that marketing contributes to society by finding solutions to a diverse range of social issues. Importantly, research within the (social) marketing domain recognises that the concept of exchange is a fundamental aspect of influencing people to take on positive social issue behaviours (Andreasen, 1995; Rothschild, 1999). However, regardless of the influence of social marketing, ultimately the behavioural exchange resides with the individual. This infers that exchange can be considered from the individual’s (i.e., consumer’s) point of view, of intrapersonal or self-exchange (Gould, 1994). Furthermore, the conditions that facilitate or constrain this form of exchange are found within the individual – and relate to for example, individual differences. However, in recent years there has been limited interest in exchange theory within the marketing domain and, in particular, exchange as a fundamental consumer behaviour phenomenon (Anderson et al, 1999; Gould, 1994). This study seeks to extend current consumer behaviour and social marketing knowledge in the areas of exchange theory and personality. Based on an examination of the extant literature, a model of determinants and outcomes of Social Issue Exchange was developed and empirically tested. The Social Issue Exchange Model proposed in this study accounts for a number of associations which includes a representation of personality termed pro-social orientation along with social issue involvement, attitude toward social issues, subjective assessment of negative consequences and feelings. The determinants of social issue exchange included the multi-component variable pro-social orientation comprising the traits risk aversion, locus of control, consideration of future consequences, susceptibility to normative influence and social responsibility along with the variables social issue involvement and attitude towards social issues. The outcomes of social issue exchange include the variables of subjective assessment of negative consequences and feelings. The study adopted a quantitative methodology using an Internet administered questionnaire that allowed for the measurement of the determinants and outcomes of social issue exchange. The construction of the questionnaire followed a sequential process which involved developing new measures, utilising and adapting existing measures and then pre-testing these measures to ensure the development of a psychometrically sound and respondent-friendly survey instrument. The final survey used Excess Alcohol Consumption and Speeding social issues as stimuli for the study. Data collection resulted in 1146 (comprising 559 for Speeding social issue, and 587 for Excess Alcohol Consumption social issue) useable surveys for subsequent analysis. Analysis included a number of statistical procedures including correlation analysis, exploratory factor analysis, reliability analysis and tests of the model via Partial Least Squares (PLS) analysis. Overall, the findings provided support for the proposed Social Issue Exchange Model. In terms of the measurement model, the findings show that pro-social orientation accounted for different amounts of variance in the five traits, with consideration for further consequences accounting for the most variance and susceptibility to normative influence accounting for the least. In terms of the inner model, all the hypothesised paths were supported with the exception of attitude towards social issues and social issue exchange. A comparison of the smaller models (i.e., Speeding and Excess Alcohol Consumption) with the overall model indicated that largely the relationships were consistent, with the exception of social issue involvement and attitude towards social issues which was not supported in the Excess Alcohol Consumption model. The findings provide a number of theoretical and practical implications for research. From a theoretical perspective, broadening the concept of exchange to account for self-exchange in the context of social issue behaviours contributes to the body of knowledge on exchange. Moreover, aggregating traits to form the multi-component construct pro-social orientation takes a holistic approach to personality and thereby, provides greater clarification of the psychological processes that drive individuals to respond positively or negatively to social issues and associated behaviours. From a practical perspective, this study may lead to a better understanding of how personal characteristics can shape an individual’s response to social issues as well as their behaviours. In summary, the importance of understanding the processes that influence individuals’ social issue behaviours provides a justification for this study. Accordingly, this study offers valuable insights into how ‘exchange’ is an integral feature of individual behaviour change, as well as positive social change for society.

中華血液基金會二十年來運用各種宣傳策略，成功的推廣台灣的自願無償捐血運動。同時，美國的捐血事業在過去三十年來也有很大的轉變，行銷觀念應用在非營利事業已逐漸受到重視，自願無償捐血運動以行銷觀念召募血源已成為必要的趨勢。 　　說服傳播是傳播效果研究中的重要課題之一。中華血液基金會近年來，陸續以各種傳播媒介進行宣傳活動，希望激發社會大眾捐血的意願。依據「社會行銷」及「說服傳播理論」效果模式指出，大眾傳播與人際傳播活動，會影響個人的知曉(Awareness)、態度(Attitude)和行為(Behavior)。本研究基於此模式中的各個變項，提出所欲探討的問題與變項關係為：捐血人對捐血宣傳訊息之大眾媒介注意程度與人際交往活動，對其捐血行為的影響；以及捐血態度、動機對捐血行為的影響。 　　本研究採實證方式進行，以適當的結構性問卷，蒐集上述變項的資料，以中華血液基金會台北捐血中心業務區（包括台北市、台北縣）為母體，採「集群抽樣法」進行抽樣。同時，為顧及樣本代表性問題，特將抽樣集群分為「定點」捐血車、「巡迴」捐血車及捐血站、捐血室等，並針對一般捐血人進行抽樣調查。資料的分析方式，採用SPSS套裝軟體，分析描述受訪者在各項中的分佈狀況及各變項間的影響關係。 　　研究的重要發現為：1.大部份的捐血人都曾在大眾媒介上接觸過捐血宣傳的訊息，且捐血人對大眾傳播媒介報導捐血訊息注意程度愈高，則愈可能捐血。2.捐血人對捐血訊息的人際傳播活動愈頻繁，則愈可能捐血。3.捐血人愈喜歡捐血廣告及文宣，則愈可能捐血。4.捐血人愈傾向利他動機，則愈可能捐血。5.捐血人愈傾向正面捐血態度，則愈可能捐血。

在現今社會，科技的發達帶給人類富裕的物質生活，但隨著科技發展的腳步愈來愈快，自然資源也被大量而快速地掠奪，地球生態環境已遭致嚴重的破壞，人類的未來著實令人擔憂。同樣地，在人際關係的層面上，理性與效率的計算也日益加深人與人之間的鴻溝，競爭、傾軋腐蝕了人性良善的本心，最後的結果是人人慨嘆世風日下、個個感覺心靈空虛。 　　在十七世紀的西方，尼采(F. W. Nietzsche)宣判「上帝已死」，但在二十一世紀的今天，宗教卻每每撫慰了無數人的心靈，成為他們生存的重要依歸，這清楚顯示了「上帝未死，佛陀仍在」。而在台灣，若干大型佛教團體因其理念吸引了近百萬善男信女的衷心護持，志願奉獻金錢與心力投入關懷社會的行列，這樣的宗教感召力量由衷令人驚嘆，也不禁讓人肅然起敬。 　　法鼓山的精神導師──聖嚴法師，以終生還報三寶恩的願心，海內外奔波弘法，實踐其「建設人間淨土」的理念，並以「禪修」接引大眾「提昇人的品質」。法鼓山以「心靈環保」的推手自我期許，十數年來持續不斷地透過各種各樣的方式推動「心靈環保」的觀念；並以聖嚴法師所揭示的「三大教育」──「大學院教育」、「大普化教育」、「大關懷教育」來落實「心靈環保」。而在迎接千禧年的前夕，法鼓山提出了「心」五四運動，以「四安」、「四它」、「四要」、「四感」、「四福」所涵攝的觀念與方法，做為因應二十一世紀的新生活主張，目的在將深奧艱澀的佛法用淺顯易懂的語言讓大眾受益。因此，法鼓山所傳揚的佛法是生活化、人性化、人間化的，這的確印證了一句話：「佛法不離世間覺」。 　　本研究植基於對法鼓山理念向外推展運作的關注，憑藉社會改革的重要策變工具──社會行銷做為切入點，系統性地剖析了法鼓山理念的社會行銷過程。而本文在研究的路徑上，乃先針對社會行銷的重要理論做一檢視；而後蒐羅相關資料以瞭解法鼓山的背景，並探研聖嚴法師的思想脈絡，從而釐清法鼓山理念的內在意涵與外延意向；之後，更深入訪談了法鼓山體系中與本研究旨趣相涉之重要單位的內外部人員，復藉由社會行銷的分析架構，以總體、個體兩個層次，分別就法鼓山整體的理念行銷運作，與具體的活動個案，深入分析其實際運作過程。誠然，在研究分析之後發現，法鼓山的理念正如前述所說的，雖是源自於佛法，卻相當生活化、平易近人，因此很容易被大眾所理解及接受；至於其理念的行銷運作方面，也確有諸多可資其他組織借鏡之處，例如聖嚴法師一再期勉法鼓山弟子們要學習菩薩的慈悲與智慧，要從己身做起，進而影響他人。此外，在筆者實地參與觀察之際，深深感受到法鼓山信眾們的奉獻精神，也發現聖嚴法師本人具有強烈的「葛理斯瑪」（charisma），他從容自在卻悲天憫人的氣質，以及對青年學子開示時的幽默風趣、妙語如珠，不僅擄獲了法鼓山全體弟子們的尊崇，也征服了年輕學子們的心。 　　至於後續研究的方向，建議深入探究宗教領袖的「葛理斯瑪」是否能在組織領導走向「制度化」(institutionalization)的過程中完整被承接，而不致「政隨人亡」，這應該是一個頗值得深究的主題。

The field of marketing does not only consist of traditional marketing and the focus on promoting products and services to increase sales. In recent years a new branch within the marketing field has been established with the focus of promoting behaviours that will benefit the individual and the society as a whole; social marketing. Our purpose with this paper is not only to introduce the reader to social marketing but to describe and explain how social marketing campaigns are created and how the campaigns can be evaluated. The purpose is fulfilled through the use of a qualitative method, namely a case study. Our research question guiding our study is “How can social marketing be understood through the use of an empirical case study?” Our unit of study is the Swedish company IQ-initiativet AB which uses social marketing as a tool to encourage responsible drinking among Swedes. In order to uncover the case of IQ and to answer our research question we used three subquestions. Firstly “How can a social marketing campaign be recognized?”, secondly “How is a social marketing campaign created?” and finally “How is a social marketing campaign evaluated?” To adapt these sub-questions to IQ we performed four in-depth interviews with representatives from IQ, their PR-firm Forsman & Bodenfors and evaluation company Xtreme Nordic. The questions mainly concerned IQ’s national campaigns, which have been shown through various media channels. An interview was also done with the organization IOGT-NTO who promotes a completely sober society in order to get a perspective of the current situation of alcohol consumption in Sweden. From interviews, other sources and earlier research within the field we conclude that even though social marketing is about behavioral change, creating that change is difficult and evaluating an eventual change is even more difficult. IQ focuses on promoting responsibledrinking but cannot link a change in reduced drinking to their specific campaigns. However that does not stop them to do their job. With this case we provide in-depth insight into how one Swedish organization works for healthier drinking behavior. Although the case does not provide empirical generalizations, it provides theoretical contributions that are beneficial for several different stakeholders. Social marketers, campaign organizers/evaluators, commercial marketers and students can benefit from this comprehensive review of social marketing theory and view how it has been appliedin the real life case of IQ. A comprehensive analysis of social marketing is presented in order to increase awareness of the tools that are available for promoting positive behavioral changes in society. The case of IQ exhibits fully functional social marketing campaigns which facilitates understanding and learning for readers by viewing theory in action. The work presented here promotes the development of problem solving skills in order to avoid the common difficulties related to social marketing campaigns and hopes to inspire those interested in future research opportunities.

Drug abusers in Taiwan are infected with HIV(Human Immunodeficiency Virus) seriously day by day in recent years. In view of this, since Aug.1,2005, C.D.C.(Center for Disease Control, R.O.C.(Taiwan)) has promoted Harm Reduction Program for drug abuse patients in control of spurting question of drug abuse/AIDS overflowing. We adopt the analysis frame of social marketing in this research to inspect the promotion of Harm Reduction Program at present government. Through questionnaire survey, we in death understand their contact situation and views of Harm Reduction Program from the mass population and the stakeholders(drug abusers). We visit 311 effective samples of opium-smoking prisoners(as drug group) to find out 84.9%(258) respondents has participated the declaration of health education of Harm Reduction Program during serving a sentence, 91.6%(282) has received information through newspaper, TV, broadcast, and brochure during serving a sentence, 89%(277) has got impression on C.D.C. slogans of ¡§Injecting drug, infecting AIDS¡¨, and the measure of offering needle and syringes exchange, methadone maintenance treatment, health education, and transferring/consulting service has accorded with the demand of drug abusers. In addition, we visit 289 effective samples of the public (as general group) to find out only 12.5% (36 ) respondents has participated the declaration of health education of Harm Reduction Program during in the past year, 53.5%(153) has received information through newspaper, TV, broadcast, and brochure during in the past year, and 55%(159) has got impression on C.D.C. slogans of ¡§Injecting drug, infecting AIDS¡¨. Both the public and opium-smoking prisoners have affirmed the promotion of Harm Reduction Program, and most has identified with the importance of the execution of Harm Reduction Program. We also find out 34%(99) respondents of the public has regarded famous actor as anti-drug spokesman can bring his attention and identification mostly, and moreover, 41%(128) respondents of opium-smoking prisoners has believed the declaration of acting as an example to others by the drug abstinence successfully is convincing most.

Background: Social entrepreneurship is a phenomenon gaining increased attention from academia and business society. Social enterprises have a duality of social change and business logic, which aims to reach a social mission while offering a commodity. For the commodity to benefit the social mission, multiple targets groups are needed. This deserves a well-planned marketing strategy, however social entrepreneurs have scarce resources to conduct marketing in the best possible way. For these reasons, there is a need for further investigating on social entrepreneurship and marketing.  Purpose: This thesis aims to investigate how the duality in social enterprises coexists in marketing strategies. Additionally, we will address how and why social enterprises prioritize the duality in marketing strategies, and what consequences it carries.  Method: A qualitative research approach has been chosen, consisting of a multiple case study of four Swedish social enterprises. Data was collected through in-depth interviews and an observation, and analyzed through a cross-case comparison.  Conclusion: It can be concluded that duality coexist and is obvious in a social enterprise setting. A social enterprise’s marketing strategy has to balance the duality, since business logic is essential to achieve social change. Values reflect how the duality is prioritized in marketing strategies. Marketing the duality is done with different purposes; awareness creation and promotion. If marketing is done with transparency and clearness, a social enterprise can be financially stable and enhance their social good, which can positively affect all stakeholders.

Det svenska jord- och skogsbruket domineras idag av ett fåtal arter, ängarna har nästan försvunnit och våtmarker dikas ut. Förutsättningarna för en mångfald av djur och växter utarmas i vårt land. Varför låter vi detta ske? En viktig anledning är att fler och fler människor bor i städer, spenderar mindre och mindre tid i naturen och därmed förlorar känslan och förståelsen för värdet av natur, odling och biologisk mångfald. Så vad kan göras? Ungefär 6.6 miljoner människor i Sverige har idag tillgång till trädgård och tillsammans täcker de en yta som är lika stor som Blekinge. Därför kan privata trädgårdar, om de har rätt förutsättningar, utgöra en oas för artrikedom som samtidigt erbjuder en möjlighet för utvecklande av ett personligt förhållande till naturen. En trend där fler bjuder in till mångfald runt knuten är en unik möjlighet, inte minst när det gäller att säkerställa viktiga framtida miljöpolitiska beslut. Denna studie undersöker förutsättningar och möjligheter att gynna biologisk mångfald i svenska trädgårdar. I detta syfte genomfördes litteraturstudier och intervjuer med besökande trädgårdsägare på den Nordiska Trädgårdsmässan 2012. Resultatet av intervjuerna visar att svenska trädgårdar redan idag har många förutsättningar (såsom död ved, täta buskage etc.) där många djur och växter trivs. Men det finns stor potential, både utrymmesmässigt och med hänsyn till trädgårdsägarnas attityder, att ytterligare förbättra förutsättningarna för biologisk mångfald i svenska trädgårdar. Resultatet av denna studie kan ligga till grund för utvecklandet av kampanjer där trädgårdarnas kortklippta gräsmattor omvandlas till artrika biotoper. En viktning av olika förutsättningar för biologisk mångfald visar att dammar, ängsväxter, kryddträdgårdar och bibatterier kan vara strategiskt att fokusera på i en sådan kampanj.

The rapid growth of the Internet has provided tremendous opportunities for laptop companies to offer quality of customer service. The prime drivers and motivations for offering such customer service through the web are to reduce service costs and to provide efficient and effective service to customers. In the business of laptop RANGS electronics Limited (REL) is a new company which aims to achieve business excellence through quality product by satisfying customer expectations. But what are the marketing media essential for building a successful customer service operation in REL business? This paper addresses this specific issue by isolating the essential elements from the available literature, and assessing them individually from interviews to obtain better insights and understanding. The respondents were Swedish, Chinese and Bangladeshi students studying in Orebro and Karlstad University. In order to find a suitable media for the REL marketing of laptop, the data gathered was analyzed and compared groups of concepts related to the purpose and the research question. The result suggests that online service delivery has greater charm to customers for its low or limited levels of complexity. The three important concepts to establish the service into customers mind are developing speedy service, increasing customer affiliation through networking and engaging customer into product marketing. This could help REL to design and develop robust foundations on which to build successful customer service operations. The foundations between the service and e-business were sometimes confusing. This paper clarifies some of these opacities.

Alcohol related harm is one of the major public health and societal concerns in the UK. Per capita alcohol consumption has risen considerably over the last twenty years and binge drinking has increased. Alcohol related harms including crime and social disorder, lost productivity, family breakdown and health harms such as rising incidence of liver disease and increases in alcohol related hospital admissions, are considerable. Particular concern has focused upon alcohol and young people, with levels of youth binge drinking in the UK among the highest in Europe and alcohol related hospital admissions of young people increasing. Furthermore, youth drinking behaviours are strong predictors of alcohol dependence in later life and contribute to long term health harms. As a result there has been an increased focus on factors that may potentially influence youth drinking behaviours including alcohol marketing. The evidence base on the impact of alcohol marketing on youth drinking has developed since the topic was first examined in the early 1980s. Recent systematic reviews have suggested a causal link between alcohol marketing and youth drinking behaviour. However gaps in the evidence base remain. The research project presented in this PhD contains six publications which aim to address these gaps, being the first longitudinal consumer study on the impact of alcohol marketing on youth drinking in the UK. The study used a critical social marketing framework to assess the cumulative impact of alcohol marketing on youth drinking, with findings intended to help upstream social marketing efforts, inform policy and regulation and targeted behaviour change interventions. The project examined the impact of alcohol marketing across a comprehensive range of communications channels including less well researched areas such as new media and sponsorship. The project involved three discrete stages of research. First, a brand website and press audit of contemporary alcohol marketing communications in the UK was conducted, supplemented by interviews with key informants from the marketing profession and regulatory bodies. Second, qualitative focus group research was conducted with young people to explore the role and meaning of alcohol in their lives and their attitudes towards alcohol marketing. Third, a two wave cohort study design featuring a questionnaire survey was conducted to assess the impact of alcohol marketing on youth drinking. The survey consisted of a two part interviewer administered and self completion questionnaire in home with 920 second year school pupils at baseline, and follow up of a cohort of 552 in fourth year. The audit revealed that alcohol marketing is ubiquitous in the UK with most brands having a dedicated website featuring sophisticated content that appeals to youth including music, sport and video games. The press audit found that alcopop brands concentrated advertising in youth magazines, and that supermarket advertising of alcohol was considerable in the printed press. Focus group research revealed a sophisticated level of awareness of and involvement in alcohol marketing among respondents across several channels. Marketing activities often featuring content with youth appeal seemed to influence young people’s well developed brand attitudes. Cross sectional regression analysis found significant associations between awareness of, and involvement with alcohol marketing and drinking status and future drinking intentions. Bivariate and multi-variate longitudinal analysis indicated that alcohol marketing was associated with youth drinking behaviour, including initiation of drinking, and increased frequency of drinking between wave one and wave two. The implications of these findings for theory, practice and public policy are discussed.