Health buzz at school: Evaluations of a statewide teen health campaign. Issue 2 (3rd April 2018)

• Record Type: Journal Article
• Authors: Wang, Ming; Struthers, Amy
• Is Part Of: Health marketing quarterly. Volume 35:Issue 2(2018)
• Page Start: 151
• Page End: 166
• Publication Date: 2018-04-03
• Subjects: buzz campaign -- social marketing -- obesity -- teen wellness; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2018.1490544
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: Drawing upon data from the first two years of a statewide school-based buzz-centered health communication campaign that encouraged high school students to adopt healthy behavior, this article finds that the buzz marketing component increased campaign awareness among students in participating schools compared to those in the comparison schools, but there was no significant difference between their health attitudes. Furthermore, attitude toward the campaign mediated the effect of buzz exposure on health attitudes.