Mass Media Social Marketing Campaigns: A Practitioners Perspective

This paper explores mass media social marketing practitioner perspectives of the intersect where the dimensionsof religion taxonomy and mass media social marketing campaigns meet. Under an interpretive paradigm (Crotty,1998), in-depth interviews were conducted with five expert mass media social marketing practitioners inAustralia. The data was analysed qualitatively with the data analysis software package NVivo. Five themesemerged from the...