The Dimensions of Religion as Underpinning Constructs for Mass Media Social Marketing Campaigns: An Emerging Concept

The purpose of this review is to consider the underlying concepts and related issues that have been proposed inthe literature of the potential relationship to use the dimensions of religion as constructs for mass media socialmarketing campaigns. The literature appears divided as to whether: (1) an individual’s attitude changes and thentheir behaviour or (2) behaviour and then attitude, as a result of mass media social marketing campaigns....