research product . Collection . 2018

More “Bank” for the Buck: Microtargeting and Normative Appeals to Increase Social Marketing Efficiency

Metcalf, Alexander L.; Angle, Justin W.; Phelan, Conor N.; B. Allyson Muth; Finley, James C.;
  • Published: 01 Jan 2018
  • Publisher: Figshare
Abstract
Successful conservation in the United States relies on collective stewardship by millions of private landowners, challenging those agencies and nongovernment organizations tasked with engagement and outreach. Perennially limited resources compound this challenge, highlighting a deep need for efficient social marketing. In the following research, we test the efficacy of two social marketing strategies—microtargeting and normative appeals—through a randomized controlled trial of an integrated social marketing campaign targeting riparian landowners in the Pennsylvania portion of the Chesapeake Bay Watershed. We used a microtargeting algorithm to predict landowners’...
Subjects
free text keywords: 111799 Public Health and Health Services not elsewhere classified, 200199 Communication and Media Studies not elsewhere classified, 150402 Hospitality Management
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research product . Collection . 2018

More “Bank” for the Buck: Microtargeting and Normative Appeals to Increase Social Marketing Efficiency

Metcalf, Alexander L.; Angle, Justin W.; Phelan, Conor N.; B. Allyson Muth; Finley, James C.;