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APPLYING SOCIAL MARKETING AND DIFFUSION OF INNOVATION THEORIES: AN ANALYSIS OF THE MARKETING AND COMMUNICATION ACTIVITES OF PERFORMING ARTS ORGANIZATIONS

Hunter, Susan M.

Abstract Details

2007, Master of Arts, University of Akron, Communication.
This study examines the marketing and communication activities of performing arts groups in Ohio and Pennsylvania and analyzed whether these activities could be categorized into concepts related to two communication theories: diffusion of innovation and social marketing. These two theories have traditionally been applied to health communication programs, but a review of the literature suggests their applicability to other social causes. Nine concepts were defined and examined in this study: communication channels, attribute, homophily, innovation-decision, opinion leaders, program development, audience segmentation, pre-program data gathering, and evaluation. An electronic survey instrument created by the researcher was distributed in August 2007 to the 2006 grant recipients from the Ohio Arts Council and the Pennsylvania Council on the Arts. Results from the survey found that eight of the nine theoretical concepts were used by a majority of arts organizations. Further, computed correlations found that the use of these concepts was not contingent on the size of the organization, which was defined to include the number of employees or the size of the annual operating budget. Additionally, those organizations who rated themselves as “effective organizations” demonstrated a higher use of five of the nine concept categories over those organizations who rated themselves as “ineffective.” This study was in follow-up to a pilot study conducted by the researcher in May 2007 in which the survey instrument was tested and then revised to improve reliabilities. A discussion of the findings, study limitations, and implications for future research are included in this analysis.
Young Lin (Advisor)
70 p.

Recommended Citations

Citations

  • Hunter, S. M. (2007). APPLYING SOCIAL MARKETING AND DIFFUSION OF INNOVATION THEORIES: AN ANALYSIS OF THE MARKETING AND COMMUNICATION ACTIVITES OF PERFORMING ARTS ORGANIZATIONS [Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1195054868

    APA Style (7th edition)

  • Hunter, Susan. APPLYING SOCIAL MARKETING AND DIFFUSION OF INNOVATION THEORIES: AN ANALYSIS OF THE MARKETING AND COMMUNICATION ACTIVITES OF PERFORMING ARTS ORGANIZATIONS. 2007. University of Akron, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=akron1195054868.

    MLA Style (8th edition)

  • Hunter, Susan. "APPLYING SOCIAL MARKETING AND DIFFUSION OF INNOVATION THEORIES: AN ANALYSIS OF THE MARKETING AND COMMUNICATION ACTIVITES OF PERFORMING ARTS ORGANIZATIONS." Master's thesis, University of Akron, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=akron1195054868

    Chicago Manual of Style (17th edition)