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FinalThesis2020_JessicaSorcher.pdf (672.41 KB)

ETD Abstract Container

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Social Marketing Campaign Evaluation: Impact of "WYA Miami?" on Miami University Students for the Prevention of Binge Drinking

Sorcher, Jessica Jill
http://orcid.org/0000-0002-6448-3326
http://rave.ohiolink.edu/etdc/view?acc_num=miami1588286643494636

Abstract Details

2020, Master of Science, Miami University, Kinesiology, Nutrition, and Health.
This study examined the short-term impacts of the &"WYA Miami?&" social marketing campaign. The student-created campaign aimed to decrease binge drinking prevalence among first-year students at Miami University. Through an Instagram account, the campaign advertised on-campus events for students to attend throughout the week, focusing on high-risk nights for alcohol consumption such as Thursday, Friday, and Saturday. Four different evaluation methods were used to determine the impacts of the campaign: an Instagram evaluation, two focus groups, event intercept data collection, and an electronic survey. The electronic survey results revealed that Instagram followers had more favorable attitudes towards Miami events, consumed alcohol on fewer days of the week, and had less binge drinking occasions during the last 30 days of the Fall 2019 semester (p < 0.05). The findings from the other evaluation efforts indicated the campaign, overall, was well-received by students, and they appreciated how it kept them informed about a variety of events. However, in order for the campaign to grow and be more effective among students, it is recommended that the social marketing team establish a new messaging strategy. This messaging strategy should target social norms regarding Miami events.
Philip Smith, PhD (Advisor)
Karly Geller, PhD (Committee Member)
Valerie Ubbes, PhD, MCHES (Committee Member)
78 p.
Health
social marketing; binge drinking; evaluation; college students

Recommended Citations

Citations

  • Sorcher, J. J. (2020). Social Marketing Campaign Evaluation: Impact of "WYA Miami?" on Miami University Students for the Prevention of Binge Drinking [Master's thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=miami1588286643494636

    APA Style (7th edition)

  • Sorcher, Jessica . Social Marketing Campaign Evaluation: Impact of "WYA Miami?" on Miami University Students for the Prevention of Binge Drinking. 2020. Miami University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=miami1588286643494636.

    MLA Style (8th edition)

  • Sorcher, Jessica . "Social Marketing Campaign Evaluation: Impact of "WYA Miami?" on Miami University Students for the Prevention of Binge Drinking." Master's thesis, Miami University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=miami1588286643494636

    Chicago Manual of Style (17th edition)

miami1588286643494636
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© 2020, all rights reserved.
This open access ETD is published by Miami University and OhioLINK.