Assessing the “virality” of a road safety communication campaign intended to change behavior: a case study in Spain

  1. Faus, Mireia 12
  2. Alonso, Francisco 12
  3. Fernández, Cesáreo 5
  4. Useche, Sergio A. 34
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

  2. 2 (Institut Universitari d'Investigació en Trànsit i Seguretat Viària (INTRAS)
  3. 3 Universitat de València (2022)
  4. 4 Institut Universitari d'Investigació en Trànsit i Seguretat Viària (INTRAS)
  5. 5 Universitat Jaume I (Departament de Ciències de la Comunicació)
Mostrar afiliaciones +
Revista:
Frontiers in Sustainable Cities

ISSN: 2624-9634

Año de publicación: 2024

Volumen: 5

Tipo: Artículo

DOI: 10.3389/FRSC.2023.1295516 GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Frontiers in Sustainable Cities

Resumen

The relationships between above-the-line (ATL) and below-the-line (BTL) communication and advertising strategies have been studied in many fields and procedures. Likewise, the interrelationships between both communicative typologies, when they exist, either strategically induced or spontaneously, are also known concerning their reinforcing effects. However, in the social communication field, specifically road safety communication, these interrelationships have been little studied, and few case studies have been done, particularly of those that have stood out as particularly significant.

€ Ver financiación

Información de financiación

The author(s) declare financial support was received for the research, authorship, and/or publication of this article. This study was supported by the research grant ACIF/2020/035 (MF) from Generalitat Valenciana. Funding entities did not contribute to the study design or data collection, analysis and interpretation or writing of the manuscript.

Financiadores

Referencias bibliográficas

  • Alden, (2000), Hum. Int. J. Hum. Res., 13, pp. 193, 10.1515/humr.2000.13.2.193
  • Alonso, (2021), Energies, 14, pp. 5792, 10.3390/en14185792
  • Andreasen, (1995), Marketing Social Change: Changing Behaviour to Promote Health, Social Development, and the Environment
  • Blair, (2017), Social Marketing and Public Health: Theory and Practice, pp. 201, 10.1093/med/9780198717690.003.0012
  • Bloom, (2018), Social Marketing, pp. 313, 10.4324/9781315805795-18
  • Casado-Sanz, (2019), Sustainability, 11, pp. 5194, 10.3390/su11195194
  • Catalán-Matamoros, (2011), Health Manag. Different Appr. Sol., pp. 399, 10.5772/22790
  • Chan, (2011), Humor, 24, pp. 43, 10.1515/humr.2011.003
  • Charlesworth, (2022), Br. Food J, 125, pp. 1232, 10.1108/BFJ-03-2022-0279
  • Chung, (2016), J. Health Commun., 21, pp. 517, 10.1080/10810730.2015.1103332
  • Clover, (1993), Men, Women, and Chain Saws: Gender in the Modern Horror Film-Updated Edition
  • Coombes, (2013), Child. Soc., 27, pp. 220, 10.1111/j.1099-0860.2011.00401.x
  • Dibb, (2013), Eur. J. Market., 47, pp. 1376, 10.1108/EJM-05-2013-0248
  • Domegan, (2021), Current Opin. Environ. Sci. Health, 23, pp. 100275, 10.1016/j.coesh.2021.100275
  • Dunlop, (2016), Media Commun., 4, pp. 35, 10.17645/mac.v4i3.522
  • Faus, Int. J. Educ. Psychol., 12, pp. 62, 10.17583/ijep.8805
  • Faus, (2021), Safety, 7, pp. 66, 10.3390/safety7040066
  • Faus, (2022), Front. Public Health, 10, pp. 1, 10.3389/fpubh.2022.1045645
  • Faus, Heliyon, 9, pp. e18775, 10.1016/j.heliyon.2023.e18775
  • Fraustino, (2015), J. Appl. Commun. Res., 43, pp. 222, 10.1080/00909882.2015.1019544
  • Gibson, (2017), Adv. Nut., 8, pp. 980, 10.3945/an.117.016980
  • Githinji, (2021), Dig. Hum. Covid-19 Pand. Perspect. Glob. South, 2021, pp. 295, 10.1007/978-3-030-79279-4_14
  • Glowacki, (2021), Subst. Abuse, 42, pp. 39, 10.1080/08897077.2020.1822489
  • Gough, (2017), JMIR Public Health Surv., 3, pp. e6313, 10.2196/publichealth.6313
  • Gurman, (2022), Glob. Health Sci. Pract., 10, pp. e2100427, 10.9745/GHSP-D-21-00427
  • Hargittai, (2020), Soc. Sci. Comp. Rev., 38, pp. 10, 10.1177/0894439318788322
  • Harris, (2014), Am. J. Public Health, 104, pp. e62, 10.2105/AJPH.2013.301860
  • Headley, (2022), Am. J. Health Educ., 53, pp. 11, 10.1080/19325037.2021.2001777
  • Herrera-Peco, (2021), Healthcare, 9, pp. 662, 10.3390/healthcare9060662
  • Hudson, (2016), Int. J. Res. Mark., 33, pp. 27, 10.1016/j.ijresmar.2015.06.004
  • James, (2013), J. Food Sci. Educ., 12, pp. 48, 10.1111/1541-4329.12010
  • Jones, (2012), Social media: Usage and impact, pp. 23
  • Kapitan, (2016), Mark. Lett., 27, pp. 553, 10.1007/s11002-015-9363-0
  • Korda, (2013), Health Promot. Pract., 14, pp. 15, 10.1177/1524839911405850
  • Kostygina, (2020), Soc. Med. Soc., 6, pp. 2056305120912475, 10.1177/2056305120912475
  • Kumar, (2016), J. Market., 80, pp. 7, 10.1509/jm.14.0249
  • Lazo, (2014), Pangea. Revista de Red Académica Iberoamericana de Comunicación, 5, pp. 22, 10.52203/pangea.v5i1.88
  • Lee, (2021), IEEE Intell. Transport. Syst. Magaz., 14, pp. 174, 10.1109/MITS.2021.3082404
  • Li, (2016), Int. J. Comput. Intell. Applicat., 15, pp. 1650003, 10.1142/S1469026816500036
  • Ling, (2021), Proc. ACM Hum. Comput. Interact., 5, pp. 1, 10.1145/3449155
  • Matz, (2017), Proc. Nat. Acad. Sci., 114, pp. 12714, 10.1073/pnas.1710966114
  • Mendoza-Herrera, (2020), Prevent. Chron. Dis., 17, pp. E76, 10.5888/pcd17.200047
  • Msugheter, (2020), Glob. J. Hum. Soc. Sci. A Arts Hum. Psychol., 20, pp. 27
  • Murthy, (2021), Health Security, 19, pp. 75, 10.1089/hs.2020.0157
  • Naseem, (2023), Proceedings of the Sixteenth ACM International Conference on Web Search and Data Mining, pp. 706, 10.1145/3539597.3570450
  • Niederdeppe, (2011), Soc. Sci. Med., 72, pp. 773, 10.1016/j.socscimed.2010.12.025
  • Ojeda, (2015), Revista Latina de Comunicación Social, pp. 765, 10.4185/RLCS-2015-1070
  • Paul, (2011), Proc. Int. AAAI Conf. Web Soc. Media, 5, pp. 265, 10.1609/icwsm.v5i1.14137
  • Portnoy, (2008), Prev. Med., 47, pp. 3, 10.1016/j.ypmed.2008.02.014
  • Pratt, (2010), J. Travel Res., 49, pp. 179, 10.1177/0047287509336471
  • Ramanathan, (2017), Int. J. Operat. Prod. Manag., 37, pp. 105, 10.1108/IJOPM-03-2015-0153
  • Reid-Chassiakos, (2016), Pediatrics, 138, pp. e20162593, 10.1542/peds.2016-2593
  • Sanders-Jackson, (2015), Tobacco Cont., 24, pp. 136, 10.1136/tobaccocontrol-2013-051243
  • Santiago, (2020), Online J. Appl. Knowl. Manag., 8, pp. 31, 10.36965/OJAKM.2020.8(2)31-52
  • Saunders, (2015), J. Soc. Market., 5, pp. 160, 10.1108/JSOCM-03-2014-0021
  • Shomova, (2020), Cent. Eur. J. Commun., 13, pp. 266, 10.19195/1899-5101.13.2(26).7
  • Sleigh, (2021), BMC Public Health, 21, pp. 1, 10.1186/s12889-021-10851-4
  • Stephens, (2016), Transp. Res. F Traffic Psychol. Behav., 42, pp. 400, 10.1016/j.trf.2016.01.006
  • Sunitha, (2022), Pattern Recog. Letters, 158, pp. 164, 10.1016/j.patrec.2022.04.027
  • Taecharungroj, (2014), 7th International Forum on Public Relations and Advertising Media Impacts on Culture and Social Communication
  • Valero-Mora, (2021), Int. J. Environ. Res. Public Health, 18, pp. 7725, 10.3390/ijerph18157725
  • Veale, (2015), BMC Public Health, 15, pp. 1, 10.1186/s12889-015-1396-z
  • Wasike, (2022), J. Comp. Med. Commun., 27, pp. 1, 10.1093/jcmc/zmab024
  • Webb, (2010), J. Med. Int. Res., 12, pp. e1376, 10.2196/jmir.1376
  • Weinberger, (1992), J. Adv., 21, pp. 35, 10.1080/00913367.1992.10673384
  • Yoon, (2013), J. Advert., 42, pp. 30, 10.1080/00913367.2012.749082