An Exploration of Student Attitudes Toward the Use of Social Marketing Campaigns to Reduce Alcohol Consumption: A grounded theory approach

Abstract

This dissertation presents the second part of a two-part project looking at student attitudes toward alcohol and consumption patterns. In the first part of the project, conducted as social work placement project, a mixed-methods questionnaire was developed. This study utilised grounded theory techniques to analyse qualitative data obtained through the questionnaire. The purpose was to explore student attitudes toward the use of social marketing campaigns (SMC’s) to reduce alcohol consumption. Within a postmodern framework, a grounded theory approach toward data analysis was adopted. Respondents were required to be current Charles Sturt University (CSU) students and to be at least 18 years of age. Two hundred and twenty respondents were recruited from the five regional NSW CSU campuses either online or via means of a paper-based questionnaire. The questionnaire asked about respondent demographics, alcohol consumption and attitudes, as well as attitudes toward the use of social marketing. Four key concepts emerged from the grounded theory analysis: 1) perceptions of the effectiveness of SMC’s to reduce alcohol consumption, 2) influential factors within SMC’s, 3) drivers of alcohol consumption, and 4) incongruence between student attitudes and SMC messages. Recommendations are made for future research, social policy, and practice directions within tertiary institutions by applying the four concepts to each of these three areas.

Reference

Thomas, J. B. (2012). An Exploration of Student Attitudes Toward the Use of Social Marketing Campaigns to Reduce Alcohol Consumption: A grounded theory approach (Unpublished honours dissertation). Charles Sturt University.