Abstract

This paper explores mass media social marketing practitioner perspectives of the intersect where the dimensions
of religion taxonomy and mass media social marketing campaigns meet. Under an interpretive paradigm (Crotty,
1998), in-depth interviews were conducted with five expert mass media social marketing practitioners in
Australia. The data was analysed qualitatively with the data analysis software package NVivo. Five themes
emerged from the results: (1) The dimension of religion taxonomy does have application in mass media social
marketing campaigns; (2) The use of a ‘patriarch’ in mass media social marketing campaigns and the possible
implications; (3) The use of fantasy as a driver for voluntary behaviour change; (4) The assurance of salvation as a
driver for voluntary behaviour change and (5) The consideration to use Jung Theory in mass media social
marketing campaigns and the possible implications.

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