Health buzz at school: Evaluations of a statewide teen health campaign

Research output: Contribution to journalArticle

Abstract

Drawing upon data from the first two years of a statewide school-based buzz-centered health communication campaign that encouraged high school students to adopt healthy behavior, this article finds that the buzz marketing component increased campaign awareness among students in participating schools compared to those in the comparison schools, but there was no significant difference between their health attitudes. Furthermore, attitude toward the campaign mediated the effect of buzz exposure on health attitudes.

Original languageEnglish (US)
Pages (from-to)151-166
Number of pages16
JournalHealth Marketing Quarterly
Volume35
Issue number2
DOIs
StatePublished - Apr 3 2018

Keywords

  • buzz campaign
  • obesity
  • social marketing
  • teen wellness

ASJC Scopus subject areas

  • Health Professions(all)
  • Marketing

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