Inhibitions and Implications Associated With Celebrity Participation in Health-Related Social Marketing: An Exploratory Research Focused on HIV Prevention in Portugal

• Tipo: Artigo em Revista Científica Internacional
• Data: 2012

Autores

casais, b (Autor) Outra; proenca, jf (Autor) FEP

Revista

Título: Health Marketing Quarterly

Vol. 29 Nº 3

Páginas: 206-222

ISSN: 0735-9683

Editora: Taylor & Francis

Indexação

ISI Web of Knowledge

Scopus - 13 Citações

Classificação Científica

CORDIS: Ciências Sociais

Outras Informações

ID Authenticus: P-008-5NX

DOI: 10.1080/07359683.2012.705642

Abstract (EN): This article discusses motivations and inhibitions among celebrities to participate in health-related social marketing. The research identifies the implications that this involvement may have upon their lives. Results from in-depth interviews with 27 Portuguese celebrities show that they expect a fee for endorsements of commercial and government social marketing, despite the positive image they may gain from endorsing public health. The results demonstrate an absence of celebrity prejudice against HIV because of its serious nature and the social stigma attached to AIDS. This research suggests there is a positive bias and presents helpful information for negotiations between institutions and celebrities. © 2012 Copyright Taylor and Francis Group, LLC.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 17