Designing social marketing activities to impact on shaping expectations of migrants health service encounters: The case of African Migrant blood donation in Australia

AS Ferdous, Michael Polonsky, Bianca Brijnath, Andre Renzaho

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

Abstract

Based on the findings of the nine focus group discussions with 88 participants from the African migrant and refugee community in Australia the chapter overall will examine how African migrants and refuges experiences in both home and host country shape their expectations of blood donation service encounters in Australia. The chapter then proposes a broader conceptual framework that highlights that cultural distance between home and host country also needs to be considered when implementing social marketing activities to shape health service expectations of migrants and refugees, with suggestions as to how this can be applied when targeting migrant consumers.
Original languageEnglish
Title of host publicationInnovations in Social Marketing and Public Health Communication
Subtitle of host publicationImproving the Quality of Life for Individuals and Communities
EditorsWalter Wymer
Place of PublicationSwitzerland
PublisherSpringer
Pages349 - 364
Number of pages16
ISBN (Print)9783319198682
DOIs
Publication statusPublished - 2015

Publication series

NameApplying Quality of Life Research
PublisherSpringer

Cite this

Ferdous, AS., Polonsky, M., Brijnath, B., & Renzaho, A. (2015). Designing social marketing activities to impact on shaping expectations of migrants health service encounters: The case of African Migrant blood donation in Australia. In W. Wymer (Ed.), Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities (pp. 349 - 364). (Applying Quality of Life Research). Springer. https://doi.org/10.1007/978-3-319-19869-9_20