The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach
Though highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspe...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universitas Gadjah Mada
2014-05-01
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| Series: | Gadjah Mada International Journal of Business |
| Online Access: | https://jurnal.ugm.ac.id/gamaijb/article/view/5352 |
| _version_ | 1818670237070917632 |
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| author | Ananda Sabil Hussein Valerie Manna David Cohen |
| author_facet | Ananda Sabil Hussein Valerie Manna David Cohen |
| author_sort | Ananda Sabil Hussein |
| collection | DOAJ |
| description | Though highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspective, tests the impact of message framing and source credibility on the behavioral intention to breastfeed. A 2 x 2 factorial experiment was conducted in Indonesia, an especially relevant setting given that the percentage of Indonesian women who breastfeed is low compared to other countries. Two hundred and seventy nine pregnant women participated in this study. The findings of this study indicate that the interaction between message framing and source credibility has a significant effect on a person’s attitude and intention to provide exclusive breastfeeding. In addition, this study finds that attitude is an essential determinant of intention. |
| first_indexed | 2024-12-17T07:04:55Z |
| format | Article |
| id | doaj.art-a7313dfa27a9453fa884bef524e265d9 |
| institution | Directory Open Access Journal |
| issn | 1411-1128 2338-7238 |
| language | English |
| last_indexed | 2024-12-17T07:04:55Z |
| publishDate | 2014-05-01 |
| publisher | Universitas Gadjah Mada |
| record_format | Article |
| series | Gadjah Mada International Journal of Business |
| spelling | doaj.art-a7313dfa27a9453fa884bef524e265d92022-12-21T21:59:12ZengUniversitas Gadjah MadaGadjah Mada International Journal of Business1411-11282338-72382014-05-011629310910.22146/gamaijb.53524717The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing ApproachAnanda Sabil Hussein0Valerie Manna1David Cohen2Faculty of Economics and Business, Universitas BrawijayaFaculty of Agribusiness and Commerce, Lincoln University CanterburyFaculty of Agribusiness and Commerce, Lincoln University CanterburyThough highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspective, tests the impact of message framing and source credibility on the behavioral intention to breastfeed. A 2 x 2 factorial experiment was conducted in Indonesia, an especially relevant setting given that the percentage of Indonesian women who breastfeed is low compared to other countries. Two hundred and seventy nine pregnant women participated in this study. The findings of this study indicate that the interaction between message framing and source credibility has a significant effect on a person’s attitude and intention to provide exclusive breastfeeding. In addition, this study finds that attitude is an essential determinant of intention.https://jurnal.ugm.ac.id/gamaijb/article/view/5352 |
| spellingShingle | Ananda Sabil Hussein Valerie Manna David Cohen The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach Gadjah Mada International Journal of Business |
| title | The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach |
| title_full | The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach |
| title_fullStr | The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach |
| title_full_unstemmed | The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach |
| title_short | The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach |
| title_sort | impact of message framing and source credibility on breastfeeding intention a social marketing approach |
| url | https://jurnal.ugm.ac.id/gamaijb/article/view/5352 |
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