Social marketing : assessing the effectiveness of safe driving campaigns in Morocco

Dissertant

Magroud, Layla

Thesis advisor

Hamelin, Nicolas

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2010

English Abstract

Social marketing campaigns are utilized in different fields in order to enhance or change a specific behavior within a society.

The Moroccan government has been investing millions of dirham to implement new techniques and regulations to reduce road accidents in the country.

One of the techniques used, is the social marketing campaign that intends to increase driver awareness of the dangers of traffic accidents, and subsequently, change their driving behavior.

Around 7 million dollars were spent for the Moroccan road safety campaign, but no study about its effectiveness has been done so far.

In this study the Hierarchy of Effect Model (HOE model) was used to assess the effectiveness of the Moroccan safe driving social marketing campaign.

In other words we measured awareness, interest, credibility, desire and action.

One’s intention to change driving behavior in Morocco is determined by four main groups of factors: personal factors, perception of danger, deterrents factors for unsafe driving, and finally the various attributes used in the road safety campaign to persuade the drivers to adopt a safer driving behavior.

Another objective of this study is not only to understand how efficient is the campaign (using the HOE model) in term of intention to adopt a safe driving behavior, but also to understand what are the specific campaign attributes that makes the campaign understandable, credible, emotionally effective, and at last memorable

Main Subjects

Business Administration

No. of Pages

93

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-628544