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An evaluation of AT&T social marketing delivery modes aimed at teen smartphone use while driving

Author

Listed:
  • Diehl, Francene Scott

    (Director of Safety and Compliance, Chesapeake Utilities Corporation, USA)

  • Marín, Luz Stella

    (Assistant Professor in the Department of Safety Sciences, Indiana University of Pennsylvania, USA)

  • Zreiqat, Majed

    (Associate Professor, Indiana University of Pennsylvania, USA)

Abstract

Effective social marketing to teens may contribute to reducing the likelihood of death behind the wheel. This study examined whether the virtual reality (VR) technology utilised as the primary messaging delivery mode in AT&T’s ‘It Can Wait’ social marketing campaign has had any impact on teens’ beliefs and behaviours regarding smartphone use while driving. Students’ beliefs and behaviours were evaluated using Ajzen and Fishbein’s theory of planned behaviour (TPB). The study also evaluated whether any TPB construct scores were predictors of behaviour intentions, and whether behaviour intentions, perceived behaviour control and type of AT&T delivery modes were predictors of future smartphone driving behaviour, and finally, determined teen preference for one type of social marketing delivery mode. The study found that the type of delivery mode did not significantly change the TPB construct belief scores. However, when comparing VR, video and PowerPoint lecture delivery modes, teens displayed a significant preference for VR social marketing. Teens’ TPB normative beliefs, attitude beliefs and perceived behaviour control beliefs associated with smartphone use while driving were predictors of behaviour intentions, and behaviour intention scores were a predictor of future driving behaviour.

Suggested Citation

  • Diehl, Francene Scott & Marín, Luz Stella & Zreiqat, Majed, 2020. "An evaluation of AT&T social marketing delivery modes aimed at teen smartphone use while driving," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 5(1), pages 60-75, September.
    • Handle: RePEc:aza:jcms00:y:2020:v:5:i:1:p:60-75
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    More about this item

    Keywords

    virtual reality; smartphone; social marketing; teen behaviour intention; AT&T; ‘It Can Wait’;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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