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Inhibitions and implications associated with celebrity participation in social marketing programs focusing on HIV prevention: an exploratory research

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  • Beatriz Casais

    ()
    (Faculdade de Economia, Universidade do Porto)

  • João F. Proença

    ()
    (Faculdade de Economia, Universidade do Porto)

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    Abstract

    This paper discusses celebrity participation in social marketing programs focusing on public health, especially on HIV programs. The research identifies the inhibitions of celebrity people and implications that this involvement may have upon their lives. The paper analysis data from in-depth interviews made to twenty-seven Portuguese celebrities from arts, show business and sports. The results show absence of prejudice against HIV. Famous people feel motivated to join public health and HIV cause because of the serious nature of the disease, as well as the social stigma attached to AIDS which can suggest positive discrimination. The paper also shows that celebrities expected a fee for their endorsement, despite the social role they consider celebrities should have, and the positive image they benefit for endorsing public health campaigns. The research discusses celebrity expectations and worries and, finally, shows several results that are helpful for negotiations between institutions and celebrities insofar as it may pave the way for celebrity involvement in social marketing programs.

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    File URL: http://www.fep.up.pt/investigacao/workingpapers/10.02.03_wp360.pdf
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    Bibliographic Info

    Paper provided by Universidade do Porto, Faculdade de Economia do Porto in its series FEP Working Papers with number 360.

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    Length: 20 pages
    Date of creation: Feb 2010
    Date of revision:
    Handle: RePEc:por:fepwps:360

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    Related research

    Keywords: Social marketing; Celebrity endorsement; HIV prevention;

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    1. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 16(3), pages 310-21, December.
    2. Morris, Zoë Slote & Clarkson, Peter John, 2009. "Does social marketing provide a framework for changing healthcare practice?," Health Policy, Elsevier, vol. 91(2), pages 135-141, July.
    3. Parker, Richard & Aggleton, Peter, 2003. "HIV and AIDS-related stigma and discrimination: a conceptual framework and implications for action," Social Science & Medicine, Elsevier, vol. 57(1), pages 13-24, July.
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