A Framework for Developing Awareness Interventions: A Case of Mobile Bullying

Cyberbullying is a pervasive social issue that has gained increasing attention due to its serious consequences, such as cyberbullicide, which is suicide resulting from cyberbullying. Researchers have called for various interventions and the involvement of multiple stakeholders, including psychologists and law enforcement agencies, to address the problem. Recent studies have shown that the majority of cyberbullying incidents occur on mobile devices, referred to as mobile bullying. Therefore, there is a need to focus intervention efforts on mobile bullying, which is a subset of cyberbullying. The objective of this study was to develop a framework that could guide the creation of an awareness intervention aimed at raising awareness of mobile bullying. Although several meta-analyses have been conducted over the years on intervention effectiveness. There is a gap from the lack of frameworks and requirements to guide the development of awareness interventions. As such, a PRISMA (preferred reporting items for systematic reviews and meta-analyses) systematic literature review was conducted to identify the theories that could inform the development of such an intervention. Based on the review, a theoretical framework was developed that incorporated the basic elements identified as guiding principles for the development of awareness interventions. In the same way, theory, specifically SAT was used to inform the development of an instrumental framework for designing context-sensitive awareness interventions, incorporating the basic elements that practitioners can use to develop context-sensitive awareness interventions. The findings from the study indicate that the social context, which encompasses the social issue at hand; available media content; the proximal and distal environments; and the choice of awareness tool, which is informed by the marketing mix (i.e., price, product, people, promotion, and place), affect the reach or distribution of the intervention. The theoretical framework contributes to the body of knowledge on the subject, while the instrumental framework provides a practical approach to building customizable interventions that can be tailored to specific contexts and available resources for awareness.