Imagine it happening to my classmates: using video testimonials as a social marketing intervention in adolescent smoking cessation programs

Abstract

Each year, the average age of new smokers decreases in Indonesia, and at least one student in the classroom is a smoker. However, previous literature on adolescent smoking that focused on emotion and peer relationship remains largely underexplored. This study aimed to examine the effects of the antecedent and moderator variables of empathic concern on altruistic motivation in context of adolescent smoking prevention. We designed a school-based smoking cessation program as a social marketing intervention tool to influence high-school student behavior using a testimonial video. A simulation with a hypothetical scenario was conducted to observe students’ reactions to the stimulus. Participants were exposed to a testimonial video of a young person who has suffered because of smoking, and were asked to imagine such consequences happening to their own peers. The program development started in June 2022, and was implemented in August-September 2022. A total 78 students from two experimental studies was participated. We use ANOVA to test the effect of stimuli on empathic concern and regression analysis to test the effect of empathic concern on altruistic motivation. This study found that salience of the need (light vs. severe condition) and attachment style (secure vs. Insecure) significantly affect student empathic concern. Simultaneously, empathic concern also significantly affected altruistic motivation, and no significant interaction effect was reported. In addition, the result also suggest that the affective approach is more effective in affecting empathic concern and altruistic motivation than the cognitive approach. The implications of this research suggest that schools, as organizations, can utilize a multimedia approach (e.g., video testimonials) to design comprehensive social marketing programs focused on peer relationships.

Keywords:

• Video testimonial
• social marketing program
• adolescent smoking
• peer relationship
• empathic concern
• altruistic motivation

REVIEWING EDITOR:

• Kaouther Kooli, Bournemouth University, United Kingdom

SUBJECTS:

• Marketing Communications
• Health Communication

Acknowledgement

The authors are grateful to Professor Daniel Batson (University of Kansas, USA) and Professor Mario Mikulincer (Baruch Ivcher School of Psychology, Reichman University (IDC Herzliya), Israel) for the initial discussion during the early stage development of this paper. We are also immensely grateful to the editor and anonymous reviewers for their valuable suggestions, which have resulted in a significantly improved manuscript. Finally, we wish to thank Editage for the English language editing service they provided.

Disclosure statement

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Ethical Clearance

This research protocol was approved by Ethical Commision of Universitas Gadjah Mada, Indonesia (Ethical clearence ref. KE/UGM/037/EC/2022).

Additional information

Funding

This research was sponsored by the Universitas Gadjah Mada, Indonesia, funded by a grant from Rekognisi Tugas Akhir (English: Final Assignment Recognition) Direktorat Penelitian dan Pengabdian Masyarakat Universitas Gadjah Mada (Grant Number: 1525/UN1/DITLIT/Dit-Lit/PT.01.05/2022).

Notes on contributors

Mohammad Eko Fitrianto

Mohammad Eko Fitrianto is Ph.D. student in Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, Indonesia, and lecturer in Department of Management, Faculty of Economics, Universitas Sriwijaya, Inderalaya, Indonesia. Email: [email protected] and [email protected]

Basu Swashta Dharmmesta

Basu Swastha Dharmmesta is Proffesor of Marketing in Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, Indonesia. Email: [email protected]

Bernardinus Maria Purwanto

Bernardinus Maria Purwanto is Associate Proffesor of Marketing in Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, Indonesia. Email: [email protected]