An innovative approach to reducing risks associated with infant feeding: The use of technology

Gallegos, Danielle, Russell-Bennett, Rebekah and Previte, Joesphine (2011) An innovative approach to reducing risks associated with infant feeding: The use of technology. Journal of Nonprofit and Public Sector Marketing, 23 4: 327-347. doi:10.1080/10495142.2011.623504

Author Gallegos, Danielle
Russell-Bennett, Rebekah
Previte, Joesphine
Title An innovative approach to reducing risks associated with infant feeding: The use of technology
Journal name Journal of Nonprofit and Public Sector Marketing   Check publisher's open access policy
ISSN 1049-5142
Publication date 2011-10-01
Sub-type Article (original research)
DOI 10.1080/10495142.2011.623504
Volume 23
Issue 4
Start page 327
End page 347
Total pages 21
Place of publication Philadelphia, PA, U.S.A.
Publisher Routledge
Language eng
Formatted abstract
Infant feeding is a complex behavior enacted in a risk adverse society. Despite ongoing communication and education strategies, breastfeeding rates in countries like Australia, the United States, and the United Kingdom remain static, thus increasing the risk of short- and long-term health problems. Health professionals and nonprofit organizations recognize social marketing as an appropriate strategy for increasing breastfeeding duration since it addresses the shortfalls of education-only campaigns. Technology, as an innovative alternative to mass media and education, has the potential to reduce the social price of breastfeeding by assisting women to manage the identity and health risks associated with infant feeding. This article reports findings from six focus groups that explored the risks associated with breastfeeding and the potential role of technology in ameliorating these risks. A key finding of this research was that technology has the potential to negate the impact of perceived uncertainty and lack of control associated with breastfeeding. The results indicate that future breastfeeding campaigns that are innovative in their approach and use technology may be more effective in changing breastfeeding behavior.
Keyword Breastfeeding
Social marketing
Mobile technology
Public health
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Special Issue: "Innovation in Social Marketing".

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
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Created: Wed, 04 Apr 2012, 20:25:00 EST by Karen Morgan on behalf of UQ Business School