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• W1922484087 abstract "The overall goal of this thesis is to examine three divergent literature streams,cultural capital, social capital and communities of practice (CoPs), in thecontext of social marketing theory. The thesis explores the means throughwhich social and cultural capital are exchanged between two groups usingsocial marketing techniques within a CoP framework and considers anti-socialbehaviour, experiential marketing and relationship marketing literatures.Four theoretical propositions are examined using mixed method andlongitudinal action research approaches within a practical road safetyintervention. The goal of the ‘live’ intervention sought to encourage theadoption of advanced driving practices in a group of young male drivers.Behaviour change was measured pre- and post- intervention using In VehicleData Recorders (IVDRs), questionnaire surveys and measured driverassessments. Supplementary qualitative insights were generated usingobservations, one-to-one interviews and focus groups. An understanding ofadvanced driving practices was achieved through extensive participation inadvanced driver training by the researcher.The results of the investigation identified two groups of road users eachexhibiting distinct tastes and preferences within a framework of conceptsderived from the work of French sociologist Pierre Bourdieu. The evidencesuggests that following intervention, and including the socialisation of thesegroups, a positive shift occurred in the adoption of advanced driving practices.Contribution is made to social marketing theory through the application ofBourdieu’s cultural capital ‘taste zones’ applied to a social marketing context.Social marketing is then portrayed as playing a ‘bridging’ function betweentwo groups. This approach portrays the role of social marketing as a facilitatorof positive ‘customer–customer’ interactions as opposed to a more traditional‘customer–change-agent’ orientation. Furthermore, the CoP concept issuggested as a viable mechanism through which this modified orientation canbe achieved.Key words: social marketing, cultural capital, social capital, communities ofpractice, road safety, advanced driving." @default.
• W1922484087 created "2016-06-24" @default.
• W1922484087 creator A5037592110 @default.
• W1922484087 date "2015-01-01" @default.
• W1922484087 modified "2023-09-27" @default.
• W1922484087 title "Cultural capital, social capital and communities of practice insocial marketing" @default.
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