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Designing Social Marketing Activities to Impact the Shaping of Expectations of Migrants in Health Service Encounters: The Case of African Migrant Blood Donation in Australia

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Innovations in Social Marketing and Public Health Communication

Part of the book series: Applying Quality of Life Research ((BEPR))

Abstract

Based on the findings of the nine focus group discussions with 88 participants from the African migrant and refugee community in Australia the chapter overall will examine how African migrants and refuges experiences in both home and host country shape their expectations of blood donation service encounters in Australia. The chapter then proposes a broader conceptual framework that highlights that cultural distance between home and host country also needs to be considered when implementing social marketing activities to shape health service expectations of migrants and refugees, with suggestions as to how this can be applied when targeting migrant consumers.

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Acknowledgements

The authors would like to acknowledge the Australian Red Cross Blood Service (the Blood Service) and the Australian Government that fund the Blood Service for the provision of blood, blood products and services to the Australian community. The authors would also like to thank the members of the African community who assisted them with this research. Professor Andre Renzaho is supported by an ARC Future Fellowship (FT110100345) and Dr. Bianca Brijnath is supported by an NHMRC fellowship.

Author information

Authors and Affiliations

  1. Department of Marketing, Deakin University, Waterfront Campus Locked Bag 200001, Geelong, VIC, 3220, Australia

    Ahmed Shahriar Ferdous

  2. Department of Marketing, Deakin University, Melbourne Burwood Campus, 221 Burwood Highway, Burwood, VIC, 3125, Australia

    Michael Polonsky

  3. Department of General Practice, Monash University, Ferntree Gully Road, Notting Hill, VIC, 3125, Australia

    Bianca Brijnath

  4. School of Social Sciences and Psychology, University of Western Sydney, Locked Bag 1797, Penrith, NSW, 2751, Australia

    Andre M. N. Renzaho

Authors
  1. Ahmed Shahriar Ferdous
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  2. Michael Polonsky
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  3. Bianca Brijnath
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  4. Andre M. N. Renzaho
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Corresponding author

Correspondence to Ahmed Shahriar Ferdous .

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Editors and Affiliations

  1. Faculty of Management, University of Lethbridge, Lethbridge, Alberta, Canada

    Walter Wymer

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Ferdous, A.S., Polonsky, M., Brijnath, B., Renzaho, A.M.N. (2015). Designing Social Marketing Activities to Impact the Shaping of Expectations of Migrants in Health Service Encounters: The Case of African Migrant Blood Donation in Australia. In: Wymer, W. (eds) Innovations in Social Marketing and Public Health Communication. Applying Quality of Life Research. Springer, Cham. https://doi.org/10.1007/978-3-319-19869-9_20

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