Ali, Haider and Lindridge, Andrew
Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British White cardiac patients.
In: 36th EMAC 2007, 22 - 25 May 2007.
Our paper illustrates the importance of cultural sensitivity in social marketing. Taking a qualitative approach we interviewed 50 British Pakistani and White participants in post-cardiac event recovery. Our findings indicated important differences in the central importance of family, friends and community as partners to be used in a social marketing strategy. Specifically, British Pakistanis increasingly relied upon family and community as a means of information and support, although at times this was not always beneficial. Of particular interest was how existing social marketing strategies did not appear to be accessed by our British Pakistani participants, illustrating the need for cultural sensitivity.
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