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Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British White cardiac patients

Ali, Haider and Lindridge, Andrew (2007). 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.

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Abstract

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.

Item Type: Conference Item
Copyright Holders: 2007 Not known
Project Funding Details:
Funded Project NameProject IDFunding Body
Not SetNot SetBritish Heart Foundation
Academic Unit/Department: Open University Business School
Item ID: 27486
Depositing User: Haider Ali
Date Deposited: 28 Feb 2011 09:40
Last Modified: 22 Oct 2012 14:03
URI: http://oro.open.ac.uk/id/eprint/27486
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