Therefore, considering the existing literature on the social marketing campaigns and the national plans that were subjected to specific countries or regions for a pandemic communication outcome through social marketing, relatively less importance and study has been dedicated towards understanding the effectiveness of the message through these social marketing campaigns in pursue of a pandemic planning strategy. Hence, with the application of the “Theory of planned behaviour” as a social marketing concept, the study of message effectiveness through these social marketing campaigns can be used as a further point of research study during a communicable form of a pandemic outbreak like Influenza.
METHODOLOGY:
On the basis of the research aim segments, an exploratory qualitative based research is the methodology that is used to carry out this study. A qualitative based research is an exploratory form of a research. It seeks to explore and understand people’s perception, attitude and motivational factors that influence a behavioural change in an individual. The execution and analysis of the findings is predominantly based on the available qualitative data (Kent, 2003). Therefore, a qualitative based research methodology helps in evaluating a set of complex data thereby developing a sense of social marketing ideology amongst the target audience (Huberman and Miles, 2002). In accordance to the adoption of new concepts in order to conduct a research, new theories are enlightened which creates new conclusions on the existing information of the study. Thus, the research work ideally is more flexible as the newly derived theories expand onto the new horizons forming a whole new scope and agenda of a research study (Adams and Schavaneveldt, 1991).
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