An evaluation of AT&T social marketing delivery modes aimed at teen smartphone use while driving

Francene Scott Diehl, Luz Stella Marín and Majed Zreiqat
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Francene Scott Diehl: Director of Safety and Compliance, Chesapeake Utilities Corporation, USA
Luz Stella Marín: Assistant Professor in the Department of Safety Sciences, Indiana University of Pennsylvania, USA
Majed Zreiqat: Associate Professor, Indiana University of Pennsylvania, USA

Journal of Cultural Marketing Strategy, 2020, vol. 5, issue 1, 60-75

Abstract: Effective social marketing to teens may contribute to reducing the likelihood of death behind the wheel. This study examined whether the virtual reality (VR) technology utilised as the primary messaging delivery mode in AT&T’s ‘It Can Wait’ social marketing campaign has had any impact on teens’ beliefs and behaviours regarding smartphone use while driving. Students’ beliefs and behaviours were evaluated using Ajzen and Fishbein’s theory of planned behaviour (TPB). The study also evaluated whether any TPB construct scores were predictors of behaviour intentions, and whether behaviour intentions, perceived behaviour control and type of AT&T delivery modes were predictors of future smartphone driving behaviour, and finally, determined teen preference for one type of social marketing delivery mode. The study found that the type of delivery mode did not significantly change the TPB construct belief scores. However, when comparing VR, video and PowerPoint lecture delivery modes, teens displayed a significant preference for VR social marketing. Teens’ TPB normative beliefs, attitude beliefs and perceived behaviour control beliefs associated with smartphone use while driving were predictors of behaviour intentions, and behaviour intention scores were a predictor of future driving behaviour.

Keywords: virtual reality; smartphone; social marketing; teen behaviour intention; AT&T; ‘It Can Wait’ (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2020
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