Linda Brennan

Linda Brennan
RMIT University | RMIT · School of Media and Communication

PhD
https://www.monash.edu/medicine/communicating-health/toolkit

About

245
Publications
83,846
Reads
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2,076
Citations
Introduction
Social marketing and behaviour change, building consumer insights using mixed methods research, especially design thinking and collaborative research (co-creation)
Additional affiliations
October 2013 - present
RMIT University
Position
  • Professor (Full)
April 2012 - October 2013
RMIT University
Position
  • Head of Centre
Description
  • Professor and Head of Centre
April 2012 - October 2013
RMIT International University Vietnam
Position
  • Head of Department
Education
March 1997 - April 2000
University of Melbourne
Field of study
  • Marketing

Publications

Publications (245)
Technical Report
Full-text available
This report is a top-line summary of Focus Group Concept Testing (FGCT) of packaging designs, within the FFWCRC Project 1.2.2 Packaging Design and Information Research. The FGCT research was conducted via online focus group sessions. This module of Project 1.2.2 assessed the overall level of appeal, acceptance and perceived impact on household food...
Technical Report
Presentation: https://www.youtube.com/watch?v=Btxd2zMkY9U FLW has a global impact economically, socially and environmentally with over one third of globally produced edible food going to landfill (FAO, 2017). Food Loss Waste (FLW) is a growing multi-sector issue calling for responses from industry, government, and consumers. This research module i...
Article
Full-text available
Communication with young adults about healthy lifestyle behaviours needs to result in improvements in dietary choices to impact the prevalence of diet-related diseases. This paper presents the health beliefs, behaviours, and communication practices in young Australian adults (n = 2019) by their pre-defined psycho-behavioural characteristics: Lifest...
Technical Report
Full-text available
This report is a top-line survey data set extraction from FFWCRC Project 1.2.2 Packaging Design and Information Research, which was conducted via one experimental design survey of households. This module of Project 1.2.2 assessed the acceptability of packaging design features in terms of intentions to purchase, willingness to pay and perceived user...
Technical Report
Full-text available
Understanding the perception and use of packaging by consumers and how this plays a role in household food waste generation is an important first step in this project – Fight Food Waste Cooperative Research Centre Project 1.2.2. With a greater understanding of how people appreciate and use packaging, along with the food waste they generate, we can...
Conference Paper
The food system is a crucial vehicle in sustaining people and their health, their human right to food. Food loss and waste risk this and other rights in driving negative economic, social, and environmental impacts. Food waste is usually characterised as waste occurring post supply chain, such as at the household, rather than food loss, occurring wi...
Article
Full-text available
Emerging adults (EAs), defined as adults aged 18 to 25, remain a difficult group to engage in healthy behaviours (including positive dieting and eating patterns). The environmental elements that influence the health behaviours of EAs have been studied. However, the literature is mixed on how online game environments, including eSports and game stre...
Article
Background Globally, suboptimal dietary choices are a leading cause of noncommunicable diseases. Evidence for effective interventions to address these behaviors, particularly in young adults, is limited. Given the substantial time young adults spend in using social media, there is interest in understanding the current and potential role of these pl...
Article
Full-text available
There are ongoing debates about what is and is not 'mindfulness'. These debates are stifling rigorous academic research as scientific precision is a precursor to shared meaning. While mindfulness is a growing field of research, these divergent and conflated meanings are limiting deeper interdisciplinary research. Interventions designed in one pract...
Article
Background Consumer food waste is a growing issue that has a severe impact on the economy and the environment. Social media is an online communication tool that has the potential to reach a large proportion of the population with relative ease. However, it is unclear whether social media can be used to encourage consumers to reduce their food waste...
Article
Background Social media–delivered health promotion has demonstrated limited uptake and effectiveness among young adults. Understanding how young adults interact with existing social media platforms for health might provide insight for future health promotion interventions. Objective The aim of this study is to describe how young adults interact wi...
Article
Full-text available
Food waste is a significant environmental, economic, and social issue. In many cases, packaging protects food and prolongs its shelf life, reducing the overall environmental impact by reducing food waste. This research focuses on consumer perceptions of the role of packaging and on-pack labelling in reducing household food waste. The following rese...
Article
Full-text available
Young adults are a key target age group for lifestyle behaviour change as adoption of healthier behaviours has the potential to impact long term health. This paper arises from a multi-disciplinary research project, Communicating Health, which aims to bridge the gap between nutritionists, media, and social marketing professionals to produce the tool...
Chapter
This chapter presents the methodology and consumer insights from a highly impactful research and design project, conducted over two years by the Fight Food Waste Cooperative Research Centre and RMIT University. The project is designed to inform the Australian packaging industry in developing products and services that will reduce food waste. Food w...
Article
Objectives This study aimed to investigate the extent and key characteristics of academic research and scholarship on the public health community's use of social media for policy advocacy purposes. This will enable an evaluation of extant research and provide insight into directions for future research. Study design This study was a scoping review...
Article
Design research methods, including user‐centered design, human‐centered design, and design thinking, are iterative processes and frameworks that engage stakeholders to inform the design of initiatives, programs, or research interventions. Design research methods are not yet widely applied in healthcare. To date, there is a limited understanding of...
Article
Full-text available
Online video games are a common pastime for emerging adults (EAs). EAs are an age group that is of interest in health communication because habits formed during this life stage can cause or prevent disease later in life. Guided by three research questions, this scoping review identifies the current state of research into socio-ecological influences...
Technical Report
This report is a brief overview of the findings from Project 1.2.2 Think Tanks whereby input from industry was sought using an online qualitative survey and a seminar discussing the results and implications of the findings from the consumer research modules. An overview of Project 1.2.2 can be provided on request. Project 1.2.2. aligns with the RED...
Technical Report
This report is a brief overview of the findings from Project 1.2.2 Packaging Design and Information Research which was conducted via online interviews in households. An overview of Project 1.2.2 can be provided on request. Project 1.2.2. aligns with the REDUCE and the ENGAGE programs of the FFWCRC’s activities. The aim is to understand consumer’s p...
Article
Full-text available
Young adults are constantly exposed to energy-dense, nutrient-poor food and beverages, particularly through advertising. Exposure can influence poor food choices and negatively impact health. This study aimed to understand young adults’ attitudes and experiences associated with food-related advertisements, particularly on social media. This qualita...
Article
Full-text available
Inadequate dietary intakes are a key modifiable risk factor to reduce the risk of developing non-communicable diseases. To encourage healthy eating and behaviour change, innovative public health interventions are required. Social marketing, in particular segmentation, can be used to understand and target specific population groups. However, segment...
Research
This detailed presentation outlines the work of the Fight Food Waste CRC's REDUCE program. It introduces the findings from two REDUCE projects including an industry survey on the use of Save Food Packaging criteria with the Save Food Packaging Consortium led by the Australian Institute of Packaging, and a consumer survey to understand their percept...
Preprint
BACKGROUND Globally, suboptimal dietary choices are a leading cause of noncommunicable diseases. Evidence for effective interventions to address these behaviors, particularly in young adults, is limited. Given the substantial time young adults spend in using social media, there is interest in understanding the current and potential role of these pl...
Chapter
This chapter provides an overview of the current state of play of social marketing practice and theory in the context of three dynamic and diverse countries within Southeast Asia: Malaysia, Singapore, and Vietnam. The chapter details how social marketing in these countries is influenced by their unique cultural and social context. This is done via...
Chapter
In this chapter, we illustrate how a multisectoral alcohol social change partnership engages a participatory collective intelligence approach to innovate solution opportunities for the wicked problem of alcohol. Collective intelligence offers an approach to engage dissensus across varied stakeholders and decision- makers, each with conflicting valu...
Chapter
The Coca-Cola Company (Coke) has a significant history of assessing the packaging designed for its products to evaluate the effectiveness of the materials used, and their impact both economically and environmentally. This chapter discusses the ways in which Coke has assessed the packaging of its products over time, and the decisions it has made as...
Chapter
In 2019, the brand consultancy Interbrand ranked the world’s most important brands. Based on the perception of the brand across the world, the value that the brand adds to the company, and the brand’s future plans, Interbrand positioned Coke as the fifth most important brand in the world. Despite declining sales over the last five years, Coke’s wor...
Article
Food packaging is often viewed as having a negative impact on the environment. However, packaging can protect food, prolong shelf life, and reduce environmental impact by reducing food waste. Throughout the existing literature it is evident that consumer knowledge and levels of awareness, interest, and appreciation of these functions of packaging a...
Chapter
Health promotion campaigns using Social Media have emerged as a potential way to change behaviour in a large, diverse group of people. However, successfully connecting with and engaging the target audience is still a key challenge faced by health professionals and social marketers. This chapter examines the use of co-creation and co-design processe...
Chapter
Stories provide the foundations of society. Humans use them to communicate with each other and developed shared understandings. This chapter outlines principles of storytelling and introduces several theories on what makes a good story. It discusses how social media connects people in both a real and virtual world as a means through which people sh...
Preprint
BACKGROUND Social media–delivered health promotion has demonstrated limited uptake and effectiveness among young adults. Understanding how young adults interact with existing social media platforms for health might provide insight for future health promotion interventions. OBJECTIVE The aim of this study is to describe how young adults interact wi...
Article
Full-text available
Obesity, sedentary behaviour, and poor dietary habits amongst young adults are growing concerns, with this age group being in a worse state of health and nutrition than adolescents and adults. This paper presents the procedures for establishing a new instrument for defining behaviours in relation to healthy lifestyle and food choices amongst young...
Article
Full-text available
Health promoters have been unable to reach and engage people on social media (SM) to the extent that food industry brands and lifestyle personalities have. The objective of this study was to identify the SM post strategies associated with higher engagement in nutrition and food-related posts using a retrospective content analysis. The six most enga...
Article
Purpose After comprehensive review of discourse surrounding school-banking programmes and marketing to children, the authors develop evidence-based guidelines for such programmes. Guidance for organisations is provided to ensure they understand these products' impact on children and other vulnerable consumers. Design/methodology/approach A compreh...
Article
Marketers in China have long used the government's system of city tiers as a de facto segmentation tool. Previous research shows that this has led to assumptions on the part of advertisers about differing levels of conservatism and uncertainty avoidance between city tiers. This in turn has resulted in advertisers’ reluctance to invest in creative a...
Article
Full-text available
Purpose The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising the relationships among several interrelated concepts, including power, power asymmetry, vulnerability and resilience, in the context of social marketing systems. Design/me...
Article
Consumers are increasingly concerned about the environmental consequences of packaging. Businesses are under pressure not only from consumers but also from governments to use eco-friendly packaging for their products. However, what consumers perceive to be eco-friendly packaging is still unclear, especially in emerging markets. This study examines...
Article
Full-text available
Background: Poor dietary choices are a risk factor for non-communicable diseases. Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives. Here we utilise social marketing principles, digital ethnography and online conversations to gain...
Article
Full-text available
Young adults (YA) are in a critical stage of life for the encouragement of healthy behaviours such as healthy eating and exercising. This research explored Australian YA values and perceptions related to health, healthy behaviours and health promotion efforts. This qualitative analysis involved n = 166, Australian 18–24 year-olds recruited through...
Article
This paper forms part of a special section “Social transformation and vulnerable populations”, guest edited by Lukas Parker, Krzysztof Kubacki, Linda Brennan, Mike Reid and Natalia Szablewska.
Conference Paper
Australian males across a broad range of cohorts are highly resistant to health and social marketing messages and, perhaps relatedly, overrepresented across an array of health problems and social issues. Yet conventional social marketing campaigns targeted at men are often poorly conceived and executed, either mischaracterising or misunderstanding...
Article
Purpose Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach,...
Article
Full-text available
Aim: Negative body image increases the risk of engaging in unhealthy dieting and disordered eating patterns. This review evaluated the impact of habitual social media engagement or exposure to image-related content on body image and food choices in healthy young adults (18-30 years). Methods: A systematic search of six databases of observational...
Article
Full-text available
Objectives: Behavior change in young adults (YA) is notoriously difficult. Psycho-behavioral segmentation, used by marketing, may be more effective to foster change than grouping by demographic characteristics alone. The aim was to determine whether previously developed Living and Eating for Health Segments (LEHS) were applicable in a nationally r...
Article
BACKGROUND Health campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and promoting their messages; therefore, there may be lesso...
Article
This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses of an audience. Six web-based experiments were carried out to determine the causal relationships between elements of print advertisements and viewers’ emotional responses. Data were collecte...
Article
Full-text available
Background: Social media has been widely adopted by young adults, consequently health researchers are looking for ways to leverage this engagement with social media for the delivery of interventions and health promotion campaigns. Weight gain and sub-optimal dietary choices are common in young adults, and social media may be a potential tool to fa...
Article
Background Obesity is a global health problem. Understanding how to utilise social media (SM) as a platform for intervention and engagement with young adults (YAs) will help the practitioners to harness this media more effectively for obesity prevention. Aim Communicating health (CH) aims to understand the use of SM by YAs, including Aboriginal YA...
Conference Paper
Young people are increasingly creating their own global micro-social structures that supersede macro-level national or governmental dynamics (Geels 2004). As a consequence, the power structure for change is shifting away from patriarchal government interventions to individually empowered post-consumers (Fırat and Dholakia 2006) engaging with each o...
Article
Welcome to this special issue on marketing education. From the initial call for papers associated with the 2017 ANZMAC conference, this special issue grew to attract international authors to tackle the topic the future of marketing education. Marketing education is at an intersection where digital technologies, wide-scale social and financial disad...
Article
Full-text available
Background: Health campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and promoting their messages; therefore, there may be les...
Chapter
Drowning is an all too frequent occurrence in Australia where the climate is conducive to outdoor activities, and lifestyle and leisure choices often revolve around water. Males represent more than 80 per cent of all drowning deaths, and a third of all such incidents (34%) concern people aged 55 and over (Royal Life Saving Society – Australia 2016)...
Conference Paper
Short Abstract: Most advertisements are a collection of signs, comprising both linguistic (word) and iconic (visual/image). By employing signs, advertisers and marketers have the ability to better communicate and evoke the desired responses from their audiences. The use of semiotics in advertising taps into the mythic level of people's minds due to...