Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique.
Audience segmentation is a useful tool for designing effective campaigns. Further, the efficiency promised in diffusion science rests to some degree on the existence of adopter categories that can be identified and used to strategically disseminate prevention innovations. This study investigates the...
| Published in: | Journal of Health Communication Vol. 18; no. 1; pp. 6 - 20 |
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| Main Authors: | , , , |
| Format: | research Journal Article |
| Published: |
Taylor & Francis Ltd
Jan2013
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| Online Access: | View this record in EBSCOhost |