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Model Details

Model NameConvergent Diffusion and Social Marketing Approach for Dissemination
D and/or ID>I
Construct Flexibility5
Socio-Ecological LevelsOrganization
Community
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Field of OriginPublic Health
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Practioner/Researcher
ConstructsContext

Identification

Strategies

Number of Times Cited56
CitationsDearing JW. Social marketing and diffusion-based strategies for communicating with unique populations: HIV prevention in San Francisco. J Health Commun 1996;1(4):343–64.

Dearing JW, Maibach EW, Buller DB. A convergent diffusion and social marketing approach for disseminating proven approaches to physical activity promotion. Am J Prev Med 2006;31(4S):S11–S23.
ExamplesHunter SM. Applying social marketing and diffusion of innovation theories: an analysis of the marketing and communication activities of performing arts organizations. Akron OH: University of Akron, 2007.
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