How Black Lives Matter Utilizes the Community Based Social Marketing Model
The Community-Based Social Marketing Model is a five-step model that will be used and applied on the Black Lives Matter movement in order to help provide a social marketing perspective of the movement. The application of the CBSM model will also show the effectiveness of the Black Lives Matter movement and how it was able to gain traction and popularity. The five steps of CBSM are as follows 1. Select Behaviour à Identify target audience(s) à Consider impact, and probability of the behaviour à Make sure behaviour is non-divisible 2. Identify barriers and benefits à Use lit review, surveys, focus groups, etc. 3. Develop strategy à Enhance benefits, reduce barriers à Commitment prompts, norms, social diffusion 4. Conduct a pilot à Collect baseline measurements à Implement strategy à Collect follow-up measurements 5. Evaluate broad scale implementation à Compare with baseline measurements à Communicate resu...