Effective Communication for Water-Resilient Communities

Abu Bakar, Mohammad (2024) Effective Communication for Water-Resilient Communities. Doctoral thesis, Birmingham City University.

Mohammad Fahmi Abu Bakar PhD Thesis published_Final version_Submitted Oct 2023_Final Award Apr 2024.pdf - Accepted Version

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The world is facing significant water challenges, including droughts and scarcity brought about by climate change and demographic changes. In the UK, where awareness levels are often low and other environmental issues tend to take priority, there exists a common perception that the country is blessed with abundant rainwater and is not susceptible to water scarcity. With the power of social media and the growing recognition of emotions in marketing, it has become essential to develop a robust framework for effective communication in the context of water conservation campaigns. This research thus aims to propose a new, socio-psychological water conservation framework that integrates elements of effective communication using video and social media technologies to motivate a change in household water consumption behaviour. The framework is built on the foundations of two key persuasion theories: the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior (TPB). The framework integrates elements of effective communication, aiming to bridge the gap between knowledge and action. Notably, it introduces emotional appeal as an important element of communication, a novel approach in the context of social media water conservation campaigns. By combining informativeness, credibility, and emotional appeal, this framework offers a comprehensive solution to the problem of stagnant communication efforts. To investigate this, an online questionnaire was administered, featuring a validated stimulus in the form of a video. A total of 443 responses were collected and analysed using Structural Equation Modeling (SEM) within the AMOS software. The study evaluated the framework’s impact on shaping positive attitudes, empathy expressions, perceived behavioural control, and subjective norms, ultimately influencing intentions for water conservation. The findings also underscore the pivotal role of emotional appeal as a mediator, translating informativeness and creativity into favourable attitudes. Additionally, demographic variables particularly gender, water usage habits, awareness levels, and billpayer status were explored as potential moderators of the framework’s effectiveness. Practically, this research may offer valuable guidance for designing effective communication strategies not just for water conservation but also for other critical matters.

Item Type: Thesis (Doctoral)
30 October 2023Submitted
8 April 2024Accepted
Uncontrolled Keywords: Emotional Appeal; Informativeness; Credibility; Creativity; Multimedia Effects; Water Conservation; Structural Equation Modelling; Mediation; Multigroup Analysis; ELM; TPB
Subjects: CAH24 - media, journalism and communications > CAH24-01 - media, journalism and communications > CAH24-01-02 - publicity studies
CAH24 - media, journalism and communications > CAH24-01 - media, journalism and communications > CAH24-01-05 - media studies
Divisions: Doctoral Research College > Doctoral Theses Collection
Faculty of Computing, Engineering and the Built Environment > College of Built Environment
Depositing User: Jaycie Carter
Date Deposited: 08 May 2024 13:39
Last Modified: 20 Jun 2024 11:44
URI: https://www.open-access.bcu.ac.uk/id/eprint/15475

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