Effective Communication for Water Resilient Communities: A Conceptual Framework

Mohammad, Abu Bakar and Wu, Wenyan and Proverbs, David and Mavritsaki, Eirini (2021) Effective Communication for Water Resilient Communities: A Conceptual Framework. Water, 13 (20). ISSN 2073-4441

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Communication campaigns to promote the importance of water as a vital but limited resource have evolved in many ways. Nowadays, the resources, techniques and skills to deliver effective communication campaigns are far greater than ever before. Over the past decades, there has been a significant body of research towards improving water conservation campaign communication but with limited success in promoting more resilient behaviours on behalf of water consumers. While the media and technology have rapidly evolved and awareness among consumers may have increased, this has not been sufficient to make the communication effective in changing behaviour. Communications to promote resilience among consumers need to reach a wide audience, capture audiences’ attention, build awareness and motivate water consumers to consume water sustainably. This represents a subject in need of further theoretical and conceptual investigation. This research reviews various approaches to effective communication and through a synthesis of the concepts aim to present a new, socio-psychological water conservation conceptual framework. The present conceptual framework integrates emotional appeal, for use on social media platforms and in order to foster more water resilient communities. This framework represents a potentially major contribution in providing guidelines for water sectors to deliver effective video communications on social media platforms

Item Type: Article
Identification Number: https://doi.org/10.3390/w13202882
10 October 2021Accepted
14 October 2021Published
Uncontrolled Keywords: effective communication; water conservation campaigns; marketing communication; social media communication; water-resilient communities; theory of planned behaviour; elaboration likelihood model; emotional marketing
Subjects: CAH04 - psychology > CAH04-01 - psychology > CAH04-01-01 - psychology (non-specific)
CAH10 - engineering and technology > CAH10-01 - engineering > CAH10-01-01 - engineering (non-specific)
Divisions: Faculty of Computing, Engineering and the Built Environment > School of Engineering and the Built Environment
Depositing User: Wenyan Wu
Date Deposited: 21 Oct 2021 09:14
Last Modified: 21 Oct 2021 09:42
URI: https://www.open-access.bcu.ac.uk/id/eprint/12188

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