Year of Publication

2018

Degree Name

Master of Arts (MA)

Document Type

Master's Thesis

College

Communication and Information

Department

Communication

First Advisor

Dr. Kimberly A. Parker

Second Advisor

Dr. Bobi Ivanov

Abstract

Both smoking addiction and illicit substance abuse are prevalent issues in the United States today. Furthermore, these are issues that have significant impact on women’s health and mental state. Despite research that shows that smoking cessation coupled with substance abuse recovery can decrease likelihood of relapse post-recovery, few substance abuse recovery facilities today offer smoking cessation programming options. To address the issue of smoking addiction on top of substance abuse recovery, formative research was conducted through this study to determine the underlying causes of smoking habits coupled with recovery efforts and the attitudes. Through focus group sessions with women in a residential treatment facility in the southeastern US, a determination of the specific audience’s motivations to smoke and perceived self-efficacy to quit smoking was made. Based on the findings of this formative research, a full social marketing plan was then developed to offer an intervention program option for smoking cessation among a target audience of women undergoing residential treatment for substance abuse. The study conducted and the social marketing developed from it proposes a pilot program that may be implemented in other similar settings with similar populations in the future.

Digital Object Identifier (DOI)

https://doi.org/10.13023/ETD.2018.083

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