A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

Krzysztof Kubacki; Sharyn Rundle-Thiele; Ville Lahtinen; Joy Parkinson

doi:10.1108/yc-08-2014-00466

A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

Krzysztof Kubacki^*, Sharyn Rundle-Thiele, Ville Lahtinen, Joy Parkinson

^*Corresponding author for this work

Plymouth Business School

Griffith University Queensland

Research output: Contribution to journal › Article › peer-review

Abstract

Purpose– This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.Design/methodology/approach– A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition.Findings– All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria.Social implications– With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness.Originality/value– This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

Original language	English
Pages (from-to)	141-158
Number of pages	0
Journal	Young Consumers
Volume	16
Issue number	2
DOIs	https://doi.org/10.1108/yc-08-2014-00466
Publication status	Published - 15 Jun 2015

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10.1108/yc-08-2014-00466

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title = "A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)",

abstract = "Purpose– This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.Design/methodology/approach– A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen{\textquoteright}s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition.Findings– All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria.Social implications– With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness.Originality/value– This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.",

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AU - Parkinson, Joy

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N2 - Purpose– This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.Design/methodology/approach– A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition.Findings– All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria.Social implications– With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness.Originality/value– This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

AB - Purpose– This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.Design/methodology/approach– A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition.Findings– All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria.Social implications– With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness.Originality/value– This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

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A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

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