Social marketing interventions aiming to increase physical activity among adults

Krzysztof Kubacki; Rimante Ronto; Ville Lahtinen; Bo Pang; Sharyn Rundle-Thiele

doi:10.1108/he-02-2016-0008

Social marketing interventions aiming to increase physical activity among adults

Krzysztof Kubacki^*, Rimante Ronto, Ville Lahtinen, Bo Pang, Sharyn Rundle-Thiele

^*Corresponding author for this work

Plymouth Business School

Griffith University Queensland

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

Abstract

PurposeA significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.Design/methodology/approachIn total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.FindingsNone of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity.Originality/valueThe results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

Original language	English
Pages (from-to)	69-89
Number of pages	0
Journal	Health Education
Volume	117
Issue number	1
DOIs	https://doi.org/10.1108/he-02-2016-0008
Publication status	Published - 3 Jan 2017

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title = "Social marketing interventions aiming to increase physical activity among adults",

abstract = "PurposeA significant proportion of the world{\textquoteright}s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing{\textquoteright}s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen{\textquoteright}s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.Design/methodology/approachIn total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.FindingsNone of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing{\textquoteright}s effectiveness in increasing physical activity.Originality/valueThe results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.",

author = "Krzysztof Kubacki and Rimante Ronto and Ville Lahtinen and Bo Pang and Sharyn Rundle-Thiele",

year = "2017",

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doi = "10.1108/he-02-2016-0008",

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T1 - Social marketing interventions aiming to increase physical activity among adults

AU - Kubacki, Krzysztof

AU - Ronto, Rimante

AU - Lahtinen, Ville

AU - Pang, Bo

AU - Rundle-Thiele, Sharyn

PY - 2017/1/3

Y1 - 2017/1/3

N2 - PurposeA significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.Design/methodology/approachIn total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.FindingsNone of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity.Originality/valueThe results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

AB - PurposeA significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.Design/methodology/approachIn total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.FindingsNone of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity.Originality/valueThe results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

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VL - 117

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JO - Health Education

JF - Health Education

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ER -

Social marketing interventions aiming to increase physical activity among adults

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