Developing more effective social marketing strategies

Wymer, Walter

doi:10.1108/20426761111104400

Cited by 207 publications

(253 citation statements)

References 42 publications

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“…It can be postulated that a prevention strategy focused on promoting alcohol abstinence and educating on the harmful effects of alcohol abuse will not have the desired effect, as students see drinking as part of 'normal student life' and are oblivious or ignorant of the harmful and hazardous nature of their drinking behaviour. Instead of using the traditional education and prevention strategy of only educating students about the dangers and negative consequences of drinking, a revised approach is advocated (Beall et al 2012;Wymer 2011). Campaigns can also emphasise knowledge of the physical and psychological effects of alcohol consumption, reinforce the positive effects of abstinence from alcohol and offer different ways of socialising (Eastman 2002 The findings have implications for three stakeholders.…”

Section: Conclusion Recommendations and Limitationsmentioning

confidence: 99%

Socio-demographic insights into South African student drinking behaviour

Lategan

Preez

Pentz

2017

SAJHE

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Hazardous and harmful drinking is on the rise among adolescents and young adults and has been classified as a major health problem. University students are a subgroup of young adults that are characterised by more frequent and even more dangerous drinking behaviours than their nonstudent peers, and new intervention approaches are needed to foster behavioural change. The purpose of this study is to investigate the drinking behaviour and socio-demographic profile of a cohort of South African university students and propose future research avenues to address student drinking behaviour. Ex post facto survey data was collected by means of a questionnaire including the Alcohol Use Disorder Identification Test (AUDIT) and a demographic section. Data was gathered from university students (n=474) from a single campus within South Africa. Data analyses included descriptive statistics, reliability analysis, independent sample t-tests and oneway ANOVAs. Results indicate significant differences in drinking behaviour for gender groups; age; level of disposable income; type of beverage consumed, binge drinking, level and frequency of consumption. The findings have implications for higher education management, public health authorities, and academia, and provide valuable insights into the socio-demographic profile and drinking behaviour of a cohort of university students. The findings serve as a foundation for future research into the development of a persuasive communications strategy (educational and prevention campaigns) that could foster much needed behavioural change.

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Section: Conclusion Recommendations and Limitationsmentioning

confidence: 99%

Socio-demographic insights into South African student drinking behaviour

Lategan

Preez

Pentz

2017

SAJHE

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“…However, there have been calls for more programme developers to consider what can be done to modify environmental or social influences, commonly termed 'moving midstream and upstream' (34,41,47) . Few examples were found during the present review, suggesting that a considerable opportunity exists for future research.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

Eating for the better: a social marketing review (2000–2012)

Carins

Rundle‐Thiele

2013

Public Health Nutr.

230

259

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Objective: The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. Design: A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Setting: Healthy eating empirical studies published from 2000 onwards. Subjects: Empirical studies that self-identified as social marketing. Results: Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Conclusions: Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating. Keywords Social marketing Literature review Nutrition Behaviour change EffectivenessA nutritious diet is key to optimal health and well-being, and plays an important role in the prevention of many chronic conditions. The combination of energy-dense, nutrient-poor diets and more sedentary lifestyles is contributing to the growing obesity issue in Australia and worldwide (1) . For example, Australian data show a disturbing upward trend in overweight and obesity rates in children over the last 20 years. For girls, rates have risen from 12 % in 1985 to 26 % in 2007, while for boys levels have increased from 11 % in 1985 to 24 % in 2007 (2) . A similar case exists on a global scale. In 1995, there were an estimated 200 million obese adults worldwide and another 18 million children under the age of 5 years classified as overweight. As of 2000, the number of obese adults had increased to over 300 million. It is interesting to note the obesity epidemic is not restricted to industrialized societies; in developing countries, it is estimated that over 115 million people suffer from obesity-related problems (3) . Combating the obesity issue represents one of the greatest public health challenges faced at both a natio...

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“…Social Marketing's goal is the provision of positive social changes [5][6][7][8][9][10][11][12][13][14][15][16][17]. It might be aimed at stimulation or prevention of purchase of certain goods and services by targeted audience and thus stimulate well-being [18][19][20][21][22][23][24] Serrat offers the following criteria of social marketing and PR.…”

Section: Theorymentioning

confidence: 99%