2021
DOI: 10.3390/nu13093151
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Nutrition Meets Social Marketing: Targeting Health Promotion Campaigns to Young Adults Using the Living and Eating for Health Segments

Abstract: Young adults are a key target age group for lifestyle behaviour change as adoption of healthier behaviours has the potential to impact long term health. This paper arises from a multi-disciplinary research project, Communicating Health, which aims to bridge the gap between nutritionists, media, and social marketing professionals to produce the tools that may be used to improve engagement with young adults and reduce the prevalence of obesity. The aim of this paper is to provide nuanced details of the psycho-be… Show more

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Cited by 7 publications
(19 citation statements)
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“…This sample of young adults has been characterized by detailed demographics published previously [ 13 ]. A total of 2019 young adults aged from 18 to 24 years old, residing in Australia, completed the online survey in December 2018, with a mean age of 21 (SD 2) years, n = 906 (44.9% females), n = 1046 (51.8% males), n = 62 non-binary/gender fluid/gender queer/ trans-gender (3.1%) and n = 5 (0.2%) preferred not to assign themselves a gender.…”
Section: Resultsmentioning
confidence: 99%
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“…This sample of young adults has been characterized by detailed demographics published previously [ 13 ]. A total of 2019 young adults aged from 18 to 24 years old, residing in Australia, completed the online survey in December 2018, with a mean age of 21 (SD 2) years, n = 906 (44.9% females), n = 1046 (51.8% males), n = 62 non-binary/gender fluid/gender queer/ trans-gender (3.1%) and n = 5 (0.2%) preferred not to assign themselves a gender.…”
Section: Resultsmentioning
confidence: 99%
“…This paper describes young adults’ food and health-related information seeking behaviours and intentions using social media. As such, it provides a nuanced understanding of their habitual use, preferences, and likely engagement with health information sources provided via social media, and taken in the context of the earlier papers [ 12 , 13 ], provides additional direction for those wishing to create health-promotion social media campaigns. Reported engagement with social media components of interventions varies widely from 3 to 69% [ 17 ].…”
Section: Discussionmentioning
confidence: 99%
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“…Of the few social marketing studies that have used segmentation in a healthy eating context, most have used a defining characteristic that does not provide much insight, such as a child's grade (Rosi et al, 2016) or an adult's stage of change (Neiger & Thackeray, 2002) or they have relied on complex analytical techniques such as clustering techniques (Bryant et al, 2001;Chrysochou et al, 2010;Kazbare et al, 2010;Kitunen et al, 2020;Kitunen et al, 2019;Naughton et al, 2017;Van Loo et al, 2017) (Dix et al, 2021). Administering classification tools of this length may not always be practical given long surveys are costly to implement and they require highly trained research professionals.…”
Section: A Short Form Segmentation Toolmentioning
confidence: 99%