Social marketing communication messages

2015 ◽  
Vol 5 (1) ◽  
pp. 40-55 ◽  
Author(s):  
Jane McKay-Nesbitt ◽  
Sukki Yoon
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Marketing Communication ◽  
Message Content ◽  
Health Organizations ◽  
Content Type ◽  
Message Effectiveness ◽  
Source Effects ◽  
Message Source ◽  
Health Organization

Purpose – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Design/methodology/approach – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Findings – Results from three studies using experimentally manipulated messages (Studies 1 and 3) and real TV commercials (Study 2) suggest that work-framed social marketing communication messages may be more effective than fun-framed messages when the sponsoring health organization is disclosed, versus not disclosed in the ad. Research limitations/implications – This research extends the literature on source-effects on message effectiveness by suggesting that the type of message sponsor (i.e. a health organization) may influence attitudes toward the physical activity promoted in the message content. Practical implications – The results suggest that health organizations may be able to maximize communication effectiveness by employing work – rather than fun-framed messages, when it is evident that the message source is a health organization. When individuals are unaware that a health organization is the message source or when a non-health organization is the message source, fun-framed messages may be as effective for encouraging physical activity. Social implications – This research may assist health organizations to make the best use of their limited resources by providing guidance for the development of social marketing communication messages that encourage people to be physically active. Originality/value – Although source effects on marketing message effectiveness have been well established in the marketing literature, this study is the first to suggest that a health-organization message source interacts with work- versus fun-framed message content to impact the persuasiveness of messages designed to encourage physical activity.

The role of theories in social marketing in predicting physical activity behavior among the youth

2019 ◽  
Vol 9 (4) ◽  
pp. 398-417 ◽  
Author(s):  
Ernest Yaw Tweneboah-Koduah ◽  
Matilda Adams ◽  
George Acheampong
Keyword(s):  
Physical Activity ◽  
Technology Adoption ◽  
Social Marketing ◽  
Technology Use ◽  
Research Policy ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Content Type ◽  
Salient Beliefs

Purpose The purpose of this paper is to integrate the theory of planned behavior (TBP) and the technology acceptance model (TAM) in social marketing to predict and explain technology adoption (gym equipment use) in physical activity (PA) behavior among Ghanaian youth. Design/methodology/approach A quantitative approach was adopted for this study. The empirical data for this paper were drawn from 314 youth who are gym equipment users. The hypothesized relationships were analyzed using structural equation modeling. Findings This study found that the salient beliefs, namely, attitude, subjective norm and behavioral control toward gym equipment use, do not sufficiently explain PA adoption. However, a better result emerges when these salient beliefs are combined with perceived usefulness (PU) and ease of use (TAM). Practical implications This paper provides evidence for issues of potential research, policy and managerial interest. The study findings showed that PA adoption, not PEOU, was directly impacted by PU. Thus, policymakers and implementers of social marketing intervention programs should promote the positive attitude toward gym equipment technology use and the perceptions of usefulness (improve cardiorespiratory fitness, feeling healthy and building muscle strength) of using gym equipment technology instead of ease of use to increase PA technology adoption behavior. Originality/value Considering the uniqueness of this current study in the Ghanaian context, to the best of the authors’ knowledge, this paper is the first to integrate two influential theories, namely, the TPB and TAM, to examine the effects of the TPB and TAM variables on the adoption of technology (gym equipment use) in PA among the youth.

In the mood for [the right kind of] social marketing communication

2014 ◽  
Vol 4 (1) ◽  
pp. 38-57 ◽  
Author(s):  
George Anghelcev ◽  
Sela Sar
Keyword(s):  
Social Marketing ◽  
Negative Mood ◽  
Environmental Communication ◽  
Similar Response ◽  
Marketing Communication ◽  
Response Patterns ◽  
Negative Consequences ◽  
Content Type ◽  
Recycle Paper ◽  
The Right

Purpose – The effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested in an experiment focused on why consumers may respond differently to different types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested in the context of an experiment focused on paper recycling. Findings – It was hypothesized that congruity between mood and the frame of the message would result in more favorable message evaluations and higher intentions to recycle than incongruity. Supporting the study's hypotheses, the data showed that participants in a negative mood had higher intentions to recycle paper and evaluated pro-recycling advertisements more favorably when the ads emphasized avoiding negative consequences as opposed to attaining desired benefits. Among participants in a positive mood, desired benefit advertisements induced higher intentions to recycle paper and were evaluated more favorably than advertisements framed in terms of avoiding negative consequences. Practical implications – A clear message placement strategy is suggested to increase the effectiveness of social marketing communication campaigns. Originality/value – This mood congruity effect has not been reported before in the context of pro-environmental communication. Furthermore, the study provides empirical evidence of the underlying psychological mechanisms that cause the observed interaction. The evidence suggests the data could be predictive of similar response patterns in other social marketing communication domains (e.g. in response to health messages, volunteering, charity, etc.).

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

2015 ◽  
Vol 16 (2) ◽  
pp. 141-158 ◽  
Author(s):  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele ◽  
Ville Lahtinen ◽  
Joy Parkinson
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Healthy Eating ◽  
Design Methodology ◽  
Marketing Mix ◽  
Audience Segmentation ◽  
Content Type ◽  
The Social ◽  
Prevalence Of Obesity ◽  
Marketing Principles

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.

What can social marketing learn from Dirichlet theory patterns in a physical activity context?

2016 ◽  
Vol 34 (1) ◽  
pp. 41-60 ◽  
Author(s):  
Naomi Gruneklee ◽  
Sharyn Rundle-Thiele ◽  
Krzysztof Kubacki
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Online Survey ◽  
Central Business District ◽  
Target Population ◽  
Social Contexts ◽  
Marketing Practice ◽  
Content Type ◽  
Change Context ◽  
Business District

Purpose – The purpose of this paper is twofold: first, to explore whether patterns suggested in Dirichlet theory can be observed in a single behaviour change context, namely, physical activity; second, to provide implications for social marketing practice based on the Dirichlet theory patterns observed in a social context of physical activity. Design/methodology/approach – A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ self-reported physical activity. Findings – The results of the current study indicate that Dirichlet patterns can be observed in social contexts such as physical activity. Research limitations/implications – The sample in this study cannot be considered to be demographically representative of the target population and the physical activity categories selected for this study were limited to the most popular activities and a category level and whole of sample assessment. Practical implications – To encourage participation in physical activity social marketers need to promote and offer a broad range of physical activity options to increase overall physical activity participation. This is a substantial change from current social marketing practice where one form of physical activity is typically promoted. Originality/value – This research indicates that commercial marketing theories may be extended to a social marketing context thereby overcoming social marketing’s health myopia. The current study is the first to apply Dirichlet theory in full to a social marketing setting, namely, physical activity.

Evaluation of sport participation objectives within a health-focussed social marketing sponsorship

2019 ◽  
Vol 20 (2) ◽  
pp. 206-223
Author(s):  
Ruben Bagramian ◽  
Judith Madill ◽  
Norm O’Reilly ◽  
Sameer Deshpande ◽  
Ryan E. Rhodes ◽  
...  
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Process Model ◽  
Sport Participation ◽  
Strong Relationship ◽  
Content Type ◽  
Non Profit ◽  
Teen Challenge ◽  
Non Profit Organizations ◽  
The Impact

Purpose The purpose of this paper is to empirically test O’Reilly and Madill’s (2012) process model to assess social marketing elements of a multi-year partnership between Coca-Cola Canada and a physical activity microgrant program, known as Teen Challenge, managed by ParticipACTION, a Canadian not-for-profit organization that champions sport and physical activity participation. ParticipACTION’s Teen Challenge is a multi-year initiative that was developed in 2008 and involves over 5,800 community organizations (COs) and over 500,000 Canadian teens across the nation (ParticipACTION, 2016). Design/methodology/approach A series of ten hypotheses related to the evaluation are tested using longitudinal data from event participants over a five-year period from 2009 to 2013. Findings The study revealed that sponsor and sponsee shared objectives around sport participation, including the three found in this study. Practically, this is a positive result for sport participation properties who might now consider this as part of a sponsorship sales strategy. The research found that both Coca-Cola Canada and ParticipACTION have the following shared objectives in this particular sponsorship: motivate and support youth to get active and live a healthy life; remove barriers that youth face in getting physically active; and encourage more COs to be involved in the program. Conceptually, this finding extends the discussion of shared social marketing objectives in sponsorship proposed by Madill and O’Reilly (2010). Research limitations/implications The findings support the sponsorship literature, in suggesting that shared objectives among sponsorship partners are important for the sponsorship to achieve successful outcomes (Cornwell et al., 2001). Shared sponsorship objectives can be utilized as a strategic tool for the sponsee to demonstrate the effectiveness of the program and to build a long-term relationship. The results of the logistic regression analysis indicate that COs which viewed partners’ collaboration as positive agreed that the Teen Challenge program made physical activity more accessible and affordable for youth. Practical implications This study provides several important implications for non-profit organizations that aim to establish an effective social marketing campaign. One way for non-profit organizations to build a strong relationship with sponsors was through positive collaboration where the two partners work together (e.g. activation) to maximize the sponsorship’s effectiveness. First, it increased youth participation in the Teen Challenge program and made it affordable for teens to participate in other physical activity programs. Second, it enhanced Coca-Cola’s image as supporters of active lifestyle in the eyes of COs. Finally, it affected the likelihood that COs would recommend the program. Social implications Results of the survey of COs that are registered with the program provides us with another important finding that positive partner collaboration is only one component of overall effectiveness. Another component would be to take action to communicate to COs that positive collaboration indeed took place in the sponsorship. One way to achieve this goal is to demonstrate to COs the importance of funding that the sponsor provides as well as the impact of sponsorship partners’ positive collaboration on the overall program. The authors also found that sponsorship partners’ positive collaboration in the delivery of the Teen Challenge program played an important role in whether COs recommend the program to others. Originality/value The results of this research contribute to the evaluation of the sponsorship of a health-oriented social marketing sponsorship of a sport participation property or sponsee (ParticipACTION) and a major brand as sponsor (Coca-Cola).

scholarly journals Social marketing interventions aiming to increase physical activity among adults

2017 ◽  
Vol 117 (1) ◽  
pp. 69-89 ◽  
Author(s):  
Krzysztof Kubacki ◽  
Rimante Ronto ◽  
Ville Lahtinen ◽  
Bo Pang ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Physical Activity ◽  
Literature Review ◽  
Social Marketing ◽  
Systematic Literature Review ◽  
Market Segmentation ◽  
Design Methodology ◽  
Adult Population ◽  
Significant Proportion ◽  
Marketing Mix ◽  
Content Type

Purpose A 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/approach In total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures. Findings None 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/value The 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.

scholarly journals In-store proximity marketing: experimenting with digital point-of-sales communication

2017 ◽  
Vol 45 (7/8) ◽  
pp. 910-927 ◽  
Author(s):  
Kim Willems ◽  
Malaika Brengman ◽  
Stephanie van de Sanden
Keyword(s):  
Field Experiment ◽  
Temporal Distance ◽  
Purchase Decision ◽  
Communication Effectiveness ◽  
Marketing Communication ◽  
Message Content ◽  
Content Type ◽  
Retail Service ◽  
The One ◽  
The Impact

Purpose The authors present an exploratory study on the effectiveness of in-store marketing communication appeals via digital signage applying the construal level theory (CLT) in a field experiment. According to this theory, the authors hypothesize that shoppers will on the one hand respond more favorably to messages focusing on the desirability of the offering, when they are further distanced from the actual purchase decision. On the other hand, the authors expect more favorable responses toward messages containing feasibility appeals, positioned closer by to the purchase decision. The purpose of this paper is to determine appropriate location-based content for in-store proximity marketing. Design/methodology/approach A field experiment was conducted in a Belgian coffee bar, examining temporal distance effects in a natural retail/service environment. A 2×2 between-subjects experimental design is implemented (i.e. low vs high temporal distance×concrete/cost vs abstract/brand-oriented appeal), examining the impact on marketing communication effectiveness. Findings Overall, the authors find some initial support for CLT on effectiveness measures regarding purchase intentions and actual purchase, but not in terms of self-reported noticing of the screen and the ad, nor in terms of (un)aided ad recall. Research limitations/implications This experiment is a pilot study and such finds itself confronted with a limited number of observations. Originality/value The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.

Collaborative governance as a policy strategy in healthcare

2019 ◽  
Vol 33 (7/8) ◽  
pp. 791-808
Author(s):  
Andrea Frankowski
Keyword(s):  
Collaborative Governance ◽  
Comparative Case Study ◽  
Governance Mechanisms ◽  
Health Organizations ◽  
Content Type ◽  
Policy Strategy ◽  
Organization And Management ◽  
Trade Offs ◽  
Health Organization ◽  
Health Objectives

Purpose The purpose of this paper is to examine the enactment of collaborative governance as a policy strategy in healthcare – in particular its effects in coordinating multiple collaborative initiatives dedicated to improve the performance of health organizations. It studies overarching governance mechanisms that serve as platforms at a meta-level between policy and frontline practice. Design/methodology/approach Four collaborative governance arrangements dedicated to improve health outcomes in the Netherlands are analyzed in a comparative case-study design, based on extensive document analysis (n=121) and interviews (n=56) with key stakeholders in the field, including the Dutch Ministry of Health, health organizations and other actors. Findings The studied policy-based governance mechanisms for the coordination of multiple micro-level collaborative initiatives function partly as platforms in bringing actors and resources together successfully. They do so, by fostering evolvability (the capacity to generate diversity in emergent ways) in relation to goal-setting and intermediation between actors. Yet, they marginalize open access to participants through high selectivity and deliberate exclusion strategies for certain actors, contrary to a platform logic of action. Research limitations/implications While the collaborative governance literature focuses on these dimensions as independent elements, findings reveal both trade-offs and interdependencies between studied dimensions of coordination associated with platforms, that need to be negotiated and managed. Practical implications Selectivity and exclusion in collaborative arrangements may negatively affect relational bonds and ties between actors, which challenges the application of collaborative governance as a policy strategy in pursuit of health objectives. Originality/value Responding to recent calls in the literature, this study applies ideas from public administration to the field of health organization and management to avert failures in the translation of policy ambitions into health practice.

Influential social marketing interventions in physical activity promotion

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hajar Ebrahimipour ◽  
Maryam Mokhtari Dinani ◽  
Abbas Rezaei Pandari
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Pairwise Comparison ◽  
Physical Activity Promotion ◽  
Analytic Network Process ◽  
Study Data ◽  
Product Price ◽  
Content Type ◽  
Activity Promotion ◽  
Network Process

PurposeThe purpose of this paper is to identify and rank the influential social marketing factors for physical activity promotion.Design/methodology/approachA descriptive-survey approach is used in this study. First, the influential social marketing factors for physical activity promotion were determined through the review of theoretical foundations and literature. The factors with a >0.7 content validity index (CVI) value, based on the experts' opinion, were selected. A total of 23 individuals participated in the study, including sports marketing experts and members of physical activity committees of Iranian sports federations, and they were selected purposively. The study data were collected using a pairwise comparison questionnaire and analyzed using the DEMATEL-based analytic network process (DANP) method.FindingsIn this study, a total of 17 influential social marketing factors were identified and categorized in 5 dimensions: product, price, place, promotion and partnership. Based on DEMATEL-based analytic network process (DANP) results, the “promotion” with the weight of 0.212 was the most important dimension and “providing inexpensive sports services” with the weight of 0.096 was the most important social marketing factor influencing the promotion of the physical activity.Originality/valueThe results highlight the importance of sport for all services expenses and costs in promoting physical activity. Thus, the results can be the basis for policies regarding social marketing to promote physical activity.

scholarly journals Physical Activity Patterns in India Stratified by Zones, Age, Region, BMI and Implications for COVID-19: A Nationwide Study

2021 ◽  
pp. 097275312199850
Author(s):  
Vivek Podder ◽  
Raghuram Nagarathna ◽  
Akshay Anand ◽  
Patil S. Suchitra ◽  
Amit Kumar Singh ◽  
...  
Keyword(s):  
Physical Activity ◽  
World Health Organization ◽  
Rural Areas ◽  
World Health ◽  
Noncommunicable Diseases ◽  
Home Work ◽  
The World ◽  
Health Organization ◽  
Physically Inactive ◽  
At Home

Rationale: India has a high prevalence of noncommunicable diseases (NCDs), which can be lowered by regular physical activity. To understand this association, recent population data is required which is representative of all the states and union territories of the country. Objective: We aimed to investigate the patterns of physical activity in India, stratified by zones, body mass index (BMI), urban, rural areas, and gender. Method: We present the analysis of physical activity status from the data collected during the phase 1 of a pan-India study. This ( Niyantrita Madhumeha Bharata 2017) was a multicenter pan-India cluster sampled trial with dual objectives. A survey to identify all individuals at a high risk for diabetes, using a validated instrument called the Indian Diabetes Risk Score (IDRS), was followed by a two-armed randomized yoga-based lifestyle intervention for the primary prevention of diabetes. The physical activity was scored as per IDRS (vigorous exercise or strenuous at work = 0, moderate exercise at home/work = 10, mild exercise at home/work = 20, no exercise = 30). This was done in a selected cluster using a mobile application. A weighted prevalence was calculated based on the nonresponse rate and design weight. Results: We analyzed the data from 2,33,805 individuals; the mean age was 41.4 years (SD 13.4). Of these, 50.6% were females and 49.4% were males; 45.8% were from rural areas and 54% from urban areas. The BMI was 24.7 ± 4.6 kg/m 2 . Briefly, 20% were physically inactive and 57% of the people were either inactive or mildly active. 21.2% of females were found physically inactive, whereas 19.2% of males were inactive. Individuals living in urban localities were proportionately more inactive (21.7% vs. 18.8%) or mildly active (38.9% vs. 34.8%) than the rural people. Individuals from the central (29.6%) and south zones (28.6%) of the country were also relatively inactive, in contrast to those from the northwest zone (14.2%). The known diabetics were found to be physically inactive (28.3% vs. 19.8%) when compared with those unaware of their diabetic status. Conclusion: 20% and 37% of the population in India are not active or mildly active, respectively, and thus 57% of the surveyed population do not meet the physical activity regimen recommended by the World Health Organization. This puts a large Indian population at risk of developing various NCDs, which are being increasingly reported to be vulnerable to COVID-19 infections. India needs to adopt the four strategic objectives recommended by the World Health Organization for reducing the prevalence of physical inactivity.

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