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dc.contributor.authorStead, Martineen_UK
dc.contributor.authorGordon, Rossen_UK
dc.contributor.authorAngus, Kathrynen_UK
dc.contributor.authorMcDermott, Lauraen_UK
dc.description.abstractPurpose - The purpose of this paper is to review the effectiveness of social marketing interventions in influencing individual behaviour and bringing about environmental and policy-level changes in relation to alcohol, tobacco, illicit drugs and physical activity. Social marketing is the use of marketing concepts in programmes designed to influence the voluntary behaviour of target audiences in order to improve health and society.Design/methodology/approach - The paper is a review of systematic reviews and primary studies using pre-specified search and inclusion criteria. Social marketing interventions were defined as those which adopted specified social marketing principles in their development and implementation.Findings - The paper finds that a total of 54 interventions met the inclusion criteria. There was evidence that interventions adopting social marketing principles could be effective across a range of behaviours, with a range of target groups, in different settings, and can influence policy and professional practice as well as individuals.Research limitations/implications - As this was a systematic paper, the quality of included studies was reasonable and many were RCTs. However, many of the multi-component studies reported overall results only and research designs did not allow for the efficacy of different components to be compared. When reviewing social marketing effectiveness it is important not to rely solely on the "label" as social marketing is often misrepresented; there is a need for social marketers to clearly define their approach.Practical implications - The paper shows that social marketing can form an effective framework for behaviour change interventions and can provide a useful "toolkit" for organisations that are trying to change health behaviours.Originality/value - The research described in this paper represents one of the few systematic examinations of social marketing effectiveness and is based on a clear definition of "social marketing". It highlights both social marketing's potential to achieve change in different behavioural contexts and its ability to work at individual, environmental and wider policy levels.en_UK
dc.publisherEmerald Group Publishing Limiteden_UK
dc.relationStead M, Gordon R, Angus K & McDermott L (2007) A systematic review of social marketing effectiveness. Health Education, 107 (2), pp. 126-191.
dc.rightsThe publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.en_UK
dc.subjectSocial marketingen_UK
dc.subjectIndividual behaviouren_UK
dc.titleA systematic review of social marketing effectivenessen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreason[Stead_etal_HealthEduc07.pdf] The publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.citation.jtitleHealth Educationen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationUniversity of Stirlingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorStead, Martine|0000-0002-3066-4604en_UK
local.rioxx.authorGordon, Ross|en_UK
local.rioxx.authorAngus, Kathryn|0000-0002-5351-4422en_UK
local.rioxx.authorMcDermott, Laura|en_UK
local.rioxx.projectInternal Project|University of Stirling|
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

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