Use of social marketing principles in sexual health: an exploratory review
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Sexual health paper final ...
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2022-03-18
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174.7Kb
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Microsoft Word 2007
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Abstract
This paper presents a systematic review of the use of social marketing principles in sexual health studies in order to determine the effectiveness of the programmes. Systematic literature review method was used, and Andreasen’s (2002) benchmark criteria were adopted to analyse the use of social marketing principles in the selected studies. There is evidence of full use of some elements of Andreasen’s (2002) benchmark criteria, for example, consumer research, behaviour change objectives and segmentation. The use of the marketing mix theory and exchange elements were limited, whereas the evidence of the use of competition is not noted. In addition, the majority of the selected studies focus on short-term objectives leading to varying and inconsistent outcomes. Overall, no single element of Andreasen’s (2002) benchmark criteria was independently associated with the success of any of the selected studies. The review highlights a need to use more social marketing principles in planning and implementing sexual health programmes to enhance their effectiveness. Improvement in performance might be achieved through the development and application of a new social marketing informed methodology for designing social programmes on sexual health.Citation
Akbar, M.B., French, J. and Lawson, A. (2020). 'Use of social marketing principles in sexual health: an exploratory review'. Social Business, pp. 1-25.Publisher
Westburn Publishers LtdJournal
Social BusinessDOI
10.1362/204440820X15929907056698Additional Links
https://www.ingentaconnect.com/content/westburn/sb/pre-prints/content-wp-sb-15929907056698;jsessionid=9tugt5kau8pil.x-ic-live-02Type
ArticleLanguage
enISSN
2044-4087EISSN
2044-9860ae974a485f413a2113503eed53cd6c53
10.1362/204440820X15929907056698