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    Use of social marketing principles in sexual health: an exploratory review

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    Thumbnail
    Name:
    Sexual health paper final ...
    Embargo:
    2022-03-18
    Size:
    174.7Kb
    Format:
    Microsoft Word 2007
    Description:
    Final version submitted for ...
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    Authors
    Akbar, M Bilal
    French, Jeff
    Lawson, Alison cc
    Affiliation
    University of Derby
    Issue Date
    2020-09-17
    
    Metadata
    Show full item record
    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 Ltd
    Journal
    Social Business
    URI
    http://hdl.handle.net/10545/625180
    DOI
    10.1362/204440820X15929907056698
    Additional Links
    https://www.ingentaconnect.com/content/westburn/sb/pre-prints/content-wp-sb-15929907056698;jsessionid=9tugt5kau8pil.x-ic-live-02
    Type
    Article
    Language
    en
    ISSN
    2044-4087
    EISSN
    2044-9860
    ae974a485f413a2113503eed53cd6c53
    10.1362/204440820X15929907056698
    Scopus Count
    Collections
    Derby Business School

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