An analysis of social marketing practice: factors associated with success
AffiliationNottingham Trent University
University of Reading
University of Derby
University of Stirling
MetadataShow full item record
AbstractThis paper aims to identify factors that contribute to the success of current social marketing practices. These factors include setting clear behavior change objectives and segmentation that informs communication and messaging strategies. Other factors include rigorous research (consumer research, formative research, literature review), pre-testing of interventions, developing a partnership approach, using planning methodologies/theories, and monitoring and evaluation. These success factors could be used for policymakers, governments, agencies and social marketers delivering interventions focussed on healthy lives and well-being. The examples given in this study illustrate how these factors can be achieved, providing a focus for discussion and emulation.
CitationAkbar, Bilal Barnes, E Garnelo-Gomez, I Ndupu, L Foster, C. (2022). 'An analysis of social marketing practice: factors associated with success'. Health Marketing Quarterly, pp. 1-22.
PublisherTaylor and Francis
JournalHealth Marketing Quarterly