An analysis of social marketing practice: factors associated with success
Journal article
Akbar, Bilal, Garnelo-Gomez, Irene, Ndupu, Lawrence, Barnes, Elizabeth and Foster, Carley 2022. An analysis of social marketing practice: factors associated with success. Health Marketing Quarterly. https://doi.org/10.1080/07359683.2021.1997525
| Authors | Akbar, Bilal, Garnelo-Gomez, Irene, Ndupu, Lawrence, Barnes, Elizabeth and Foster, Carley |
|---|---|
| Abstract | This 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. |
| Keywords | Success Factors; Social marketing; monitoring and evaluation |
| Year | 2022 |
| Journal | Health Marketing Quarterly |
| Publisher | Taylor & Francis |
| ISSN | 1545-0864 |
| Digital Object Identifier (DOI) | https://doi.org/10.1080/07359683.2021.1997525 |
| Web address (URL) | http://hdl.handle.net/10545/626120 |
| hdl:10545/626120 | |
| Publication dates | 16 Nov 2022 |
| Publication process dates | |
| Deposited | 19 Nov 2021, 15:41 |
| Accepted | 22 Oct 2021 |
| Contributors | Nottingham Trent University, University of Reading, University of Derby and University of Stirling |
| File | File Access Level Open |
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