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  • A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

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    KubackiPUB644.pdf (219.9Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Kubacki, Krzysztof
    Rundle-Thiele, Sharyn
    Lahtinen, Ville
    Parkinson, Joy
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Kubacki, Krzysztof
    Year published
    2015
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    Abstract
    Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. Findings – All ...
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    Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. Findings – All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria. Social implications – With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness. Originality/value – This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.
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    Journal Title
    Young Consumers
    Volume
    16
    Issue
    2
    DOI
    https://doi.org/10.1108/YC-08-2014-00466
    Copyright Statement
    © 2015 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Marketing not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/125042
    Collection
    • Journal articles

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