• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Book chapters
    • View Item
    • Home
    • Griffith Research Online
    • Book chapters
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • An Umbrella Review of the Use of Segmentation in Social Marketing Interventions

    Author(s)
    Kubacki, K
    Rundle-Thiele, S
    Pang, B
    Carins, J
    Parkinson, J
    Fujihira, H
    Ronto, R
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Kubacki, Krzysztof
    Carins, Julia E.
    Pang, Bo
    Year published
    2016
    Metadata
    Show full item record
    Abstract
    Drawing on evidence from a series of five systematic literature reviews, this umbrella review aims to understand the extent to which segmentation is employed in social marketing interventions. Ninety-three unique social marketing interventions were included in this umbrella review. We identified limited reported use of segmentation in social marketing interventions, with only a handful of social marketing interventions (16 %) reporting the use of segmentation. Further, the majority of social marketing interventions reporting segmentation limited program differences to one P: adaptation of promotional materials. Importantly, ...
    View more >
    Drawing on evidence from a series of five systematic literature reviews, this umbrella review aims to understand the extent to which segmentation is employed in social marketing interventions. Ninety-three unique social marketing interventions were included in this umbrella review. We identified limited reported use of segmentation in social marketing interventions, with only a handful of social marketing interventions (16 %) reporting the use of segmentation. Further, the majority of social marketing interventions reporting segmentation limited program differences to one P: adaptation of promotional materials. Importantly, interventions reporting using at least four of the social marketing benchmark criteria, at least two out of four Ps, and adapting products rather than just promotional materials to cater to different segments needs and wants were observed to deliver positive behavioural outcomes.
    View less >
    Book Title
    Segmentation in Social Marketing: Process, Methods and Application
    DOI
    https://doi.org/10.1007/978-981-10-1835-0_2
    Subject
    Social marketing
    Publication URI
    http://hdl.handle.net/10072/375324
    Collection
    • Book chapters

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander