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dc.contributor.authorvan Esch, Patrick
dc.contributor.authorDuffy, Sarah Maree
dc.contributor.authorTeufel, James
dc.contributor.authorNorthey, Gavin
dc.contributor.authorElder, Edward
dc.contributor.authorFrethey-Bentham, Catherine
dc.contributor.authorCook, Thomas B
dc.contributor.authorHeller, Jonas
dc.date.accessioned2020-09-01T04:36:43Z
dc.date.available2020-09-01T04:36:43Z
dc.date.issued2019
dc.identifier.issn2042-6763
dc.identifier.doi10.1108/jsocm-06-2018-0065
dc.identifier.urihttp://hdl.handle.net/10072/396981
dc.description.abstractPurpose: The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program. Design/methodology/approach: Within subjects quasi-experimental design. Findings: The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six. Practical implications: A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years. Social implications: Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike. Originality/value: The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofpagefrom146
dc.relation.ispartofpageto160
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Social Marketing
dc.relation.ispartofvolume9
dc.subject.fieldofresearchSociology
dc.subject.fieldofresearchcode4410
dc.titleExerStart: helping seniors be active and independent for less
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationvan Esch, P; Duffy, SM; Teufel, J; Northey, G; Elder, E; Frethey-Bentham, C; Cook, TB; Heller, J, ExerStart: helping seniors be active and independent for less, Journal of Social Marketing, 2019, 9 (2), pp. 146-160
dc.date.updated2020-09-01T04:35:41Z
gro.hasfulltextNo Full Text
gro.griffith.authorNorthey, Gavin


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