An analysis of social marketing practice: factors associated with success

Akbar, M.B. ORCID: 0000-0003-3092-6878, Garnelo-Gomez, I., Ndupu, L., Barnes, E. and Foster, C. ORCID: 0000-0003-2462-5155, 2021. An analysis of social marketing practice: factors associated with success. Health Marketing Quarterly. ISSN 0735-9683

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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.

Item Type: Journal article
Publication Title: Health Marketing Quarterly
Creators: Akbar, M.B., Garnelo-Gomez, I., Ndupu, L., Barnes, E. and Foster, C.
Publisher: Taylor & Francis
Date: 16 November 2021
ISSN: 0735-9683
Identifiers:
NumberType
10.1080/07359683.2021.1997525DOI
1534388Other
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 04 Apr 2022 13:10
Last Modified: 04 Apr 2022 13:10
URI: http://irep.ntu.ac.uk/id/eprint/46044

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