Use of social marketing principles in sexual health: an exploratory review

Akbar, M.B. ORCID: 0000-0003-3092-6878, French, J. and Lawson, A., 2020. Use of social marketing principles in sexual health: an exploratory review. Social Business, 10 (4), pp. 365-381. ISSN 2044-4087

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Purpose – This paper presents a systematic review of the use of social marketing principles in sexual health studies in order to determine the effectiveness of the programmes.

Method – Systematic literature review method was used, and Andreasen’s (2002) benchmark criteria were adopted to analyse the use of social marketing principles in the selected studies.

Findings – There is evidence of full use of some elements of Andreasen’s (2002) benchmark criteria, for example, consumer research, behaviour change objectives and segmentation. The use of the marketing mix theory and exchange elements were limited, whereas the evidence of the use of competition is not noted. In addition, the majority of the selected studies focus on short-term objectives leading to varying and inconsistent outcomes. Overall, no single element of Andreasen’s (2002) benchmark criteria was independently associated with the success of any of the selected studies.

Implication - The review highlights a need to use more social marketing principles in planning and implementing sexual health programmes to enhance their effectiveness. Improvement in performance might be achieved through the development and application of a new social marketing informed methodology for designing social programmes on sexual health.

Item Type: Journal article
Publication Title: Social Business
Creators: Akbar, M.B., French, J. and Lawson, A.
Publisher: Westburn Publishers
Date: 1 December 2020
Volume: 10
Number: 4
ISSN: 2044-4087
Rights: Author Posting © Westburn Publishers Ltd, 2020. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Social Business, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Social Business, 10, 2020, 4, pp.365-381, doi:
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 05 Apr 2022 13:08
Last Modified: 05 Apr 2022 13:08

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