Social Marketing Benchmark Criteria Research Articles

Opportunities to Improve Awareness of Antimicrobial Resistance Through Social Marketing: A Systematic Review of Interventions Targeting Parents and Children

ABSTRACT Lack of knowledge from parents concerning the appropriate use of antimicrobials leads to poor treatment choices and mismanagement of antimicrobials for their children. Social marketing (SM) strategies have the potential to help parents access useful information on the appropriate use of antimicrobials. Still, its application in interventions targeting antimicrobial/antibiotic resistance awareness is minimal. This study explores the use of SM in antimicrobial/antibiotic awareness campaigns (AACs) to identify opportunities for SM approaches in developing future communication interventions targeting parents and children. We conduct a systematic review of interventions targeting parents and children between 2000 and 2022. Articles meeting the selection criteria were assessed against social marketing benchmark criteria (SMBC). We identified 6978 original records, 16 of which were included in the final review. None of the articles explicitly identified SM as part of their interventions. Twelve interventions (75%) included 1 to 4 (out of 8) benchmark criteria, while four (25%) had 5–8 benchmarks in their interventions. Of the interventions with less than four benchmark criteria, six studies (50%) reported a positive effect direction outcome, and six studies (50%) reported negative/no change direction on the outcome of interests. Meanwhile, all interventions with five or more SMBC resulted in a positive effect direction in their outcomes. In this review, the use of SM has shown promising results, indicating opportunities for future antimicrobial resistance (AMR) interventions that incorporate social marketing benchmark criteria to improve intervention outcomes.

Social marketing benchmark criteria use in health behaviour change interventions in pacific islands populations: a systematic review

PurposeSocial marketing has been widely used to effectively and voluntarily change behaviours worldwide. The social marketing benchmark criteria offer a framework to apply this approach. This paper aims to examine the extent of use and predictors of success of social marketing benchmark criteria in changing the health behaviours of Pacific Islands populations.Design/methodology/approachA systematic review of studies designed to change health behaviours among Pacific Islands populations. Studies were assessed against the social marketing benchmark criteria to determine the extent to which the reported intervention used a social marketing approach; and whether the use of the social marketing benchmark criteria led to more effective interventions.FindingsIn total, 22 studies were included. In total, 13 were conducted within the Pacific Islands and 9 were aimed at Pacific Islands populations living in America, New Zealand or Hawaii. The most common criteria used were behaviour change, insight and customer orientation. Theory criterion was least commonly used. There was no clear indication of which criterion or combination of criteria, resulted in more effective interventions.Research limitations/implicationsFurther empirical evaluations of social marketing interventions within the Pacific Islands context are required to appropriately assess effective predictors of success for this population group. Studies of social marketing interventions targeting non-Pacific Islands populations in non-Pacific Island countries and territories may have limited applicability to Pacific Islanders living in Pacific Island countries and territories.Originality/valueWhile similar studies have been conducted, this is the first study to review all behaviour change interventions by applying a social marketing lens in the Pacific Islands. While globally this may have been reviewed, the Pacific Islands has a unique context that needs to be considered, rather than assuming a one size fits all approach. This study offers a comprehensive overview of existing health behaviour change interventions in the Pacific Islands and a call to action to move social marketing forward within the Pacific Islands.

A review of social marketing interventions in low- and middle-income countries (2010–2019)

PurposeThis study aims to review social marketing interventions reported in peer-reviewed literature from 2010 to 2019 that were conducted in low- and middle-income countries (LMICs). This paper seeks to further contribute to understanding on the health of the social marketing field, synthesising studies to examine the extent of use of social marketing’s core principles.Design/methodology/approachA total of 17 interventions, discussed in 31 papers, were identified in the review. Social marketing interventions were assessed against eight elements (social marketing benchmark criteria): behavioural objectives, customer orientation, theory, insight, exchange, competition, segmentation and methods mix.FindingsEvidence in this review found that most interventions yielded positive outcomes. This supports social marketing’s efficacy in addressing the United Nations sustainable development goals within LMIC contexts. None of the social marketing interventions used all eight benchmark criteria. The study found that there was limited use of insight, competition and segmentation principles followed in social marketing interventions in LMICs. Finally, although present in a number of studies, theory and customer orientation were not applied to the full extent needed.Research limitations/implicationsFindings indicate the social marketing field will greatly benefit from capacity building and training. Too few interventions labelled as social marketing are able to clearly apply and report application of social marketing’s fundamental principles, which is limiting programme effectiveness.Originality/valueTo date evidence reviews draw on interventions applied in high-income countries demonstrating extent of application of fundamental social marketing principles positively linked to behaviour change. This study extends the assessment of social marketing principles, delivering assessment of eight benchmarks encompassing insight and theory in an LMIC setting, demonstrating gaps in application and clear examples of application across all benchmarks to deliver a guide that people new to the social marketing field can follow.

Laying the foundations for success: co-creating sustainable marketing solutions

ABSTRACT A growing body of research is extending our knowledge of how marketing delivers a positive impact on our society by changing people’s behaviour to benefit themselves and the environment. While the benefits of applying social marketing benchmark criteria (SMBC) are verified, how and when to apply what benchmarks remain unanswered. Extending from the existing seven-step co-design process, this paper outlines a first attempt explaining the formative research study that employed six SMBC to co-create a sustainable marketing program. Three studies were conducted, namely 1) Expert panel review (N = 24), 2) Segmentation study (N = 707), and 3) Co-design workshops (N = 77). As a result, a framework for Marketing Co-creation is proposed to assist practitioners to build programs for behaviour (ex)change. This research proposed a step-by-step process that can be applied by researchers/practitioners ensuring that marketing programs are built with consumers.

Influencing household-level waste-sorting and composting behaviour: What works? A systematic review (1995–2020) of waste management interventions

Decentralized waste sorting and composting can divert almost two-thirds of household waste from landfill. However, national rates of composting and recycling remain low in many parts of the globe. This review critically evaluates the design and efficacy of behaviour-change interventions to influence households to sort and compost organic waste. The systematic literature search yielded 3595 titles and abstracts which were reviewed and resulted in 14 unique interventions. The social marketing benchmark criteria are utilized to critically examine the design of these interventions. Synthesized results indicate a need for customized interventions that are co-designed with users and tailored to address their specific needs and challenges. Interventions with four or more social marketing elements produced positive behavioural outcomes, albeit with varying impact. This review highlights gaps in the design of waste management interventions and provides suggestions for future practices.

Social marketing interventions to promote physical activity among 60\u2009years and older: a systematic review of the literature

BackgroundFalls are a significant source of morbidity in people aged 65 and over, affecting one in three people in this age group. The scientific evidence indicates that physical activity is the most effective method for preventing falls among seniors. Although public health professionals often use social marketing to design and plan successful interventions, its use to promote physical activity and prevent falls among older people remains low. This article aims to provide a new systematic literature review of social marketing interventions promoting physical activity and targeting people aged 60 and over.MethodsFollowing CRD’s guidance and PRISMA guidelines, we searched between January 2008 and July 2019 for relevant articles in five primary databases using predefined search and inclusion criteria. Two independent reviewers analysed the selected articles to identify evidence of the seven social marketing benchmark criteria, defined by experts in the field as the common elements that contribute to social marketing success.ResultsThe final review included nine studies. Of the studies selected, three specifically targeted over 60-year-olds, whereas the others segmented the population into several age-based subcategories, including over 60-year-olds. Eight studies highlighted positive results for the participants with an increase in participation or an increase in physical activity level. None of the nine studies selected for this systematic review implemented the entire social marketing approach.ConclusionFew published interventions use the seven social marketing criteria. Further research is required to encourage uptake and inclusion in successful social marketing interventions to increase program effectiveness in this target population.

Outcome Evaluation of an Empirical Study: Food Waste Social Marketing Pilot

Background:Evidence indicates behavior change is more likely when more social marketing benchmark principles are applied. Yet, transparent and clear reporting of the application of benchmarks to change behavior is rare.Focus of the Article:The aims of this study were (1) to verify the efficacy of social marketing in reducing food waste and (2) to enumerate and critique the practicality of applying social marketing benchmark criteria.Research Question:To address the research aims, two research questions were proposed: (1) Can a social marketing program designed with consumers reduce household food waste behavior? and (2) How are social marketing benchmarks applied to reduce food waste?Program Design/Approach:A consumer-insight driven social marketing program Waste Not Want Not (WNWN) was designed following the social marketing process and delivered to local Redland City Council residents located within the pilot area. This article reports a process and outcome evaluation for the pilot study and a critical evaluation of benchmark criteria application.Importance to the Social Marketing Field:This article demonstrates social marketing’s efficacy to reduce food waste behavior in households, and it critically evaluates application of benchmark criteria to assist future research and practice.Methods:In total, 314 local council area residents were randomly allocated into either a program ( n = 110) or control group ( n = 204). The program group received intervention materials and invitations to attend the 2-week program activities held in a local shopping center. Control group participants received nothing. The extent of social marketing benchmark application was examined for the WNWN program.Results:Outcome evaluation indicated that the pilot study reduced self-reported household food waste and increased perceived level of self-efficacy in cooking for the program group, but not the control group. WNWN successfully applied five of the eight social marketing benchmark criteria, namely, consumer orientation, insight, competition, marketing mix, and behavior change.Recommendations for Research or Practice:Given that use of more benchmarks increases the likelihood of behavior change, future research must advocate for complete application of the eight major social marketing benchmark criteria in program design. Clear operational definitions are required to improve practice and behavioral change outcomes.Limitations:Study 1 focused on individual feedback and self-reported data minimizing the possibility of generalization. Future research could employ observational methods and involve a wider array of stakeholders to increase generalizability.

Systematic Literature Review of Interventions for Promoting Postmortem Organ Donation From Social Marketing Perspective.

This systematic review examines the factors that make some interventions promoting postmortem organ donation more successful and more likely to change behaviors than others. We analyzed the effectiveness of different types of interventions for promoting postmortem organ donation against the criteria identified by previous research in other health-related areas as the most important for designing effective behavior change programs. We observed a correlation between the use of social marketing benchmarks and the reported success of intervention goals. We conducted a systematic review of all articles describing interventions promoting postmortem organ donation published in scientific journals between January 2008 and November 2018. We analyzed these articles against the 7 social marketing benchmark criteria using a coding questioner. The analysis revealed a correlation between the use of social marketing benchmark criteria in an intervention's design and the success of the intervention. Interventions that employed 6 or 7 criteria reported successful achievement of all intervention objectives. We observed a decrease in success rates when fewer than 6 social marketing benchmark criteria were included in the intervention design. The findings suggest that a social marketing approach may prove useful to efforts to promote postmortem organ donation. More social marketing benchmark criteria should be included in the design and implementation of interventions promoting postmortem organ donation.

Macro-social marketing for health: the case of Cuba

The macro-environment in which social marketing is practised is an important factor in how it is structured and practiced, as well as its effectiveness. This paper analyses Cuban practices aimed at encouraging health behaviour change from a social marketing perspective. We utilise the case study method to assess the key social marketing dimensions of three health promotion programmes (tobacco, tuberculosis and AIDS) in Cuba. Each case is assessed against social marketing benchmark criteria used in prior research. Analysis of the cases is used to explicate the Cuban government use of macrosocial marketing approaches to address health challenges. Results demonstrate: (1) how Cuba uses a unique organisational approach to address population health needs and challenges and (2) the role of particularities of the Cuban context in the theory and practice of social marketing in Cuba. An examination of Cuban social marketing activities can broaden our understanding of the way social marketing is conceptualised and practised and may help increase the effectiveness of social marketing to improve health.

Social marketing targeting Indigenous peoples: a systematic review.

Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen's (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change.

Social marketing interventions aiming to increase physical activity among adults

PurposeA significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.Design/methodology/approachIn total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.FindingsNone of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity.Originality/valueThe results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

The effectiveness of social marketing in global health: a systematic review.

Social marketing is a commonly used strategy in global health. Social marketing programmes may sell subsidized products through commercial sector outlets, distribute appropriately priced products, deliver health services through social franchises and promote behaviours not dependent upon a product or service. We aimed to review evidence of the effectiveness of social marketing in low- and middle-income countries, focusing on major areas of investment in global health: HIV, reproductive health, child survival, malaria and tuberculosis. We searched PubMed, PsycInfo and ProQuest, using search terms linking social marketing and health outcomes for studies published from 1995 to 2013. Eligible studies used experimental or quasi-experimental designs to measure outcomes of behavioural factors, health behaviours and/or health outcomes in each health area. Studies were analysed by effect estimates and for application of social marketing benchmark criteria. After reviewing 18974 records, 125 studies met inclusion criteria. Across health areas, 81 studies reported on changes in behavioural factors, 97 studies reported on changes in behaviour and 42 studies reported on health outcomes. The greatest number of studies focused on HIV outcomes (n = 45) and took place in sub-Saharan Africa (n = 67). Most studies used quasi-experimental designs and reported mixed results. Child survival had proportionately the greatest number of studies using experimental designs, reporting health outcomes, and reporting positive, statistically significant results. Most programmes used a range of methods to promote behaviour change. Programmes with positive, statistically significant findings were more likely to apply audience insights and cost-benefit analyses to motivate behaviour change. Key evidence gaps were found in voluntary medical male circumcision and childhood pneumonia. Social marketing can influence health behaviours and health outcomes in global health; however evaluations assessing health outcomes remain comparatively limited. Global health investments are needed to (i) fill evidence gaps, (ii) strengthen evaluation rigour and (iii) expand effective social marketing approaches.

Effectiveness of social marketing strategies to reduce youth obesity in European school-based interventions: a systematic review and meta-analysis.

Context: The use of social marketing to modify lifestyle choices could be helpful in reducing youth obesity. Some or all of the 8 domains of the National Social Marketing Centre’s social marketing benchmark criteria (SMBC) are often used but not always defined in intervention studies. Objective: The aim of this review is to assess the effectiveness of European school-based interventions to prevent obesity relative to the inclusion of SMBC domains in the intervention. Data Sources: The PubMed, Cochrane, and ERIC databases were used. Study Selection: Nonrandomized and randomized controlled trials conducted from 1990 to April 2014 in participants aged 5 to 17 years were included. Data Extraction: After the study selection, the 8 domains of the SMBC were assessed in each included study. Results: Thirty-eight publications were included in the systematic review. For the meta-analysis, randomized controlled trials (RCTs) reporting body mass index or prevalence of overweight and obesity were considered. Eighteen RCTs with a total of 8681 participants included at least 5 SMBC. The meta-analysis showed a small standardized mean difference in body mass index of −0.25 (95%CI, −0.45 to −0.04) and a prevalence of overweight and obesity odds ratio of 0.72 (95%CI, 0.5–0.97). Conclusion: Current evidence indicates that the inclusion of at least 5 SMBC domains in school-based interventions could benefit efforts to prevent obesity in young people.PROSPERO registration number: CRD42014007297.

A systematic literature review of alcohol education programmes in middle and high school settings (2000-2014)

Purpose– Social marketing benchmark criteria were used to understand the extent to which single-substance alcohol education programmes targeting adolescents in middle and high school settings sought to change behaviour, utilised theory, included audience research and applied the market segmentation process. The paper aims to discuss these issues.Design/methodology/approach– A systematic literature review retrieved a total of 1,495 identified articles; 565 duplicates were removed. The remaining 930 articles were then screened. Articles detailing formative research or programmes targeting multiple substances, parents, families and/or communities, as well as elementary schools and universities were excluded. A total of 31 articles, encompassing 16 qualifying programmes, were selected for detailed evaluation.Findings– The majority of alcohol education programmes were developed on the basis of theory and achieved short- and medium-term behavioural effects. Importantly, most programmes were universal and did not apply the full market segmentation process. Limited audience research in the form of student involvement in programme design was identified.Research limitations/implications– This systematic literature review focused on single-substance alcohol education programmes targeted at middle and high school student populations, retrieving studies back to the year 2000.Originality/value– The results of this systematic literature review indicate that application of the social marketing benchmark criteria of market segmentation and audience research may represent an avenue for further extending alcohol education programme effectiveness in middle and high school settings.

Social Marketing Physical Activity Interventions Among Adults 60 Years and Older

This article describes results of a systematic review of social marketing physical activity interventions targeting adults 60 years and over. Thirty-four articles covering seven social marketing interventions were identified following systematic literature review procedures. None of the identified interventions gave evidence that they addressed all six social marketing benchmark criteria; three interventions addressed five social marketing benchmark criteria and a further three interventions addressed four social marketing benchmark criteria. Four interventions reported positive behavior change, and no negative behavioral changes were reported among all seven social marketing interventions. Previous research shows that social marketing interventions employing all six benchmark criteria offer greater potential to change behaviors, yet none of the interventions in this review used all of the benchmark criteria. Audience segmentation and exchange were used by only three interventions.

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

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.

Minimizing alcohol harm: A systematic social marketing review (2000–2014)

This study sought to review social marketing interventions and their evaluations published between 2000 and 2014 to identify role and use of key elements of social marketing interventions: behavioral objective, audience segmentation, formative research, exchange, marketing mix and competition. A systematic literature search was undertaken examining nine databases and 23 interventions were identified. None of the interventions seeking to minimize harm from alcohol employed all six of the aforementioned benchmark criteria. Social marketing interventions were found to be largely effective in creating positive effects through changing behaviors and policies to affect short term or immediate changes, and also attaining longer term change via attitude, behavioral intention, and/or raising awareness. However, the absence of complete benchmark criteria was also identified and this may be limiting effectiveness indicating further potential for social marketing's reputation as an effective change agent to be enhanced via more comprehensive application of social marketing benchmark criteria.

A review of current practices to increase Chlamydia screening in the community--a consumer-centred social marketing perspective.

Chlamydia trachomatis is one of the most frequently reported sexually transmitted infections (STI) in Australia, the UK and Europe. Yet, rates of screening for STIs remain low, especially in younger adults. To assess effectiveness of Chlamydia screening interventions targeting young adults in community-based settings, describe strategies utilized and assess them according to social marketing benchmark criteria. A systematic review of relevant literature between 2002 and 2012 in Medline, Web of Knowledge, PubMed, Scopus and the Cumulative Index to Nursing and Allied Health was undertaken. Of 18 interventions identified, quality of evidence was low. Proportional screening rates varied, ranging from: 30.9 to 62.5% in educational settings (n=4), 4.8 to 63% in media settings (n=6) and from 5.7 to 44.5% in other settings (n=7). Assessment against benchmark criteria found that interventions incorporating social marketing principles were more likely to achieve positive results, yet few did this comprehensively. Most demonstrated customer orientation and addressed barriers to presenting to a clinic for screening. Only one addressed barriers to presenting for treatment after a positive result. Promotional messages typically focused on providing facts and accessing a testing kit. Risk assessment tools appeared to promote screening among higher risk groups. Few evaluated treatment rates following positive results; therefore, impact of screening on treatment rates remains unknown. Future interventions should consider utilizing a comprehensive social marketing approach, using formative research toincrease insight and segmentation and tailoring of screening interventions. Easy community access to both screening and treatment should be prioritized.

Moderating teen drinking: combining social marketing and education

PurposeThis paper outlines a pilot study that was undertaken in Australia in 2011 that combined social marketing with education. An intervention targeting 14‐16 year olds to influence attitudes and behavioural intentions towards moderate drinking was developed and tested. Game On:Know alcohol (GO:KA) is a six‐module intervention that is delivered to a year level cohort in an auditorium. GO:KA combines a series of online and offline experiential activities to engage (with) students.Design/methodologyFollowing social marketing benchmark criteria, formative research and competitive analysis were undertaken to create, implement and evaluate an intervention. The intervention was delivered in one all boys’ and one all girls’ school in April and June 2011, respectively. A total of 223 Year 10 students participated in GO:KA with the majority completing both pre‐ and post‐surveys. Paired samples t‐tests and descriptive analysis were used to assess attitudinal and behavioural intention change.FindingsAttitudinal change was observed in both schools while behavioural intentions changed for girls and not boys according to paired samples t‐testing. Post hoc testing indicated gender differences.Research limitationsThe lack of a control group is a key limitation of the current research that can be overcome in the 20 school main study to be conducted in 2013‐2015.Originality/valueThe current study provides evidence to suggest that a combined social marketing and education intervention can change teenage attitudes towards moderate drinking whilst only changing behavioural intentions for female teenagers. Analysis of the intervention provides insight into gender differences and highlights the need for a segmented approach.

Eating for the better: a social marketing review (2000-2012).

The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Healthy eating empirical studies published from 2000 onwards. Empirical studies that self-identified as social marketing. Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating.