Social Marketing Framework Research Articles

Stakeholders engagement model- Social Marketing strategies to improve students’ eating behaviour

Abstract Previous studies have adopted the social marketing framework to investigate change behaviours towards healthier eating habits. However, despite the unequivocal link between Mediterranean Diet and healthy eating, the adoption of social marketing strategies to foster the adherence to such food pattern, remains unexplored, particularly in the context of HEIs. One research goal was to develop a stakeholder engagement model, in order to better craft social marketing strategies aligned with stakeholders’ needs. Hence, as different stakeholders call for different engagement designs, we consider that crossing the Social Marketing Framework with the Stakeholder Engagement Model, provides a solid basis to understand how to engage key stakeholders in the implementation of a program aimed at changing and influencing healthier eating habits aligned with the Mediterranean Diet within public HEIs canteens. Behavioural change in such contexts, demands a systemic and holistic approach, able to engage a diverse range of stakeholders, beyond those whose behaviour is expected to change. Social Marketing provides a strategic framework to promote behavioural change towards collective welfare. In the specific context of public health interventions towards healthier eating habits, this framework has been particularly useful. Hence, in-depth understanding on which stakeholders need to be involved in the social marketing process and at what stages, may yield insights into why some interventions change behaviour and why others do not. Findings revealed that it is not enough to create a single stakeholder engagement model throughout the social marketing plan in a more global perspective, as if one solution fits all. This study highlights the importance of designing glocal social marketing strategies, embedding glocal models of stakeholder engagement: standardizing the tools and practices that are possible and adapting what is necessary so that it has success in different national realities

Cross-sectional study of factors related to declining participation in community gathering places providing communal meals: A social marketing framework

Objectives While Community gathering places known as "kayoi-no-ba" providing communal meals play a crucial role in promoting the health of older adults, the researches supporting their operations and maintenance is limited. Social marketing has been successful in implementing strategic public health programs. This study aimed to identify factors associated with declining participation in kayoi-no-ba providing communal meals using a social marketing framework based on the 4Ps marketing mix (product, promotion, place, and price).Methods In November 2019, this cross-sectional study surveyed kayoi-no-ba providing communal meals nationwide via a mail. A total of 580 kayoi-no-ba organizers with complete data participated. Changes in the number of participants were assessed using a questionnaire in order to determine the decrease since their establishment. Survey items were organized based on the 4Ps marketing mix framework and treated as independent variables. Multivariate Poisson regression analysis was conducted with participant decrease as the dependent variable, and prevalence ratios (PR) were calculated. The opening period and the number of participants at the time of the survey were included as covariates.Results A total of 154 kayoi-no-ba experienced the decline in participants (26.6%). Multivariate analysis revealed the following. For product variables, a high frequency of monthly events was significantly associated with a lower PR for participant decrease (0.92). Among promotion variables, kayoi-no-ba with a registration system had a significantly higher PR for participant decrease (1.49). For place variables, a higher population density in the region was significantly associated with a lower PR (0.90), whereas a higher ratio of the population aged 65 years and older was significantly associated with a higher PR (1.05). The price variables did not show a significant association with the decrease in participants.Conclusions Except price, the other three marketing 4Ps were significantly associated with decreases in participants at kayoi-no-ba providing communal meals. Future efforts should focus on developing and evaluating kayoi-no-ba strategies to ensure sustained participant engagement and promote the health of older adults through communal meals.

Social Marketing Perspective on Participant Recruitment in Informatics-Based Intervention Studies.

Effective recruitment strategies are pivotal for informatics-based intervention trials success, particularly for people living with HIV (PLWH), where engagement can be challenging. Although informatics interventions are recognized for improving health outcomes, the effectiveness of their recruitment strategies remains unclear. We investigated the application of a social marketing framework in navigating the nuances of recruitment for informatics-based intervention trials for PLWH by examining participant experiences and perceptions. We used qualitative descriptive methodology to conduct semi-structured interviews with 90 research participants from four informatics-based intervention trials. Directed inductive and deductive content analyses were guided by Howcutt et al.'s social marketing framework on applying the decision-making process to research recruitment. The majority were male (86.7%), living in the Northeast United States (56%), and identified as Black (32%) or White (32%). Most participants (60%) completed the interview remotely. Sixteen subthemes emerged from five themes: motivation, perception, attitude formation, integration, and learning. Findings from our interview data suggest that concepts from Howcutt et al.'s framework informed participants' decisions to participate in an informatics-based intervention trial. We found that the participants' perceptions of trust in the research process were integral to the participants across the four trials. However, the recruitment approach and communication medium preferences varied between older and younger age groups. Social marketing framework can provide insight into improving the research recruitment process. Future work should delve into the complex interplay between the type of informatics-based interventions, trust in the research process, and communication preferences, and how these factors collectively influence participants' willingness to engage.

In-depth analysis to develop a social marketing model to promote women's participation in waste segregation behaviour: A qualitative study

Waste separation is one of the key factors in managing solid waste and creating a healthy environment. Waste separation at source has always been associated with challenges. Therefore, this study was conducted to determine the perceptions of housewives and related parties regarding the factors that influence waste separation behaviour and to identify approaches to improve behaviour based on the social marketing framework. This study was conducted as a qualitative content analysis in Amol City in 2022. The data was collected through semi-structured individual interviews. A total of 25 housewives were selected as main participants and 5 stakeholders through purposive selection. The results of the study included lack of awareness of recyclable materials (product), personal, family and environmental barriers (price), lack of doorstep collection of dry waste (place), and lack of use of appropriate technology (promotion). The lack of financial resources, inappropriate political measures and the coronavirus pandemic were also the causes of this challenge. Most participants cited environmental and educational deficits as the main reason for not separating waste. It is possible to improve waste sorting behaviour at source through appropriate behavioural interventions at the individual, social and environmental levels. Researchers can use the results of this study to design, implement and evaluate waste segregation intervention programmes for housewives.

Barriers and Motivators of Household Water-Conservation Behavior: A Bibliometric and Systematic Literature Review

Water scarcity, aggravated by growing demands, represents a significant challenge for humanity. Promoting household sustainable water-consumption behaviors has become vital. The Community-Based Social Marketing (CBSM) framework stands out among many strategies to promote water conservation. However, many interventions in this domain often neglect significant theoretical insights, leading to gaps in addressing key social and contextual drivers of behavior. This study conducts a systematic and bibliometric literature review aimed at identifying determinants underlying household water-conservation behaviors. This review encompasses 155 papers published from 1984 to early 2023. Our findings show that this is a highly multidisciplinary field of study with a marked increase in research attention discerned post-2010, particularly from water-stressed regions. Furthermore, our findings also reveal an often-overlooked integration of guiding theories and an over-reliance on self-reported measures in prior research. Factors such as attitude, perceived efficacy, emotions, and habits emerge as pivotal in understanding water conservation. However, while attitudes have been extensively analyzed in previous research, the other factors deserve greater attention from researchers. Inconsistencies in demographic predictors further hint at potential moderating roles. This paper offers valuable insights for designing effective household water-conservation interventions through a social marketing lens.

Pharmacist insights into antimicrobial stewardship: A social marketing approach

BackgroundAntimicrobial resistance is a worldwide public health problem. Antimicrobial stewardship programs (ASPs) optimize antimicrobial use within hospitals. The social marketing framework has been used in analyzing systems and devising best practices. Objective(s): To use the social marketing framework to explore pharmacist experiences and perceptions of structural, behavioral and interventional strategies that support ASPs. MethodsA qualitative approach utilizing semi-structured individual interviews was utilized. A purposive sample of hospital pharmacists was invited to participate. An interview guide was constructed to describe participant experience and perceptions regarding ASPs in their institutions based on elements of social marketing: Behavioral goals; Customer Insight; Segmentation and Targeting; Competition; Exchange; and Marketing and Interventional mix. Interviews were recorded digitally and transcribed verbatim. Thematic analysis was conducted using deductive methods. A combination of case-based and code-based approaches allowed individual and holistic analyses respectively. Codes were collated into themes and subthemes. ResultsSaturation of themes occurred with 25 interviews from 17 hospitals. ASP metrics included: consumption of antibiotics using days of therapy and defined daily dose, rates of C. difficile and multidrug resistant organisms, resistance patterns, and provider adherence to the ASP. Active stewardship tools such as preauthorization, and prospective feedback/audit were preferred over passive tools such as order sets and automatic stop orders. A physician champion and a clinical pharmacist with infectious disease training were core elements in the multidisciplinary team. Despite certain areas being considered key for stewardship, participants emphasized a hospital-wide approach including outpatient departments; discharge stewardship emerged as a primary theme. Leadership supported ASPs with finances, rapid and novel diagnostics, Clinical Decision Support Systems, mobile technology, and continuous staff training. ConclusionsThe social marketing framework has been used to explore pharmacist perceptions that inform successful qualities including metrics, restriction methods, personnel, benefits, barriers, training needs/modes, and promotional avenues that support ASPs in hospitals.

California's Supplemental Nutrition Assistance Program-Education (SNAP-Ed) Be Better social marketing campaign: mothers' fruit and vegetable consumption and facilitation of children's healthy behaviours.

Evaluation of California Department of Public Health's three-year social marketing campaign (Be Better) to encourage healthy eating and water consumption among Supplemental Nutrition Assistance Program-Education (SNAP-Ed) California mothers. Andreasen's social marketing framework was used to outline the development and evaluation of the campaign. Quantitative, pre-post cross-sectional study with three cohorts nested within survey years. Generalised estimating equation modeling was used to obtain population estimates of campaign reach and changes in mothers' fruit and vegetable (FV) consumption and facilitative actions towards their children's health behaviours. CalFresh Healthy Living (California's SNAP-Ed). Three separate cohorts of SNAP mothers were surveyed (pre, post) between 2016 and 2018 inclusive. A total of 2229 mothers (ages 18-59) self-identified as White, Latina, African American or Asian/Pacific Islander participated. Approximately 82 percent of surveyed mothers were aware of the campaign as assessed by measures of recall and recognition. Ad awareness was positively associated with mothers' FV consumption (R2 = 0·45), with the proportion of FV on plates and with behaviours that facilitate children's FV consumption and limit unhealthy snacks and sugary drinks (βs ranged from 0·1 to 0·7). The campaign successfully reached 82 percent of surveyed mothers. Positive associations between California's Be Better campaign and targeted health behaviours were observed, although the associations varied by year and media channel (i.e. television, radio, billboards and digital). Most associations between ad awareness and outcomes were noted in years two and three of the campaign, suggesting that more than 1 year of campaign exposure was necessary for associations to emerge.

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.

Social marketing framework for anti-littering behavior: an integrated serial mediation model

PurposeLittering has been identified as a significant social issue in India that has negative impact on the environment as well as public health. Social marketing is a powerful tool for changing and sustaining pro-environmental behaviors, but so far no research has been found on the application of social marketing on changing littering behavior in India. This paper aims to integrate the two widely used social marketing models, health belief model (HBM) and theory of planned behavior (TPB), with an extra factor, environmental factors, in a holistic model to understand and predict anti-littering behavior in India.Design/methodology/approachIn total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. For data analysis, confirmatory factor analysis and structural equation model techniques in AMOS 21.0 have been used.FindingsThe results of the study suggest that the perceived benefits and perceived barriers have a significant direct effect on the attitude toward anti-littering behavior. No direct impact of perceived threat has been found on attitude toward anti-littering behavior. The results also confirm the role of attitude, subjective norms and self-efficacy in influencing the anti-littering intention with attitude and subjective norms having a greater impact on intention as compared to self-efficacy. Furthermore, the results also highlight that the environmental factors and intention carry more weights than perceived behavioral control in influencing anti-littering behavior. Recognizing the importance of sequential mediators in the present study, the results of the serial mediation analysis revealed that attitude and intention sequentially mediate the path linking perceived benefits, perceived barriers and anti-littering behavior.Originality/valueTo the best of the authors’ knowledge, the current study in terms of theory building appears to be the first to integrate social marketing models HBM and TPB to explain and understand not only anti-littering behavior but also for setting a platform of behavior change in a larger context.

Effective and Scalable Interventions to Reduce Sodium Intake: a Systematic Review and Meta-Analysis.

High-sodium intake is a main risk factor for increased blood pressure and cardiovascular disease, the leading cause of death worldwide. Reducing sodium intake at the population level is one of the most cost-effective strategies to address this. The aim of the present systematic review and meta-analysis are to examine data from recent studies that measure the effectiveness and scalability of interventions aimed at reducing sodium intake at both the population and individual level. Worldwide, sodium intake is higher than the World Health Organization recommendations. Structural interventions such as mandatory reformulation of foods, food labeling, taxes or subsidies, and communication campaigns have shown to be the most effective in reducing the population's sodium consumption. Interventions in education, particularly those that use a social marketing framework with short duration, food reformulation, and combined strategies, have the potential to decrease sodium intake.

Developing a Social Marketing–Based Colorectal Cancer Screening Campaign Centered on Stool-Based Testing for Patients Utilizing Services at a Federally Qualified Healthcare Center

Background More than 50% of colorectal cancer (CRC)–related deaths could be prevented with early detection and treatment. Federally Qualified Healthcare Centers (FQHCs)—safety-net facilities that provide primary care services to uninsured, underinsured and minority patients—report some of the lowest CRC screening rates. Effective CRC screening interventions within FQHCs may help to promote CRC screening utilization among patients from diverse backgrounds. Focus of Article This study was designed to explore average-risk, patient perceptions of facilitators and impediments of using the Fecal Immunochemical Test (FIT) kit for CRC screening within the social marketing framework of the 4 “P’s”—product, price, place, and promotion. Research Aim To conduct formative research with priority populations (i.e., diverse, FQHC patients), assess acceptability of the FIT kit, and identify ways to better meet preferences and needs. Program Design/Approach Qualitative, Focus Groups. Importance to the Social Marketing Field Findings from this study would aid in the future development of a community-based prevention marketing intervention to promote CRC screening within FQHCs that serve diverse patient populations. Methods Focus groups were conducted in English and Spanish with CRC screening age-eligible patients from a South Florida FQHC System. Interview guides were designed to better understand FQHC patient perceptions of CRC Screening via the FIT kit (product) by up-to-date and not up-to-date participants. Additional topics included likes/dislikes (price), preferred location for completing CRC screening and receiving CRC prevention education (place), and strategies for persuasive communication to increase CRC screening among patients who visit FQHCs (promotion). Data were analyzed to identify FIT screening facilitators and impediments using thematic coding in MaxQDA. Results Five focus groups, involving 36 participants aged 50 and older, were conducted. Over half of participants self-identified as Hispanic (36%) or non-Hispanic Black (28%). Key facilitators were the convenience and simplicity of at-home testing (product), presumed affordability of it compared to colonoscopy (price), and ability to return by mail (place). Participants also shared numerous strategies for promotion, including direct referral from Primary Care Providers, mass media campaigns, mailed or electronic reminders from the clinic, and peer advocacy events in churches. Recommendations for Research or Practice Social marketing provides an adequate approach for developing a patient-centered campaign to promote CRC screening uptake at FQHCs. Future CRC screening promotional campaigns at FQHCs should build on the motivation that patients must prioritize their health by emphasizing the convenience of completing CRC screening at home with the capability of mailing it back. Clinics should also work to reduce patient responsibility by developing automated clinic system reminders to openly communicate with patients about CRC screening.

Using social marketing strategies to develop and pretest PrEP education materials for transgender women

PurposeThe purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.Design/methodology/approachThis study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.FindingsUsing segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.Originality/valueTo the best of the authors’ knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.

Community-Based Social Marketing: A Supplemental Approach to Improve Environmental Attitudes and Environmental Health in Nigeria

ABSTRACT This article argues that a community-based social marketing (CBSM) framework can support an environmental health communication and advocacy campaign in Nigeria’s Niger Delta. First, the personal and group environmental attitudes and behavior in the region are identified. Next, a summary is provided of the underlying sources, types, and magnitude of the region’s environmental challenges from oil production agriculture, and illegal logging. Using grounded theory, a CBSM strategy is proposed for enhancing environmental attitudes and behavior for promoting environmental health in Nigeria’s Niger Delta. The analysis identified specific behavior change necessary to improve environmental conditions, themes and resources, including groups and institutions that could be considered as assets, as well as potential barriers to implementing CBSM in the Niger Delta. It also identified the need to combine the CBSM with the social ecological model to make it effective for framing appropriately targeted pro-environmental communication addressing complex socio-political problems.

Partnering with community-based organizations to improve equitable access to depression care for underserved older adults in the U.S.: Qualitative formative research.

Embedding evidenced-based programs (EBPs) like PEARLS outside clinical settings can help reduce inequities in access to depression care. Trusted community-based organizations (CBOs) reach older adults who are underserved; however, PEARLS adoption has been limited. Implementation science has tried to close this know-do gap, however a more intentional focus on equity is needed to engage CBOs. We partnered with CBOs to better understand their resources and needs in order to design more equitable dissemination and implementation (D&I) strategies to support PEARLS adoption. We conducted 39 interviews with 24 current and potential adopter organizations and other partners (February-September 2020). CBOs were purposively sampled for region, type, and priority older populations experiencing poverty (communities of color, linguistically diverse, rural). Using a social marketing framework, our guide explored barriers, benefits and process for PEARLS adoption; CBO capacities and needs; PEARLS acceptability and adaptations; and preferred communication channels. During COVID-19, interviews also addressed remote PEARLS delivery and changes in priorities. We conducted thematic analysis of transcripts using the rapid framework method to describe the needs and priorities of older adults who are underserved and the CBOs that engage them, and strategies, collaborations, and adaptations to integrate depression care in these contexts. During COVID-19, older adults relied on CBO support for basic needs such as food and housing. Isolation and depression were also urgent issues within communities, yet stigma remained for both late-life depression and depression care. CBOs wanted EBPs with cultural flexibility, stable funding, accessible training, staff investment, and fit with staff and community needs and priorities. Findings guided new dissemination strategies to better communicate how PEARLS is appropriate for organizations that engage older adults who are underserved, and what program components are core and what are adaptable to better align with organizations and communities. New implementation strategies will support organizational capacity-building through training and technical assistance, and matchmaking for funding and clinical support. Findings support CBOs as appropriate depression care providers for older adults who are underserved, and suggest changes to communications and resources to better fit EBPs with the resources and needs of organizations and older adults. We are currently partnering with organizations in California and Washington to evaluate whether and how these D&I strategies increase equitable access to PEARLS for older adults who are underserved.

Raising the HPV Vaccination Rate in Rural Northern New England Using Local Opinion Leaders.

The human papillomavirus is associated with a range of cancers. A vaccine introduced in 2006 has dramatically decreased the incidence of these cancers, but Americans still experience over 47,000 new cases of HPV-related cancers each year. The situation is worse in rural areas, where vaccination rates lag the national average, making HPV a significant health disparity issue. This article lays out an evidence-based HPV vaccine-promotion strategy that will serve as part of a campaign to improve health equity in rural northern New England in a process that is repeatable and sustainable. The campaign includes the following elements: partnerships with state departments of health and trusted community opinion leaders, evidence-based storytelling, local social media, traditional media, and school-based pop-up vaccination clinics. Borrowing from marketing and social marketing frameworks and guided by public health perspectives, we begin with psychographic and geodemographic information about our target audience, followed by a discussion about relevant models, frameworks, and research related to persuasive storytelling. We conclude with the outline of a guidebook to foster the creation of persuasive stories as part of a sustainable, replicable HPV vaccination campaign.

Evaluation of a web-based randomized controlled trial educational intervention based on media literacy on preventing substance abuse among college students, applying the integrated social marketing approach: a study protocol

BackgroundSubstance abuse is the actual psychosocial harm, especially in young people confronted with content marketing in nowadays media environment, a risk factor for experiencing substance abuse. Based on the literature review, education designed based on the cognitive-behavioral model and planning models, such as using a social marketing framework, is the most effective method to prevent addictive substance abuse. Also, media literacy related to substance abuse and the prototype willingness model is considered a new integrated approach to present the intervention measures’ desired results.MethodsThe present study evaluates an intervention program based on media literacy on substance abuse prevention among students using an integrated social marketing approach. This study aims to complete the SMART model’s sixth and seventh stages, implementing intervention and evaluation. Participants will be students of Hamadan University, Iran. Randomization will occur at the university and school levels, and gathered data will appear at two-time (i.e., pre-test and three months follow-up). Intervention group students will obtain both substance abuse prevention education and substance abuse media literacy (SAML) education between pre-test and 3 months post-test. Students in the delayed intervention will be given this education after study accomplishment; this group will receive their regular courses except for substance abuse prevention and media literacy titles during education intervention. The outcome variables are intentions and substance abuse behavior based on prototype willingness and substance abuse media literacy.DiscussionEvaluation of Substance abuse prevention and substance abuse media literacy education must be careful to ensure that they effectively enable people, especially in youth in the new media ecology and unique “Infomedia” ecosystems, in the current digital society. The SAML education plan’s evaluation has the first web-based education program in universities. No prior research has psychometrically considered SAML in students in the SMART model’s sixth and seventh stages.Trial registrationIRCT20200914048719N1. Registered on June 30, 2021.

Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: generation 2 Raine study participant perspectives

BackgroundInvestigations of participant retention in longitudinal health and medical research, document strategies that work best but overlook social marketing’s capacity to influence participant retention. After applying the social marketing framework: the idea that determining what longitudinal participants ‘buy’ (product), at what cost (price), in what location (place) and through which communication channels (promotion), this paper aims to inform and enhance retention efforts.MethodsThis qualitative study was conducted through in-depth interviews with participants from the Raine Study that began in Western Australia in 1989. The Generation 2 participants, initially enrolled into the Raine Study as babies by their parents (Generation 1), are now young adults invited to attend follow-up studies and tests every few years. Our study defined ‘active’ participants (n = 17) as those who agreed to attend their 27 year follow-up, and ‘inactive’ (n = 12) participants as those who had attended neither of the past two follow-ups (22 and 27 years).ResultsRaine Study participants experienced core, actual and augmented product benefits. Inactive participants focused on the costs (price) associated with participation, and were more likely to suggest tele-health (place) strategies to overcome barriers to follow-up attendance. Both active and inactive participants found professional processes and friendly staff made the Raine Study environment appealing, suggested that social media (promotion) was underutilised, and offered novel ideas to enhance engagement.ConclusionsSocial marketing can support the development of differentiated strategies addressing the unique needs and wants of active and inactive participants. Sophisticated cohort segmentation can reach participants in a more meaningful way, reinforce the study ‘brand’ and guard against attrition.

Public Transit in the Social Marketing Framework

In view of the recent successes of social marketing in the various areas within the public, nonprofit sector, this study considers public transit as a socially marketable concept. The study contends that although service marketing is also important for the transit industry, there is a greater need for emphasizing the social marketing of transit. It is argued that social marketing of transit will have to deviate from the conventional service marketing approach in the key areas of market identification and segmentation, communication, distribution, and consideration of price.

Recommendations for Improving Oral Pre-exposure Prophylaxis Implementation and Social Marketing in Ugandan Fisherfolk Communities: A Qualitative Exploration.

Background: HIV is hyperendemic among fisherfolk in Sub-Saharan Africa, especially around Lake Victoria, Uganda. Purpose/Research Design: We conducted cross-sectional semi-structured interviews about oral pre-exposure prophylaxis (PrEP) implementation with 35 Ugandan fisherfolk (15 women, 20 men) and 10 key stakeholders (healthcare providers, policymakers, community leaders). We used a directed content analysis approach based on implementation science and social marketing frameworks. Results: Participants showed high acceptability for PrEP. Anticipated barriers among fisherfolk included stigma (due to similar medications/packaging as HIV treatment); misconceptions; mobility, competing needs, poverty, and partner conflict. Anticipated provider barriers included insufficient staffing and travel support. Recommendations included: change PrEP packaging; integrate PrEP with other services; decrease PrEP refill frequency; give transportation resources to providers; train more healthcare workers to provide PrEP to fisherfolk; and use positively framed messages to promote PrEP. Conclusions: Results can inform policymakers and healthcare organizations on how to overcome barriers to PrEP scale-up in most at-risk populations with poor healthcare access.

A Social Marketing Framework for the Sharing Economy

Background Socio-economic issues; such as social economic inequality, sustainability of resources, and environmental concern are major social concerns and the call for economic reforms to address these issues is growing louder. Sharing economy, as a socio-economic system, presents a solution to the current linear economic model having the potential to address the aforementioned socio-economic issues. Sharing, being environmentally friendly and sustainable in nature, bridges the gap of social economic inequality prevalent in society. The attributes of the sharing economy are different from the traditional economic model which is more “social” in nature, hence making social marketing techniques more suitable than the conventional marketing approach. Focus of the Article The conceptual paper is focused on the application of social marketing in the sharing economy to address socio-economic issues and in doing so presents a framework to achieve its goal. Research Question How can social marketing effectively influence social behavioural changes as they relate to socio-economic changes? Program Design/Approach The framework developed outlines three levels of intervention for the successful implementation of social marketing in the sharing economy. The downstream intervention focuses on influencing consumer behavioural traits necessary for the adoption of the sharing economy by applying an appropriate marketing mix strategy. The upstream intervention focuses on policy and lawmakers, social and economic institutions, environmental groups, advocacy bodies, and lobbying organisations capable of addressing the root cause of the issue. The midstream intervention focuses on integrating upstream intervention with downstream through service providers. Importance to the Social Marketing Field The research paper extends social marketing application from influencing social behavioural issues to addressing and influencing socio-economic issues with its proposed application in sharing economy. The study provides a framework to address key socio-economic (social economic inequality) and consumer behavioural issues (materialism and ownership) that are prevalent in society. Method The proposed social marketing framework for the sharing economy is created after carrying out a systematic literature review on social marketing and sharing economy. The extant literature analysis focussed on key definitional parameters and their evolution over time. With the identification of key elements and benchmark framework, the three levels of social marketing intervention are developed and presented for the actionable implementation of a successful marketing strategy. Future Research The research paper provides an initial framework for the social marketing intervention in the sharing economy and in influencing socio-economic change which opens the door for future research direction; what additional upstream and midstream social marketing intervention is necessary to bring socio-cultural and socio-economic change to tackle the issue of social economic inequality? Paper type Conceptual paper.