STORRE: An analysis of social marketing practice: Factors associated with success
Title: An analysis of social marketing practice: Factors associated with success
Author(s): Akbar, M Bilal
Citation: Akbar MB, Garnelo-Gomez I, Ndupu L, Barnes E & Foster C (2021) An analysis of social marketing practice: Factors associated with success. Health Marketing Quarterly. https://doi.org/10.1080/07359683.2021.1997525
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.
Rights: © 2021 The Author(s). Published with license by Taylor & Francis Group, LLC This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
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