An analysis of social marketing practice: Factors associated with success

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.

Keywords
Monitoring and evaluation; partnership; planning; pre-testing; research; segmentation; success factors

Notes
Output Status: Forthcoming/Available Online

Journal
Health Marketing Quarterly

• Published version