TY  - JOUR
AB  - Purpose A 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/approach In total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.Findings None 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/value The 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.
VL  - 117
IS  - 1
SN  - 0965-4283
DO  - 10.1108/HE-02-2016-0008
UR  - https://doi.org/10.1108/HE-02-2016-0008
AU  - Kubacki Krzysztof
AU  - Ronto Rimante
AU  - Lahtinen Ville
AU  - Pang Bo
AU  - Rundle-Thiele Sharyn
PY  - 2017
Y1  - 2017/01/01
TI  - Social marketing interventions aiming to increase physical activity among adults: A systematic review
T2  - Health Education
PB  - Emerald Publishing Limited
SP  - 69
EP  - 89
Y2  - 2024/09/24
ER  -