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Young adult drug interventions: a social marketing systematic review and research agenda

Aimee Riedel (University of the Sunshine Coast, Moreton Bay, Australia)
Rory Mulcahy (University of the Sunshine Coast, Moreton Bay, Australia)
Amanda Beatson (Queensland University of Technology, Brisbane, Australia)
Byron Keating (Queensland University of Technology, Brisbane, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 14 January 2022

Issue publication date: 11 March 2022

5269

Abstract

Purpose

This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults.

Design/methodology/approach

A total of 3,169 papers were screened, with 20 relevant empirical studies meeting the eligibility criteria for the systematic review. These were analysed according to Andreasen’s (2002) and NSMC’s (2006) social marketing benchmarks.

Findings

The findings provide evidence regarding the efficacy of behavioural and clinical interventions targeting individuals and groups, including motivational, life skills training, cognitive behavioural therapy, comprehensive health and social risk assessments and buprenorphine treatment interventions. Further, results evidence that there is yet to be an intervention which has implemented the full marketing mix, and limited studies have used the social marketing benchmarks of exchange and competition.

Originality/value

To the best of the authors’ knowledge, this study is the first to conduct a comprehensive systematic review and provide key recommendations outlining the potential for social marketing to support the improved uptake and efficacy of interventions. A research agenda is also put forward to direct future social marketing scholarship in the area of young adult drug interventions.

Keywords

Acknowledgements

This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.

Citation

Riedel, A., Mulcahy, R., Beatson, A. and Keating, B. (2022), "Young adult drug interventions: a social marketing systematic review and research agenda", Journal of Social Marketing, Vol. 12 No. 2, pp. 191-221. https://doi.org/10.1108/JSOCM-08-2021-0188

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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