A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

Krzysztof Kubacki (Marketing, Griffith Business School, Griffith University, Nathan, Australia)
Sharyn Rundle-Thiele (Department of Marketing, Griffith University, Nathan, Australia)
Ville Lahtinen (Social Marketing Department, Griffith University, Brisbane, Australia)
Joy Parkinson (Social Marketing Department, Griffith University, Brisbane, Australia)

Young Consumers

ISSN: 1747-3616

Publication date: 15 June 2015

Abstract

Purpose

This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.

Design/methodology/approach

A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition.

Findings

All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria.

Social implications

With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness.

Originality/value

This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

Keywords

Citation

Kubacki, K., Rundle-Thiele, S., Lahtinen, V. and Parkinson, J. (2015), "A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)", Young Consumers, Vol. 16 No. 2, pp. 141-158. https://doi.org/10.1108/YC-08-2014-00466

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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