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

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.

The Role of Social Marketing in Preventing the Spread of Non-Communicable Diseases

Non-communicable diseases (NCDs) such as obesity, diabetes, cardiovascular diseases, and cancers have become a major health concern for most countries around the world. Different elements such as social, biological, and environmental cause the NCDs. But the only way that one can intentionally modify to avoid these diseases is the desire to reduce risk factors for physical activity, tobacco, and diet. Several prevention strategies have been launched worldwide thorough governmental programs by implementing policies/laws. However, these programs don't integrate active communicate participation and support with the social community. This chapter aims to bring out the priority of enhancing the level of public awareness of NCDs. To ensure public responsiveness, the focus of this research is to create an effective solution to prevent risky behavior. The authors focus on the construction of “Sahtek,” a social media solution developed on the fundamentals of social marketing, to better coach and promote awareness of NCDs prevention.

Marketing and its Social Implications - Concerns and Initiatives

Companies adopt marketing practices to delight their customers, develop customer relationships, and generate revenues and profits. However, sometimes, companies focus solely on their selfish motives of growth and prosperity forgetting about customer welfare and welfare of the society. Marketers are criticized for such practices and the negative impact created on the society. The practices include high prices of products, high distribution costs, high advertising and promotion costs, excessive mark-ups, deceptive practices, high-pressure selling, questionable products, planned obsolescence, and poor service to disadvantaged customers. Marketers are criticized for creating false wants and materialism, scarcity of social goods, and cultural pollution. They are accused of harming and reducing competition. In this age of social marketing, companies should consider societal concerns of various stakeholders and maintain a balance between their own objectives of generating revenues and profits and long-term societal requirements. This will help in sustaining the society.

Social marketing benchmark criteria use in health behaviour change interventions in pacific islands populations: a systematic review

Purpose Social marketing has been widely used to effectively and voluntarily change behaviours worldwide. The social marketing benchmark criteria offer a framework to apply this approach. This paper aims to examine the extent of use and predictors of success of social marketing benchmark criteria in changing the health behaviours of Pacific Islands populations. Design/methodology/approach A systematic review of studies designed to change health behaviours among Pacific Islands populations. Studies were assessed against the social marketing benchmark criteria to determine the extent to which the reported intervention used a social marketing approach; and whether the use of the social marketing benchmark criteria led to more effective interventions. Findings In total, 22 studies were included. In total, 13 were conducted within the Pacific Islands and 9 were aimed at Pacific Islands populations living in America, New Zealand or Hawaii. The most common criteria used were behaviour change, insight and customer orientation. Theory criterion was least commonly used. There was no clear indication of which criterion or combination of criteria, resulted in more effective interventions. Research limitations/implications Further empirical evaluations of social marketing interventions within the Pacific Islands context are required to appropriately assess effective predictors of success for this population group. Studies of social marketing interventions targeting non-Pacific Islands populations in non-Pacific Island countries and territories may have limited applicability to Pacific Islanders living in Pacific Island countries and territories. Originality/value While similar studies have been conducted, this is the first study to review all behaviour change interventions by applying a social marketing lens in the Pacific Islands. While globally this may have been reviewed, the Pacific Islands has a unique context that needs to be considered, rather than assuming a one size fits all approach. This study offers a comprehensive overview of existing health behaviour change interventions in the Pacific Islands and a call to action to move social marketing forward within the Pacific Islands.