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Uncovering the Use of the Social Support Concept in Social Marketing Interventions for Health
Journal of Nonprofit & Public Sector Marketing ( IF 1.3 ) Pub Date : 2020-05-20 , DOI: 10.1080/10495142.2020.1760999
Nuno Baptista 1 , Helena Alves 2 , José Carlos Pinho 3
Affiliation  

ABSTRACT

The concept of social support has gained considerable traction in the areas of behavioral medicine and health psychology. Despite such interest, it is still not clear how the concept can be approached from a social marketing perspective. The purpose of this article is to examine how social support has been operationalized and conceptualized in health-related social marketing interventions. To attain this objective, a scoping review of field interventions was undertaken following the guidelines outlined in the PRISMA-ScR framework. The following electronic databases were searched, from inception until September 25, 2018: PsycINFO, PubMed, ISI Web of Science and Scopus. A total of 1820 academic articles were screened for inclusion. After applying the strict inclusion criteria, the final sample included 32 articles that report on 19 distinct social marketing interventions. The results revealed that interventions have operationalized the social support concept in connection with the key fundamental aspects of social marketing, including behavioral change, consumer research, segmentation and targeting, and exchange, as well as marketing mix and competition. However, the findings also indicated poor conceptualizations of social support and the underreporting of the theoretical rationale for the operationalization of the concept. Knowledge is advanced and can be useful not only for academics but also for practitioners, particularly concerning the improvement of the rigor in the use of the social support concept in future social marketing interventions.



中文翻译:

揭示社会支持概念在健康社会营销干预中的应用

摘要

社会支持的概念在行为医学和健康心理学领域获得了相当大的关注。尽管有这种兴趣,但仍不清楚如何从社会营销的角度来处理这个概念。本文的目的是研究社会支持在与健康相关的社会营销干预中是如何运作和概念化的。为了实现这一目标,按照 PRISMA-ScR 框架中概述的指南,对现场干预进行了范围审查。从开始到 2018 年 9 月 25 日,搜索了以下电子数据库:PsycINFO、PubMed、ISI Web of Science 和 Scopus。共有1820篇学术文章被筛选纳入。在应用严格的纳入标准后,最终样本包括 32 篇文章,报告了 19 种不同的社会营销干预措施。结果表明,干预措施已将社会支持概念与社会营销的关键基本方面联系起来,包括行为改变、消费者研究、细分和定位、交换,以及营销组合和竞争。然而,研究结果还表明,社会支持的概念化很差,并且对概念实施的理论原理的报道不足。知识是先进的,不仅对学术界有用,而且对从业者也有用,特别是在未来社会营销干预中提高社会支持概念使用的严谨性方面。结果表明,干预措施已将社会支持概念与社会营销的关键基本方面联系起来,包括行为改变、消费者研究、细分和定位、交换,以及营销组合和竞争。然而,研究结果还表明,社会支持的概念化很差,并且对概念实施的理论原理的报道不足。知识是先进的,不仅对学术界有用,而且对从业者也有用,特别是在未来社会营销干预中提高社会支持概念使用的严谨性方面。结果表明,干预措施已将社会支持概念与社会营销的关键基本方面联系起来,包括行为改变、消费者研究、细分和定位、交换,以及营销组合和竞争。然而,研究结果还表明,社会支持的概念化很差,并且对概念实施的理论原理的报道不足。知识是先进的,不仅对学术界有用,而且对从业者也有用,特别是在未来社会营销干预中提高社会支持概念使用的严谨性方面。细分和定位、交换以及营销组合和竞争。然而,研究结果还表明,社会支持的概念化很差,并且对概念实施的理论原理的报道不足。知识是先进的,不仅对学术界有用,而且对从业者也有用,特别是在未来社会营销干预中提高社会支持概念使用的严谨性方面。细分和定位、交换以及营销组合和竞争。然而,研究结果还表明,社会支持的概念化很差,并且对概念实施的理论原理的报道不足。知识是先进的,不仅对学术界有用,而且对从业者也有用,特别是在未来社会营销干预中提高社会支持概念使用的严谨性方面。

更新日期:2020-05-20
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