Purpose

This study aims to review social marketing interventions reported in peer-reviewed literature from 2010 to 2019 that were conducted in low- and middle-income countries (LMICs). This paper seeks to further contribute to understanding on the health of the social marketing field, synthesising studies to examine the extent of use of social marketing’s core principles.

Design/methodology/approach

A total of 17 interventions, discussed in 31 papers, were identified in the review. Social marketing interventions were assessed against eight elements (social marketing benchmark criteria): behavioural objectives, customer orientation, theory, insight, exchange, competition, segmentation and methods mix.

Findings

Evidence in this review found that most interventions yielded positive outcomes. This supports social marketing’s efficacy in addressing the United Nations sustainable development goals within LMIC contexts. None of the social marketing interventions used all eight benchmark criteria. The study found that there was limited use of insight, competition and segmentation principles followed in social marketing interventions in LMICs. Finally, although present in a number of studies, theory and customer orientation were not applied to the full extent needed.

Research limitations/implications

Findings indicate the social marketing field will greatly benefit from capacity building and training. Too few interventions labelled as social marketing are able to clearly apply and report application of social marketing’s fundamental principles, which is limiting programme effectiveness.

Originality/value

To date evidence reviews draw on interventions applied in high-income countries demonstrating extent of application of fundamental social marketing principles positively linked to behaviour change. This study extends the assessment of social marketing principles, delivering assessment of eight benchmarks encompassing insight and theory in an LMIC setting, demonstrating gaps in application and clear examples of application across all benchmarks to deliver a guide that people new to the social marketing field can follow.

中文翻译：

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低收入和中等收入国家的社会营销干预审查（2010-2019）

目的

本研究旨在回顾 2010 年至 2019 年在低收入和中等收入国家 (LMIC) 进行的同行评审文献中报告的社会营销干预措施。本文旨在进一步了解社会营销领域的健康状况，综合研究以检验社会营销核心原则的使用范围。

设计/方法/方法

该评价共确定了 31 篇论文中讨论的 17 项干预措施。社会营销干预根据八个要素（社会营销基准标准）进行评估：行为目标、客户导向、理论、洞察力、交流、竞争、细分和方法组合。

发现

本综述中的证据发现，大多数干预措施产生了积极的结果。这支持社会营销在中低收入国家范围内实现联合国可持续发展目标的有效性。没有一个社会营销干预使用所有八个基准标准。研究发现，在中低收入国家的社会营销干预中，洞察力、竞争和细分原则的使用有限。最后，尽管存在于许多研究中，但理论和客户导向并未充分应用。

研究限制/影响

调查结果表明，社会营销领域将从能力建设和培训中受益匪浅。很少有标记为社会营销的干预措施能够清楚地应用和报告社会营销基本原则的应用，这限制了计划的有效性。

原创性/价值

迄今为止，证据审查借鉴了在高收入国家应用的干预措施，表明与行为改变正相关的基本社会营销原则的应用程度。本研究扩展了社会营销原则的评估，对包括中低收入国家环境中的洞察力和理论在内的八个基准进行了评估，展示了所有基准的应用差距和清晰的应用示例，以提供社交营销领域新手可以遵循的指南.