Purpose

This paper aims to examine how social marketing intervention programmes to measure, evaluate and document social marketing impact.

Design/methodology/approach

A systematic review of 49 nutritional behaviour intervention programmes (2006–2020) was conducted. To examine the social marketing impact of the programmes, a logic model of social impact was used. The model comprises inputs (the resources used for an intervention programme), outputs (the direct products resulting from the use of resources), outcomes (short- to medium-term programme effects) and impacts (long-term programme effects on the individual, community or societal levels).

Findings

Most intervention programmes set the goal of encouraging their target audience to increase fruit and vegetable intake, choose healthy food items, drink less sugary beverages or consume low-fat diaries, while few others sought policy or systems change. Multiple criteria were used for impact evaluation (e.g. exposure and reach, changes in knowledge, awareness, attitudes, behaviours and body mass index). (Quasi) experiments were the most popular method used for impact measurement, followed by the pre-post model of impact. Positive changes were found in 33 programmes, often reported in terms of short-term outputs or outcomes. Long-term impact particularly on the broader societal level was not indicated.

Originality/value

This research offers a systematic review of how social marketing impact is measured, evaluated and documented. It also provides some guidance for social marketers on how to shift from a reductionist, behavioural outcome-focussed approach towards an “expansionist” impact approach that explicitly considers social marketing impacts on the quality of life of individuals, communities and societies.

中文翻译：

---

衡量、评估和记录社会营销影响

目的

本文旨在研究社会营销干预计划如何衡量、评估和记录社会营销影响。

设计/方法/方法

对 49 个营养行为干预项目（2006-2020 年）进行了系统评价。为了检查计划的社会营销影响，使用了社会影响的逻辑模型。该模型包括投入（用于干预计划的资源）、产出（使用资源产生的直接产品）、结果（中短期计划影响）和影响（长期计划对个人、社区或社会层面）。

发现

大多数干预计划的目标是鼓励目标受众增加水果和蔬菜的摄入量、选择健康食品、少喝含糖饮料或食用低脂日记，而很少有人寻求政策或系统的改变。影响评估使用了多个标准（例如接触和覆盖范围、知识变化、意识、态度、行为和体重指数）。（准）实验是用于影响测量的最流行的方法，其次是影响的前后模型。在 33 个计划中发现了积极的变化，通常在短期产出或成果方面进行报告。没有指出特别是对更广泛的社会层面的长期影响。

原创性/价值

这项研究对如何衡量、评估和记录社会营销影响进行了系统回顾。它还为社会营销人员提供了一些指导，指导他们如何从以行为结果为中心的还原主义方法转变为明确考虑社会营销对个人、社区和社会生活质量影响的“扩张主义”影响方法。