Schmidt Manuela
School of Health and Society, Kristianstad University, Kristianstad, Sweden.
Glob J Health Sci. 2013 Feb 8;5(3):82-94. doi: 10.5539/gjhs.v5n3p82.
Through the review of relevant literature this study illuminates the concepts of social marketing and breastfeeding. It specifically discusses the positioning of the link between social marketing and breastfeeding within different fields of study and develops a theoretical framework that tries to bridge the gap between those disciplines.
Various electronic databases were used and through systematic selection 11 scientific articles were identified that this literature review is based on.
The review indicates that the relationship between social marketing and breastfeeding is complex. There are indications that this relationship is being investigated within three distinct fields of research: psychology/education, public health and marketing. Depending on the research field the emphasis is put on either breastfeeding or social marketing as well as on the other concepts that were discovered to be of importance within this relationship. Namely, group and individual demography as well as behaviour were revealed to be important elements of the link between social marketing and breastfeeding.
Based on the results this study concludes that a more multidimensional view on the relationship between the concepts under study is needed since the focus of previous studies is very one-sided and limited to just one element when all elements should be integrated equally.
通过对相关文献的综述，本研究阐明了社会营销和母乳喂养的概念。具体讨论了社会营销与母乳喂养之间的联系在不同研究领域中的定位，并构建了一个理论框架，试图弥合这些学科之间的差距。
使用了各种电子数据库，并通过系统筛选确定了11篇科学文章作为本综述的基础。
综述表明，社会营销与母乳喂养之间的关系很复杂。有迹象表明，这种关系正在三个不同的研究领域中进行调查：心理学/教育学、公共卫生和市场营销。根据研究领域的不同，重点要么放在母乳喂养上，要么放在社会营销上，以及在这种关系中被发现很重要的其他概念上。也就是说，群体和个体人口统计学以及行为被揭示为社会营销与母乳喂养之间联系的重要元素。
基于这些结果，本研究得出结论，由于之前研究的重点非常片面，仅限于一个元素，而所有元素都应平等整合，因此需要对所研究概念之间的关系有更全面的看法。
