Kubacki Krzysztof, Szablewska Natalia
Social Marketing @ Griffith, Department of Marketing, Griffith University, Nathan, Australia.
School of Law and Justice, Southern Cross University, East Lismore, Australia.
Health Promot Int. 2019 Feb 1;34(1):133-143. doi: 10.1093/heapro/dax060.
Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen's (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change.
社会营销是一门专注于运用营销原则来促使社会期望的行为改变的学科。由于社会营销仍是政府和国际组织所采用的主要行为改变方法之一，因此有必要考虑将其应用于特别容易遭受歧视性做法、边缘化、排斥和贫困的弱势群体。本系统综述的目的是确定在针对原住民的社会营销干预措施中，Andreasen（2002年）的六项社会营销基准标准的报告程度。共识别出20篇涵盖13项社会营销干预措施的文章以供综述。尽管没有一项干预措施能证明它们满足了所有六项基准标准，但它们似乎在应对原住民面临的一些问题方面取得了成效。然而，细分、交换和竞争标准在已识别的干预措施中仍未得到充分利用。针对原住民的社会营销干预措施往往依赖电视和广播广告，显示出更多利用产品、地点和价格来影响、促进和维持社会期望的行为改变的潜力。
