Journal of Research and Health
مجله تخصصی پژوهش و سلامت
J Research Health
Medical Sciences
http://jrh.gmu.ac.ir
1
admin
2423-5717
2423-5717
8
10.29252/jrh
14
8888
13
en
jalali
1400
2
1
gregorian
2021
5
1
11
3
online
1
fulltext
en
Effects of Social Marketing Intervention on Physical Activity promotion Among the Elderly
● Psychosocial Health
مقاله اصيل پژوهشي
Orginal Article
<p><strong>Background</strong>: Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a nonprofit manner. This study mainly aimed to examine the effectiveness of social marketing in changing the physical activity of the elderly. Besides, this study sought to determine the extent to which the Andreason social marketing criteria have been targeted in social marketing interventions.<br>
<strong>Methods</strong>: This was a narrative review study that investigated social marketing interventions to promote elderly physical activity, during 2000-2019. The scientific databases (Elmnet, SID, Irandoc, Civilica, Medline, ScienceDirect, Google Scholar, Web of Science, ProQuest, and Emerald) were searched between February and March 2019. The searched keywords included physical activity, social marketing, the elderly, social marketing mix, improving physical activity level, social marketing intervention, social marketing campaigns, and the Andreasen criteria. Finally, nine articles entered the study. Then, the mixed marketing components were extracted from the interventions, and six benchmarks of the Andrasen social marketing interventions were analyzed.<br>
<strong>Results</strong>: Most articles employed four components of the marketing mix. No intervention had applied the six measures of the Andrasen social marketing criteria. Also, five studies reported positive behavioral changes. However, other studies have reported no change in negative behavior. According to the evidence gathered in our study, social marketing offers an effective behavioral change approach to increase physical activity in the elderly.<br>
<strong>Conclusion</strong>: The present findings provide the basis for comprehensive and effective social marketing interventions.</p>
Social marketing, Physical activity, Aging, Mediation
147
156
http://jrh.gmu.ac.ir/browse.php?a_code=A-10-1737-1&slc_lang=en&sid=1
Zahra
Rohani
rohani_1669@yahoo.com
100319475328460020275
100319475328460020275
No
Department of sport management, Faculty on Sciences Sport, Shahrood University of Technology, Shahrood, Iran.
Reza
Andam
reza.andam@gmail.com
100319475328460020276
100319475328460020276
Yes
Department of sport management, Faculty on Sciences Sport, Shahrood University of Technology, Shahrood, Iran.
Hasan
Bahrololoum
bahrololoum@shahroodut.ac.ir
100319475328460020277
100319475328460020277
No
Department of sport management, Faculty on Sciences Sport, Shahrood University of Technology, Shahrood, Iran.
Zhaleh
Memari
zh.memari@gmail.com
100319475328460020278
100319475328460020278
No
Department of Sport Management, Faculty on Sciences Sport, Alzahra University, Tehran, Iran.