Effectiveness of Prevention Interventions Using Social Marketing Methods on Behavioural Change in the General Population: A Systematic Review of the Literature

Aude Roger, Mikael Dourgoudian, Virginie Mergey, David Laplanche, Fiona Ecarnot and Stéphane Sanchez ()
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Aude Roger: Department of Performance and Public Health, Centre Hospitalier de Troyes, 10000 Troyes, France
Mikael Dourgoudian: Department of Performance and Public Health, Centre Hospitalier de Troyes, 10000 Troyes, France
Virginie Mergey: Department of Performance and Public Health, Centre Hospitalier de Troyes, 10000 Troyes, France
David Laplanche: Department of Performance and Public Health, Centre Hospitalier de Troyes, 10000 Troyes, France
Fiona Ecarnot: EA3920, University of Franche-Comté, 25000 Besançon, France
Stéphane Sanchez: Department of Performance and Public Health, Centre Hospitalier de Troyes, 10000 Troyes, France

IJERPH, 2023, vol. 20, issue 5, 1-11

Abstract: In an effort to encourage people to adopt healthy behaviours, social marketing is increasingly used in disease prevention and health promotion. This systematic review aimed to evaluate the effect of prevention initiatives that use social marketing techniques on achieving behavioural change in the general population. We conducted a systematic review of PubMed, Embase, Science Direct, Cochrane, and Business Source Complete. Among 1189 articles identified across all databases, 10 studies met the inclusion criteria (six randomized controlled trials and four systematic reviews). The number of social marketing criteria used varies according to the studies. The results showed positive effects overall, albeit not always statistically significant. The quality of the studies was mixed: 3/4 of the systematic reviews did not meet the methodological criteria, and four out of six randomized trials had at least a high risk of bias. Social marketing is not fully exploited in prevention interventions. However, the greater the number of social marketing criteria used, the more positive the effects observed. Social marketing thus appears to be an interesting concept to bring about behavioural change, but it requires rigorous monitoring to ensure maximum effectiveness.

Keywords: social marketing; intervention; prevention; effectiveness; systematic review (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2023
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