The Integration of Behavioural Change Models in Social Marketing Programs in Public Health

Savciuc Oxana () and Timotin Alina
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Savciuc Oxana: Academy of Economic Studies of Moldova, Republic of Moldova
Timotin Alina: Academy of Economic Studies of Moldova, ASEM Doctorate School; School of Public Health Management, Nicolae Testemitanu State University of Medicine and Pharmacy of the Republic of Moldova

Marketing – from Information to Decision Journal, 2019, vol. 2, issue 1, 30-39

Abstract: The aim of the paper is to provide a conceptual theoretical framework of the integration of the theories and models of behavioural change in the marketing mix of the social marketing programs applied in public health. A second purpose is to highlight the benefits of social marketing over alternative techniques used in programs that are designed to influence health behaviour. The research is a conceptual one, that uses both theoretical (through examination of theories and concepts) and applied approaches (through examination of particular cases and examples). In the specialized literature there are presented multiple models/theories of behavioural change, but their specific application in the marketing mix of the social marketing programs is insufficiently described. The need to use these theories in the public health sector arises from the extended application of social marketing in this field and the specificity of the domain. Eight main theories of behaviour change were studied according to their purpose, variables (possibility of segmentation) and limits. Accordingly, the study presents how these theories can be integrated in the process of social marketing implementation in defining the marketing mix strategy. In this regard, it is important to underline the advantages of using social marketing (in contrast to alternative techniques like PRECEDE/PROCEED or the ecological models), namely: it is based on consumer orientation, uses marketing research, creates attractive exchanges, considers competition, uses the marketing mix, ensures management of the processes. In addition, some elements of the alternative techniques can be taken over in the application of social marketing. Social marketing is a very useful practical tool, but it needs a well-grounded theoretical support in order to gain ground in front of other similar theories. This paper tends to enhance the theoretical tools available for researchers and practitioners.

Keywords: Social marketing; Health promotion; Behavior change; Theories; Models (search for similar items in EconPapers)
JEL-codes: I12 M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mfitdj:v:2:y:2019:i:1:p:30-39:n:3

DOI: 10.2478/midj-2019-0003

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