Abstract
Drawing on evidence from a series of five systematic literature reviews, this umbrella review aims to understand the extent to which segmentation is employed in social marketing interventions. Ninety-three unique social marketing interventions were included in this umbrella review. We identified limited reported use of segmentation in social marketing interventions, with only a handful of social marketing interventions (16 %) reporting the use of segmentation. Further, the majority of social marketing interventions reporting segmentation limited program differences to one P: adaptation of promotional materials. Importantly, interventions reporting using at least four of the social marketing benchmark criteria, at least two out of four Ps, and adapting products rather than just promotional materials to cater to different segments needs and wants were observed to deliver positive behavioural outcomes.
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Acknowledgments
The evidence synthesis on which this article was based was funded by the Victorian Health Promotion Foundation (VicHealth) and DST Group. The funders played no role in study design, collection, analysis, interpretation of data, or in the decision to submit the paper for publication. They accept no responsibility for contents.
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Kubacki, K. et al. (2017). An Umbrella Review of the Use of Segmentation in Social Marketing Interventions. In: Dietrich, T., Rundle-Thiele, S., Kubacki, K. (eds) Segmentation in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-10-1835-0_2
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DOI: https://doi.org/10.1007/978-981-10-1835-0_2
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