Social Marketing Quarterly

Binge drinking is a social problem that is highly prevalent in South Africa, particularly among the youth. The behaviour has negative consequences on the health of individuals and society.

This empirical study drew from the Theory of planned behaviour and decomposed the theory’s determinants of intention into two components each, to investigate intention to quit binge drinking. Social support from the Social cognitive theory was also investigated as a determinant of intention to quit. Furthermore, the study investigates the determinants quitting binge drinking behaviour.

The study proposed that attitude (affective and instrumental); subjective norms (injunctive and descriptive), perceived behavioural control (self-efficacy and perceived controllability) and social support positively and significantly predict intention to quit binge drinking. Intention, perceived controllability and self-efficacy were hypothesised to predict actual behaviour of quitting binge drinking.

This study contributes theoretical knowledge through the use of an extended TPB model that focuses on the desired behaviour of quitting binge drinking and provides specific determinants that social marketers can use when designing interventions. The two-component TPB used in the study also provides social marketers distinctive and specific knowledge on which aspects from the original one component significantly influence the intention to quit. The implications are discussed from a social marketing perspective.

A cross-sectional, quantitative online survey was used to collect data from a convenient sample of 810 respondents. Partial Least Squares Structural equation modelling was used to analyse the data including testing the hypothesis and age group–based multigroup analysis.

Instrumental attitude, injunctive norms, descriptive norms, self-efficacy and social support were found to significantly and positively predict intention to quit binge drinking explaining 49.2% variance in intention. However, the influence of affective attitude was negative and insignificant. Intention and self-efficacy positively explained 16.2% of variance in behaviour.

It is recommended that social marketers focus on instrumental attitude injunctive, descriptive norms, self-efficacy as well as social support when designing interventions to promote quitting binge drinking behaviour.

The main limitation of the study is it provides a broad ranging overview which calls for more experimental efforts to be done on the ground for practitioners promoting positive behaviour change.

Segmentation use in social marketing especially in improving the health of young adults is limited, and theory use within segmentation remains infrequent. A generalisable segmentation structure that can be reliably applied across different young adult’s samples may assist social marketers to move beyond one size fits all healthy eating programs.

Segmentation is an essential marketing principle which allows customising marketing activities to the needs of specific segments. Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised and a cross-sample validation of segments across different populations remains to be demonstrated.

Delivery of healthy eating programs targeted to group differences and accommodating a broader theory-based socio-ecological viewpoint is needed to engage with a cross section of young adults more effectively along with a cross-sample validation of segments across different populations to identify a valid segmentation structure that can be reliably applied across the Australian young adult population.

A replication study was conducted using the same constructs, items and analytical procedures as in the original study. Data was collected online and in person using a paper survey in two military bases to ensure a mix of Australian Defence Force (ADF) trainee types. Psychographic variables informed by the MOA framework were collected and used to segment the sample with two-step cluster analysis along with a demographic measure (education) and behavioural measure (eating behaviour) to repeat the segmentation analysis.

The ability of the MOA framework to explain eating behaviour was confirmed in the ADF trainee sample, and two-step cluster analysis produced a similar segment structure to the original study with education, opportunity and motivation to eat healthy being the most important variables in segment formation.

Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of young adults. This empirical replication study confirmed a similar theory-driven healthy eating segment solution across two young adult populations illustrating the value of using behavioural theories to draw segments and utilising the same theory to cross-validate the constructs in a comparable sample. Future research could use this approach to identify a valid segmentation structure that can be reliably applied across different populations and behavioural contexts.

The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several challenges to regulators, companies, and consumers, since HTPs are advertised as a less harmful alternative to conventional cigarettes.

This study aims to analyze smokers' perception of HTPs to provide insights for social marketing campaigns targeting behavioral change.

The main objectives of this research are: (1) to assess whether smokers and ex-smokers view HTPs as less harmful to health than traditional cigarettes; and (2) to determine to what extent HTPs can help increase the intention to quit smoking.

This study explores smokers’ perception of HTPs consumption using a modified version of the Health Belief Model (HBM). A survey study involving 250 smokers and ex-smokers was conducted to test the conceptual model using PLS-Path modeling to validate the research hypotheses. The data were analyzed using the SPSS 27 and SmartPLS 3.3 programs.

The results suggest that the perceived benefits of heated tobacco consumption negatively influence the likelihood of quitting smoking. Therefore, HTPs do not work as auxiliary products with regard to the intention to quit smoking. In some cases, the effect is quite the opposite, as HTPs use increases tobacco consumption and dependence. Perceived susceptibility and perceived severity are not significant predictors of the decision to quit smoking.

Future research could use a sample that includes only HTPs smokers and ex-smokers, analyze HTPs benefits and understand the primary motivation behind replacing conventional cigarettes with HTPs.

Entities attempting to promote the reduction of tobacco consumption should equate HTPs to conventional tobacco and focus on campaigns targeting only HTPs smokers. Whenever studying perceptions on HTPs, it is important to consider smokers’ dependence on nicotine and the particularities of the devices used to consume HTPs.

Considering the social relevance and growth of heated tobacco consumption, as well as the increase of the tobacco industry’s economic power, this research offers relevant insights into consumers’ perceptions toward HTPs.

More than 50% of colorectal cancer (CRC)–related deaths could be prevented with early detection and treatment. Federally Qualified Healthcare Centers (FQHCs)—safety-net facilities that provide primary care services to uninsured, underinsured and minority patients—report some of the lowest CRC screening rates. Effective CRC screening interventions within FQHCs may help to promote CRC screening utilization among patients from diverse backgrounds.

This study was designed to explore average-risk, patient perceptions of facilitators and impediments of using the Fecal Immunochemical Test (FIT) kit for CRC screening within the social marketing framework of the 4 “P’s”—product, price, place, and promotion.

To conduct formative research with priority populations (i.e., diverse, FQHC patients), assess acceptability of the FIT kit, and identify ways to better meet preferences and needs.

Qualitative, Focus Groups.

Findings from this study would aid in the future development of a community-based prevention marketing intervention to promote CRC screening within FQHCs that serve diverse patient populations.

Focus groups were conducted in English and Spanish with CRC screening age-eligible patients from a South Florida FQHC System. Interview guides were designed to better understand FQHC patient perceptions of CRC Screening via the FIT kit (product) by up-to-date and not up-to-date participants. Additional topics included likes/dislikes (price), preferred location for completing CRC screening and receiving CRC prevention education (place), and strategies for persuasive communication to increase CRC screening among patients who visit FQHCs (promotion). Data were analyzed to identify FIT screening facilitators and impediments using thematic coding in MaxQDA.

Five focus groups, involving 36 participants aged 50 and older, were conducted. Over half of participants self-identified as Hispanic (36%) or non-Hispanic Black (28%). Key facilitators were the convenience and simplicity of at-home testing (product), presumed affordability of it compared to colonoscopy (price), and ability to return by mail (place). Participants also shared numerous strategies for promotion, including direct referral from Primary Care Providers, mass media campaigns, mailed or electronic reminders from the clinic, and peer advocacy events in churches.

Social marketing provides an adequate approach for developing a patient-centered campaign to promote CRC screening uptake at FQHCs. Future CRC screening promotional campaigns at FQHCs should build on the motivation that patients must prioritize their health by emphasizing the convenience of completing CRC screening at home with the capability of mailing it back. Clinics should also work to reduce patient responsibility by developing automated clinic system reminders to openly communicate with patients about CRC screening.