An Umbrella Review of the Use of Segmentation in Social Marketing Interventions

Kubacki, Krzysztof; Rundle‐Thiele, Sharyn; Pang, Bo; Carins, Julia; Parkinson, Joy; Fujihira, Haruka; Ronto, Rimante

doi:10.1007/978-981-10-1835-0_2

Cited by 19 publications

(32 citation statements)

References 42 publications

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“…Following the identification of segments, marketing activities and materials tailored to the unique needs and wants of one or more unique groups are delivered to one or more target segments (Dietrich, Rundle-Thiele, & Kubackia, 2017). While segmentation is recognized as a key component of social marketing, a recent umbrella review of segmentation use in social marketing indicates that full application of the segmentation process is limited (Kubacki et al, 2017). Segmentation is a three-step process that in any large market comprises of segmenting, targeting, and positioning (Dietrich et al, 2015).…”

Section: Resultsmentioning

confidence: 99%

Littering Reduction

Almosa

Parkinson

Rundle‐Thiele

2017

Social Marketing Quarterly

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Littering continues to be a problem worldwide. The purpose of this article is to update earlier systematic reviews on littering and using a scorecard of seven social marketing components, assess the extent of social marketing use in identified littering programs. Following Center for Reviews and Dissemination guidelines, the search included all peer-reviewed studies published between 1995 and 2015 in the English language available through 10 databases. A total of 1,220 articles were initially identified and resulted in a final set of 17 that met the study criteria. The analysis revealed key insights including a lack of social marketing use in litter prevention efforts to date providing an opportunity for future research. Limitations of the current study and opportunities for future research are outlined.

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Section: Resultsmentioning

confidence: 99%

Littering Reduction

Almosa

Parkinson

Rundle‐Thiele

2017

Social Marketing Quarterly

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“…Additionally, others have warned that if service firms focused on selling rather than supporting consumers through the pandemic, consumers were likely to deem the company as tone-deaf, and brand trust may have sustained longterm damage (Edelman 2020). Yet, this uniform approach to all consumers and the expectation that they respond in a consistent, compliant way refutes the wisdom of market segmentation and is dangerously flawed (Kubacki et al 2015(Kubacki et al , 2017.…”

Section: Introductionmentioning

confidence: 99%

Maladaptive Consumer Behaviors and Marketing Responses in a Pandemic

Ketron

Siguaw

Sheng

2021

The ICT and Evolution of Work

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The COVID-19/coronavirus pandemic has upended consumers' day-today lives and abruptly halted the operations of many businesses of all sizes. In the face of these challenges, how should marketers respond? Although pundits have suggested a uniform marketing approach in addressing and appealing to consumers during the pandemic, such a universal approach contradicts market segmentation wisdom. To better utilize sound marketing practices, marketers require a clear means of segmenting consumers during global crises. In response to this unfulfilled need, this study builds on the theoretical framework of the Extended Parallel Process Model, or EPPM (Witte 1991(Witte , 1992a(Witte , b, 1994, and identifies two distinct segments of consumers-labeled as Rejectionists and Survivalists-who have responded to the pandemic in differing maladaptive ways. In this work, each segment is described in detail and validated with cluster analysis, and suggestions are given to marketers for engaging with and promoting to each segment. These market segments are the first to be developed to assist marketers in identifying appropriate engagement and promotional strategies in a national crisis.

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“…Studies show that when more benchmarks elements are correctly applied, behaviour change is more likely [28, 29]. However, a recent umbrella review summarises the limited reported use of segmentation in available peer reviewed literature [30]. Examination of systematic reviews extending beyond the umbrella review provide further evidence of the lack of reported segmentation use in scholarly literature [31, 32].…”

Section: Introductionmentioning

confidence: 99%

Learning what our target audiences think and do: extending segmentation to all four bases

et al. 2019

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Background While acknowledged as one of social marketing’s necessities, limited reporting of segmentation exists. The current study seeks to extend segmentation drawing on all four segmentation bases within the context of Queensland young adult sexual health behaviour. Methods An online survey was used to collect data from 15 to 29 year old people in Queensland, Australia. Data collection was undertaken online to capture the broader population of young adults and in person on campuses to gather data from students who were currently enrolled at University. Quotas were set to ensure a broad representation was attained reflecting the States demography. Results Two-step cluster analysis revealed three different segments. The most important variables in segment formation were age, household type, experience of risky sexual encounters and previously being tested or treated for sexually transmissible infections (STIs). The results suggest that demographic and behavioural variables were the most effective in segment definition. Conclusions This study investigated young people aged 15–29 in Queensland, Australia to examine group differences drawing from four bases. This study revealed three distinct segments in a sexual health context and highlighted the importance of behavioural variables in segment formation, insight and understanding. Electronic supplementary material The online version of this article (10.1186/s12889-019-6696-2) contains supplementary material, which is available to authorized users.

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An Umbrella Review of the Use of Segmentation in Social Marketing Interventions

Cited by 19 publications

References 42 publications

Littering Reduction

Littering Reduction

Maladaptive Consumer Behaviors and Marketing Responses in a Pandemic

Learning what our target audiences think and do: extending segmentation to all four bases

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