Application of social marketing to recruitment for a digital weight management intervention for young adults

Whiteley, Jessica A.; Faro, Jamie M; Mavredes, Meghan; Hayman, Laura L.; Napolitano, Melissa A.

doi:10.1093/tbm/ibaa032

Cited by 8 publications

(10 citation statements)

References 23 publications

(38 reference statements)

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“…There were different channels for recruitment using social marketing principles [ 30 ], such as placement of materials in high-trafficked areas and standardized branding using study-specific colors, logos, and fonts. Furthermore, technology was used as a specific outreach strategy.…”

Section: Resultsmentioning

confidence: 99%

Digital Media for Behavior Change: Review of an Emerging Field of Study

Evans

Abroms

Broniatowski

et al. 2022

IJERPH

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Digital media are omnipresent in modern life, but the science on the impact of digital media on behavior is still in its infancy. There is an emerging evidence base of how to use digital media for behavior change. Strategies to change behavior implemented using digital technology have included a variety of platforms and program strategies, all of which are potentially more effective with increased frequency, intensity, interactivity, and feedback. It is critical to accelerate the pace of research on digital platforms, including social media, to understand and address its effects on human behavior. The purpose of the current paper is to provide an overview and describe methods in this emerging field, present use cases, describe a future agenda, and raise central questions to be addressed in future digital health research for behavior change. Digital media for behavior change employs three main methods: (1) digital media interventions, (2) formative research using digital media, and (3) digital media used to conduct evaluations. We examine use cases across several content areas including healthy weight management, tobacco control, and vaccination uptake, to describe and illustrate the methods and potential impact of this emerging field of study. In the discussion, we note that digital media interventions need to explore the full range of functionality of digital devices and their near-constant role in personal self-management and day-to-day living to maximize opportunities for behavior change. Future experimental research should rigorously examine the effects of variable levels of engagement with, and frequency and intensity of exposure to, multiple forms of digital media for behavior change.

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Section: Resultsmentioning

confidence: 99%

Digital Media for Behavior Change: Review of an Emerging Field of Study

Evans

Abroms

Broniatowski

et al. 2022

IJERPH

View full text Add to dashboard Cite

show abstract

“…This resulted in them influencing their friends and family, encouraging engagement with the campaign, and encouraging testing for HIV. Sanders et al (2019), Mehmet et al (2020) and Whiteley et al (2020) developed Facebook groups/pages where the target audience connected and empowered one another, shared their stories and collaborated to provide support and clarification on queries. In comparison, Lambert et al (2014) used Facebook insights to monitor reach of the campaign and identify trends in behaviour while Ullmann et al (2018) used geographic information software (GIS) to encourage intervention engagement by target parents with information on resources in their area and link them with child-friendly community resources (Ullmann et al, 2018).…”

Section: Use Of Digital Technologies In Social Marketingmentioning

confidence: 99%

“…Thirty-one of the interventions included in this study were informed by theory with twenty-two of these reporting positive behavioural outcomes (Andrade et al, 2018;Bopp et al, 2018;Cates et al, 2014;Cates et al, 2018;Dietrich et al, 2019;Evans et al, 2016;Garbers et al, 2016;Gilbert et al, 2019;Glassman et al, 2018;John et al, 2017;Jones et al, 2018;Loh et al, 2018;Plant et al, 2020;Rundle-Thiele et al, 2015;Russell-Bennett et al, 2016;Saleme et al, 2020;Sanders et al, 2019;Shah et al, 2020;Solorio et al, 2016;Tait et al, 2019;Yam et al, 2017). Social cognitive theory was used in 11 interventions (Bopp et al, 2018;Dietrich et al, 2019;Frerichs et al, 2015;Loh et al, 2018;Paul et al, 2018;Russell-Bennett et al, 2016;Saleme et al, 2020;Sanders et al, 2019;Tobey et al, 2016;Whiteley et al, 2020;Willoughby, 2015). The health belief model was used in 6 interventions (Cates et al, 2014;Cates et al, 2018;Evans et al, 2016;Garbers et al, 2016;Glassman et al, 2018;Plant et al, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…These costs can be monetary or nonmonetary, for example, time and energy required to achieve the behaviour, perceived risks or physical discomforts which may be associated with the behaviour (Lee and Kotler, 2011). Fifteen interventions considered price by providing the products/services at no, or a subsidised, monetary cost (Bopp et al, 2018;Cates et al, 2014;Dietrich et al, 2019;Garbers et al, 2016;Glassman et al, 2018;Khurshid et al, 2015;Loh et al, 2018;Mitchell et al, 2017;Plant et al, 2020;Scarapicchia et al, 2015;Solorio et al, 2016;Ullmann et al, 2018;Whiteley et al, 2020;Wilkinson et al, 2016;Willoughby, 2015),with 9 reporting a positive outcome (Bopp et al, 2018;Cates et al, 2014;Dietrich et al, 2019;Garbers et al, 2016;Glassman et al, 2018;Loh et al, 2018;Plant et al, 2020;Solorio et al, 2016;Wilkinson et al, 2016).…”

Section: Jsocm 114mentioning

confidence: 99%

“…Place refers to where and when the target audience will perform the desired behaviour and enter the exchange (Kotler and Zaltman, 1971). This element was reported in 19 studies (Adam et al, 2016;Andrade et al, 2018;Bopp et al, 2018;Cates et al, 2014;Cates et al, 2018;Cheung et al, 2020;Dietrich et al, 2019;Frerichs et al, 2015;Garbers et al, 2016;Glassman et al, 2018;John et al, 2017;Loh et al, 2018;Plant et al, 2020;Pounds et al, 2014;Saleme et al, 2020;Sampogna et al, 2017;Scarapicchia et al, 2015;Solorio et al, 2016;Whiteley et al, 2020) with 13 reporting positive outcomes (Andrade et al, 2018;Bopp et al, 2018;Cates et al, 2014;Cates et al, 2018;Dietrich et al, 2019;Garbers et al, 2016;Glassman et al, 2018;John et al, 2017;Loh et al, 2018;Plant et al, 2020;Saleme et al, 2020;Sampogna et al, 2017;Solorio et al, 2016). For example, Garbers et al (2016) extended hours and locations of vans for chlamydia testing.…”

Section: Jsocm 114mentioning

confidence: 99%

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The use of digital technologies in social marketing: a systematic review

Flaherty

Domegan

Anand³

2021

JSOCM

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Purpose With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social platforms, much remains nebulous about the opportunities these technologies hold for social marketers beyond their previously documented use as communication and promotion tools. This paper aims to provide a rich examination of the variety of digital technologies used within social marketing and establish the scale of integration between digital technologies and social marketing. Design/methodology/approach Following systematic literature review procedures, a systematic literature review through eight databases was conducted. The systematic review focussed on the assessment of social marketing studies that incorporated a wide range of mature and emerging digital technologies such as the internet, mobile platforms and social media channels. A total of 50 social marketing studies (2014–2020) were analysed. Findings The review found that there have been major advancements in the technologies available to social marketers in recent years. Furthermore, the adoption of digital technologies by social marketers has evolved from a communication or promotion function where generic information is pushed to the citizen, towards the use of these technologies for a more personalised design, content and behaviour change intervention. In some studies, the digital technologies were the primary means for interactions and collaborations to take place. The review also found that digital technologies target more than the individual citizen. Digital technologies are used to target multi-level stakeholders, policy makers and partners as part of behavioural change interventions. Originality/value Only two previous reviews have synthesised digital technologies and their use in social marketing. This review provides a recent depiction of the range and scale of integration within social marketing. Specifically, it demonstrates the expansion beyond a persuasive application to their use for research, segmentation and targeting, collaboration and co-creation, the product and facilitator of service delivery. Finally, this review provides a heat map to illustrate the integration between digital technologies and key concepts and criteria within social marketing.

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Effect of tailoring on weight loss among young adults receiving digital interventions: an 18 month randomized controlled trial

Napolitano

Whiteley

Mavredes

et al. 2021

Translational Behavioral Medicine

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Weight loss outcomes among young adults in technology-based programs have been equivocal. The purpose of this study was to deliver digital weight loss treatments to young adults and examine the 6, 12, and 18 month effects on weight loss. Young adults with overweight/obesity (N = 459; 23.3 ± 4.4 years) were recruited from two university sites and randomly assigned to receive through Facebook and text messaging either personalized (TAILORED; n = 150) or generic (TARGETED; n = 152) weight loss information, messages, and feedback or general healthy body content (e.g., body image, sleep; CONTROL; n = 157). The study was powered to detect a 2.1-kg difference at all time points with the primary outcome being 18 months. There was no overall effect of treatment group on 6, 12, or 18 month weight loss (ps = NS). However, at 6 months, those in TAILORED who were highly engaged (completing >66%) lost more weight compared to CONTROL (−2.32 kg [95% confidence intervals: −3.90, −0.74]; p = .004), with the trend continuing at 12 months. A significant baseline body mass index (BMI) by treatment group interaction (p = .004) was observed at 6 months. Among participants in the lowest baseline BMI category (25–27.5 kg/m2), those in TAILORED lost 2.27 kg (−3.86, −0.68) more, and those in TARGETED lost 1.72 kg (−3.16, −0.29) more than CONTROL after adjusting for covariates. Among participants with a BMI between 27.5 and 30 kg/m2, those in TAILORED lost 2.20 kg (−3.90, −0.51) more than participants in TARGETED. Results did not persist over time with no treatment interaction at 12 or 18 months. Initial body weight should be considered when recommending weight loss treatments for young adults. More intensive interventions or stepped care approaches may be needed for young adults with obesity.

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Application of social marketing to recruitment for a digital weight management intervention for young adults

Cited by 8 publications

References 23 publications

Digital Media for Behavior Change: Review of an Emerging Field of Study

Digital Media for Behavior Change: Review of an Emerging Field of Study

The use of digital technologies in social marketing: a systematic review

Effect of tailoring on weight loss among young adults receiving digital interventions: an 18 month randomized controlled trial

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