Nutrition Meets Social Marketing: Targeting Health Promotion Campaigns to Young Adults Using the Living and Eating for Health Segments

Dix, Clare; Brennan, Louis; Reid, Mike; McCaffrey, Tracy A.; Molenaar, Annika; Barklamb, Amy; Chin, Shinyi; Truby, Helen

doi:10.3390/nu13093151

Cited by 7 publications

(19 citation statements)

References 43 publications

(60 reference statements)

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“…This sample of young adults has been characterized by detailed demographics published previously [ 13 ]. A total of 2019 young adults aged from 18 to 24 years old, residing in Australia, completed the online survey in December 2018, with a mean age of 21 (SD 2) years, n = 906 (44.9% females), n = 1046 (51.8% males), n = 62 non-binary/gender fluid/gender queer/ trans-gender (3.1%) and n = 5 (0.2%) preferred not to assign themselves a gender.…”

Section: Resultsmentioning

confidence: 99%

“…This paper describes young adults’ food and health-related information seeking behaviours and intentions using social media. As such, it provides a nuanced understanding of their habitual use, preferences, and likely engagement with health information sources provided via social media, and taken in the context of the earlier papers [ 12 , 13 ], provides additional direction for those wishing to create health-promotion social media campaigns. Reported engagement with social media components of interventions varies widely from 3 to 69% [ 17 ].…”

Section: Discussionmentioning

confidence: 99%

“…In previous articles, we described the detailed methodology of developing the six different psycho-behavioural LEHS profiles or market segments for young adults; defined as Lifestyle Mavens, Health-Conscious, Aspirational Healthy Eaters, Balanced-All Rounders, Contemplating Another Day, and Blissfully Unconcerned [ 12 , 13 , 14 ].…”

Section: Methodsmentioning

confidence: 99%

“…This research, “Communicating Health”, aims to bridge the gap between nutritionist, media, and social marketing professionals to produce tools that can be used to improve engagement with young adults and reduce the prevalence of obesity. Further analysis provided a deep understanding of psycho-behavioural characteristics of specific segments which can be applied for campaign design [ 13 ]. This paper extends this work and explores health information seeking behaviours within each specific segment, what platforms they are most likely to be using, and when they are actively seeking information about health.…”

Section: Introductionmentioning

confidence: 99%

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Communicating Health to Young Adults Using Social Media: How, Where, and When?

et al. 2022

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Communication with young adults about healthy lifestyle behaviours needs to result in improvements in dietary choices to impact the prevalence of diet-related diseases. This paper presents the health beliefs, behaviours, and communication practices in young Australian adults (n = 2019) by their pre-defined psycho-behavioural characteristics: Lifestyle Mavens, Health-Conscious, Aspirational Healthy Eaters, Balanced-All Rounders, Contemplating Another Day, or Blissfully Unconcerned. The Lifestyle Mavens and Health-Conscious groups were more likely to actively seek out health information on social media (p < 0.05). Lifestyle Mavens were the most likely to engage with health and food content on social media, whereas the Blissfully Unconcerned were the least likely to engage (p < 0.05). Lifestyle Mavens are more likely to report creating food and health-related content for social media, whereas Aspirational Healthy Eaters are more likely to report searching for food and health-related content online, but are less likely to share or create content. Contemplating Another Day are more likely to report interactions with commercial content. This paper defines how psycho-behavioural segments communicate about health, where they look for information, how they may prefer to receive health messages, and when they are most receptive to messages. By applying existing robust market segmentation techniques, this paper provides nuanced information that challenges the assumption that online social media health information is preferred by all young adults.

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Section: Resultsmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Communicating Health to Young Adults Using Social Media: How, Where, and When?

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“…Of the few social marketing studies that have used segmentation in a healthy eating context, most have used a defining characteristic that does not provide much insight, such as a child's grade (Rosi et al, 2016) or an adult's stage of change (Neiger & Thackeray, 2002) or they have relied on complex analytical techniques such as clustering techniques (Bryant et al, 2001;Chrysochou et al, 2010;Kazbare et al, 2010;Kitunen et al, 2020;Kitunen et al, 2019;Naughton et al, 2017;Van Loo et al, 2017) (Dix et al, 2021). Administering classification tools of this length may not always be practical given long surveys are costly to implement and they require highly trained research professionals.…”

Section: A Short Form Segmentation Toolmentioning

confidence: 99%

When Less is More: A Short-form Tool to Increase Segmentation Implementation

Carins

Kitunen

Rundle‐Thiele

2022

Social Marketing Quarterly

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Background Segmentation remains underutilised in social marketing research and practice. Simple segmentation tools that are easy to administer and simple for audience members to complete may increase the use of segmentation across the social marketing process. Focus of the Article Segmentation is a foundational marketing principle which allows marketers to tailor marketing activity to the needs of specific groups (segments). Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised. Data-driven methods are used to identify segments based on several variables collected via surveys, but they take time, require large sample sizes and technical analyses; and can be costly and time consuming. Importance to the Field Simple diagnostic tools are needed to simplify data collection and increase the use of key social marketing principles such as segmentation. Methods Three studies were conducted to create and verify a short diagnostic segmentation tool and later refine a tool that reflects contemporary social marketing practice. The first employed multiple linear regression to predict segment membership based on previously performed two-step cluster analysis. The second applied the tool to another data set to verify whether the tool could predict segment membership accurately. The final study delivers a short diagnostic tool following the same development approach to a data set drawn from a larger sample that included objective measures ensuring focus moved beyond how individuals think and feel. Results Segments in the first study had been defined by five variables (derived from 16 survey questions). The tool was able to predict segment membership to a high level of accuracy from five questions. In the second study the tool was used to predict segments, which had high correspondence to the segments identified in that analysis, which was also based on five variables (16 questions). The third study extended development to an analysis using 16 defining variables, based on 40 survey questions. The final tool predicted segment membership to a high degree of accuracy based on five survey questions. Recommendations for Research or Practice Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of more people. This simple tool developed and verified within and across samples has potential to simplify data collection enabling greater uptake of segmentation in social marketing practice. The final tool incorporated objective measures to ensure segmentation moves beyond the myopic consumer focus that has dominated social marketing. Future research could use the approach in this paper to derive short diagnostic tools with a broader range of behavioural contexts and with more diverse populations. Limitations The behavioural measures used in these studies were self-report measures, and the use of a more objective measure would further strengthen both the segmentation analysis and short diagnostic tool.

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Social marketing targeting healthy eating and physical activity in young adult university students: A scoping review

Alsharairi,

2024

Heliyon

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Nutrition Meets Social Marketing: Targeting Health Promotion Campaigns to Young Adults Using the Living and Eating for Health Segments

Cited by 7 publications

References 43 publications

Communicating Health to Young Adults Using Social Media: How, Where, and When?

Communicating Health to Young Adults Using Social Media: How, Where, and When?

When Less is More: A Short-form Tool to Increase Segmentation Implementation

Social marketing targeting healthy eating and physical activity in young adult university students: A scoping review

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