Social Marketing and Breastfeeding: A Literature Review

Schmidt, Manuela

doi:10.5539/gjhs.v5n3p82

Cited by 4 publications

(3 citation statements)

References 60 publications

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“…Of these, after reviewing the abstracts of the 1042 articles that appeared relevant, we assessed 301 full text articles for eligibility and included 195 in our final database (Fig. ) . Of these, a total of 73 studies examined the effect of health systems and services on different breastfeeding outcomes, 57 stud...…”

Section: Resultsmentioning

confidence: 99%

Interventions to improve breastfeeding outcomes: a systematic review and meta‐analysis

et al. 2015

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Aim: To provide comprehensive evidence of the effect of interventions on early initiation, exclusive, continued and any breastfeeding rates when delivered in five settings: (i) Health systems and services (ii) Home and family environment (iii) Community environment (iv) Work environment (v) Policy environment or a combination of any of above.Methods: Of 23977 titles identified through a systematic literature search in PUBMED, Cochrane and CABI, 195 articles relevant to our objective, were included. We reported the pooled relative risk and corresponding 95% confidence intervals as our outcome estimate. In cases of high heterogeneity, we explored its causes by subgroup analysis and metaregression and applied random effects model. Results:Intervention delivery in combination of settings seemed to have higher improvements in breastfeeding rates. Greatest improvements in early initiation of breastfeeding, exclusive breastfeeding and continued breastfeeding rates, were seen when counselling or education were provided concurrently in home and community, health systems and community, health systems and home settings, respectively. Baby friendly hospital support at health system was the most effective intervention to improve rates of any breastfeeding. Conclusion:To promote breastfeeding, interventions should be delivered in a combination of settings by involving health systems, home and family and the community environment concurrently.

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Section: Resultsmentioning

confidence: 99%

Interventions to improve breastfeeding outcomes: a systematic review and meta‐analysis

et al. 2015

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“…We used the search terms social marketing, marketing mix, and place. In addition, we reviewed the bibliographies of other specialized social marketing literature reviews (e.g., Evans et al, 2014; Gordon, McDermott, Angus, & Stead, 2006; Luca & Suggs, 2010, 2013; Schmidt, 2013; Stead, Gordon, Angus, & McDermott, 2007; Sublet & Lum, 2008; Truong, 2014; Yoder & Murphy, 2012). We then conducted a word search of each article available online in both Social Marketing Quarterly and the Journal of Social Marketing , which are the two journals devoted specifically to the publication of the practice and research of social marketing.…”

Section: Methodsmentioning

confidence: 99%

Understanding “Place” in Social Marketing

Edgar

Huhman

Miller

2015

Social Marketing Quarterly

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Critiques of the social marketing literature have suggested the place strategy is a key component within the 4 Ps of the marketing mix that simultaneously has been misunderstood and underutilized. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how place has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 84 articles published from 1988 to 2015 representing work in 20 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that almost half (46.4%) of the descriptions of place strategies operationalized the component by including at least one element of placing messages within communication channels or information delivery such as print, interpersonal, traditional broadcast, or digital. The heavy emphasis on communication channels and information delivery contrasts sharply with definitions of place that thought leaders have offered historically. Results revealed that authors from the United States especially have a tendency to operationalize place as message placement. Discussion speculates on why conceptualization and operationalization have diverged and considers the implications for clarity within the field of social marketing as a whole.

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“…We used the search terms social marketing and product. In addition, we reviewed the bibliographies of other specialized social marketing literature reviews (e.g., Evans et al, 2014; Gordon, McDermott, Angus, & Stead, 2006; Luca & Suggs, 2010, 2013; Schmidt, 2013; Stead, Gordon, Angus, & McDermott, 2007; Sublet & Lum, 2008; Truong, 2014; Yoder & Murphy, 2012). We then conducted a word search of each article available online in both Social Marketing Quarterly and the Journal of Social Marketing , which are the two journals devoted specifically to the publication of the practice and research of social marketing.…”

Section: Methodsmentioning

confidence: 99%

Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

Edgar

Huhman

Miller

2016

Social Marketing Quarterly

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The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products.

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Social Marketing and Breastfeeding: A Literature Review

Cited by 4 publications

References 60 publications

Interventions to improve breastfeeding outcomes: a systematic review and meta‐analysis

Interventions to improve breastfeeding outcomes: a systematic review and meta‐analysis

Understanding “Place” in Social Marketing

Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

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