社会营销用于实施科学的应用:一个范围审查
Heather Colquhoun1, Moriah E Ellen2,3, Jamie Brehaut4,5
1Department of Occupational Science and Occupational Therapy, University of Toronto, 160-500 University Ave, Toronto, ON, M5G 1V7, Canada. heather.colquhoun@utoronto.ca.
社会营销策略可以通过将商业营销原则应用于社会和健康问题来加强实施科学. 本综述探讨了社会营销干预措施,并提出了促进实施科学研究的方法.
科学领域:
- 实施科学 实施科学
- 社交营销是社会营销.
- 卫生干预措施 卫生干预措施
背景情况:
- 实施科学可以从整合其他领域的理论和方法中受益.
- 社会营销,即将商业营销应用于社会问题,为与实施科学的协同作用提供了尚未开发的潜力.
- 本综述探讨了社交营销和实施科学的交叉点.
研究的目的:
- 描述在受控设计中测试社会营销干预措施的研究.
- 详细介绍这些干预措施,包括背景,机制和结果.
- 提出适用于实施科学的社会营销方法.
主要方法:
- 按照乔安娜·布里格斯研究所 (JBI) 的方法进行范围审查.
- 包括随机或非随机控制干预设计测试社会营销的研究.
- 数据提取集中在干预细节,背景,机制和结果上,对于更广泛的应用,团队达成共识.
主要成果:
- 包括在1999-2023年间发表的28项研究,重点关注营养和性健康等健康主题.
- 确定了新的理论,如"交换理论"和"消费者信息处理模型".
- 建议的方法包括利用情绪,设计吸引力,了解受众价值,价格,地点,竞争优势和品牌.
结论:
- 社会营销理论和方法可以应用于实施科学.
- 整合社交营销原则可以在实施科学中培养新和创造性的思维.
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