The Effects of Social Marketing Interventions on Physical Activity Promotion Among the Elderly Based on Andreasen Criteria: A Narrative Review

Background:Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a non-profit manner. The main purpose of this study is to examine the effectiveness of social marketing on changing the physical activity of the elderly. Second, this study seeks to determine the extent to which Andreasonchr('39')s social marketing criteria have been targeted in social marketing interventions. Methods:This is a narrative review study that investigated social marketing interventions to promote elderly physical activity in the mid 2000-2019 years. The scientific databases (Elmnet, SID, Irandoc and civilica, Medline, Science Direct, Scholar Google, Web of Science, ProQuest and Emerald) were searched between February and March 2019. searched key words was: physical activity, social marketing, the elderly, social marketing mix, improving physical activity level, social marketing intervention, social marketing campaigns, andreasen’s criteria. 9 articles entered the study. Mixed marketing components were extracted in the interventions and six benchmarks of Andrasenchr('39')s social marketing interventions were analyzed. Results:In most articles, 4 components of marketing mix were employed. No intervention had applied the six measures of Andrasenchr('39')s social marketing criteria. 5 studies reported positive behavioral changes. However, other studies have reported no change in negative behavior. The evidence gathered in our study suggests that social marketing offers an effective behavioral change approach to increase physical activity in the elderly. Conclusion:The findings of this study provide the basis for comprehensive and effective social marketing interventions.