An umbrella review of the use of segmentation in social marketing interventions

Krzysztof Kubacki*, Sharyn Rundle-Thiele, Bo Pang, Julia Carins, Joy Parkinson, Haruka Fujihira, Rimante Ronto

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

18 Citations (Scopus)


Drawing on evidence from a series of five systematic literature reviews, this umbrella review aims to understand the extent to which segmentation is employed in social marketing interventions. Ninety-three unique social marketing interventions were included in this umbrella review. We identified limited reported use of segmentation in social marketing interventions, with only a handful of social marketing interventions (16 %) reporting the use of segmentation. Further, the majority of social marketing interventions reporting segmentation limited program differences to one P: adaptation of promotional materials. Importantly, interventions reporting using at least four of the social marketing benchmark criteria, at least two out of four Ps, and adapting products rather than just promotional materials to cater to different segments needs and wants were observed to deliver positive behavioural outcomes.

Original languageEnglish
Title of host publicationSegmentation in social marketing
Subtitle of host publicationprocess, methods and application
EditorsTimo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki
Place of PublicationSingapore
PublisherSpringer, Springer Nature
Number of pages15
ISBN (Electronic)9789811018350
ISBN (Print)9789811018336
Publication statusPublished - 1 Jan 2016
Externally publishedYes


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