Social marketing physical activity interventions among adults 60 years and older: a systematic review

Haruka Fujihira, Krzysztof Kubacki*, Rimante Ronto, Bo Pang, Sharyn Rundle-Thiele

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

45 Citations (Scopus)


This article describes results of a systematic review of social marketing physical activity interventions targeting adults 60 years and over. Thirty-four articles covering seven social marketing interventions were identified following systematic literature review procedures. None of the identified interventions gave evidence that they addressed all six social marketing benchmark criteria; three interventions addressed five social marketing benchmark criteria and a further three interventions addressed four social marketing benchmark criteria. Four interventions reported positive behavior change, and no negative behavioral changes were reported among all seven social marketing interventions. Previous research shows that social marketing interventions employing all six benchmark criteria offer greater potential to change behaviors, yet none of the interventions in this review used all of the benchmark criteria. Audience segmentation and exchange were used by only three interventions.

Original languageEnglish
Pages (from-to)214-229
Number of pages16
JournalSocial Marketing Quarterly
Issue number4
Publication statusPublished - 1 Jan 2015
Externally publishedYes


  • Behavior change
  • Interventions
  • Physical activity
  • Seniors
  • Social marketing
  • Systematic review


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