Suchergebnisse

Children and adolescents are often the primary target audience of social marketing campaigns and interventions. The prevalence of youth-directed campaigns has risen dramatically in the past decade, in part due to the increase in children's health problems (e.g., obesity, asthma, substance use). As a result, researchers increasingly approach schools and ask them to be collaborative partners in helping them to evaluate social marketing campaigns prior to more widespread dissemination. Just as social marketers must understand the facilitators of and barriers to behavior change in their primary target audience(s), schools must also be thoroughly understood and supported for collaborative success. While schools are a convenient and often effective channel for conducting youth-based social marketing evaluation research, partnering with schools can present some unique challenges. This article describes some of the issues social marketers should consider when working with schools on evaluation research.

Purpose We aimed to better understand hesitancy to use nicotine replacement therapy (NRT) to quit smoking. Design We content coded and analyzed NRT-related posts in online quit smoking support groups to understand NRT-use hesitancy and to examine associations with health outcomes. Setting NRT posts were analyzed in unmoderated social-media support groups with free NRT. Sample Adults who smoked daily (n = 438) and posted about NRT were studied, 339 of whom reported on NRT usage and 403 reported on smoking abstinence. Measures Surveys at 1-month post-quit date assessed NRT usage and smoking abstinence. Analysis Relationships among NRT posts, NRT usage and smoking abstinence were analyzed using GEE models accounting for support group and covariates. Results Nearly all (96.17%) participants reported using the study-provided NRT once, most (70.21%) used NRT during the past week, but less than half (45.72%) used NRT daily for the full month as recommended. Nearly two-thirds (65.34%) of NRT posts were negative. Posts reflecting dislike or no longer needing NRT were associated with a lower likelihood of using NRT in the past week at least once (B = −.66, P = .005 and B = −.37, P = .045), use occasions (B = −1.86, P = .018 and B = −1.10, P = .016) and used daily for full month (B = −.56, P = .044 and B = −.53, P = .009). Posts related to the effectiveness of NRT related to past-week NRT used at least once (B = .15, P = .023), used daily for full month (B = .25, P = .001), and smoking abstinence (B = .27, P = .002). Conclusion Strategies are needed to address dislike of NRT and strengthen perceptions of NRT efficacy, especially on social media where posts may be amplified.