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What can social marketing learn from Dirichlet theory patterns in a physical activity context?

Naomi Gruneklee (Griffith University, Brisbane, Australia)
Sharyn Rundle-Thiele (Social Marketing @ Griffith, Griffith University, Nathan, Australia)
Krzysztof Kubacki (Social Marketing @ Griffith, Griffith University, Nathan, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 2016

Issue publication date: 1 February 2016

618

Abstract

Purpose

The purpose of this paper is twofold: first, to explore whether patterns suggested in Dirichlet theory can be observed in a single behaviour change context, namely, physical activity; second, to provide implications for social marketing practice based on the Dirichlet theory patterns observed in a social context of physical activity.

Design/methodology/approach

A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ self-reported physical activity.

Findings

The results of the current study indicate that Dirichlet patterns can be observed in social contexts such as physical activity.

Research limitations/implications

The sample in this study cannot be considered to be demographically representative of the target population and the physical activity categories selected for this study were limited to the most popular activities and a category level and whole of sample assessment.

Practical implications

To encourage participation in physical activity social marketers need to promote and offer a broad range of physical activity options to increase overall physical activity participation. This is a substantial change from current social marketing practice where one form of physical activity is typically promoted.

Originality/value

This research indicates that commercial marketing theories may be extended to a social marketing context thereby overcoming social marketing’s health myopia. The current study is the first to apply Dirichlet theory in full to a social marketing setting, namely, physical activity.

Keywords

Acknowledgements

The authors gratefully acknowledge that The Victorian Health Promotion Foundation (VicHealth) funded and supported this research. The funders played no role in study design, collection, analysis, interpretation of data or in the decision to submit the paper for publication. They accept no responsibility for contents.

Citation

Gruneklee, N., Rundle-Thiele, S. and Kubacki, K. (2016), "What can social marketing learn from Dirichlet theory patterns in a physical activity context?", Marketing Intelligence & Planning, Vol. 34 No. 1, pp. 41-60. https://doi.org/10.1108/MIP-12-2014-0233

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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