Applying an ecological model to social marketing communications

Lindridge, Andrew; MacGaskill, Susan; Gnich, Wendy; Eadie, Douglas and Holme, Ingrid (2013). Applying an ecological model to social marketing communications. European Journal of Marketing, 47(9) pp. 1399–1420.

DOI: https://doi.org/10.1108/EJM-10-2011-0561

Abstract

This paper reviews how The Social Ecological Model of health behaviour (SEM) can be used to deliver behaviour change, specifically focussing on oral health amongst socio-economic deprived groups in Scotland. Addressing previous criticisms of SEM application being institutionally led, our paper argues and shows the need for community involvement.

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