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Social Marketing Studies on Health Interventions in Turkey: A Systematic Review and Validation on Theory and Model Use

Purpose – The aim of the study is to draw the attention of researchers and practitioners to the benefits of using theory and models in social marketing studies, which theories or models are mostly used in social marketing health interventions in Turkey and how they are being used. Design/methodology/approach – The studies to be included in the research were determined by systematic review before the analyzes and then the application was made with the STROBE and SRQR guidelines (international evaluation norms) to ensure the validation of the studies. After the validation evaluation, the theory and model use in the relevant studies was examined. In order to ensure the objectivity of the evaluation process in the study, a statistician and the author of the study rated the relevant studies in accordance with the guidelines. Consistency between raters was demonstrated by the Blant-Altman (1986) method. Results – After the systematic review, 8 quantitative studies and 9 qualitative studies were evaluated with international conformity lists. In the evaluated norms, it has been observed that the studies on the subject comply with the international standards by more than 60%. In this case, it can be said deterministically that the suggestions to be given or compiled on the subject of the study meet both national and international norms and their scientific quality meets the expectations. Discussion – Although the connection between theory and model use in the development of social marketing studies and well-designed interventions has been revealed in the literature, it is seen in the literature review that a large number of social marketing studies in Turkey do not use theory and model or do not report theory and model use in detail. This result is also similar to the international literature. It has been seen that social marketers need to have knowledge of behavioural theory and models, as well as how to integrate them into health interventions. In addition, studies in the field of health interventions need to be supported and diversified with studies other than smoking and audience analysis.

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