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Social marketing and breastfeeding: a literature review
Kristianstad University, School of Health and Society, Avdelningen för Hälsovetenskap. Kristianstad University, Research Platform for Collaboration for Health.ORCID iD: 0000-0002-3113-6432
2013 (English)In: Global Journal of Health Science, ISSN 1916-9736, E-ISSN 1916-9744, Vol. 5, no 3, 82-94 p.Article in journal (Refereed) Published
Abstract [en]

Aims: Through the review of relevant literature this study illuminates the concepts of social marketing and breastfeeding. It specifically discusses the positioning of the link between social marketing and breastfeeding within different fields of study and develops a theoretical framework that tries to bridge the gap between those disciplines.

Method: Various electronic databases were used and through systematic selection 11 scientific articles were identified that this literature review is based on.

Results: The review indicates that the relationship between social marketing and breastfeeding is complex. There are indications that this relationship is being investigated within three distinct fields of research: psychology/education, public health and marketing. Depending on the research field the emphasis is put on either breastfeeding or social marketing as well as on the other concepts that were discovered to be of importance within this relationship. Namely, group and individual demography as well as behaviour were revealed to be important elements of the link between social marketing and breastfeeding.

Conclusions: Based on the results this study concludes that a more multidimensional view on the relationship between the concepts under study is needed since the focus of previous studies is very one-sided and limited to just one element when all elements should be integrated equally.

Place, publisher, year, edition, pages
2013. Vol. 5, no 3, 82-94 p.
Keyword [en]
social marketing, breastfeeding, literature review, education, psychology, behavioural sciences
National Category
Public Health, Global Health, Social Medicine and Epidemiology
URN: urn:nbn:se:hkr:diva-10407DOI: 10.5539/gjhs.v5n3p82OAI: diva2:617220
Available from: 2013-04-22 Created: 2013-04-22 Last updated: 2016-02-01Bibliographically approved

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Schmidt, Manuela
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