ERIC Number: EJ1064922
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
Reference Count: 37
MoveU? Assessing a Social Marketing Campaign to Promote Physical Activity
Scarapicchia, Tanya M. F.; Sabiston, Catherine M. F.; Brownrigg, Michelle; Blackburn-Evans, Althea; Cressy, Jill; Robb, Janine; Faulkner, Guy E. J.
Journal of American College Health, v63 n5 p299-306 2015
Objective: MoveU is a social marketing initiative aimed at increasing moderate-to-vigorous physical activity (MVPA) among undergraduate students. Using the Hierarchy of Effects model (HOEM), this study identified awareness of MoveU and examined associations between awareness, outcome expectations, self-efficacy, intentions, and MVPA. Participants: Students (N = 2,784) from a Canadian university in March 2013. Methods: A secondary analysis of the National College Health Assessment-II survey and measures specific to the MoveU campaign. The main associations were examined in a path analysis. Results: MoveU awareness (36.4%) was lower than other well-established university health campaigns. Younger students, females, and individuals living on campus were more likely to be aware of MoveU. The HOEM was supported, and improvements in model fit were evident, with additional direct relationships between outcome expectancy and intention, and between self-efficacy and MVPA. Conclusions: The intended population was aware of the campaign. The HOEM was useful in the development and evaluation of the MoveU campaign. Longitudinal studies are needed to further test the efficacy of the HOEM in the social marketing of physical activity.
Descriptors: Marketing, Path Analysis, Health Promotion, Health Behavior, Physical Activities, Models, Self Efficacy, Undergraduate Students, Goodness of Fit, Correlation, Foreign Countries, Intention, Online Surveys, Statistical Analysis, Case Studies, Females, Program Descriptions, Program Effectiveness, Physical Activity Level
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: Canada (Toronto)