MoveU? Assessing a Social Marketing Campaign to Promote Physical Activity

Journal of American College Health : J of ACH
Tanya M F ScarapicchiaGuy Ej Faulkner

Abstract

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. Students (N = 2,784) from a Canadian university in March 2013. 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. 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. 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.

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Citations

Dec 21, 2016·European Psychiatry : the Journal of the Association of European Psychiatrists·G SampognaC Henderson
Jun 29, 2018·Journal of American College Health : J of ACH·Hieu Ly, Jennifer D Irwin
Apr 21, 2020·Journal of Health Communication·Alexander Lithopoulos, Ryan E Rhodes
Apr 17, 2020·The International Journal of Behavioral Nutrition and Physical Activity·Chloë WilliamsonPaul Kelly
Oct 16, 2020·Applied Physiology, Nutrition, and Metabolism = Physiologie Appliquée, Nutrition Et Métabolisme·Jennifer R TomasoneMelissa C Brouwers

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Software Mentioned

ParticipACTION
LISREL
MoveU

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