TV viewing and physical activity: a segment analysis for social marketing

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2008-08-01 DOI:10.1002/NVSM.324

Satyendra Singh

引用次数: 0

Abstract

Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing-reduction and physical activity-enhancing strategies for the various segments. Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing. Copyright © 2007 John Wiley & Sons, Ltd.

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电视观看和体育活动:社会营销的细分分析

长时间看电视和缺乏运动会促进久坐行为，导致肥胖。然而，如何改变这种行为却受到了有限的学术调查。因此，本探索性研究的目的是开发与此类行为相关的细分市场，并针对各个细分市场提出减少看电视和增加体育活动的策略。使用商场的数据，多元回归和方差分析(ANOVA)导致四个部分的识别:警报，不活跃，行动和理想。结果表明，那些参加体育锻炼的人看电视的时间似乎更少，年龄和性别对看电视的时间没有显著影响。管理者可以利用调查结果、细分和策略来为目标社会营销创造吸引力。版权所有©2007 John Wiley & Sons, Ltd

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.