IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i7p3589-d526969.html
   My bibliography  Save this article

Process Evaluation of the ‘No Money No Time’ Healthy Eating Website Promoted Using Social Marketing Principles. A Case Study

Author

Listed:
  • Lee M. Ashton

    (School of Health Sciences, College of Health, Medicine and Wellbeing, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, 2308 Newcastle, Australia
    School of Education, College of Human and Social Futures, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, 2308 Newcastle, Australia)

  • Megan E. Rollo

    (School of Health Sciences, College of Health, Medicine and Wellbeing, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, 2308 Newcastle, Australia)

  • Marc Adam

    (School of Electrical Engineering and Computing, College of Engineering, Science and Environment, University of Newcastle, Callaghan, 2308 Newcastle, Australia)

  • Tracy Burrows

    (School of Health Sciences, College of Health, Medicine and Wellbeing, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, 2308 Newcastle, Australia)

  • Vanessa A. Shrewsbury

    (School of Health Sciences, College of Health, Medicine and Wellbeing, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, 2308 Newcastle, Australia)

  • Clare E. Collins

    (School of Health Sciences, College of Health, Medicine and Wellbeing, Priority Research Centre for Physical Activity and Nutrition, University of Newcastle, Callaghan, 2308 Newcastle, Australia)

Abstract

Background: Reaching and engaging individuals, especially young adults, in web-based prevention programs is challenging. ‘No Money No Time’ (NMNT) is a purpose built, healthy eating website with content and a social marketing strategy designed to reach and engage a young adult (18–34 year olds) target group. The aim of the current study was to conduct a process evaluation of the 12-month social marketing strategy to acquire and engage NMNT users, particularly young adults. Methods: a process evaluation framework for complex interventions was applied to investigate the implementation of the social marketing strategy component, mechanisms of impact and contextual factors. Google Analytics data for the first 12 months of operation (17 July 2019 to 17 July 2020) was evaluated. Results: in year one, 42,413 users from 150+ countries accessed NMNT, with 47.6% aged 18–34 years. The most successful channel for acquiring total users, young adults and return users was via organic search, demonstrating success of our marketing strategies that included a Search Engine Optimisation audit, a content strategy, a backlink strategy and regular promotional activities. For engagement, there was a mean of 4.46 pages viewed per session and mean session duration of 3 min, 35 s. Users clicked a ‘call-to-action’ button to commence the embedded diet quality tool in 25.1% of sessions. The most common device used to access NMNT (63.9%) was smartphone/mobile. Engagement with ‘quick, cheap and healthy recipes’ had the highest page views. Conclusions: findings can inform online nutrition programs, particularly for young adults, and can apply to other digital health programs.

Suggested Citation

  • Lee M. Ashton & Megan E. Rollo & Marc Adam & Tracy Burrows & Vanessa A. Shrewsbury & Clare E. Collins, 2021. "Process Evaluation of the ‘No Money No Time’ Healthy Eating Website Promoted Using Social Marketing Principles. A Case Study," IJERPH, MDPI, vol. 18(7), pages 1-19, March.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:7:p:3589-:d:526969
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/7/3589/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/7/3589/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Felix van de Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "User Experience Is Brand Experience," Management for Professionals, Springer, number 978-3-030-29868-5, June.
    2. Felix Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "The Intersection of User Experience (UX), Customer Experience (CX), and Brand Experience (BX)," Management for Professionals, in: User Experience Is Brand Experience, chapter 5, pages 71-93, Springer.
    3. Kubacki, Krzysztof & Rundle-Thiele, Sharyn & Pang, Bo & Buyucek, Nuray, 2015. "Minimizing alcohol harm: A systematic social marketing review (2000–2014)," Journal of Business Research, Elsevier, vol. 68(10), pages 2214-2222.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Simona Sternad Zabukovšek & Zdenko Deželak & Silvia Parusheva & Samo Bobek, 2022. "Attractiveness of Collaborative Platforms for Sustainable E-Learning in Business Studies," Sustainability, MDPI, vol. 14(14), pages 1-25, July.
    2. Escario, José-Julián & Rodriguez-Sanchez, Carla & Sancho-Esper, Franco & Barlés-Arizón, María-José, 2023. "A quantitative analysis of factors related to adolescent cybervictimization in Spain: A multilevel logistic regression approach," Children and Youth Services Review, Elsevier, vol. 155(C).
    3. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    4. Siemieniako, Dariusz & Kubacki, Krzysztof & Mitręga, Maciej, 2021. "Inter-organisational relationships for social impact: A systematic literature review," Journal of Business Research, Elsevier, vol. 132(C), pages 453-469.
    5. Juan Moreno-Garcia & Benito Yáñez-Araque & Felipe Hernández-Perlines & Luis Rodriguez-Benitez, 2022. "An Aggregation Metric Based on Partitioning and Consensus for Asymmetric Distributions in Likert Scale Responses," Mathematics, MDPI, vol. 10(21), pages 1-17, November.
    6. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
    7. Sunil Sahadev & Neeru Malhotra & Avinandan (Avi) Mukherjee, 2020. "Segmenting Excessive Alcohol Consumers: Implications for Social Marketing," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 213-225, July.
    8. Arslan Rafi & Ali Junaid Khan & Shahzad Ali Gill & Muhammad Imdadullah, 2021. "The Philosophy of Electronic Word of Mouth and Consumer Buying Behavior in Modern Era," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 402-411, December.
    9. Renata Anibaldi & Sharyn Rundle-Thiele & Patricia David & Carina Roemer, 2021. "Theoretical Underpinnings in Research Investigating Barriers for Implementing Environmentally Sustainable Farming Practices: Insights from a Systematic Literature Review," Land, MDPI, vol. 10(4), pages 1-24, April.
    10. Seretny Marek & Gaur Deepika & Sobczyk Katarzyna & Kaabour Maya, 2021. "Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants," Foundations of Management, Sciendo, vol. 13(1), pages 49-56, January.
    11. Jennifer Smith & Tessa Clemens & Alison Macpherson & Ian Pike, 2021. "Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety," IJERPH, MDPI, vol. 18(12), pages 1-10, June.
    12. Anran Zhang & Pamela Saleme & Bo Pang & James Durl & Zhengliang Xu, 2020. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention," Sustainability, MDPI, vol. 12(22), pages 1-23, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:7:p:3589-:d:526969. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.