Impact of the marketing mix on self-efficacy and smoking cessation : a meta-analysis

Thumbnail Image
Naeem, Fahid
University of Lethbridge. Faculty of Management
Journal Title
Journal ISSN
Volume Title
Lethbridge, Alta. : University of Lethbridge, Faculty of Management
Tobacco consumption, responsible for six million deaths each year, is a large concern for social marketers. Social cognitive theory suggests that self-efficacy is a key predictor of smoking behavioural change. According to this theory, enhancement of self-efficacy is an effective method for smoking cessation. Yet not much work has been done by social marketers to understand how different social marketing tools such as marketing mix affect self-efficacy and smoking behaviour. This research has systematically gathered and meta-analyzed intervention studies by finding elements of marketing in them and their effect on self-efficacy and smoking cessation. This study also looks at the relationship between self-efficacy enhancement and smoking cessation. By studying the nature of relationships between marketing mix and self-efficacy, self-efficacy and smoking cessation, and marketing mix and smoking cessation, we inspect the mediating influence of self-efficacy on the 4P’s (product, price, place and promotion) of marketing mix and smoking cessation.
self-efficacy , social marketing , smoking cessation