... only certain behaviours. The purpose of this study is to examine responses to an organization with a narrow brand (i.e. ParticipACTION) in its promotion of the different recommended movement-related behaviours (i.e. sleep, limited sedentary behaviour [SB], light physical activity [PA] and moderate...

...Ernest Yaw Tweneboah-Koduah; Matilda Adams; George Acheampong Purpose The purpose of this paper is to integrate the theory of planned behavior (TBP) and the technology acceptance model (TAM) in social marketing to predict and explain technology adoption (gym equipment use) in physical activity (PA...

... not reach older adults and have difficulty persuading them to adopt and sustain a physically active lifestyle (Taylor et al., 2004). This study comprised n = 537 community-dwelling older adults from three geographic locations (two urban and one rural) who completed...

...Jane McKay-Nesbitt; Sukki Yoon Purpose – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Design/methodology/approach – This paper examines how social marketing communication...

... models. The paper aims to discuss these issues. Design/methodology/approach – In this ethnographic study of a deprived community in North West England, physical activity behaviours were researched through participant observation. Field notes were analysed using retroductive reasoning...