The Use of Social Marketing in Community-Wide Physical Activity Programs: A Scoping Review.

This article systematically reviews community-wide interventions targeting physical activity and/or weight loss that incorporate social marketing strategies, guided by the five Ps of social marketing: Product, Price, Promotion, Place, and People. The review found that while about 56% of studies reported positive physical activity outcomes, few explicitly used community-based participatory research (CBPR) frameworks, and underserved populations such as African American and Hispanic communities were underrepresented. Most interventions employed some form of community engagement but lacked rigorous randomized designs and consistent use of theoretical frameworks. The findings highlight gaps in reaching historically underserved groups, integrating CBPR fully, and sustaining participant retention, suggesting future research should focus on enhancing community involvement and tailoring interventions to improve equity and effectiveness.