“For a Million Steps”: The Use of Social Marketing and Wearable Devices in the Promotion of Physical Exercise to Achieve Quality of Life

• Ana Isabel Polo-Peña ^[1] ; Dolores María Frías-Jamilena ^[1] ; Francisco Peco-Torres ^[1]
  1. [1] Universidad de Granada

     Universidad de Granada

     Granada, España

     
• Localización: Applied social marketing and quality of life: Case studies from an international perspective / María Mercedes Galán Ladero (ed. lit.), Reynaldo Rivera (ed. lit.), 2021, ISBN 978-3-030-83286-5, págs. 175-187
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Consumer quality of life and well-being are critical objectives of advanced societies. Nowadays, some of the most important problems in these societies are the lack of physical exercise and the sedentary lifestyle, which must be addressed in order to promote the well-being of the population and face the current obesity pandemic. Social marketing and the development of technology offer opportunities to companies and public institutions for the development of new products and their commercialization, which helps to improve the quality of life and well-being of the population.The development of wearable and smart devices provides new ways of practicing physical exercise and controlling our physical condition and health, responding to the consumer’s need for well-being. The initiative “For a million steps” (“Por un millón de pasos”, in Spanish) started by public institutions in Andalusia (Spain) allows to take advantage of the possibilities that social marketing and wearable devices offer. It is a program that manages to promote the acquisition of physical exercise habits with the support of wearable devices. This case study describes the objectives and keys of the social marketing program that have achieved a greater quality of life and well-being in the participants through the initiation and/or maintenance of physical exercise.