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Educación Médica Superior

Print version ISSN 0864-2141On-line version ISSN 1561-2902


FERNANDEZ LORENZO, Angie et al. The influence of social marketing in alcohol and tobacco consumption in university students. Educ Med Super [online]. 2020, vol.34, n.1, e2080.  Epub May 11, 2020. ISSN 0864-2141.


Alcohol and tobacco consumption in the regions of Latin America is the highest compared to the rest of the world. Teenagers and adult males identify themselves as one of the most vulnerable groups. Social marketing is a tool that influences people's behavior, so you can promote healthier lifestyles, and implement strategies so that individuals and communities become aware of their health, through the change in their routines, behaviors and thoughts.


To evaluate the influence of social marketing in reducing alcohol and tobacco consumption in the students from the University of the Armed Forces ESPE in Ecuador.


The research was descriptive-correlational. Theoretical and empirical methods were used, and the technique of scientific observation was used through primary data obtained from a survey applied to students from the sixth to ninth semesters of the Commercial Engineering career of the University of the Armed Forces ESPE. Data processing was performed with SPSS.


The most recurrent type of consumption was alcohol in university students of the University of the Armed Forces ESPE. The results agreed that the consumption of alcohol and tobacco was related to the influence of friendships and the most recurrent place of use of these substances was the University. It was determined that social marketing could moderately influence student behavior, with the support of social networks through action campaigns, demotivation of vices, and health and life messages.


The results indicated the need to increase the effectiveness of social marketing programs and activities aimed at reducing alcohol and tobacco consumption in the university community, since there is a high percentage of consumption of these substances.

Keywords : social marketing; consumption; alcohol; tobacco; university students.

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