On the Effectiveness of Social Marketing – What Do We Really Know?

Journal of Nonprofit and Public Sector Marketing, Vol. 22, No. 4, pp. 264-287, 2010

University of Mannheim Business School Discussion Paper No. 2/2010

30 Pages Posted: 26 Dec 2010

See all articles by Bernd Helmig

Bernd Helmig

Department of Business Administration, Chair Public & Nonprofit Management

Julia Thaler

University of Mannheim - Chair and Department of Business Administration, Public & Nonprofit Management

Date Written: December 23, 2010

Abstract

Social marketing continues playing an important role as social problems within society are omnipresent even though they may vary with regards to issues. Therefore, scientific findings on the effectiveness of social marketing are particularly interesting. A rigorously elaborated structured state of the art covering two aspects – not only the currently observed restricted focus on health campaigns but the whole spectrum of topics and the diversity of applied methodologies – is needed. Accordingly, this paper aims to identify and categorize relevant findings on the effectiveness of social marketing in a tentative holistic model with a main focus on framing determinants. A research agenda – which includes research propositions on framing determinants in social marketing effectiveness – to enhance scientific progress in the field, is deduced from this state of the art.

Keywords: Social marketing campaign, effectiveness, framing, state of the art

JEL Classification: I18, L31, L32, M31

Suggested Citation

Helmig, Bernd and Thaler, Julia, On the Effectiveness of Social Marketing – What Do We Really Know? (December 23, 2010). University of Mannheim Business School Discussion Paper No. 2/2010. Available at SSRN: https://ssrn.com/abstract=1730171

Bernd Helmig (Contact Author)

Department of Business Administration, Chair Public & Nonprofit Management ( email )

L 5,4
Mannheim, D-68131
Germany
+49 621 181-1727 (Phone)
+49 621 181-1728 (Fax)

HOME PAGE: http://helmig.bwl.uni-mannheim.de

Julia Thaler

University of Mannheim - Chair and Department of Business Administration, Public & Nonprofit Management ( email )

Germany

HOME PAGE: http://helmig.bwl.uni-mannheim.de

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