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
Date Written: December 23, 2010
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: Suggested Citation