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Formative Research in Social Marketing pp 183–250Cite as

Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews

Abstract

Systematic literature reviews are among the most popular methods in social research. Within the social marketing field, systematic literature reviews have been conducted to document program effectiveness, examine current strategies and practices, and assess the academic landscape of the discipline. This chapter applies the systematic literature review method to examine the use of formative research in social marketing health interventions. A systematic search strategy was conducted which identified 166 self-labelled social marketing health interventions reported in 242 refereed journal articles. Nutrition was the most popular topic, followed by alcohol prevention, HIV/AIDS, and physical activity. A majority of these interventions reported conducting some form of formative research activities to understand the target audience’s characteristics, attitudes, behaviours, and preferred communication channels. Theory and model use was not always reported. Qualitative methods were employed in nearly half of the identified interventions. Relatively limited stakeholder participation in formative research activities was found, particularly of policy makers. Study limitations are discussed and implications for further research indicated.

Keywords

  • Systematic Literature Review
  • Target Audience
  • Social Marketing
  • Formative Research
  • Social Marketer

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Authors and Affiliations

  1. North-West University, Potchefstroom, South Africa

    V. Dao Truong

  2. National Economics University, Hanoi, Vietnam

    V. Dao Truong

  3. Social Marketing Initiatives, Hanoi, Vietnam

    V. Dao Truong & Nam V. H. Dang

Authors
  1. V. Dao Truong
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  2. Nam V. H. Dang
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Correspondence to V. Dao Truong .

Editor information

Editors and Affiliations

  1. Griffith University, Brisbane, Australia

    Krzysztof Kubacki

  2. Griffith University, Brisbane, Australia

    Sharyn Rundle-Thiele

Appendix

Appendix

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Table 2 Articles included in the analysis of formative research in social marketing health interventions by year of publication (2000–2015)
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Truong, V.D., Dang, N.V.H. (2017). Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews. In: Kubacki, K., Rundle-Thiele, S. (eds) Formative Research in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-10-1829-9_11

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