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The internationalisation of social marketing research

The internationalisation of social marketing research Purpose – This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, significance and diffusion as a concept has not been examined from an international perspective. Design/methodology/approach – A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research. Findings – Different levels and dimensions of internationalisation were identified but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries. Originality/value – This is arguably the first paper to explore the nature and significance of the degree of internationalisation of social marketing research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

The internationalisation of social marketing research

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References (68)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2042-6763
DOI
10.1108/JSOCM-04-2014-0025
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, significance and diffusion as a concept has not been examined from an international perspective. Design/methodology/approach – A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research. Findings – Different levels and dimensions of internationalisation were identified but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries. Originality/value – This is arguably the first paper to explore the nature and significance of the degree of internationalisation of social marketing research.

Journal

Journal of Social MarketingEmerald Publishing

Published: Oct 12, 2015

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