Social Marketing

[Theories]

• To find popular theories that have been used to research behaviors or to design communication campaigns
  • Search article databases, Google or Google Scholar
    • E.g., 
      "health promotion" (theories OR models)
      "behavior* change" (theories OR models)
      "social change" (theories OR models) (campaign or "social marketing")
  • Search the library catalog for books that compiled related theories on a topic, such as "Health Promotion Theory"
  • Check out the subject-specific social marketing books, such as "Social Marketing and Public Health: Theory and Practice" 
• To see how a theory was used for a social marketing campaign to influence particular behavioral changes
  • Search article databases or Google Scholar 
    • E.g.,
      "Theory of Planned Behavior" smoking cessation (campaign OR "social marketing") 
      "Social Practice Theory" "waste sorting" (campaign OR "social marketing") 
  • Search the Journal of Social Marketing or Social Marketing Quarterly with the name of the theory and the behavior as the search terms

[Evidence]

• To find evidence of the predictors of the behaviors, or effectiveness of interventions or preventions 
  • Search systematic reviews or meta-analyses, or original research reports on the topic in article databases or Google Scholar. Look for recent studies. 
    • E.g., 
      At Google Scholar try: 
       intitle:("systematic review" OR "meta-analysis") "college students" "binge drinking" intervention 
      "internet addiction" "college students" "cognitive behavioral therapy"
• To find evidence-based publications 
  • “Evidence-based care sheets” at the CINAHL database for health topics 
  • Check out government, non-profit associations, organizations, and advocacy groups. Check for its Resources section, Press/News section, or "What Works" factsheets. 
    • E.g., 
      AAA Foundation's Evidence-Based Behavior Change Campaigns to Improve Traffic Safety Toolkit
      Keep America Beautiful's 2020 National Litter Study
• To find evidence of the effectiveness of a particular social marketing campaign
  • Search article databases  
    • E.g., (effectiveness OR success) "the campaign title"  

​​​​​​​If you need further assistance, reach out to your subject librarian for help.