Digital Innovation in Social Marketing: A Systematic Literature of Interventions Using Digital Channels for Engagement

Abstract

Based on a systematic literature review, this book chapter presents an analysis of social marketing interventions using digital media to influence behaviour change published in peer-reviewed journals between January 2000 and October 2013. A total of 61 academic papers and government reports were located, representing 20 unique social marketing interventions. The 20 interventions focused on changing a wide range of behaviours, including preconception health, high-risk alcohol consumption, food safety practices, sexual health, flu prevention, fruit and vegetable consumption, cancer support, intimate partner violence, smoking cessation, drug abuse, bullying, pro-environmental behaviours and physical activity. All 20 interventions included a significant digital component. This review indicates that only two of the 20 social marketing interventions applied social marketing to its full extent, while the remaining 13 interventions applied three or more social marketing benchmark criteria. The most commonly employed digital channels included intervention websites, social media and online advertisements.