A systematic review of stakeholder involvement in social marketing interventions

Abstract

Stakeholder theory implies that involvement of stakeholders in intervention planning, implementation, and evaluation stages may enhance marketing outcomes. A systematic literature review was conducted to identify social marketing interventions published in peer reviewed journals whose reported aim was to reduce harm caused by alcohol from 2000 to May 2015. This paper considers the extent of stakeholder involvement in key stages of social marketing interventions, namely the formative research, implementation, and evaluation stages. The number of stakeholders was greatest in more complex community settings when compared to more narrow settings such as universities and schools. A restricted stakeholder focus was observed for evaluation. Stakeholder theory, a widely used management theory, can guide downstream social marketing intervention planning and design, implementation, and evaluation to deliver sustainable programmes. Limited stakeholder involvement in social marketing interventions limits their potential. Given limited stakeholder involvement was identified in the current review, the use of a broader array of stakeholders in formative research and evaluation is recommended to optimise behavioural outcomes.