Abstract:
Abstract. Our world is often plagued by preventable challenges
which range from sicknesses like diabetes and AIDS to environmental
issues like global warming. As a result, there are several
interventions implemented by individuals and organizations to
redress these social ills. Social marketing is one of the tools that have
been used in such interventions. However, the intervention programs
do not seem to have been implemented in a predictable and
systematic manner. Therefore, this appreciative inquiry study was
conducted on social marketing papers on the ABI database published
between 2000 and 2009 identifying the best practices in the discipline
and eventually designing a propositional model in social marketing.
Consequently, the study highlights nine social marketing theory
statements as well as suggests ways in which social marketing
practice can be reimagined and executed.
