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Journal of Social Marketing
ISSN : 2042-6763
Article publication date: 11 September 2017
Issue publication date: 2 January 2018
Limited attention has been given to the study of social marketing at the graduate level. Such a study not only reveals research interests and trends, but also provides insights into the level of academic evolution or maturity of the social marketing field. This paper aims to examine social marketing as the subject of master’s theses.
Design/methodology/approach
A search strategy found 266 social marketing-focused master’s theses completed from 1971 to 2015. These theses were analysed by host countries, institutions, disciplinary contexts and degree programmes for which they were submitted.
Only four theses were submitted from 1971-1980 and eight completed in 1981-1990. The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master’s theses, followed by Canada, Sweden, China, South Africa, the UK and Kenya. A majority of theses were housed in the disciplines of business, health and communication, and none of them was submitted for a Master of Social Marketing degree.
Originality/value
This is the first study that investigates master’s theses with an exclusive focus on social marketing. Implications for the evolution, learning and teaching of social marketing are provided.
- Social marketing
- Behaviour change
- Dissertation
- Master’s thesis
- Degree programmes
Truong, V.D. and Dietrich, T. (2018), "Master’s thesis research in social marketing (1971-2015)", Journal of Social Marketing , Vol. 8 No. 1, pp. 58-98. https://doi.org/10.1108/JSOCM-11-2016-0072
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Social marketing as the subject of doctoral dissertations
2014, Social Marketing Quarterly
This article examines the evolution of social marketing as the subject of doctoral dissertations. Search strategies were used and online databases mined to identify 93 social marketing-focused doctoral theses completed between 1971 and 2013. Dissertation titles and abstracts were analysed to determine growth trends, institutional output, disciplinary context, topical coverage, theory and model use, and differences between countries. Results indicate that the growth in the number of doctoral theses on social marketing was neither stable nor continuous over the examined period but that a rapid increase has been seen in recent years. More than 80% of the identified doctoral dissertations were undertaken in American and British educational institutions. The largest contributions came from the fields of health sciences and education, followed by business administration, marketing, communications, and psychology. Public health was predominantly the research topic. Theories and models were not always reported, with Theory of Planned Behaviour, Diffusion of Innovations Theory, and Health Belief Model being utilised most often. This study also suggests that many dissertations were focused on program development while paying relatively limited attention to theoretical advancement. This study contributes to the debate on the academic legitimacy of social marketing and helps shape directions for further knowledge creation in the field. Keywords: doctoral, dissertation, thesis, discipline, behaviour change This is a draft version of Dao's excellent overview of doctoral work in social marketing. For the authoritative version, please consult the journal website.
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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, signi cance 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 identi ed 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 rst paper to explore the nature and signi cance of the degree of internationalisation of social marketing research.
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ards boosting the sales margins of the organizations.Regarding the impacts of social media marketing on consumer purchase intentions, the results from the findings show that social media marke. ing did indeed influence consumer purchase decisions. This was evidenced by the fact that all the respondents a.
This article examines the evolution of social marketing as the subject of doctoral dissertations. Search strategies were used and online databases mined to identify 93 social marketing-focused doctoral theses completed between 1971 and 2013.
from 1971 to 1980 and eight completed between 1981 and1990. The number of theses increased to. 35 in the period 1991-2000, 118 between. 2001 and 2010, and101 in the last five years (2011-2015). Th. USA was the leading producer of social marketing Master'stheses, follow. d by Canada, Sweden, Chin.
Social marketing and health and well-being. Social marketing has extensively contributed to tackling health issues (Behnampour et al., Citation 2021) as it aims to deliver value by confronting health-related behaviors and achieving specific behavioral goals for social good (Donovan, Citation 2011).Early manifestations of social marketing in the 1960s focused on promoting health messages ...
This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies ... Social Media Marketing Strategies Overview ..... 14 Effect of social media marketing on a company's brand and image ..... 20 Presentation of literature regarding attempts to measure the success of ...
issues that we will try to decrystallize in this thesis. 2.1 Social marketing Social marketing aims to solve important social problems for society, plan, formulate and stimulate new social products. It is an institutional, state-driven policy that affects public processes, acts according to the public interests [4].
In 1995, the number of social marketing doctoral dissertations started to grow and the trend has since been upward, with 12 theses being completed in the period 1995-2000, 27 theses from 2001 to 2006, and 48 theses between 2007 and 2013. This growing trend can be explained in several ways.
Title of thesis: The effects of social media marketing on brand awareness through Facebook and Instagram. Case: Company X Supervisor: Cory Isaacs Year: Spring 2021 Number of pages: 69 Number of appendices: 0 The aim of this research is to investigate the effects of social media marketing on brand awareness, through Facebook and Instagram networks.
Only four theses were submitted from 1971-1980 and eight completed in 1981-1990. The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master's theses, followed by Canada, Sweden, China, South Africa, the UK and Kenya.
The first social marketing-focused doctora l dissertation was completed at the Northwestern University in 1971, as early as th e social marketing term was coin ed (Kotler & Zaltman, 1971). In
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this thesis is rooted in synthesising and providing a holistic view of social media marketing research in specific fashion industry context, which has not been integrated to date. Keywords: social media marketing, fashion brands, systematic literature review, fashion
This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an ... social media marketing strategy, reducing their ability to generate revenues (Appel et al., 2020). In this study, I ...
The researcher did some courses on social media marketing during his master's program in Haaga-Helia and had an interest in social media marketing and its potential in the busi-ness world. After studying the course material, the researcher came up with the idea of writing a thesis about how effective social media marketing is in modern business ...
2014, Social Marketing Quarterly. This article examines the evolution of social marketing as the subject of doctoral dissertations. Search strategies were used and online databases mined to identify 93 social marketing-focused doctoral theses completed between 1971 and 2013. Dissertation titles and abstracts were analysed to determine growth ...
The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master's theses ...
Through the lens of social marketing, this thesis explores how events can be used to influence behaviour change. A mixed-methods approach is employed to collect case study data from the perspectives of various stakeholders, for instance public organizations, visitors, event producers, advocacy groups. This thesis demonstrates that through the ...
Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020. ... There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors. Thus, the writer aims to provide companies with recommendations on developing their social ...
Philip Kotler is A. Montgomery Ward Professor of Marketing at the Graduate School of Management, Northwestern University. He is the author of Marketing Management: Analysis, Planning and Control and Marketing Decision Making: A Model-Building Approach. Professor Kotler is also advisory editor of the Holt, Rinehart and Winston Marketing Series, former chairman of the College on Marketing of the ...
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Here in this thesis is explained the most used social media platforms and most recent social media marketing trends. According to Econsultancy's Future of Marketing report (Gilliland 2020), 64% of marketers believe that social media is going to be more important to their organizations' marketing plan over the next two years.
Marketing: Selected Doctoral Theses "Essays on MarTech: Learning to Design, Deliver, and Diffuse Interventions" ... User-generated content (UGC), such as online reviews, social media, and call-center data, provides an opportunity to identify customer needs more efficiently. Established methods are not well-suited for large UGC
Theses/Dissertations from 2009. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming.