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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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Purpose This paper aims to introduce key concepts from practice theory (PT) to the social change agenda and draw on the unique contributions of the social marketing field. PT has underpinned a growing stream of research in pro-environmental studies seeking to reduce impacts of particular behaviours, but it remains theoretical. By drawing on social marketing’s applied roots, this paper introduces a practice-theoretical intervention planning process (P-TIPP) which frames the unique contribution of social marketing in behaviour change and foregrounds practice- not individual-level change. Design/methodology/approach The P-TIPP draws on the total process planning model, introducing the concept of “practice as entity” and “practice as performance” to frame intervention planning tasks. The process locates the contribution of social marketing within a transdisciplinary framework which emphasises transforming collective conventions. Findings This is a conceptual paper, but the possibility f...

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Social Marketing as the Subject of Doctoral Dissertations
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.
PDF Master's Thesis Research in Social Marketing (1971-2015)
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.
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