The social marketing theory-based (SMT) approach for designing interventions

Abstract

Purpose

Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools.

Design/methodology/approach

This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence.

Findings

For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process.

Practical implications

Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied.

Originality/value

This paper proposes a process for theory selection and use in a social marketing context.

Citation

Manikam, S. and Russell-Bennett, R. (2016), "The social marketing theory-based (SMT) approach for designing interventions", Journal of Social Marketing, Vol. 6 No. 1, pp. 18-40. https://doi.org/10.1108/JSOCM-10-2014-0078