Understanding Social Marketing and Well-being: A Review of Selective Databases

Abstract

This article presents a systematic review of social marketing and well-being. It summarizes key findings of different research articles and identifies important research gaps that need to be addressed by future research. This study explores, analyses, and presents a literature review by closely examining 94 articles. The articles focusing on social marketing and well-being have been retrieved from the databases of leading social marketing and management journals for the period 1998-2017. Adopting a content analysis method, the article presents a framework describing various antecedents, mediators, moderators, and well-being dimensions. Researchers suggest that a focused empirical and a mixed research approach be used to study social marketing and well-being. The implications of the study will help future researchers in developing robust and comprehensive models regarding social marketing and well-being. The study provides a basic theoretical background for future action or empirical research by identifying the research gaps in the area of social marketing and well-being. The study also assists social marketing managers in designing campaigns that are aimed to transform societies into a more competent, free, equitable, fair and sustainable community. S ystematic review analysis is conducted to evaluate the academic growth and development of any given discipline (Williams & Plouffe, 2007). A literature review of any academic discipline not only provides an overview of its progress but also identifies research gaps and provides future research directions (Creswell, 2009). In addition, the review also helps in clarifying our concepts regarding theoretical development, research methodologies, data analysis techniques, etc. One of the effective ways to position the developments in the academic discipline is through reviewing refereed journal articles in a particular area of study (Wilkie & Moore, 2003). In this context, Nasir (2005) carried out the literature review

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