On the Effectiveness of Social Marketing-What Do We Really Know?

Social marketing continues to play an important role, as societies are facing diverse social problems. Therefore, scientific findings on the effectiveness of social marketing are particularly interesting. A rigorously elaborated, structured, state of the art covering two aspects-not only the currently observed restricted focus on health campaigns, but also the whole spectrum of topics and the diversity of applied methodologies-is needed. Accordingly, this article aims to identify and categorize relevant findings on the effectiveness of social marketing in a tentative holistic model, with a main focus on framing determinants. A research agenda, which includes research propositions on framing determinants in social marketing effectiveness, to enhance scientific progress in the field, is deduced from this state of the art.