A hierarchical model of social marketing

French, Jeff & Russell-Bennett, Rebekah (2015) A hierarchical model of social marketing. Journal of Social Marketing, 5(2), pp. 139-159.

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This paper aims to set out a new hierarchical and differentiated model of social marketing principles, concepts and techniques that builds on, but supersedes, the existing lists of non-equivalent and undifferentiated benchmark criteria.


This is a conceptual paper that proposes a hierarchical model of social marketing principles, concepts and techniques.


This new delineation of the social marketing principle, its four core concepts and five techniques, represents a new way to conceptualize and recognize the different elements that constitute social marketing. This new model will help add to and further the development of the theoretical basis of social marketing, building on the definitional work led by the International Social Marketing Association (iSMA), Australian Association of Social Marketing (AASM) and European Social Marketing Association (ESMA).

Research limitations/implications

This proposed model offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed model.


This paper seeks to advance the theoretical base of social marketing by making a reasoned case for the need to differentiate between principles, concepts and techniques when seeking to describe social marketing.

Impact and interest:

2 citations in Scopus
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ID Code: 84330
Item Type: Journal Article
Refereed: Yes
Keywords: Social Marketing Theory, Principles, Benchmark Criteria, Concepts, New Conceptualization
DOI: 10.1108/JSOCM-06-2014-0042
ISSN: 2042-6763
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Emerald Publishing
Copyright Statement: This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited
Deposited On: 20 May 2015 00:55
Last Modified: 28 Aug 2015 11:37

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