Abstract:

In the last ten years there has been considerable spend on Social Marketing. There is no systematic way of proving the effectiveness of Social Marketing. This paper considers how the effectiveness of Social Marketing should be assessed, the extent to which effectiveness is currently determined and suggests a framework for evaluating the effectiveness of Social Marketing. This paper suggests that best practice in assessing the effectiveness of Social Marketing requires systematic assessment at five levels of change (Awareness, Engagement, Behaviour, Social Norm and Wellbeing). To comprehensively assess the effectiveness of Social Marketing campaigns their contribution at all five levels of effectiveness need to be considered.