Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda

Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.