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The internationalisation of social marketing research

V. Dao Truong (Tourism Research in Economic Environs & Society (TREES), North-West University, Potchefstroom, South Africa AND Department of Tourism and Hospitality, National Economics University, Hanoi, Vietnam)
Nam V.H. Dang (TRAFFIC International, Hanoi, Vietnam)
C. Michael Hall (Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand AND Department of Geography, University of Oulu, Oulu, Finland AND Linnaeus University School of Business and Economics, Kalmar, Sweden AND Faculty of Management, University of Johannesburg, South Africa)
X. Dam Dong (Department of Tourism and Hospitality, National Economics University, Hanoi, Vietnam)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 12 October 2015




This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, significance and diffusion as a concept has not been examined from an international perspective.


A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research.


Different levels and dimensions of internationalisation were identified but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries.


This is arguably the first paper to explore the nature and significance of the degree of internationalisation of social marketing research.



The authors would like to thank the three anonymous reviewers for their useful comments and suggestions. Professor Rundle-Thiele’s support during the review process is also gracefully appreciated.


Truong, V.D., Dang, N.V.H., Hall, C.M. and Dong, X.D. (2015), "The internationalisation of social marketing research", Journal of Social Marketing, Vol. 5 No. 4, pp. 357-376.



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Copyright © 2015, Emerald Group Publishing Limited

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