The effectiveness of social marketing campaigns in light of the digital revolution

Document Type : Original Article

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Assistant Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication - Al-Ahram Canadian University

Abstract

The research problem is "Monitoring, analyzing and evaluating research trends of research papers about social marketing studies to raise awareness about health and environmental issues during the period starting from 2008 to 2020 as a time frame to select the analyzed researches papers. This study depends on Qualitative and quantitative methods.
This research is meta-analysis study that traces and evaluates published researches on social marketing campaigns. A total number of 45 research papers were analyzed including (23 English studies and 22 Arabic studies).
This study concluded some findings including the most important issues of the research papers, the methods used, the theoretical frameworks and the most important findings of those studies. The study provided a set of future research recommendations and ideas for researchers and planners of social marketing campaigns in health and environment in Egypt and abroad.
 

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