Chapter Abstract & Scholarly Scope
Social challenges such as public health crises, environmental degradation, road safety, financial inclusion, gender equality, digital well-being, and sustainable living cannot be solved through legislation or technology alone. Lasting change requires people to voluntarily adopt behaviours that improve not only their own lives but also the well-being of society. This is the central philosophy of social marketing. Over the past few decades, social marketing has evolved into a powerful discipline that applies marketing principles to influence behaviours for the greater social good. Unlike commercial marketing, where success is measured by sales and profits, social marketing seeks to create measurable improvements in individual and societal welfare through carefully designed behaviour-change strategies
Methodological Context & Key Scholarly Discourse
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