Social countermarketing: brave new world, brave new map

Abstract

Purpose – Conceptual advancement underpins the progress of social marketing and countermarketing research but has been neglected in recent years. This paper aims to describe a new integrative framework of social countermarketing (SCM) concepts, techniques and defining characteristics, based on research tracing the conceptual evolution of the field and contrasting commercial (profit-focused) and social (public good-focused) countermarketing. Design/methodology/approach – This paper undertook searches of electronic databases to examine how socially oriented countermarketing has been characterised in the research literature. Search terms included “countermarketing”, “critical marketing”, “de-marketing” and “counter-advertising”. Broad inclusion criteria allowed consideration of reports, conference and media outputs, as well as peer-reviewed articles published since1971. Selected marketing journals were searched individually. Findings – After screening of 408 initial search results, 80 studies were retained and full papers retrieved. Main ideas, definitions, scope, concepts and terms used were mapped to identify the common and distinguishing features, as well as higher-order organising themes. This led to the development of a new conceptual framework for SCM comprising eight domains. Research limitations/implications – The integrative conceptual framework offers a foundation for future research and SCM practice. Originality/value – This paper introduces a framework designed to advance the conceptual basis of SCM research and practice with particular reference to the field of public health and disease prevention.