Evaluation of the social impact of marketing

Book chapter

Parkinson, Joy and Naidu, Jay. (2022). Evaluation of the social impact of marketing. In The Routledge Companion To Marketing And Society pp. 69-90 Routledge. https://doi.org/10.4324/9781003028079-7
AuthorsParkinson, Joy and Naidu, Jay
Abstract

Marketing has significant potential for making social impact. However, to understand how marketing programs are making impact, evaluation of these efforts is important. Social impact measures the effectiveness or impact of an organisation’s marketing programs using specific metrics. This chapter presents four evaluation frameworks to assist with measuring social impact including theory of change, the Consolidated Framework for Implementation Research (CFIR) model, RE-AIM (reach, effectiveness, adoption, implementation, and maintenance), and the PRECEDE-PROCEED evaluation framework. Finally, the chapter outlines metrics, commonly applied methods, and techniques for data collection and analysis for use in marketing social impact evaluations and future research directions.

KeywordsCommunication Studies; Economics; Finance; Business and Industry
Page range69-90
Year01 Jan 2022
Book titleThe Routledge Companion To Marketing And Society
PublisherRoutledge
Place of publicationUnited Kingdom
Edition1
ISBN9780367463083
Digital Object Identifier (DOI)https://doi.org/10.4324/9781003028079-7
Web address (URL)https://www.taylorfrancis.com/chapters/edit/10.4324/9781003028079-7/evaluation-social-impact-marketing-joy-parkinson-jay-naidu
Open accessPublished as non-open access
Research or scholarlyResearch
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All rights reserved
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Controlled
Output statusPublished
Publication dates
Online25 Aug 2022
Publication process dates
Deposited31 Jan 2024
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© Routledge, 2022.

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