What Causes Social Marketing Programs to Fail? A Qualitative Study
(2021)
Journal Article
Akbar, M. B., Foote, L., Soraghan, C., Millard, R., & Spotswood, F. (2021). What Causes Social Marketing Programs to Fail? A Qualitative Study. Social Marketing Quarterly, 27(2), 99-116. https://doi.org/10.1177/15245004211010202
This paper addresses the key factors that cause social marketing programs to fail. It argues that understanding these failures offers greater insight to researchers and practitioners than publications solely focused on successes. As the majority of... Read More about What Causes Social Marketing Programs to Fail? A Qualitative Study.