A systematic review of stakeholder involvement in social marketing interventions

• Social marketing interventions report scant usage of theories.
• More stakeholders were involved in interventions in complex community settings.
• A restricted stakeholder focus was observed for evaluation.

Stakeholder theory implies that involvement of stakeholders in intervention planning, implementation, and evaluation stages may enhance marketing outcomes. A systematic literature review was conducted to identify social marketing interventions published in peer reviewed journals whose reported aim was to reduce harm caused by alcohol from 2000 to May 2015. This paper considers the extent of stakeholder involvement in key stages of social marketing interventions, namely the formative research, implementation, and evaluation stages. The number of stakeholders was greatest in more complex community settings when compared to more narrow settings such as universities and schools. A restricted stakeholder focus was observed for evaluation. Stakeholder theory, a widely used management theory, can guide downstream social marketing intervention planning and design, implementation, and evaluation to deliver sustainable programmes. Limited stakeholder involvement in social marketing interventions limits their potential. Given limited stakeholder involvement was identified in the current review, the use of a broader array of stakeholders in formative research and evaluation is recommended to optimise behavioural outcomes.

Chinese Abstract利益相关者理论表明利益相关者参与干预规划、执行和评估阶段可以改善社会营销的效果。本文对2000年至2015年5月期间经过同行评审的杂志上发表的旨在降低饮酒危害的社会营销干预进行了系统性的文献综述。本文探讨利益相关者在社会营销干预各个关键阶段（即形成性研究阶段、执行阶段和评估阶段）的参与程度。相比大学或学校这种比较单一的背景，越复杂的社区，利益相关者的人数就越多。本研究观察了一小组利益相关者以便进行评估。利益相关者理论广泛用于管理理论中，可以指导下游社会营销干预的规划设计、执行和评估，以创造可持续的项目。利益相关者参与社会营销干预的程度有限，它们发挥的潜力也会受限。鉴于当前研究中发现的利益相关者的参与度有限，建议在形成性研究和评估阶段拓宽利益相关者的范围，以获得更优化的行为性结果。