What is it about?

Theory remains underused in social marketing despite many added potential benefits that may arise if theory is concretely and consistently applied. This paper draws on interdisciplinary methods and resources to propose a standardised framework—the TITE process—designed to support rigorous theory application and explicit reporting of theory use in social marketing. With time the TITE process will support the development of a robust theory base that can be reliably followed to further advance social marketing’s effectiveness.

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Why is it important?

Unpacking the black box of social marketing is key to understanding what works, for whom, how, and why.


This work is underpinned by pragmatism and aims to advance both theory and practice.

Dr. Taylor Jade Willmott
University of Adelaide

Read the Original

This page is a summary of: Improving theory use in social marketing: the TITE four-step theory application process, Journal of Social Marketing, February 2022, Emerald, DOI: 10.1108/jsocm-05-2021-0117.
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