The TITE four-step theory application process

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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Photo by Kelli McClintock on Unsplash

Photo by Kelli McClintock on Unsplash

Why is it important?

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

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