Co-creation of Value and Social Marketing: Systematic Literature Review and Future Research Agenda

The objective of this study was to develop a systematic literature review (SLR) on value co-creation and social marketing and propose an agenda for future research. We searched for articles related to the themes of value co-creation and social marketing in Scopus and Web of Science databases. After analysing the articles, we found that an SLR was performed with 19 articles using bibliometric techniques. Three thematic groupings emerged: engagement, cooperation between stakeholders and value co-creation at different levels. In addition, 15 research questions were proposed within these three themes. The findings present a new way of verifying the impacts of social marketing strategies through the value co-creation among the stakeholders involved in the process, benefiting society. Considering that the literature addresses related topics, such as the creation and destruction of value in social marketing, this study sought to develop an SLR on the connection between social marketing and value co-creation.