Social Marketing and Public Health: A Literature Review

Abstract The objective of the current paper is to provide the concept of social marketing and public health through the intensive literature review. This study focuses on the discussion and justification regarding the social marketing and public well-being. It explains the integration between these two disciplines through the literature review. Given that, this research illuminates an individual’s perceptions regarding public health awareness and disease early diagnosis using social marketing approach. Considering this, Theory of Planned Behaviour, Social Cognitive Theory, Protection Motivation Theory and Health Belief Model are applied to understand the behavioural change and intention towards the intended healthy behaviour. Furthermore, Model of Communication is used to ensure an effective communication process and the target audience decodes the intended healthy behaviour message. Keywords: social marketing, theory of planned behaviour, social cognitive theory, protection motivation theory, health belief model, health conscious, early prevention behaviour