Background: The adoption of systems thinking within social marketing is illustrated by the emerging literature relating to systems social marketing and macro-social marketing. Systems social marketing and macro-social marketing signal a shift from singular level behavior change toward a more holistic, multilevel change mode of operandi for complex and wicked problems. In recognition of this broadening perspective, Truong et al. took the first steps to describe the relationship between systems thinking and social marketing through a critical appraisal. However, their analysis stopped short of defining systems social marketing and macro-social marketing, examining how the concepts have been applied, and the impact this has on our change methodologies. Focus: This article is related to research and evaluation of the social marketing field. Research Question: This study aims to (a) examine the causality looseness surrounding the descriptions of systems social marketing and macro-social marketing, (b) conceptualize systems social marketing and macro-social marketing, and (c) develop a taxonomy for classifying and interpreting the systems-based social marketing–related literature. Methods: Following best practice protocols, a systematic review was conducted to identify systems social marketing and macro-social marketing literature and interventions published prior to March 2020. Five databases were searched using a combination of relevant search terms. Results: Sixteen thousand and forty-seven title and abstracts were screened, resulting in 45 articles being reviewed, 8 of which were interventions. Analysis of the findings indicated both systems social marketing and macro-social marketing use nonlinear causality and seeks to understand the structural and behavioral dynamics in a system to leverage change. Moreover, the findings suggest that systems social marketing focuses on evolutionary dynamics and a “whole system in the room” approach, pursuing top-down, bottom-up iterative processes with macro-social marketing pursuing institutional dynamics and “inside the system” top-down processes. Importance to Social Marketing Field: This article is one of the first efforts to examine the inner anatomy of systems social marketing and macro-social marketing for causality and definitional clarity. In drawing a distinction between the two orientations, social marketers can begin to understand in what contexts and settings these perspectives are most applicable. Recommendations: The taxonomy and search strategy can be adopted in other reviews as they offer a rich and diverse basis for further conceptual analysis of systems-based social marketing–related literature. Limitation: Community-based prevention marketing, community-based social marketing, and community-led assets-based social marketing articles were excluded from this review. Hence, further research could include these approaches and uncover their features, analogies, and differences versus systems social marketing and macro-social marketing.

中文翻译：

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系统社交营销和宏观社交营销：系统综述

背景：有关社会营销和宏观社会营销的新兴文献说明了社会营销中系统思维的采用。系统的社会营销和宏观社会营销标志着从单一的行为改变转向针对复杂和邪恶问题的更整体，多层次的操作模式转变。认识到这种广阔的前景，Truong等人。采取了第一步，通过批判性评估来描述系统思维与社会营销之间的关系。但是，他们的分析没有定义社会营销和宏观社会营销的系统，而是研究了这些概念的应用方式以及这对我们的变革方法的影响。重点：本文与社会营销领域的研究和评估有关。研究问题：这项研究旨在（a）研究围绕系统社会营销和宏观社会营销的描述的因果关系松散，（b）概念化系统社会营销和宏观社会营销的系统，以及（c）制定分类法，对解释基于系统的社会营销相关文献。方法：遵循最佳实践方案，进行了系统的综述，以确定2020年3月之前发布的系统社会营销和宏观社会营销文献及干预措施。使用相关搜索词的组合对五个数据库进行了搜索。结果：筛选了1.47万篇标题和摘要，对45篇文章进行了审查，其中8篇为干预措施。对调查结果的分析表明，系统社会营销和宏观社会营销都使用非线性因果关系，并试图了解系统中的结构和行为动态以利用变化。此外，研究结果还表明，社会营销系统关注的是演化动力学和“整个房间内部”方法，追求自上而下，自下而上的迭代过程，而宏观社会营销则追求制度动态，而“系统内”则追求“顶层”。下来的过程。对社会营销领域的重要性：本文是检查因果关系和定义清晰性的系统社会营销和宏观社会营销系统内部解剖的第一项工作之一。在区分两个方向时，社交营销人员可以开始了解这些观点在哪些背景和环境中最适用。建议：分类和搜索策略可以在其他评论中采用，因为它们为基于系统的社会营销相关文献的进一步概念分析提供了丰富而多样的基础。局限性：基于社区的预防营销，基于社区的社会营销和基于社区主导的基于资产的社会营销文章均未纳入本评价。因此，进一步的研究可以包括这些方法，并揭示它们的特征，类比以及与系统社会营销和宏观社会营销相比的差异。分类和搜索策略可以在其他评论中采用，因为它们为基于系统的社会营销相关文献的进一步概念分析提供了丰富而多样的基础。局限性：基于社区的预防营销，基于社区的社会营销和基于社区主导的基于资产的社会营销文章均未纳入本评价。因此，进一步的研究可以包括这些方法，并揭示它们的特征，类比以及与系统社会营销和宏观社会营销相比的差异。分类和搜索策略可以在其他评论中采用，因为它们为基于系统的社会营销相关文献的进一步概念分析提供了丰富而多样的基础。局限性：基于社区的预防营销，基于社区的社会营销和基于社区主导的基于资产的社会营销文章均未纳入本评价。因此，进一步的研究可以包括这些方法，并揭示它们的特征，类比以及与系统社会营销和宏观社会营销相比的差异。