Purpose

With the explosion of digital technologies in contemporary daily life, fuelled by a pandemic and remote working, online learning and shopping and the proliferation of social platforms, much remains nebulous about the opportunities these technologies hold for social marketers beyond their previously documented use as communication and promotion tools. This paper aims to provide a rich examination of the variety of digital technologies used within social marketing and establish the scale of integration between digital technologies and social marketing.

Design/methodology/approach

Following systematic literature review procedures, a systematic literature review through eight databases was conducted. The systematic review focussed on the assessment of social marketing studies that incorporated a wide range of mature and emerging digital technologies such as the internet, mobile platforms and social media channels. A total of 50 social marketing studies (2014–2020) were analysed.

Findings

The review found that there have been major advancements in the technologies available to social marketers in recent years. Furthermore, the adoption of digital technologies by social marketers has evolved from a communication or promotion function where generic information is pushed to the citizen, towards the use of these technologies for a more personalised design, content and behaviour change intervention. In some studies, the digital technologies were the primary means for interactions and collaborations to take place. The review also found that digital technologies target more than the individual citizen. Digital technologies are used to target multi-level stakeholders, policy makers and partners as part of behavioural change interventions.

Originality/value

Only two previous reviews have synthesised digital technologies and their use in social marketing. This review provides a recent depiction of the range and scale of integration within social marketing. Specifically, it demonstrates the expansion beyond a persuasive application to their use for research, segmentation and targeting, collaboration and co-creation, the product and facilitator of service delivery. Finally, this review provides a heat map to illustrate the integration between digital technologies and key concepts and criteria within social marketing.

中文翻译：

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数字技术在社会营销中的应用：系统评价

目的

随着现代日常生活中数字技术的爆炸式增长，在大流行和远程工作、在线学习和购物以及社交平台的激增的推动下，这些技术为社交营销人员带来的机会超出了之前记录的作为通信和推广工具。本文旨在对社会营销中使用的各种数字技术进行丰富的研究，并建立数字技术与社会营销之间的整合规模。

设计/方法/方法

按照系统的文献审查程序，通过八个数据库进行了系统的文献审查。系统评价侧重于社会营销研究的评估，这些研究结合了广泛的成熟和新兴数字技术，如互联网、移动平台和社交媒体渠道。共分析了 50 项社会营销研究（2014-2020）。

发现

审查发现，近年来社交营销人员可用的技术取得了重大进展。此外，社会营销人员对数字技术的采用已经从将通用信息推送给公民的沟通或推广功能演变为使用这些技术进行更个性化的设计、内容和行为改变干预。在一些研究中，数字技术是进行交互和协作的主要手段。审查还发现，数字技术的目标不仅仅是公民个人。作为行为改变干预措施的一部分，数字技术被用于针对多层次的利益相关者、政策制定者和合作伙伴。

原创性/价值

之前只有两篇评论综合了数字技术及其在社交营销中的应用。这篇评论提供了社会营销中整合的范围和规模的最新描述。具体来说，它展示了从有说服力的应用程序扩展到它们用于研究、细分和定位、协作和共同创造、产品和服务交付的推动者。最后，这篇评论提供了一个热图来说明数字技术与社交营销中的关键概念和标准之间的整合。