Principles of Social Marketing Theory Introduction Social marketing theory is a model that employs concepts and strategies borrowed from commercial marketing to promote healthy and beneficial social behaviors, such as sexual abstinence in young people, responsible drinking, and cessation from drug abuse. Accordingly, social marketing theory argues that the aim of marketing is to have a positive influence on the target audience (consumers) by encouraging them to “voluntarily accept, reject, modify, or abandon a behavior for the benefit of the individuals, groups, or society as a whole” (Kotler, et al., 2002, qtd in Wymer & Basil, 2014, p. 58)
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