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Towards a service-dominant approach to social marketing

Luca, Nadina R.; Hibbert, Sally; McDonald, Ruth


Nadina R. Luca

Professor of Consumer Behaviour

Ruth McDonald


Over the last decade, social marketing has moved away from traditional marketing management approaches towards service-oriented theory, integrating concepts from other disciplines, to account for the distinctive nature of social change and develop an ecological perspective. This article extends prior literature by interrogating the applicability of service-dominant logic (SDL) to social marketing, with a particular emphasis on how a systems perspective can offer new ways to address challenges of social change. In so doing, it examines how the social marketing benchmarks can be extended through applying (and adapting) the principles, concepts and theories of SDL. The article provides critical reflection on the challenges of transferring service-dominant theory to social change contexts highlighting implications for practice and a future research agenda.


Luca, N. R., Hibbert, S., & McDonald, R. (2016). Towards a service-dominant approach to social marketing. Marketing Theory, 16(2), 194-218. doi:10.1177/1470593115607941

Journal Article Type Article
Acceptance Date Jun 22, 2015
Online Publication Date Oct 9, 2015
Publication Date Mar 2, 2016
Deposit Date Jul 23, 2018
Publicly Available Date Feb 5, 2019
Print ISSN 1470-5931
Publisher SAGE Publications (UK and US)
Peer Reviewed Peer Reviewed
Volume 16
Issue 2
Pages 194-218
Public URL
Publisher URL