الاتجاهات البحثية الحديثة في بحوث التسويق الاجتماعي عبر مواقع التواصل الاجتماعي: رؤية تحليلية نقدية في الفترة من 2016-2022

Abstract EN

The research problem focuses on monitoring, analyzing and evaluating recent research trends in social marketing via social media in years (2016 -2022) in terms of raised subjects, related theoretical frameworks, used approaches and methodologies, relied-on methodological tools, and concluding findings.

this research represents the second level of analysis, as it analyzes a deliberate sample of (157) Arab and foreign studies.

it concludes that social marketing involves multiple topics, including health, environmental and social issues (i.

e.

, women's empowerment, consumption rationalization, and drug control, rejection of violence and acceptance of others).

the Arab studies agreed that they depended in the field application on social networking sites in general, then the face book sites, and foreign studies relied one more than one sites such as “Facebook, twitter”, “Twitter, LinkedIn, Facebook”, “Twitter, Instagram”, “Facebook twitter and YouTube”, the descriptive approach and questionnaires are the mostly used methods in Arab and foreign studies (mainly empirical in foreign studies).

less than half of the sample used theoretical frameworks.

the research provides a set of recommendations to researchers and designers of social marketing campaigns.