Notes and Commentaries

This article presents a systematic review of social marketing and well-being. It summarizes key findings of different research articles and identifies important research gaps that need to be addressed by future research. This study explores, analyses, and presents a literature review by closely examining 94 articles. The articles focusing on social marketing and well-being have been retrieved from the databases of leading social marketing and management journals for the period 1998–2017. Adopting a content analysis method, the article presents a framework describing various antecedents, mediators, moderators, and well-being dimensions. Researchers suggest that a focused empirical and a mixed research approach be used to study social marketing and well-being. The implications of the study will help future researchers in developing robust and comprehensive models regarding social marketing and well-being. The study provides a basic theoretical background for future action or empirical research by identifying the research gaps in the area of social marketing and well-being. The study also assists social marketing managers in designing campaigns that are aimed to transform societies into a more competent, free, equitable, fair and sustainable community.