Social marketing and digital health misinformation: Bibliometric analysis of a decade of research

Walter Macêdo Assis () and Lucilaine Maria Pascuci ()
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Walter Macêdo Assis: Federal University of Espirito Santo, Business School
Lucilaine Maria Pascuci: Federal University of Espirito Santo, Business School

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 4, No 3, 847-870

Abstract: Abstract The aim of this study was to examine how social marketing has been used to reduce the spread of health misinformation in digital media. A systematic literature review of 309 articles published from 2014 to 2024 and indexed in the Web of Science and Scopus databases was conducted. The publications were systematically analysed, and scientific mapping was carried out using Bibliometrix, categorizing them by objectives, thematic axes, research methodologies, and evidence in order to explore the theoretical and practical contributions. Findings reveal a significant increase in scientific interest, particularly intensified since the COVID-19 pandemic. Studies have highlighted as the use of digital literacy campaigns, fact-checking interventions, and algorithmic corrections as primary tools to combat misinformation. This study provides theoretical implications by advancing the understanding of how social marketing can contribute to public health communication in digital context. In addition, it offers practical insights for policymakers, health organizations, and communication professionals aiming to design effective interventions against misinformation. The originality of the study lies in integrating the fields of social marketing and digital health misinformation through a bibliometric lens, suggesting a future research agenda for a rapidly evolving digital landscape.

Keywords: Health misinformation; Social marketing; Digital health; Health (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-025-00446-9

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