Social Marketing in Thailand: Examples and Critics

Abstract

Social marketing is widely known and practiced around the globe.  This, however, poses some questions including popularity, practicality, and consistency of social marketing in Thailand.  This academic paper, therefore, review and explore how social marketing is considered academically and professionally.  In the greater details, this starts from giving a brief socio-cultural background of Thailand.  It is followed and shared by giving current situations about social issues that are popularly talked by Thai people and social marketing campaigns initiated in the country.  Under this social marketing initiatives session, there are some social marketing challenges and myths addressed.  The later space is given for explaining and discussing how and how much social marketing is presently practiced in Thailand.  Social marketing from both academic and professional dimensions are projected.  Lastly, some commentaries are provided for future improvement in social marketing in Thailand.  This study contributes all parties concerning rethink and reconsider the importance of social marketing practices as its popularity in Thailand is perceived undulatingly.  Together with this, confusion and misunderstanding between social marketing and other words including corporate social responsibility, social media marketing, and the like can be minimised, or, luckily, eradicated.