ABSTRACT
Marketing has significant potential for making social impact. However, to understand how marketing programs are making impact, evaluation of these efforts is important. Social impact measures the effectiveness or impact of an organisation’s marketing programs using specific metrics. This chapter presents four evaluation frameworks to assist with measuring social impact including theory of change, the Consolidated Framework for Implementation Research (CFIR) model, RE-AIM (reach, effectiveness, adoption, implementation, and maintenance), and the PRECEDE-PROCEED evaluation framework. Finally, the chapter outlines metrics, commonly applied methods, and techniques for data collection and analysis for use in marketing social impact evaluations and future research directions.
