Abstract

The purpose of this review is to consider the underlying concepts and related issues that have been proposed in
the literature of the potential relationship to use the dimensions of religion as constructs for mass media social
marketing campaigns. The literature appears divided as to whether: (1) an individual’s attitude changes and then
their behaviour or (2) behaviour and then attitude, as a result of mass media social marketing campaigns. Whilst
the seven dimensions of religion help characterise the constructs and under-pinning themes of religion(s) and
their existence in the world today, there does not appear to be a definitive approach to the way we professionally
practice, capitalise, use, create or evaluate mass media social marketing campaigns. Whilst both concepts have
received and continue to receive growing attention in the literature, further clarification and understanding can
only be sought via questions surrounding the emerging concept, which will further assist in distilling the
information and possibly provide a new beginning for the study of the concept as well as providing guidance for
professional practice.

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