Social marketing for public health in the digital age: A systematic and exploratory analysis of opportunities, challenges, and strategic directions

The impact of digitalization on public health has brought about a comprehensive transformation, not only in terms of technological infrastructure but also through the emergence of new communication strategies and public intervention models. This study employs a hybrid methodology that combines exploratory analysis with a systematic literature review, adhering to the PRISMA 2020 guidelines, to examine the effects of digital social marketing strategies on community health. The aim is to evaluate the transformative potential of digital social marketing in public health while also identifying the structural, ethical, and psychosocial limitations these strategies encounter. Within this scope, 258 original research articles published between 2020 and 2025 in the Web of Science and DergiPark databases were selected based on specific inclusion criteria and analyzed using thematic analysis. The exploratory component of the methodology seeks to identify knowledge gaps and understand current research orientations in the field, whereas the systematic review ensures methodological transparency and replicability. Findings reveal that digital social marketing contributes positively to public health through data-driven targeting, personalized content, AI-supported optimization, two-way communication, and measurability. Tools such as mobile applications, social media platforms, and chatbot systems have had a positive impact on campaign awareness, participation levels, and message effectiveness. However, digital inequality, algorithmic bias, misinformation, privacy concerns, and the psychological burdens induced by digital media constrain the inclusiveness and overall success of these strategies. Furthermore, distinct differences have been observed between the thematic priorities and methodological approaches in the national and international literature. While studies from Turkey predominantly focus on public health education and the accuracy of information, international research emphasizes more innovative themes, such as personalized communication, cultural adaptation, AI-based interventions, and sustainability. This study offers concrete recommendations for making digital social marketing strategies more sustainable, data-driven, inclusive, and equitable, serving as a guide for designing more effective digital interventions in public health.