University Students’ Engagement in Social Marketing Initiatives: Insights for Theory and Practice

This study examines the motivations and experiences of university students participating in social marketing competitions designed to develop behavior change campaigns addressing social issues. A qualitative approach was employed using semi-structured interviews with students who participated in a social marketing competition. Data were analyzed using reflexive thematic analysis. Four interrelated themes emerged: purpose-driven and contextually shaped participation; transformative experiential learning; personal development through challenge and commitment; and identity transformation toward social change. The findings show that participation in social marketing initiatives enhances practical skills, experiential learning, confidence, and socially responsible identities. The study extends social marketing education research by demonstrating that competition-based experiential learning builds professional competencies and civic-minded identities in a Middle Eastern context, supported by a conceptual engagement model. Practically, educators should integrate competition-based experiential learning into curricula to bridge theory and practice, increase student motivation, and develop both employability skills and social responsibility.