Conceptualising reflexivity within critical discourse of social marketing

Purpose This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming failures.Design/methodology/approach This paper is a critical literature review.Findings The study proposes a typology for a reflexive approach to social marketing practice to overcome failures. The typology is built on self and critical reflexivity, simultaneously allowing social marketers to reflect on external and internal factors that may affect the individual's role and could negatively affect social marketing practice unless otherwise considered. The types of reflexivity discussed are not prescriptive; instead, the authors intend to provoke further discussion on an under-researched but vital area of social marketing.Research limitations/implications The proposed typology is conceptual; an empirical investigation to gain social marketer's views would further enhance the effectiveness of the applications of the typology.Practical implications Social marketers could use the proposed typology for future practice.Originality/value This is the first study that conceptualises various types of reflexivity within social marketing practice to overcome failures.