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Journal of Information and Optimization Sciences

(Since 1980)
Hybrid ·Peer-reviewed·ISSN (Online): 2169-0103·ISSN (Print): 0252-2667

WoS  JIF 2026 : 0.4 (Q4)

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Monthly Journal: Publishes theoretical and applied research on topics in information and optimization sciences.

Issues up to 2022 co-published with and available at:Taylor & Francis
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Journal of Information and Optimization Sciences
Open Access Research Article

The power of marketing : From addiction promotion to social change

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pp. 2661–2673Vol. 46Issue 8November 2025DOI: 10.47974/JIOS-2088XML
Received:
05 Feb 2025
Published Online:
29 Nov 2025
Article type:
Research Article
Language:
EN
Article no.:
JIOS-2088
Pages:
2661–2673

Abstract

This study examines how marketing activities can promote and mitigate addictive behaviours, focusing on the socio-economic consequences and the role of non-profit organisations specialised in addiction treatment. Despite the growing evidence that promotional strategies for products such as tobacco, alcohol, fast food, gambling, and digital platforms contribute to the escalation of addiction, marketing can also serve as a powerful tool for public health messaging and behaviour change. Drawing on ESG (Environmental, Social and Governance) perspectives, we integrate a social capital perspective to explore how nonprofit organisations can use marketing techniques to trigger positive social impact. Methodologically, the research employs a bibliometric analysis of existing literature on marketing-induced dependencies and social marketing interventions, followed by a case study review of nonprofit dependency management centres. Preliminary insights suggest that while aggressive marketing of addictive products undermines social welfare and imposes significant economic costs—particularly on health and social services—targeted social marketing campaigns can promote healthier consumer behaviour and support sustainable community development. The implications also extend to policy, corporate strategy and stakeholder engagement. By exploring the tension between marketing’s ability to harm and heal, this research will promote a holistic, evidence-based approach to addiction prevention and treatment, and ultimately guide policymakers, practitioners and academics towards more socially responsible and effective marketing practices.

Keywords

DependencySocial valueMarketingNon-profitESG

Subject Classifications

90B60

References

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