A systematic review of social marketing interventions of men’s help seeking for intimate partner violence.

This thesis presents the findings of a systematic literature review on the social marketing interventions and campaigns targeting male victims of intimate partner violence, and its key subgroups; domestic violence, sexual abuse, emotional abuse, elder abuse, and financial abuse. The aim of this review is to collate and synthesise the current literature focusing on communicating with male victims of IPV, and interventions to encourage the help seeking of male IPV victims. This review researched the effectiveness of applying social marketing theory and practice to communications and interventions targeting male victims and made practical and theoretical contributions towards an increased understanding of this complex issue. The research was informed by a thematic literature review which highlighted a gap in the understanding of the effectiveness of current social marketing communications and interventions targeting male victims of IPV. Using a systematic approach with pre-defined criteria for inclusion, the systematic review revealed a total of ten relevant publications which were analysed in full. The analysis was conducted in two distinct ways. The first analysed the publications characteristics for a snapshot of the scope of current literature investigating social marketing interventions and communications targeting male victims of domestic violence. Secondly, a thematic analysis was conducted to identify key themes across the ten articles. These themes were then compared against key areas of social marketing research, theory, or similar interventions with proven effectiveness to highlight potential recommendations to create more effective communications and interventions to encourage to uptake of help services by male victims of IPV. It is hoped that this study will inform both marketing and IPV research and make practical and theoretical contributions to encouraging the uptake of help services, and further the understanding of male victims of IPV