SMI is founded by a group of experts and researchers working to promote social science research and practical applications of social marketing in Asia.


Our goal is to promote the application of high-quality social science research and social marketing in Asia.


  • Sharing & Dissemination of Information & Resources: Social Marketing Initiative provides a forum for discussion on this topic, and for sharing project documents, experience, lesson learnt, good practices, methodologies, tool kits, as well as approaches from different countries.
  • Providing Technical Assistant: Social Marketing Initiative provides consultancy services for international organizations and private companies on social science research and the implementation of social marketing initiatives.
  • Research & Publication: Social Marketing Initiative provides opportunities for conducting research on the social marketing topic and other social science issues, and publishing research papers in international peer-reviewed journals.
  • TRUONG Van Dao, PhD, University of Canterbury, NorthWest University: The leading research in social marketing in Vietnam. He is a Research Fellow in Tourism Research in Economic Environs & Society (TREES), North-West University, South Africa, and is a Lecturer in the Department of Tourism and Hospitality, National Economics University, Hanoi, Vietnam. He has had a variety of publications in high-ranked international peer-reviewed journals.
  • DANG VU Hoai Nam, PhD Fellow, University of Copenhagen: From the TALENT Doctoral Fellowship Program, which is co-funded by the European Union's Horizon 2020 Research and Innovation Program, his research focuses on consumer behaviors, Asian consumerism, and social marketing. He has co-authored a book chapter reviewing research evidence in social marketing and conducted two studies on rhino horn consumers in Vietnam, identifying the most common reasons for rhino horn usage and shedding light on a shift from functional to symbolic reasons and from utilitarian and hedonic values. His current projects include using choice experiments and the theory of planned behavior to reveal best options for reducing demand for rhino horn in Vietnam and studying magical thinking associated with rhino horn use. His studies have been published in high-ranked international peer-reviewed journals (e.g., Journal of Social Marketing, Journal for Consumption Markets and Culture). He aims to contribute to better understanding of Asian consumerism, policy making, and the informed design of behavior change strategies.





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