Purpose: Social marketing has been applied to alcohol education, changing adolescents’ knowledge, attitudes and intentions toward binge drinking for the better. However, there remains limited research in the social marketing literature examining multi-stream models considering...

Purpose: The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents. Design/methodology/approach: A process evaluation framework focusing on three...