Christine Domegan

Ollscoil na Gaillimhe – University of Galway

Papers

Total Citations

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About

Christine Domegan is a leading scholar in social marketing, with a particular focus on systems thinking, stakeholder engagement, and transformative behavior change for social and environmental good. Her work redefines how social marketing can address complex, wicked problems—from public health to sustainability—by moving beyond individual behavior to embrace multi-level, collaborative interventions. She is widely recognized for advancing the use of co-creation and participatory methods, ensuring that communities and diverse stakeholders are active partners in designing solutions. Her highly cited editorial, "Social Marketing Futures," charts a bold vision for the field through 2025, emphasizing untapped opportunities for real transformation and groundbreaking partnerships. With a career spanning over two decades, Domegan has shaped both theory and practice, contributing to major European Union-funded projects and publishing extensively in top-tier journals. Her research has garnered thousands of citations, underscoring her influence on scholars and practitioners alike. For students and researchers, Domegan’s work offers a compelling blueprint for using marketing principles not just to sell products, but to drive lasting, systemic social change.