Convergent Diffusion and Social Marketing Approach for Dissemination

Convergent Diffusion and Social Marketing Approach for Dissemination

D and/or I:
The focus on dissemination and/or implementation activities. D-only focuses on an active approach of spreading evidence-based interventions to target audience via determined channels using planned strategies. D=I, D>I, and I>D means there is some focus on both dissemination and implementation. I-only focuses on process of putting to use or integrating evidence-based interventions within a setting.


Socio-Ecological Levels:
The level of the framework at which the model operates. Individual includes personal characteristics; Organization includes hospitals, service organizations, and factories; Community includes local government and neighborhoods; System includes hospital systems and government; Policy includes changes in policy.


Number of Times Cited:
The # of times the original publication for the model was cited as indicated by Google Scholar since 2016.



Field of Origin:
The field of study in which the model originated.

Public Health

Whether the model is for the use of practitioners and/or researchers.

Researcher and Practitioner

These are ratings given by users of the site.

Name of the construct developed by classifying/aligning the elements abstracted from models.

Context, Identification, Strategies

The original publication(s) of the model.

Dearing JW. Social marketing and diffusion-based strategies for communicating with unique populations: HIV prevention in San Francisco. J Health Commun 1996;1(4):343–64. Dearing JW, Maibach EW, Buller DB. A convergent diffusion and social marketing approach for disseminating proven approaches to physical activity promotion. Am J Prev Med 2006;31(4S):S11–S23.

Citations of studies that have used the model as an outline for their study.

Hunter SM. Applying social marketing and diffusion of innovation theories: an analysis of the marketing and communication activities of performing arts organizations. Akron OH: University of Akron, 2007.

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