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Social marketing includes activities that seek the well-being of society by eradicating problems that affect the social environment around us, with this has characterized this discipline since its inception. The purpose of this study is to analyze some characteristics and practical implications on the subject of marketing in the social field from a literature analysis. To this end, the Science Direct database was consulted in the advanced search section and the concept of "social marketing" was written to collect scientific output containing this term in the title of the research papers. The period covered by this study is 2010 to 2023. A total of N= 176 documents of different types were obtained, out of which a sample of n= 89 papers was taken, divided into research articles (84) and review articles (5). The VOSviewer program was used for data analysis. The results show a total of 336 keywords, of which 25 were taken with at least two co-occurrences and a thematic map was drawn up using these words. Ten key-term cluster were identified, where cluster 1 consists of five keywords, cluster 2 of four keywords, clusters 3, 4, 5 and 6 each contain three keywords and clusters 7,8, 9 and 10 each contain one word. Social marketing is a type of marketing aimed at the marketing of products and services, but with an environmental awareness approach directed towards consumers. This type of marketing focuses on promoting health for a better quality of life in people, as well as promoting healthy eating and motivating physical activities.
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