<p>Disruptive social marketing has gained increasing attention as a means of promoting behavioral and societal change through unconventional and technology-enabled strategies. This study conducts a systematic literature review (SLR) of 172 peer-reviewed articles published between 2014 and 2025, retrieved from Scopus and Web of Science. Following PRISMA-based screening and predefined inclusion criteria, the selected studies were analyzed using manual thematic coding. The findings identify five interrelated thematic domains: psychological and emotional disruption, ethical and normative challenges, social and activism-driven marketing, creative diffusion strategies, and digital and AI-driven transformation. These themes emerge from iterative synthesis and provide a structured understanding of how disruptive approaches influence behavioral outcomes. The results indicate that while disruptive strategies can enhance engagement and message salience, their effectiveness is contingent on contextual, cultural, and ethical factors. A conceptual framework is developed to link key antecedents, mediating mechanisms, and behavioral outcomes based on the reviewed evidence. The study offers a structured synthesis of the field and outlines directions for future research on ethically grounded disruptive marketing practices.</p>