scholarly journals A critic revision of the social marketing concept

2007 ◽  
Vol 3 (1) ◽  
pp. 45-52
Author(s):  
Jorge Marcelo Nomura ◽  
Maria Tereza Saraiva de Souza
Keyword(s):  
Social Marketing ◽  
Social Issues ◽  
Marketing Concept ◽  
Marketing Social ◽  
The Social

In this article we propose a reflection on the Social Marketing concept, by means of its definition and application in Brazilian reality. Thus, we present the main defi­nitions of marketing, social issues and Social Marketing, quoting some authors of the area. All analysis is done under a critic view of some authors that contributed very much for the marketing evolution: Philip Kotler, Marcos Cobra e Francisco Alberto Madia.

scholarly journals Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda

2019 ◽  
Vol IV (III) ◽  
pp. 1-10
Author(s):  
Farooq Ahmad ◽  
Syed Ali Raza Hamid ◽  
Muhammad Nawaz Qaisar
Keyword(s):  
Literature Review ◽  
Behavior Change ◽  
Social Marketing ◽  
Group Dynamics ◽  
Social Issues ◽  
Future Research ◽  
Research Areas ◽  
Marketing Social ◽  
The Social

Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.

scholarly journals Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

2021 ◽  
Vol 12 ◽  
Author(s):  
Araceli Galiano-Coronil ◽  
Gloria Jiménez-Marín ◽  
Rodrigo Elías Zambrano ◽  
Luis Bayardo Tobar-Pesántez
Keyword(s):  
Social Networks ◽  
Sustainable Development ◽  
Political Parties ◽  
Social Marketing ◽  
Sustainable Development Goals ◽  
Social Issues ◽  
Political Campaigns ◽  
The Social ◽  
General Elections ◽  
Development Goals

The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties to development processes in the online environment. Social networks have been characterised as a part of the strategies of political campaigns, as it allows political leaders to establish bidirectional communication with citizens. In this context, the present study aims to empirically explore the leading Spanish political formations' publications from a social marketing perspective. In this way, it will be possible to verify how issues related to the Sustainable Development Goals (SDGs) are addressed. On the one hand, this requires elaborating the communication profiles of the main political parties presented to the Spanish General Elections from 2015 to 2019. On the other hand, to analyse whether social themes better discriminate or distinguish one political party from another. For this purpose, a methodology based on text mining, content analysis from a quantitative and qualitative approach, and simple correspondence analysis has been used. Finally, it should be noted that the results of this research show that there are differences between political parties according to the social issues published, with a divergence between the social issues that provoke a better reaction from the public and those most published on Facebook.

scholarly journals The Role and Importance of Social Marketing in the Economy

2014 ◽  
Author(s):  
Anara Kamalova
Keyword(s):  
Social Marketing ◽  
Political Party ◽  
Social Problems ◽  
Social Issues ◽  
Public Figure ◽  
Positive Image ◽  
The Social ◽  
The Creation ◽  
The Government ◽  
A Company

Today one of the most important problems of the Kyrgyz economy is the involvement of business to the social issues of society and social marketing. The main goal of social marketing is to raise the company's image, because it can promote a brand by solving social problems. Also compliance with the principles of social marketing in activity provides the conditions for the creation of a positive image of a company, political party or a public figure. Despite the fact that global social marketing is growing rapidly, unfortunately, in Kyrgyzstan, it has not yet received adequate development and only some businesses take responsibility for the performance of these functions and occasionally solve social issues. Analyzing the social marketing technologies in Kyrgyzstan, it should be noted that, their use is very unpopular. This is due to the lack of effective support from the government. In our opinion, it is necessary to provide tax breaks for companies that address social issues as well as provide moral and legal support to these enterprises.

scholarly journals Marketing Social Marketing in the Social Change Marketplace

2002 ◽  
Vol 21 (1) ◽  
pp. 3-13 ◽  
Author(s):  
Alan R. Andreasen
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Subject Matter ◽  
Clear Understanding ◽  
Marketing Social ◽  
The Social ◽  
Barriers To Growth

Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

The internationalisation of social marketing research

2015 ◽  
Vol 5 (4) ◽  
pp. 357-376 ◽  
Author(s):  
V. Dao Truong ◽  
Nam V.H. Dang ◽  
C. Michael Hall ◽  
X. Dam Dong
Keyword(s):  
Social Marketing ◽  
Marketing Research ◽  
Developed Countries ◽  
International Perspective ◽  
Marketing Concept ◽  
Research Attention ◽  
Content Type ◽  
The Social ◽  
And Diffusion ◽  
Different Levels

Purpose – This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, significance and diffusion as a concept has not been examined from an international perspective. Design/methodology/approach – A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research. Findings – Different levels and dimensions of internationalisation were identified but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries. Originality/value – This is arguably the first paper to explore the nature and significance of the degree of internationalisation of social marketing research.

scholarly journals SOCIAL MARKETING ASPECT IN ANTI-VIOLENCE AGAINTS WOMEN CAMPAIGN IN INDONESIA

2019 ◽  
Vol 4 (1) ◽  
pp. 93
Author(s):  
Yuanita Safitri ◽  
Mia Angeline
Keyword(s):  
Violence Against Women ◽  
Social Marketing ◽  
National Commission ◽  
Online Media ◽  
Monetary Incentives ◽  
Marketing Concept ◽  
Qualitative Approaches ◽  
The Social ◽  
Case Study Methods

This article aims to answer how anti-violence against women campaigns and social marketing aspects are carried out by the four selected institutions or communities in 2016-2018 period. The four institutions chosen were UN Women, the Alliance of New Men, Indonesian OBR, and The National Commission on Violence Againts Women. The four institutions were chosen because they were considered as the most active institutions or communities in voicing the issue through online media. This research used descriptive qualitative approaches and case study methods. The result shows that the anti-violence against women campaign from four institutions is included in the social marketing concept and uses the marketing mix. Products sold are not like the commercial marketing, but the 16 Days Anti Violence Against Women event, and information to the target audiences. The price concept used is non-monetary incentives, and the distribution channels used are quite diverse, both online and offline.

Marketing social norms: Social marketing and the ‘social norm approach’

2012 ◽  
Vol 12 (1) ◽  
pp. 1-9 ◽  
Author(s):  
Kevin Burchell ◽  
Ruth Rettie ◽  
Kavita Patel
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Social Norm ◽  
Marketing Social ◽  
The Social

Strategic Social Marketing in Canada: Ten Phases to Planning and Implementing Cancer Prevention and Cancer Screening Campaigns

2009 ◽  
Vol 15 (3) ◽  
pp. 33-48 ◽  
Author(s):  
Jennifer Allyson Dooley ◽  
Sandra C. Jones ◽  
Kendra Desmarais
Keyword(s):  
Cancer Screening ◽  
Nonprofit Organizations ◽  
Cancer Prevention ◽  
Social Marketing ◽  
Best Practice ◽  
Social Issues ◽  
Monitoring And Evaluation ◽  
Private Industry ◽  
The Social ◽  
Best Practice Process

Social marketing has gained prominence among researchers and practitioners working in social issues. Campaigns labelled as social marketing are implemented worldwide by governments, nonprofit organizations, and private industry. However, there is evidence that the concepts and processes associated with these campaigns are misunderstood and not consistently applied. This article describes social marketing benchmark criteria and follows with an overview of a strategic process for social marketing, specifically: planning, research, campaign development, implementation, monitoring, and evaluation. The main focus is the social marketing development process undertaken by the Alberta Health Services to plan and implement cancer prevention and cancer screening campaigns. Unique to this process is an internationally recognized panel of social marketing experts to review and provide consultation. Improvements in planning and implementing campaigns are outlined, including stakeholder engagement, use of audience-centred strategies, and endorsement of campaigns by management. The primary outcome of bringing together a clear and organized social marketing tool for cancer prevention and cancer screening in Alberta is the development, implementation, and evaluation of campaigns that follow a systematic best-practice process. The learnings from this process will have important implications provincially in Alberta, nationally in Canada, and worldwide for the advancement of the social marketing discipline.

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