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Social Marketing: An Approach To Planned Social Change
Abstract
This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campaigns and concluded that their effectiveness depended on the presence of adequate force, direction, adequate and compatible social mechanism, and distance (the "cost" of the new attitude as seen by message's message"s recepient). A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.
... The term "social marketing" was propounded by Kotler and Zaltman (1971) as a marketing tool for facilitating change in individuals through the planning and implementation of strategic programs. Kotler and Lee (2008), nearly four decades later, argue that social marketing embodies an approach of applying marketing concepts and methods to produce, convey, and offer value that facilitates changes in certain individuals' behaviours that would benefit society in terms of the environment, individual healthcare, and local communities. ...
... By focusing on empowering developing countries, IFPRI's capacity-building initiatives reflect social marketing goals, particularly how it aims to trigger a change in policymaking approaches by necessitating capacity strengthening or the acquisition of new policy-based knowledge and skills. As Kotler and Zaltman (1971) propound, social marketing is a marketing tool used for facilitating change in individuals through the planning and implementation of strategic programs. Through capacity-building initiatives like collaborative research and training, IFPRI equips partner organisations' staff with new information and policy-oriented skills that could lead to policy-based research and recommendations that would benefit the country's agriculture and help the planet to solve food security and climate issues. ...
The urgent need to mitigate climate change has prompted international NGOs to utilise social marketing to influence sustainable agricultural policies in developing countries. In Nigeria, the International Food Policy Research Institute (IFPRI) enhances its stakeholders' knowledge about sustainable agriculture and influence their policymaking decisions through research publications, training and workshops, and conferences. However, the research institute struggles to measure the long-term impact of its efforts due to the lack of marketing communication guidelines. Drawing on a qualitative content analysis, this study investigates IFPRI’s utilisation of social marketing and proposes a Social Marketing Planning Guide (SMPG) for the research institute to strengthen its programmes, effectively influence sustainable agriculture policies, and create metrics to measure its influence on policymaking. Ultimately, this study contributes to understanding the interconnectedness between climate change, policymaking, and social marketing, offering insights for industry experts and NGOs to enhance their social intervention strategies in addressing climate change.
... Konsep societal marketing (pemasaran berwawasan sosial) dibangun berdasarkan tiga pertimbangan, yakni konsumen (pemuasan keinginan), perusahaan (keuntungan), dan masyarakat (kesejahteraan manusia). (Andreasen, 2002) menyatakan inspirasi munculnya konsep pemasaran sosial dipicu oleh sebuah artikel yang ditulis oleh sosiolog G.D. Wiebe tahun 1951-521 , dan akar ilmiah konsep ini dipaparkan dalam (Kotler & Levy, 1969) dan (Kotler & Zaltman, 1971) yang dimuat pada Journal of Marketing. Pada awalnya kemunculan konsep pemasaran sosial ditentang karena akan membuat disiplin ilmu pemasaran menjadi terlalu luas, misalnya dapat dilihat pada (Luck, 1974), tetapi akhirnya sekarang bisa diterima secara luas. ...
Di Indonesia, UMKM atau Usaha kecil sangatlah banyak. UMKM atau Usaha kecil dan Menengah merupakan usaha ekonomi yang produktif, usaha ini berdiri sendiri oleh perorangan atau badan usaha yang bukan merupakan anak. Social Marketing bisa dijadikan salah satu solusi bagi UMKM di Indonesia yang memiliki beberapa kendala namun mereka masih belum mengerti cara mengatasi kendala tersebut. Permasalahan yang dihadapi oleh warung Dearasy ini terutama dari tempat berjualan yang kurang rapi, kejelasan menu makanan, dan atap dari warung yang hanya ditutupi oleh plastik saja. Hasil dari pengabdian kali ini adalah mengetahui jika tempat, Brand positioning, dan layanan merupakan komponen penting untuk menarik perhatian konsumen.
... However, the prefix "Social" has become a catchphrase in the current business and development action ecosystem. Terms such as social business (Yunus, 2010), social enterprise (Adam, 2004), social entrepreneurship (Dees, 1998), social marketing (Kotler & Zaltman, 1971), corporate social responsibility (Garriga & Melé, 2004), etc. to name a few to have emerged from the field of practice as well as academia. However, business firms and these entities/efforts have failed to gain the confidence of stakeholders as drivers of socio-economic change (Asadullah et al., 2020;Haugh & Talwar, 2020). ...
This study explores how the neo-liberal agenda co-opts the socio-economic change initiatives of social enterprises, particularly in the context of scaling up, funding dependencies, and financial viability challenges. Even though the role of profit-oriented business firms is desirable, they often pose an imperative threat to social enterprises' socio-economic change agenda. The governance of social enterprises tends to move from the agenda of social change to profit. This study examines this with the shifting roles of state, market, and civil society actors in influencing the agenda of social enterprises and proposes strategies to preserve their autonomy, ensuring they remain effective agents of socio-economic transformation. The present study takes the route of the qualitative approach of the netnographic with inferences from multi-case study analysis. Even though social enterprises have emerged as important institutions to solve issues at the bottom of the pyramid and to make behavior change an inherent tension in this approach remains. This largely requires the effort of scaling up social enterprising initiatives which tend to crowd out socio-economic change or welfare agenda. This study provides insight into the processes of co-optation of social enterprising efforts by the neo-liberal agenda. The process of co-optation largely takes place via scale, dependency, and financial viability traps. This converts social enterprises into social service mediators rather than real socio-economic change agents.
... Social marketing theory. Social marketing theory connects intergroup prosocial behavior studies with marketing by prioritizing societal ideals and fostering voluntary consumer behavior to improve social well-being, contrasting commercial marketing's profitdriven approach (Andreasen, 1994;Kotler and Zaltman, 1971;Sequeiros et al., 2022). This Use mixed and multimethod approaches Use sequential and longitudinal studies to measure the long-term effects of prosocial interventions on Muslim consumers' well-being, community cohesion and societal progress (combining qualitative and quantitative methods) ...
Purpose
This study aims to systematically review the literature on intergroup prosocial behavior to uncover key insights and propose future research directions for Islamic marketing.
Design/methodology/approach
This study uses the Theory-Context-Characteristics-Methodology framework to systematically review past literature based on the most commonly used theories, contexts, characteristics and methods.
Findings
After reviewing 2,675 articles from 2000 to 2023, this study identifies the four most common theories and contexts, seven factors and three primary methods used to study intergroup prosocial behavior. Based on these findings, this study identifies seven research gaps and suggests new theoretical perspectives, themes, constructs and methods for future studies in Islamic marketing.
Originality/value
To the best of the authors’ knowledge, this study is the first systematic literature review to explore intergroup prosocial behavior across disciplines while proposing targeted research agendas and actionable insights to advance the field of Islamic marketing.
Globalization and advancements in information technology have created opportunities for small and medium enterprises to enter international markets, including the handmade craft sector. However, many entrepreneurs face challenges in developing effective global marketing strategies. Kejaya Handicraft has adopted a social marketing approach based on dakwah principles to expand its market reach. This study aims to analyze the effectiveness of social marketing and product marketing strategies in global expansion. This research employs a qualitative method with a case study approach. Data were collected through in-depth interviews, direct observations, and document analysis of Kejaya Handicraft’s marketing strategies. Thematic analysis was conducted to identify patterns in the application of dakwah values in marketing. The findings reveal that integrating dakwah values such as honesty, trustworthiness, and sustainability enhances brand image and consumer loyalty in international markets. Kejaya Handicraft successfully expanded its market through continuous innovation, strategic collaborations, and digital media utilization. In addition to improving business competitiveness, this strategy also contributes to local economic empowerment. This study underscores that dakwah-based social marketing can serve as an effective strategy in addressing globalization challenges and enhancing the competitiveness of handmade craft products in international markets.
Resumen: Con el fin de comprender cuál es la relevancia de la ética en el comportamiento de consumo de los jóvenes de la elite brasileña, este estudio investiga la relación de causalidad entre la importancia atribuida por los consumidores jóvenes a la conducta ética en los negocios y la propensión de los consumidores de recompensar el comportamiento ético de las empresas. Basado en el modelo de Creyer y Ross (1997), la investigación se realizó con 90 estudiantes de las clases sociales A y B. Los resultados indican que la dependencia entre la importancia y la recompensa es moderada y la ética nos es un factor importante en el consumo de estos jóvenes. Palabras clave: comportamiento del consumidor; ética, recompensa; jóvenes.
Purpose
The purpose of this research is to analyze the effectiveness of health advertisements during the pandemic that used different message appeals. Which appeals do individuals give more attention to and help them change behavior.
Design/methodology/approach
Based on empirical investigation, an online survey was developed to measure the proposed model. The reliability and validity of the reflective constructs were conducted using Cronbach’s alpha and Pearson product-moment correlations in SPSS.
Findings
Our results show that consumer (people) engagement is dependent on advertisements that involve threat, fear, animation and testimonials, which are all part of the persuasion route.
Practical implications
The findings of this study can help marketers and health professionals organize advertising campaigns effectively. Attractive (effective) messages mean that the messages content is perceived as more credible and memorable, and people give attention and finally influence consumers (people’s) judgment, beliefs, involvement and preferences. Moreover, the findings of this study can be used for other social campaigns, like environmental protection public campaigns.
Originality/value
Although there are many primary studies claiming to evaluate the effectiveness of social messages, there have been only a small number to study health change behavior in the short run. The present research tries to cover this gap and more specifically investigates the role of the specific context of the messages in persuasive effects such as consumer (people) engagement with advertisements and brands, in our case, the idea of appropriate health behavior in times of crisis.
El sector agrícola es parte importante de la economía en México. El panorama actual de los negocios agrícolas micro y pequeños tiene dificultades
para medir su rentabilidad, ya que, por situaciones sociales, educativas, económicas, culturales y tecnológicas, se ven limitados en sus conocimientos
para realizar esta medición. La presente investigación tiene como objetivo
analizar la rentabilidad de los micro y pequeños negocios agrícolas, para
lo cual se utilizó el análisis estadístico econométrico de regresión lineal
simple, empleando la base de datos de la encuesta de ingresos y gastos de
los hogares del Instituto Nacional de Estadística y Geografía. Los resultados
del análisis muestran una correlación significativa de 0.834 entre las variables, mientras que la R cuadrada señala que el 69.60% de las variaciones
en los ingresos por ventas se explican por las variaciones en los gastos de
los agronegocios. Asimismo, la regresión lineal simple mostró que, por
cada peso invertido en el negocio agrícola, los ingresos aumentaron en
1.382 pesos, lo que indica que existe rentabilidad en los micro y pequeños
agronegocios no convencionales en México.
Pembangunan berkelanjutan merupakan isu yang sangat penting di era
saat ini, di mana tantangan global seperti perubahan iklim, kelangkaan
sumber daya, dan ketidaksetaraan sosial semakin mendesak kita untuk
mencari solusi yang inovatif dan holistik. Di sinilah peran komunikasi
menjadi sangat vital. Sebagai sebuah disiplin yang menghubungkan
berbagai aspek kehidupan manusia, komunikasi tidak hanya berfungsi
sebagai alat penyampaian informasi, tetapi juga sebagai jembatan untuk
membangun kesadaran, partisipasi, dan kolaborasi di antara berbagai
pemangku kepentingan.
While recognizing that citizenship is not soap, this article argues that efforts to “sell” broad social objectives via radio
or television are not likely to succeed unless the essential conditions for effective merchandising exist, or can be made
to exist. These conditions are primarily that the audience must be forcefully motivated and clearly directed to an adequate,
appropriate, and accessible social mechanism.
The author demonstrates the importance of these facets by case studies of four programs built around constructive social goals.
An earlier version of this paper was delivered before the American Psychological Association in September, 1951.
Increasing the amount of family planning in less-developed countries is crucial to their economic development and is basically a marketing job. Much important marketing research has been done in this area; its history is described here. But much more needs to be done.