An approach to understand social marketing unexplored potential

Ladeira, Rodrigo; Mello, Ricardo Coutinho; Larocca, Maria Teresa Grimaldi

doi:10.12712/rpca.v11i5.1071

Cited by 3 publications

(2 citation statements)

References 9 publications

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“…Millson [2] shows that the intent to purchase technology-based products is influenced by both perceived environmental sustainability information and social media use to obtain technology-based product information. Regarding the social media, Ladeira and Mello [3] note that it has the power of "transforming the social context into a better place to live, being associated with the meaning of sustainable marketing". Rajesh [4] advances the idea that social media can be a platform for sustainability, because it delivers the information people need in order to make better buying decisions and empowers customers to demand quality and accountability from companies.…”

Section: Introductionmentioning

confidence: 99%

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Anastasiei¹,

Dospinescu²

2019

Sustainability

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The goal of this research was to build a model that evaluates the influence of affective commitment, high-sacrifice commitment, and satisfaction on the customers’ word-of-mouth concerning an online retailer. Two word-of-mouth dimensions were considered: volume and valence. A survey was administered to 282 respondents and structural equation modeling techniques were used to process the data and test the hypotheses. Our findings show that satisfaction and high-sacrifice commitment have an important impact on both word-of-mouth volume and valence, while affective commitment only influences word-of-mouth valence. This paper offers detailed explanations of these results in light of other theories and studies in the field.

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Section: Introductionmentioning

confidence: 99%

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Anastasiei¹,

Dospinescu²

2019

Sustainability

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“…El último aspecto conceptual del marketing social es la defensa y bien social, el marketing social es una forma de abordar los problemas de índole social de manera sistemática, generando en los usuarios o audiencia un cambio de comportamiento, invitando a la defensa y desarrollo de acciones que permitan el bien común y colectivo (Ladeira, Mello y Grimaldi, 2017).…”

Section: Fase De Contrastaciónunclassified

Devenir teórico-práctico del Marketing social en el cambio de comportamiento de ciudadanos en la era actual

2023

RCS

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The harmonious combination of commercial marketing objectives with the solution of social problems led to the emergence of a new concept: social marketing focused on changing the behavior of citizens. The purpose of the study was to analyze through a systematic review the theories and practices in the application of this marketing strategy, for which content analysis, bibliographic and documentary review were used. The units of analysis were obtained from the following databases: Web of Science, Scopus, Scielo, Proquest, Semantic Scholar, Redalyc and academic Google; reviewing and selecting them through the content analysis method, then a total of 307 sources were identified according to the model, subsequently excluding 278 and selecting 29 articles (units of analysis) for their relevance, relevance and eligibility with the topic of study. study. Obtaining as findings that: the key to social marketing is to create new clients, improving the value of the brand with an image of ecological, social and co-responsible concern for the health of the population, the prevention of social problems, among other aspects of impact. in society becoming a way of viewing the company.

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The Economics of Advertising, Fair Marketing, Unusual Behaving, or Consuming

Kuzmanović

2023

Handbook of Research on Socio-Economic Sustainability in the Post-Pandemic Era

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In advertising, social responsibility is a tripartite process involving three relevant actors: the corporation, agency, and audience. Omissions on the social market are most often broadcast by agencies to the detriment of consumers or with the cooperation of the first two actors. The corporation influences the agency through the audience or censorship before it reaches a socially critical effect. While in the short run unfair marketing causes exclusive harm to consumers, in the long run, invasive marketing harms corporations, causing disappointment among customers, active abstinence, or aversion. The marketing paradox speaks of the inefficiency of marketing in delivering value to the consumer of accurate, convenient, and true information. This inefficiency of marketing requires social marketing in order to protect the interests of social groups affected by these actions. Paradoxes are typical zones of adjustment of economic and epistemological (behavioral) interests.

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An approach to understand social marketing unexplored potential

Cited by 3 publications

References 9 publications

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Devenir teórico-práctico del Marketing social en el cambio de comportamiento de ciudadanos en la era actual

The Economics of Advertising, Fair Marketing, Unusual Behaving, or Consuming

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