Looking back and moving forwards: An agenda for social marketing research

Abstract

The practice of social marketing is based on a set of underlying principles that have not yet been tested. In the future, a series of experiments will be necessary to bring the application of social marketing to its peak. This article outlines an action plan for research in social marketing in order to push its limits.

Exploring the impact of self-construal and cultural intelligence on alcohol consumption: implications for social marketing

“…In limited cases where theory is used psychological theories such as the Theory of Planned Behaviour or Stages of Change, model or sociological models such as Social Cognitive Theory or more recent socio‐ecological models dominate practice (Luca & Suggs, ; Truong, ). Recently, there have been calls to extend theory use in social marketing beyond psychological and sociology theories with the suggestion that commercial marketing theories may warrant consideration moving forward (Rundle‐Thiele, ). The results of the current study indicate that cultural theories provide an important theoretical base for social marketers to consider in future.…”

Regresando a Los Valores Básicos: Las Propuestas del Marketing Social y Humanista

“…Las perspectivas más recientes lo conceptualizan como un proceso de intercambio entre las unidades sociales, que abre una ventana para aplicar los conocimientos del marketing a través de programas para la creación, comunicación y entrega de valor a fin de influir en los comportamientos de una audiencia, generando con ello el cambio social y beneficiando tanto a la audiencia meta como a la sociedad (KOTLER;LEE, 2008;WY-MER, 2011). Una definición consensada por varias asociaciones de marketing social sostiene que busca el desarrollo y la integración de conceptos de marketing con otras aproximaciones para influir en Judith Cavazos-Arroyo; Rogelio Puente-Díaz Antonio Carlos Giuliani comportamientos que beneficien a individuos y comunidades para un mayor bien social (RUNDLE-THIELE, 2015). Desde la perspectiva de Storey, Saffitz y Rimon (2008), el marketing social es relevante porque implica: 1) desde una perspectiva de mercado, la adopción de una orientación al consumidor, es decir la comprensión y la satisfacción de las necesidades de la audiencia a ser atendida, 2) la comunicación eficiente de la información desde el funcionamiento de los mercados en relación a productos sociales disponibles, costo, utilización, beneficios que proporcionan y dónde obtenerlos y 3) el enfrentamiento de los beneficios de los productos sociales sobre conductas competidoras que operan en un mercado dinámico de ideas, prioridades y diferentes opciones y por tanto, se requiere del desarrollo de estrategias que incrementen el valor percibido de la adopción de una conducta beneficiosa a nivel personal, interpersonal, comunitaria o social.…”

Learning what our target audiences think and do: extending segmentation to all four bases

“…Social marketing incorporates commercial marketing techniques in the planning, analysis, implementation and assessment of programs designed to influence target audiences to engage in voluntary behaviour change [24–26]. Andreasen [27] created six social marketing benchmarks to differentiate social marketing from other health and behavioural change sciences.…”

“…Limiting segmentation insights into demographic and geographic measures prevents an understanding of how and why the target audience currently behaves from emerging. Acknowledging the potential to develop a more explanatory and predictive approach, psychographic and behavioural variables have recently been incorporated in segmentation analysis [26, 44, 47–49]. For example, a recent study indicates the importance of psychographic and behavioural variables stating that these variables were the most important measures in segment formation based on the predictor importance score while demographics were less important [47].…”