Revisitando o Marketing Social

Silva, Edson Coutinho da; Mazzon, José Afonso

doi:10.5585/bmj.v17i6.3537

Cited by 4 publications

(4 citation statements)

References 11 publications

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“…Thus, social change is the core and goal of social marketing. On the one hand, according to Silva & Mazzon (2018), unlikely any other sort of Marketing, the concept of exchange in social marketing from a healthcare campaign involves intangible goods as well-being and quality of life; besides, the benefits are not immediate.…”

Section: Social Marketing Canvasmentioning

confidence: 99%

“…Health organisations tend to focus on media tools and information instead of individuals' social change processes. The social change processes happen when a target audience identifies and recognises the benefits of changing (Silva & Mazzon, 2018). Thus, Social Marketing principles arise as another helpful tool for assisting health organisations in planning and carrying out campaigns.…”

Section: Introductionmentioning

confidence: 99%

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Untitled

2022

BJMS

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This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a 'social product/service'; (b) social marketing canvas co-organises the strategies required to address the 'social product/service' to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.

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Section: Social Marketing Canvasmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Untitled

2022

BJMS

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“…For instance, in Brazil, consumer behavior is heavily influenced by economic fluctuations and government policies. According to a study by Silva and Rocha (2018), Brazilian consumers often exhibit a preference for locally produced goods, driven by a sense of national pride and the desire to support domestic industries. Moreover, with the increasing penetration of smartphones and internet connectivity, there has been a notable rise in online shopping among Brazilian consumers, with e-commerce sales growing by 75% between 2015(Ebit|Nielsen, 2020.…”

Section: Introductionmentioning

confidence: 99%

Corporate Social Responsibility and Consumer Behavior in Denmark

Larsen

2024

EJBSM

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Purpose: The aim of the study was to analyze the corporate social responsibility and consumer behavior in Denmark Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The Danish study on CSR and consumer behavior shows that Danish consumers prefer socially responsible companies, willing to pay more for products/services from such firms. However, awareness and importance of CSR vary among demographic groups, highlighting the need for tailored strategies. Overall, prioritizing CSR can help companies differentiate themselves and attract loyal customers in Denmark's competitive market. Unique Contribution to Theory, Practice and Policy: Social identity theory, stakeholder theory & norm activation theory may be used to anchor future studies on analyze the corporate social responsibility and consumer behavior: a comparative study between Denmark. Companies operating in Denmark should prioritize the integration of authentic and transparent CSR initiatives into their business strategies. Government agencies in Denmark can play a crucial role in promoting CSR adoption and accountability among businesses.

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“…Fifty years after being introduced, SM is currently facing critiques and demands for further progress, particularly with regard to freeing itself from the conventional, commercial marketing theories and techniques (Edgar, Huhman, & Miller, 2017;Gordon, Tapp, & Spotswood, 2013;Peattie & Peattie, 2003;Silva & Mazzon, 2018;Wood, 2008) and extending its areas of study and application. Since its inception, SM has primarily focused on public health (Dahl, 2010;Truong, 2014;Truong, Garry, & Michael Hall, 2014), which has gradually expanded to environmental and social issues, such as biodiversity protection, climate change and social belonging (Biroscak, Scott, Lindenberger, & Bryant, 2017;Merritt, Kamin, Hussenöder, & Huibregtsen, 2017).…”

Section: Introductionmentioning

confidence: 99%

Social marketing for museums: an introduction to social marketing for the arts and culture sector

Gonsales¹

2021

RAUSP

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Purpose The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument). Findings The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects. Research limitations/implications Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies. Practical implications The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream). Originality/value The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.

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Revisitando o Marketing Social

Cited by 4 publications

References 11 publications

Untitled

Untitled

Corporate Social Responsibility and Consumer Behavior in Denmark

Social marketing for museums: an introduction to social marketing for the arts and culture sector

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