Bringing social marketing closer to the disability field

IF 3.1 4区 管理学 Q2 BUSINESS
Jose Manuel Gil Guzman, Asunción Hernández-Fernández, Pedro Canales-Ronda
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引用次数: 4

Abstract

Purpose This paper aims to show the advantages that social marketing training programs for disability professionals can play in improving the approach to the problems faced by people with disabilities, offering a necessary mutual understanding between both sectors. So, describing what are the training needs in social marketing expressed by disability professionals and providing an initial shared theoretical framework of both fields that could contribute to implementing social marketing strategies in the field of disability as an inducer of quality of life. Design/methodology/approach This is a mixed-method approach combining: a quantitative analysis with a web-based self-administered questionnaire completed in six European countries and a qualitative analysis: interviews to experts pre and post questionnaire. Findings Quantitative data has identified that: front-line professionals working directly with people with disabilities have high social marketing training needs; these needs are mostly related to the assessment and modification of clients’ behavior and the development of interventions according to the concept of value co-creation. Qualitative data has shown that: both fields share some similar theoretical frameworks. Therefore, it is stated that social marketing has the potential to be better implemented in the disability field. Research limitations/implications Considering public policy; stigma and discrimination; regulations; other models and improving the sampling method. Originality/value Sharing theoretical framework of both fields, social marketing strategies into the disability field as an inductor for quality of life. No research has analyzed the needs of disability professionals when they have to face a problem and find a solution that social marketing strategies could offer into the disability field.
将社会营销推向残疾领域
目的本文旨在展示针对残疾人专业人员的社会营销培训项目在改进解决残疾人面临的问题的方法方面所能发挥的优势,为两个部门之间提供必要的相互理解。因此,描述残疾专业人员在社会营销方面表达的培训需求,并提供这两个领域的初步共享理论框架,有助于在残疾领域实施社会营销战略,以此作为生活质量的诱导因素。设计/方法/方法这是一种混合方法,结合了:在六个欧洲国家完成的基于网络的自我管理问卷的定量分析和定性分析:问卷前后对专家的访谈。发现定量数据表明:直接与残疾人合作的一线专业人员对社会营销培训需求较高;这些需求主要涉及对客户行为的评估和修改,以及根据价值共创的概念制定干预措施。定性数据表明:这两个领域都有一些相似的理论框架。因此,有人指出,社会营销有潜力在残疾领域得到更好的实施。研究局限性/含义考虑公共政策;污名化和歧视;法规;其他模型和改进的采样方法。独创性/价值共享这两个领域的理论框架,将残疾领域的社会营销策略作为生活质量的感应器。没有研究分析残疾专业人员在面临问题时的需求,并找到社会营销策略可以为残疾领域提供的解决方案。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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