Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda

Farooq Ahmad, Syed Ali Raza Hamid, M. Qaisar
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引用次数: 0

Abstract

Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.
通过群体动力学的镜头推进社会营销领域:概述和研究议程
社会营销是市场营销的一个新兴分支学科。社会营销处理态度重建,并有助于增加行为改变,以解决各种社会问题。社会营销也使用4p的传统元素来影响行为改变。在本研究中,系统地回顾了同行评议的社会营销期刊的文献。本文献综述的重点是重要的理论贡献和理论在社会营销领域的应用。社会营销运用最初在心理学和社会心理学中发展起来的理论来研究行为变化现象,作为个体内部加工、说服技巧和单向沟通的功能。在这种情况下,以个人为中心的方法已经被使用。群体动力学作为一种战略工具的作用尚未在社会营销领域得到探讨。该研究论文确定了在群体动力学背景下社会营销领域可能的未来研究领域。
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