社会营销对2019冠状病毒病有影响吗?基于回顾的研究

Indrajit Ghosal, Khushbu Agarwal
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引用次数: 0

摘要

运用商业营销原则和技术来影响目标受众的自愿行为,以改善他们的生活或他们所生活的社会,被称为社会营销。自20世纪70年代初成立以来,社会营销(SM)取得了巨大的进步,并对健康、伤害预防、环境、社区参与以及最近的财务福利等社会问题产生了重大的积极影响。我们的研究仅集中在印度,本文使用各种评论,研究了社会营销在COVID - 19流行期间如何产生巨大影响,以及社会营销在印度COVID - 19中的好的和坏的后果。方法:在本研究中,使用PRISMA方法对过去一年半(2020年1月至2021年7月)的当前COVID情况进行了系统的文献综述。本文收录自ABS、ABDC、Scopus、WOS、Science Direct等多个索引较好的数据库。在这项调查中,研究人员搜索了数字营销,仅限于标题“数字营销”、“SM的影响”和“COVID - 19封锁”。结果:由于大流行仅下降了1.6年,并且根据当前标题发表的文章很少,本研究在科学文献中发现了53篇文章,但根据科学标准,只有23篇符合条件。讨论:这篇综述论文的重点是社交营销在2019后数字世界中的有利影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
IS SOCIAL MARKETING HAVING AN INFLUENCE ON PANDEMIC COVID'19? A REVIEW BASED STUDY
The application of commercial marketing principles and technologies to influence target audiences' voluntary behaviour to enhance their lives or the society in which they live is known as social marketing. Since its inception in the early 1970s, Social Marketing (SM) has made tremendous progress and has had a significant positive impact on social issues such as health, injury prevention, the environment, community involvement, and, more recently, financial well-being. Our research focused solely on India, and this paper examined how Social Marketing can have a large impact during the COVID – 19 epidemics, as well as the good and bad consequences of Social Marketing in COVID – 19 in India, using a variety of reviews. Methods: For this study, a systematic Literature review using the PRISMA approach was undertaken for the last one and a half years, from January 2020 to July 2021, on the current COVID condition. The Article has been collected from many good databases with good index like ABS, ABDC, Scopus, WOS and Science Direct. To this investigation, Researcher have searched digital marketing, restricted to the title, ‘Digital marketing’, ‘Effect of SM’ and COVID’19 lockdown. Results: Since the pandemic has been down for only 1.6 years and very little bit article have published based on current title, this study found 53 articles in the scientific literature, but only 23 were qualified as eligible according to the scientific criteria. Discussion: This review paper focused on the favourable impact of Social marketing in post the Covid'19 digital world.
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