IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v8y2016i3p22-32.html
   My bibliography  Save this article

Is Social Marketing Experiencing an Identity Crisis?

Author

Listed:
  • Edson Coutinho da Silva
  • Jos¨¦ Afonso Mazzon

Abstract

This article aims to discuss the crisis of identity and ethical issues addressed to social marketing and understand its current proposal. This is a critical paper built from researches of several publishing material such journals and books on social marketing in order to know why social marketing principles are misrepresented. It was possible to find numerous concepts addressed to social marketing, like cause related marketing, societal marketing, social responsibility, green marketing and institutional advertising. Three criticisms are emerging in social marketing: lack of focus on strategies; clear goals of organisation of the campaign producers; and the unethical pattern of the professionals. Social marketing is an alternative for improving services in social campaigns aiming at getting better results. The main purpose of social marketing is the behaviour change any other purposes do not concern social marketing. These misunderstandings about social marketing are increasingly producing misrepresentations regarding its principles.

Suggested Citation

  • Edson Coutinho da Silva & Jos¨¦ Afonso Mazzon, 2016. "Is Social Marketing Experiencing an Identity Crisis?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 22-32, June.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:22-32
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/57900/32205
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/57900
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dann, Stephen, 2010. "Redefining social marketing with contemporary commercial marketing definitions," Journal of Business Research, Elsevier, vol. 63(2), pages 147-153, February.
    2. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gordon, Ross & Dibb, Sally & Magee, Christopher & Cooper, Paul & Waitt, Gordon, 2018. "Empirically testing the concept of value-in-behavior and its relevance for social marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 56-67.
    2. Araceli Galiano Coronil, 2022. "Behavior as an approach to identifying target groups from a social marketing perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 265-287, June.
    3. Araceli Galiano-Coronil & Juan José MierTerán-Franco, 2019. "The Use of Social Digital Networks by NGDO from a Social Marketing Perspective," Social Sciences, MDPI, vol. 8(6), pages 1-23, June.
    4. Ana Cristina Silva & Minoo Farhangmehr & Marjan Sara Jalali, 2018. "License to bully: rites of passage in higher education," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(1), pages 49-66, March.
    5. Ingo Balderjahn & Dennis Appenfeller, 2023. "A Social Marketing Approach to Voluntary Simplicity: Communicating to Consume Less," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    6. Nepomuceno, Marcelo Vinhal & Laroche, Michel, 2015. "The impact of materialism and anti-consumption lifestyles on personal debt and account balances," Journal of Business Research, Elsevier, vol. 68(3), pages 654-664.
    7. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    8. Ester Guijarro & Cristina Santadreu-Mascarell & Beatriz Blasco-Gallego & Lourdes Canós-Darós & Eugenia Babiloni, 2021. "On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    9. William Lesch & Johannes Brinkmann, 2011. "Consumer Insurance Fraud/Abuse as Co-creation and Co-responsibility: A New Paradigm," Journal of Business Ethics, Springer, vol. 103(1), pages 17-32, April.
    10. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    11. Saraiva, Andrea & Pinto, Patrícia & Agapito, Dora, 2015. "Using Corporate Social Marketing in the Power Sector: A Case Study on Energy Efficiency," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 175-192.
    12. Saraiva, Andrea & Pinto, Patrícia, 2015. "Placing Social Marketing in the Practice of Corporate Social Responsibility: Focusing on Environmental Issues," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 227-238.
    13. Achabou, Mohamed Akli & Dekhili, Sihem, 2013. "Luxury and sustainable development: Is there a match?," Journal of Business Research, Elsevier, vol. 66(10), pages 1896-1903.
    14. Wu, Mao-Ying & Wall, Geoffrey & Pearce, Philip L., 2014. "Shopping experiences: International tourists in Beijing's Silk Market," Tourism Management, Elsevier, vol. 41(C), pages 96-106.
    15. Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
    16. Anjala S. Krishen & Maria Petrescu, 2017. "The world of analytics: interdisciplinary, inclusive, insightful, and influential," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(1), pages 1-4, March.
    17. El-Bassiouny, Noha, 2016. "Where is “Islamic marketing” heading?," Journal of Business Research, Elsevier, vol. 69(2), pages 569-578.
    18. Anker, Thomas Boysen, 2017. "Corporate democratic nation-building: Reflections on the constructive role of businesses in fostering global democracy," European Management Journal, Elsevier, vol. 35(1), pages 1-7.
    19. Berry, Christopher & Douglas Hoffman, K., 2023. "Communicating intent: Effects of employer-controlled tipping strategy disclosures on tip amount and firm evaluations," Journal of Business Research, Elsevier, vol. 160(C).
    20. Kadri G Yilmaz & Sedat Belbag, 2016. "Prediction of Consumer Behavior Regarding Purchasing Remanufactured Products: A Logistics Regression Model," International Journal of Business and Social Research, LAR Center Press, vol. 6(2), pages 1-10, February.

    More about this item

    Keywords

    social marketing orientation; behaviour change; crisis of identity; ethical issues; social marketing goal;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:22-32. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.