دانلود مقاله با موضوع مورد حمایت اجتماعی در بازاریابی اجتماعی
در قالب pdf و در 19 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:The case for social support in
social marketing
بخشی از متن:Abstract
Purpose – This paper aims to reinforce the arguments for applying the social support concept in social
marketing.
Design/methodology/approach – This paper aims to conceptually outline the potential positive
contribution of social support for social marketing practice as a tool to induce behavior change.
Findings – This paper focuses on the philosophical principle of social exchange, highlights the consumercentered
perspective of social marketing, which implies the natural evaluation of the social networks of
influence and support and presents social support as a mechanism to induce long-term behavior change.
Research limitations/implications – No empirical (qualitative or quantitative) investigations were
used to test the application of the concept in practical interventions.
Practical implications – This paper provides significant insights for intervention developers that can be
used to program and theoretically justify future social marketing interventions applying the social support
concept.
Social implications – Empirical research concluded for a positive relation between social support and
human health and well-being. Thus, increasing the use of the concept in social marketing can serve to attain
these social goals
