Effective Social Marketing Strategies for Social Changes

DOI

10.2991/978-2-38476-132-6_50How to use a DOI?

Keywords

Social marketing; Social theories; Marketing Strategy; Social change

Abstract

Social marketing aims for social change. However social marketing often has ineffective and unmeasurable results. The purpose of this research is to understand why many social marketing campaigns produce poor results dan unmeasurable. This research also proposes social marketing strategies to improve the program outcomes. The methodology is the literature review of previous articles and social marketing programs. The literature review was carried out on articles that were published from 2010 to 2023. The results obtained include social marketers trapped in con- ventional marketing principles so that the programs carried out are like marketing commercial products. In fact, to change social behavior and solve social problems, social campaigners need to understand the root of the problem they are facing. Besides that, the involvement of change agents and involving local culture. The outcomes of social marketing can be improved if the social marketer identifies upstream causes of social problems and find ways to reduce their harm- ful effects. This research describes the limitations of social marketing strategies as well as pro- poses ways to remove these limitations and improve the ability to improve social welfare.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mareta Maulidiyanti
AU  - Lydia Freyani Hawadi
AU  - Pijar Suciati
AU  - Ngurah Rangga Wiwesa
PY  - 2023
DA  - 2023/10/31
TI  - Effective Social Marketing Strategies for Social Changes
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 575
EP  - 583
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_50
DO  - 10.2991/978-2-38476-132-6_50
ID  - Maulidiyanti2023
ER  -