Year: 2023
Type: conference-paper
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.
Institution: University of Indonesia
Language: English
Subfield: Applied Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4388026760