Discuss about the Social Marketing in Marketing for Constructing Research.
The concept of the social marketing has gained a high level of popularity in the private non-profit, private for-profit and government agencies. Social marketing is the systematic process of marketing with some other behavioral goals of the business organizations towards a social good. The activities of the social marketing are associated with developing awareness among the public regarding the impact of different products. The social marketing activities are connected with the socio-cultural, political and environmental factors of the business environment. It helps the business organization to organize the marketing activities in a systematic way by developing proper policies for the marketing of the products (McKenzie-Mohr 2013). The social marketing concept also helps the business organizations to perform the CSR activities to improve the brand image. In this research paper, the impact of the social marketing over the marketing of the business organizations will be analyzed.
Social marketing is a major factor of the marketing concept to increase the behavior of the customers. The practices of the social marketing are associated with the promotional tools of the business organizations. There are many critics regarding the definition, use and impact of the social marketing over the marketing. The actual impact of the social marketing over the marketing strategy and business performance need to be clear by conducting research work in this area.
The main aim and objective behind initiating this research work is to do investigation regarding the impact of the social marketing over the marketing. In order to complete this aim of the research study, the following research questions will be used.
Q1. What are the important factors of the social marketing?
Q2. What are the challenges faced by the business organizations to perform the social marketing activities?
Q3. What are the impacts of the social marketing activities over marketing?
Q4. What are the suitable recommendations for utilizing the social marketing activities to improve the marketing strategy?
The social marketing concept is getting high level of popularity day by day. At present, every type of business organizations is focusing the social marketing concept in the marketing strategy. The topic has been important in this time but the use of the social marketing in the area of the marketing strategy is not so clear to the business organizations. There are many critics about the expansion of the marketing strategies beyond of the traditional marketing management strategy. Many previous practitioners and scholars are now recognizing the social marketing as a viable subject of research, teaching, and practice. Research work in this topic will help to understand the concept of the social marketing in a clear manner. Research work in the present market regarding the impact of the social marketing over the marketing will shed light on the actual impact in present situation in a clear manner.
At first, the literature review will be conducted to understand the different types of concepts and strategies used in the social marketing. In the literature review of the research study, the existing theories and models of the social marketing will be analyzed to understand the important activities of the social marketing strategy. Primary and secondary data will be collected from the annual reports of the popular business organizations and the personnel associated with the management of the special marketing strategies of the business organizations. In this way, the second objective of the research study i.e., to understand the challenges of the social marketing activities will be understood. Primary data will be collected from the common people or the target customers of the business organizations and the managers of some popular business organization regarding the impact of the social marketing over the marketing strategy. This will help to fulfill the third objective of the study. The findings of the data collection of the research study will be analyzed and compared with the findings of the literature review section to understand the present loop holes in the social marketing practices. The theories and models will be analyzed with the present findings to give some suitable suggestions to the business organization to improve the marketing strategies of the business organizations.
The outcomes of the research study will help to analyze both the positive and negative impact of the social marketing over the marketing strategy of the business organizations. In order to use the social marketing strategy within the business environment, the clear understanding of the concept should be understood by the management of the business organizations. The responses of the target customers will help to understand the impact of the social marketing activities over the behavior of the customers. It will help the managers of the business organizations to use the social marketing strategy as an advance tool of the marketing strategy of the business organizations. The different aspect of the using the social marketing activities will be understood in a clear manner with the help of the outcome of the research study. It is very important to understand the existing problem with the social marketing activities to resolve the problems in future. The outcome of the research study will shed light on the problems or challenges faced by the existing business operations. The understanding of these factors will help the business organizations to improve their market strategy. Therefore, it can be concluded that the small and big business organizations will be benefited from the outcome of the research stud as they will be able to improve their marketing strategy with the help of these to gain more profit in the future business operations.
Social showcasing is the precise use of promoting alongside different ideas and methods to accomplish particular behavioral objectives for a social decent. Social showcasing can be connected to advance, for instance, merit products, make the general public evade negative mark merchandise and along these lines to advance that considers society’s prosperity in general. This may incorporate requesting that individuals not smoke out in the open zones, for instance, request that they utilize safety belts, inciting to make them take after rate limits (Nolan and Varey 2014).
Albeit ‘social promoting’ is now and again recognized just as utilized standard business activity for showcasing practices for implementation of non-business objectives, this is an over-disentanglement. The essential points of ‘social promoting’ is ‘social great’, while in ‘business advertising’ the point is fundamentally ‘monetary’. This doesn’t implacable for the business advertisers, who cannot add to accomplishment of social great. Theories and models for what sorts of social issues in what sorts of circumstances are most suitable (Burchell, Rettie and Patel 2013). In characterizing what social advertising is, numerous creators incorporate the thought of trade hypothesis to connection it to its promoting roots. Different authors on the subject discard any notice of trade hypothesis, either in their meaning of social promoting or its key components, in a survey of the trade idea’s place in social showcasing, reasons that ” is either missing or uncaring”.
Added to this disarray are different creators who allude to a “social advertising hypothesis”. While creators, for example, perceive the worth of the trace related ideas for management of social advertising, both the components are holding open numerous and other hypothetical models, which might be connected in the genuine improvement of social showcasing programs. “Showcasing is hypothesis based. It is presumed on speculations of buyer conduct, which properly drawn upon the behavioral and social sciences” (Lefebvre 2013). Truth be told, this is the thing that happens in the act of social showcasing. Numerous social advertisers don’t report on their work in expert diaries or at gatherings, and of the individuals who do, as it were a couple concentrate on the hypothetical models that affected their judgments on determination of target crowds, questions postured amid developmental exploration concentrates on, procedures chose, how program components were chosen and created, what results were proposed and how they were measured (Hastings and Domegan 2013).
Health belief Model: As discussed in the above section, this theory is the most popular theory among the public health practitioners. This theory was developed for generating the awareness among the common people (Lefebvre 2013). The core components of the theory are as discussed in the below section:
Social Cognitive Theory (SCT): SCT is associated triadic reciprocality in which the interpersonal, cognitive and behavior are analyzed. One of the key aspects of the SCT is an environmental variable. As opposed to the previous hypothetical models, SCT expressly to recognize that conduct is not controlled by commonly structured data and figures, or that is an individual result of their surroundings, however that selected individual has provided direct affect on what activities they pursue, their own attributes, and how their reaction changes as per their environment. There are several surrounding changes are based on three different elements are following in nature (Nolan and Varey 2014). It is fall under one of the key ideas of SCT (ecological variable) is observational learning. In difference to prior behavioral speculations, SCT recognized that it is not only one that fortifies or rebuffs practices, yet it additionally gives a milieu where an individual can observe the activities of others and assumed the outcomes of those practices. Forms overseeing observational learning included:
Other center parts of SCT included:
Hypothesis:
H1: Social marketing has a great influence on the marketing of the business organizations.
H0: Social marketing has no impact on the marketing of the business organizations.
The research study will be organized as the following structure. There will be five chapters in the final research paper.
Task Name |
Start Day |
End Day |
Duration (Days) |
Research Proposal |
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Literature Review |
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Data Collection |
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Data Analysis |
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Final Report Submission |
Activities |
1st to 4th Week |
5th to 9th Week |
10th to 15th Week |
16th to 20th Week |
20th to 21th Week |
21th to 23th week |
24th Week |
Topic Selection |
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Literature review |
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Collection of Primary data |
|||||||
Collection of Secondary data |
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Research plan formation |
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Appropriate Research Techniques Selection |
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Analysis & Interpretation of the collected Data |
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Findings |
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Conclusion of the Research Study |
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Submission of Final Work |
The proposed budget required to conduct the research study is around $5000 to complete by the mentioned time frame in the Gantt chart. The mentioned amount of money will be required for the different types of activities as described in the section below:
The budget requirements are summarized in the table given below:
Purpose |
Estimated Amount of money |
Literature review |
$1500 |
Data collection |
$2500 |
Data analysis |
$1000 |
Total estimated budget |
$5000 |
References:
Alvesson, M. and Sandberg, J. 2013. Constructing Research Questions. London: SAGE Publications.
Bhadra, M. 2012. Mental Health & Mental Illness: Our Responsibility. Health Renaissance, 10(1).
Brown, J. and Stowers, E. 2013. Use of Data in Collections Work: An Exploratory Survey. Collection Management, 38(2), pp.143-162.
Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social norms: Social marketing and the ‘social norm approach’. Journal of Consumer Behaviour,12(1), pp.1-9.
Chandra, S. and Sharma, M. 2013. Research methodology. Oxford: Alpha Science International Ltd.
Eaton, S. 2013. The Oxford handbook of empirical legal research. International Journal of Social Research Methodology, 16(6), pp.548-550.
Hastings, G. and Domegan, C., 2013. Social marketing: From tunes to symphonies. Routledge.
Klassen, A., Creswell, J., Plano Clark, V., Smith, K. and Meissner, H. 2012. Best practices in mixed methods for quality of life research. Qual Life Res, 21(3), pp.377-380.
Leedy, P. and Ormrod, J. 2013. Practical research. Boston: Pearson.
Lefebvre, R.C., 2013. Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley & Sons.
McKenzie-Mohr, D., 2013. Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers.
Mitchell, M. and Jolley, J. 2013. Research design explained. Australia: Wadsworth Cengage Learning.
Nolan, T. and Varey, R.J., 2014. Re-cognising the interactive space: Marketing for social transformation. Marketing Theory, p.1470593114523444.
Novikov, A. and Novikov, D. 2013. Research methodology. Leiden, Netherlands: CRC Press/Balkema.
Popping, R. 2012. Qualitative Decisions in Quantitative Text Analysis Research. Sociological Methodology, 42(1), pp.88-90
Salaberry, M. and Comajoan, L. 2013. Research Design and Methodology in Studies on L2 Tense and Aspect. Boston: De Gruyter.
Thomas, J. 2013. Empathic design: Research strategies. Australasian Medical Journal, 6(1), pp.1-6.
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