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Advisor(s)
Abstract(s)
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 consumer-
centered 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.
Originality/value – The concept of social support has gained considerable interest in the areas of
behavioral medicine and health psychology. Despite such interest, it is still not clear how it can be approached
in social marketing as there is a lack of conceptual literature discussing social support from a social marketing
perspective, the number of social marketing interventions operationalizing the concept is limited and, till date,
no research has focused in comprehensively establishing a theoretical rationale to operationalize the concept
in social marketing.
Description
Keywords
Social marketing Social support Behavior change
Citation
Baptista, N., Alves, H. & Pinho, J. C. (2021). The case for social support in social marketing. RAUSP Management Journal, 56 (3), 295-313. DOI: 10.1108/RAUSP-08-2020-0193
Publisher
Emerald Publishing