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The case for social support in social marketing

2021-08-11Journal article Restricted access
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dc.contributor.authorBaptista, Nuno
dc.contributor.authorAlves, H.
dc.contributor.authorPinho, José Carlos
dc.date.accessioned2023-01-26T11:11:08Z
dc.date.available2023-01-26T11:11:08Z
dc.date.issued2021-08-11
dc.description.abstractPurpose – 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.en
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationBaptista, 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-08-2020-0193en
dc.identifier.doi10.1108/RAUSP-08-2020-0193pt_PT
dc.identifier.issn2531-0488
dc.identifier.urihttp://hdl.handle.net/10400.21/15388
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmerald Publishingpt_PT
dc.relation.publisherversionhttps://www.emerald.com/insight/content/doi/10.1108/RAUSP-08-2020-0193/full/htmlpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectSocial marketingen
dc.subjectSocial supporten
dc.subjectBehavior changeen
dc.titleThe case for social support in social marketingen
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceBingley, United Kingdompt_PT
oaire.citation.endPage313pt_PT
oaire.citation.startPage295pt_PT
oaire.citation.titleRAUSP Management Journalen
oaire.citation.volume56pt_PT
person.familyNameBaptista
person.familyNameAlves
person.familyNamePinho
person.givenNameNuno
person.givenNameHelena
person.givenNameJose Carlos
person.identifier.ciencia-idAD1D-892D-7353
person.identifier.ciencia-id131D-D12D-F642
person.identifier.ciencia-id651C-455F-B35B
person.identifier.orcid0000-0001-7130-0543
person.identifier.orcid0000-0001-5192-2310
person.identifier.orcid0000-0003-1829-0299
person.identifier.ridK-5775-2014
person.identifier.scopus-author-id57200392594
person.identifier.scopus-author-id35208145700
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
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relation.isAuthorOfPublication0f2e15c4-c973-41e4-a4b3-925561e75234
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relation.isAuthorOfPublication.latestForDiscovery0f2e15c4-c973-41e4-a4b3-925561e75234

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