The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good

  • Iin Mayasari Universitas Paramadina
Keywords: behavioral change perspective, relationship perspective, social marketing

Abstract

This study is a conceptual paper and highlights perspectives to understand social marketing as an approach to bring about voluntary and socially desirable consumer behavior. The perspective is considered as an alternative way to comprehend consumer behavior change for good as a multi-factor driven action. Hence, social marketing is also considered as a discipline that can be analyzed from multiple perspectives including a behavioral change perspective and a relationship perspective. Each perspective is elaborated by doing a review of existing literature and research. This study shows that social marketing is not only the application of marketing programs to shape consumer behavior, but also a process involving individual, society, and government to make a better life of society.

References

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Published
2012-05-01
How to Cite
Mayasari, I. (2012). The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good. Gadjah Mada International Journal of Business, 14(2), 163 - 182. Retrieved from https://jurnal.ugm.ac.id/v3/gamaijb/article/view/15366
Section
Articles