Record Details

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

Gadjah Mada International Journal of Business

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Field Value
 
Title The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good
 
Creator Mayasari, Iin
 
Subject Marketing
behavioral change perspective; relationship perspective; social marketing
 
Description 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.
 
Publisher Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
 
Date 2012-05-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://jurnal.ugm.ac.id/gamaijb/article/view/5442
10.22146/gamaijb.5442
 
Source Gadjah Mada International Journal of Business; Vol 14, No 2 (2012): May - August; 163 - 182
2338-7238
1411-1128
 
Language eng
 
Relation https://jurnal.ugm.ac.id/gamaijb/article/view/5442/4422