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Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda

Author

Listed:
  • Farooq Ahmad

    (Assistant Professor,Faculty of Management Science,SZABIST, Larkana, Sindh, Pakistan.)

  • Syed Ali Raza Hamid

    (Assistant Professor,Hamdard Institute of Management Sciences,Hamdard University, Islamabad Campus, Pakistan.)

  • Muhammad Nawaz Qaisar

    (Independent Scholar)

Abstract

Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.

Suggested Citation

  • Farooq Ahmad & Syed Ali Raza Hamid & Muhammad Nawaz Qaisar, 2019. "Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda," Global Economics Review, Humanity Only, vol. 4(3), pages 1-10, September.
    • Handle: RePEc:aaw:journl:v:4:y:2019:i:3:p:1-10
    DOI: 10.31703/ger.2019(IV-III).01
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    References listed on IDEAS

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    1. Hudson, Laurel Anderson & Ozanne, Julie L, 1988. "Alternative Ways of Seeking Knowledge in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 508-521, March.
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    More about this item

    Keywords

    Social Marketing; Behavioral Changes; Attitudinal Reconstruction;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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