IDEAS home Printed from https://ideas.repec.org/a/ids/ijbglo/v28y2021i4p450-467.html
   My bibliography  Save this article

Moderating role of entrepreneurial marketing in enhancing society through social entrepreneurship: an Indian perspective

Author

Listed:
  • Jugal Kishor

Abstract

Social entrepreneurship provides a platform for analysing and solving social issues such as illiteracy, unemployment, lack of staple goods, clean drinking water, health and medicine, sanitation, and educating society towards use of environment-friendly products. This study investigates the prevalence of social entrepreneurship activities that create a feeling among society to standardise its living. This study attempts to provide important inputs regarding the inclusion of marketing practices in social entrepreneurship. The current study elaborates on the marketing strategies being practiced by social entrepreneurs towards enhancing society. Furthermore, using a sample of 188 social entrepreneurs, it estimates the effectiveness of entrepreneurial marketing towards enhancing society through social entrepreneurship such as guerrilla marketing, buzz marketing, and viral marketing.

Suggested Citation

  • Jugal Kishor, 2021. "Moderating role of entrepreneurial marketing in enhancing society through social entrepreneurship: an Indian perspective," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 28(4), pages 450-467.
    • Handle: RePEc:ids:ijbglo:v:28:y:2021:i:4:p:450-467
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=117350
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:28:y:2021:i:4:p:450-467. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=245 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.