IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i1d10.1007_s12208-021-00294-3.html
   My bibliography  Save this article

The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal

Author

Listed:
  • Daniela Braga Soares

    (University of Minho)

  • Bruno Barbosa Sousa

    (Polytechnic Institute of Cávado and Ave (IPCA))

Abstract

The present study aims at establishing a relationship between communication strategies and consumer behavior in social and nonprofit specific contexts of marketing (e.g. Public Security Police (PSP) in Portugal). The actions of raising awareness among the schools about the themes of “animal mistreatment” and "preventing dating violence" among the young are examples of interpersonal communication established with the population and materializing along with social networking policing. Based on a qualitative approach, it also aims at analyzing the good digital marketing and communication practices in social networks. Two in-depth interviews (police subcommittee and marketing coordinator) and a focus group (11 residents / participants) were conducted. The results show that the digital communication strategy can be advantageous to bring police forces closer to the local community and, therefore, promote a sense of belonging and commitment for the benefit of global well-being.

Suggested Citation

  • Daniela Braga Soares & Bruno Barbosa Sousa, 2022. "The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 1-13, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00294-3
    DOI: 10.1007/s12208-021-00294-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00294-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00294-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    References listed on IDEAS

    as
    1. Bruno Sousa & Daniela Soares, 2019. "Combat to Abandonment and Mistreatment of Animals: A Case Study Applied to the Public Security Police (Portugal)," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 245-252, Springer.
    2. MacFadyen, Lynn & Amos, Amanda & Hastings, Gerard & Parkes, Edward, 2003. "'They look like my kind of people'--perceptions of smoking images in youth magazines," Social Science & Medicine, Elsevier, vol. 56(3), pages 491-499, February.
    3. M. Mercedes Galan-Ladero & Helena M. Alves (ed.), 2019. "Case Studies on Social Marketing," Management for Professionals, Springer, number 978-3-030-04843-3, December.
    4. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    5. Walter Wymer & Adrian Sargeant, 2006. "Insights from a review of the literature on cause marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 3(1), pages 9-15, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Miguel Duarte & Álvaro Dias & Bruno Sousa & Leandro Pereira, 2023. "Lifestyle Entrepreneurship as a Vehicle for Leisure and Sustainable Tourism," IJERPH, MDPI, vol. 20(4), pages 1-13, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    2. Anna Borawska & Tomasz Oleksy & Dominika Maison, 2020. "Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving," PLOS ONE, Public Library of Science, vol. 15(5), pages 1-20, May.
    3. Sara Osama Hassan & Ehab Mohamed AbouAish, 2018. "The impact of strategic vs. tactical cause-related marketing on switching intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 253-314, September.
    4. Muhammad Ateeq ur REHMAN & Syed Ghulam Meran SHAH & Lucian-Ionel CIOCA & Alin ARTENE, 2021. "Accentuating the Impacts of Political News on the Stock Price, Working Capital and Performance: An Empirical Review of Emerging Economy," Journal for Economic Forecasting, Institute for Economic Forecasting, vol. 0(2), pages 55-73, June.
    5. Glenn, Nicole M. & Lapalme, Josée & McCready, Geneviève & Frohlich, Katherine L., 2017. "Young adults' experiences of neighbourhood smoking-related norms and practices: A qualitative study exploring place-based social inequalities in smoking," Social Science & Medicine, Elsevier, vol. 189(C), pages 17-24.
    6. Maja Vujičić & Bruno Grbac & Vladimir Mozetič, 2021. "Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 185-203.
    7. Trompeta, Maria-Angeliki & Karantinou, Kalipso & Koritos, Christos & Bijmolt, Tammo H.A., 2022. "A meta-analysis of the effects of music in tourism and hospitality settings," Journal of Business Research, Elsevier, vol. 138(C), pages 130-145.
    8. Mihaela Constantinescu & Andreea Orindaru & Andreea Pachitanu & Laura Rosca & Stefan-Claudiu Caescu & Mihai Cristian Orzan, 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth," Sustainability, MDPI, vol. 11(24), pages 1-21, December.
    9. Fabrizio Carmignani & Grace Lordan & Kam Ki Tang, 2012. "Does Donor Assistance For Hiv Respond To Media Pressure?," Health Economics, John Wiley & Sons, Ltd., vol. 21(S1), pages 18-32, June.
    10. Anatolie CĂRBUNE, 2020. "BOOK REVIEW: Rui Alexandre Castanho, Cross-Border Cooperation (CBC) Strategies for Sustainable Development, Hershey, PA: IGI Global Abstract: Cross Border Cooperation (CBC) is one of the European Unio," Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 11, pages 233-237, November.
    11. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    12. Jeff Wiebe & Debra Z. Basil & Mary Runté, 2017. "Psychological distance and perceived consumer effectiveness in a cause-related marketing context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 197-215, June.
    13. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

    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:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00294-3. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.