SOCIAL MARKETING AND ITS IMPACT ON CONSUMER RESPONSIBILITY
Journal Title: IMPACT : International Journal of Research in Humanities, Arts and Literature ( IMPACT : IJRHAL ) - Year 2018, Vol 6, Issue 5
Abstract
Social Marketing is a planned process for influencing consumers and its components of marketing and consumer research, advertising and promotion play important role in topics like health, environment, and other important issues. Impact of Social Marketing on Consumer Responsibility Project is taken up to understand the influence of social marketing campaigns on consumer perception and behavior. Social Marketing combines the best elements of the traditional approaches to social change in an integrated planning and action framework Thus the role of market research agencies becomes crucial in determining not only the target audience, but also in studying their likes and dislikes, motivations, drives and behavior that may aid or deter the efforts taken to bring about behavior change. We find that the awareness of social campaigns can influence the consumers’ responsibility. Since social campaigns also impact the goodwill of the brand it is important for consumers to establish the association correctly. The aim of a social cause is to influence a change in the consumers’ behavior in a positive way. The level of awareness of these campaigns, brands, brand ambassadors and parent company among the respondents was identified. The influence these campaigns have on the brand loyalty, consumer behavior and how the respondents prioritize these campaigns were checked.
Authors and Affiliations
Mohanraj P. , Dhivya S.
Keywords
Related Articles
- EP ID EP288721
- DOI -
- Views 92
- Downloads 0
A STUDY ON CUSTOMERS’ PERCEPTION ON MOBILE BANKING SERVICES AT KENGERI UPANAGAR, BENGALURU
Mobile banking has been in existence for more than a decade. M- Banking was started in India by the way of SMS banking in the year 2002. With the technological advancement and the increased users of smart phone, mobile b...
IS DEMOGRAPHIC DETERMINANTS AFFECT QUALITY OF WORK LIFE (QWL) IN HIGHER EDUCATION INSTITUTE (HEI) TEACHERS
The objective of the present paper is to examine Quality of Work Life (QWL) as a determinant of demographic variables among HEI teachers. This research is a Descriptive survey in nature. The sample of 449 HEI teachers fr...
THE PSYCHOLOGICAL TRAUMA OF WOMEN IN THE SELECT NOVELS OF KAMALA MARKANDAYA
Indian women novelist prefers woman character as the main protagonist in their novels. They give prospect for feminine. They portray the woman who is struggling to find out her identity in the male society. Woman charact...
Gender Inequality and Health of Women: Some Socio-Cultural Issues
Gender inequality in health in Indian society has its roots in the traditional practices and norms defined by patriarchal structures. The definitions of health for men and women are different where women’s health and nut...
REALITY OF LIFE AND THE IRRATIONAL SENSE OF SACRIFICE YAYATI & BALI (FROM AN ANCIENT JAIN EPIC)
Yayati is a play which is telling the story of a king who spoils the life of his own son to maintaining his young age as per his curse given by Sukracharya. He realized it very late that he was wrong in doing so because...