Social Marketing: Literature Review
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SOCIAL MARKETING: LITERATURE REVIEW FROM 1971 TO 2002
Jiuan-yeu Lin
Department of Business Administration, Cheng Shiu University,
12F.-1, No.131, Minsheng 2nd Rd ,Cianjin District, Kaohsiung City 80144, Taiwan ROC
Graduate School of Management, I-Shou University
clin83@yahoo.com.tw
Julia L. Lin
Dean of the College of Management, I-Shou University
No.1, Sec. 1, Syuecheng Rd., Dashu Township, Kaohsiung County 840, Taiwan ROC
julia@isu.edu.tw
Sue-Jen Lin
Department of Mass Communication, I-Shou University
No.1, Sec. 1, Syuecheng Rd., Dashu Township, Kaohsiung County 840, Taiwan ROC
suelin@isu.edu.tw
ABSTRACT
The core concept of marketing is transaction. The transaction is to exchange values between two parties, but the nature of social marketing is to exchange human being’s welfare. Social marketing is attempted to induce people to change their behaviors to improve their lives. Therefore, social marketing becomes an important issue in recent years and more scholars focus their researches on the concept of social marketing. Some studies in this field come from associations of social marketing. Many researchers review the studies of business commercial. However, our study is to clarify the differences between the concept of business commercial and social marketing. The purpose of this study is to understand the concept, definition, nature and research findings of social marketing. Furthermore, our study is attempted to propose the research questions of social marketing after reviewing the relevant literature and to find future direction.
Keyword: Commercial Marketing, Social Marketing, Social Behavior
BACKGROUND
Concept of Social Marketing
Definition of Social Marketing
Scholars had debates on concept of social marketing and indicated it was vague (Blair, 1995; Bonaguro & Miaoulis, 1983; Buchanan, Reddy, & Hossain, 1994; Grace, 1991; Hastings & Haywood, 1991, 1994; Lefebvre & Flora, 1988; Maben & Clark, 1995; McBrien, 1986;...
Jiuan-yeu Lin
Department of Business Administration, Cheng Shiu University,
12F.-1, No.131, Minsheng 2nd Rd ,Cianjin District, Kaohsiung City 80144, Taiwan ROC
Graduate School of Management, I-Shou University
clin83@yahoo.com.tw
Julia L. Lin
Dean of the College of Management, I-Shou University
No.1, Sec. 1, Syuecheng Rd., Dashu Township, Kaohsiung County 840, Taiwan ROC
julia@isu.edu.tw
Sue-Jen Lin
Department of Mass Communication, I-Shou University
No.1, Sec. 1, Syuecheng Rd., Dashu Township, Kaohsiung County 840, Taiwan ROC
suelin@isu.edu.tw
ABSTRACT
The core concept of marketing is transaction. The transaction is to exchange values between two parties, but the nature of social marketing is to exchange human being’s welfare. Social marketing is attempted to induce people to change their behaviors to improve their lives. Therefore, social marketing becomes an important issue in recent years and more scholars focus their researches on the concept of social marketing. Some studies in this field come from associations of social marketing. Many researchers review the studies of business commercial. However, our study is to clarify the differences between the concept of business commercial and social marketing. The purpose of this study is to understand the concept, definition, nature and research findings of social marketing. Furthermore, our study is attempted to propose the research questions of social marketing after reviewing the relevant literature and to find future direction.
Keyword: Commercial Marketing, Social Marketing, Social Behavior
BACKGROUND
Concept of Social Marketing
Definition of Social Marketing
Scholars had debates on concept of social marketing and indicated it was vague (Blair, 1995; Bonaguro & Miaoulis, 1983; Buchanan, Reddy, & Hossain, 1994; Grace, 1991; Hastings & Haywood, 1991, 1994; Lefebvre & Flora, 1988; Maben & Clark, 1995; McBrien, 1986;...