Rethinking Social Marketing and Behavioural Change in Times of Covid-19 Pandemic

Yıl 2021, Cilt: 19 Sayı: 1, 321 - 338, 26.03.2021

Tolga Şentürk

https://doi.org/10.18026/cbayarsos.855708

Cited By: 3

Öz

Covid 19 pandemic has clearly demonstrated the kind of social tragedies that occur as a result of the failure to impact positive behaviour change on the individuals. The misconducts during the epidemic forced the use of more effective tools for the creation of the desired behaviour of target groups. Social marketing is an approach that develops the planned behaviour more easily by identifying and removing the barriers to human behaviours. In this approach, monitoring and identifying the target group is very important to understand the barriers to behavioural change. In addition, social marketers using stakeholder theory are more likely to gain the support of the business world, who possesses great financial power and qualified human resources. However, in order to increase this possibility, the idea of creating social value in connection with Marketing 3.0 should be embedded within the mission and vision of the companies.

Anahtar Kelimeler

Social Marketing, Social Marketing Mix, Marketing 3.0, Behavioural Change

Covid-19 Salgını Döneminde Sosyal Pazarlamayı ve Davranış Değişimini Yeniden Düşünmek

Öz

Covid-19 salgını bireylerde pozitif yönde davranış değişimi ortaya çıkarmaktaki başarısızlığın ne tip sosyal trajediler yaşattığını bizlere çok çarpıcı bir şekilde göstermiştir. Salgın sürecinde ortaya çıkan umursamaz davranışlar, hedef gruplarda davranış değişikliği ortaya çıkarmada daha etkili araçların kullanımını zorunlu kılmıştır. Sosyal pazarlama, davranışların önündeki engelleri tanımlayarak ve kaldırarak planlanan davranışı daha kolay geliştiren bir yaklaşımdır. Bu yaklaşımda davranışın önündeki engelleri anlamak adına hedef grubu izlemek ve tanımlamak çok önemlidir. Bunun yanında, paydaş teorisini kullanan sosyal pazarlamacılar için, özellikle büyük mali güç ve nitelikli insan kaynağı ile iş dünyasının desteğini kazanma olasılığı daha yüksektir. Ancak bu olasılığı artırmak için de Pazarlama 3.0 ile bağlantılı olarak sosyal değer yaratma fikrinin şirketlerin misyon ve vizyonu içine yerleştirilmesi gerekmektedir.

Anahtar Kelimeler

Sosyal Pazarlama, Sosyal Pazarlama Karması, Pazarlama 3.0, Davranış Değişimi

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