Volume : 1, Issue : 4, September - 2012

Social Marketing: Expanding Dimensions

Ashish Nathwani, Rajesh Faldu

Abstract :

Social marketing is not in competition with theories of behavior. The objective of social marketing is behavior change; theories of behavior are very useful to the social marketer. A social network service focuses on building and reflecting social network or social relationship among people, e.g., who share interests and/or activities. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. It is sometimes felt that social marketing is restricted to a particular spectrum of client –the nonprofit organization, the health services group, the government agency. Indeed, these often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non–profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. Consumer marketing approach is organization centered. Both commercial and social marketing uses a combination of influence factors to ing about change.