Social Marketing and Social Responsibility. A theoretical confrontation

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Social Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often consider...

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Detalles Bibliográficos
Autores: Vargas Merino, Jorge Alberto, Abad Acosta, Giordana Ysabel
Formato: artículo
Fecha de Publicación:2020
Institución:Escuela de Posgrado Newman
Repositorio:Revistas - Escuela de Posgrado Newman
Lenguaje:español
OAI Identifier:oai:ojs.pkp.sfu.ca:article/207
Enlace del recurso:https://journals.epnewman.edu.pe/index.php/NBR/article/view/207
Nivel de acceso:acceso abierto
Materia:Marketin social
responsabilidad social
teoría
stakeholders
publico objetivo
marketing social
público objetivo
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dc.title.none.fl_str_mv Social Marketing and Social Responsibility. A theoretical confrontation
Marketing Social y Responsabilidad Social. Una confrontación teórica
title Social Marketing and Social Responsibility. A theoretical confrontation
spellingShingle Social Marketing and Social Responsibility. A theoretical confrontation
Vargas Merino, Jorge Alberto
Marketin social
responsabilidad social
teoría
stakeholders
publico objetivo
marketing social
responsabilidad social
teoría
stakeholders
público objetivo
title_short Social Marketing and Social Responsibility. A theoretical confrontation
title_full Social Marketing and Social Responsibility. A theoretical confrontation
title_fullStr Social Marketing and Social Responsibility. A theoretical confrontation
title_full_unstemmed Social Marketing and Social Responsibility. A theoretical confrontation
title_sort Social Marketing and Social Responsibility. A theoretical confrontation
dc.creator.none.fl_str_mv Vargas Merino, Jorge Alberto
Abad Acosta, Giordana Ysabel
author Vargas Merino, Jorge Alberto
author_facet Vargas Merino, Jorge Alberto
Abad Acosta, Giordana Ysabel
author_role author
author2 Abad Acosta, Giordana Ysabel
author2_role author
dc.subject.none.fl_str_mv Marketin social
responsabilidad social
teoría
stakeholders
publico objetivo
marketing social
responsabilidad social
teoría
stakeholders
público objetivo
topic Marketin social
responsabilidad social
teoría
stakeholders
publico objetivo
marketing social
responsabilidad social
teoría
stakeholders
público objetivo
description Social Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often considered as similar concepts despite the conceptual and structural difference between them. This academic article deals with a systematic review of scientific literature where 124 articles from different disciplines were consulted in diverse databases; 57 of them were considered relevant from their inclusion in indexed or arbitrated journals, besides reflecting relevant and concise information generated in the last 5 years. However, articles out of the 5-year range were also considered to evaluate and analyze the evaluation of concepts on social marketing. The analysis of these sources allowed an approximation to the theoretical evolution of this aspect to conclude that although social marketing and social responsibility are related concepts they should not be confused. Especially, because the first is considered a tactic that takes place in a certain period of time, it focuses on a target audience to influence a desired behavior or idea, while the second is considered a strategy assumed by a company in all its aspects aimed at stakeholders in a longer term. Key words: Social marketing, social responsibility, theory, stakeholders, target audience.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-30
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Original articles in pairs
Artículos originales por pares
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://journals.epnewman.edu.pe/index.php/NBR/article/view/207
url https://journals.epnewman.edu.pe/index.php/NBR/article/view/207
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://journals.epnewman.edu.pe/index.php/NBR/article/view/207/401
https://journals.epnewman.edu.pe/index.php/NBR/article/view/207/412
dc.rights.none.fl_str_mv Derechos de autor 2020 Jorge Alberto Vargas Merino, Giordana Ysabel Abad Acosta
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2020 Jorge Alberto Vargas Merino, Giordana Ysabel Abad Acosta
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Escuela de Posgrado Newman S.A.C.
publisher.none.fl_str_mv Escuela de Posgrado Newman S.A.C.
dc.source.none.fl_str_mv Newman Business Review; Vol. 6 No. 2 (2020): July - December; 40 - 66
Newman Business Review; Vol. 6 Núm. 2 (2020): Julio - Diciembre; 40 - 66
2412-3730
10.22451/3002.nbr2020.vol6.2
reponame:Revistas - Escuela de Posgrado Newman
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instname_str Escuela de Posgrado Newman
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spelling Social Marketing and Social Responsibility. A theoretical confrontationMarketing Social y Responsabilidad Social. Una confrontación teóricaVargas Merino, Jorge AlbertoAbad Acosta, Giordana Ysabel Marketin socialresponsabilidad socialteoríastakeholderspublico objetivomarketing socialresponsabilidad socialteoríastakeholderspúblico objetivoSocial Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often considered as similar concepts despite the conceptual and structural difference between them. This academic article deals with a systematic review of scientific literature where 124 articles from different disciplines were consulted in diverse databases; 57 of them were considered relevant from their inclusion in indexed or arbitrated journals, besides reflecting relevant and concise information generated in the last 5 years. However, articles out of the 5-year range were also considered to evaluate and analyze the evaluation of concepts on social marketing. The analysis of these sources allowed an approximation to the theoretical evolution of this aspect to conclude that although social marketing and social responsibility are related concepts they should not be confused. Especially, because the first is considered a tactic that takes place in a certain period of time, it focuses on a target audience to influence a desired behavior or idea, while the second is considered a strategy assumed by a company in all its aspects aimed at stakeholders in a longer term. Key words: Social marketing, social responsibility, theory, stakeholders, target audience.El Marketing social y responsabilidad social son términos actualmente relevantes y relacionados con el abordaje de una realidad social álgida y compleja. En el mundo académico y científico contemporáneo se les suele considerar como conceptos similares a pesar de la diferencia conceptual y estructural entre ambos. Por ello se planteó como objetivo determinar la diferencia conceptual entre ambas variables. El presente artículo académico aborda una revisión sistemática de literatura científica donde se consultaron 124 artículos de diferentes disciplinas en diversas bases de datos; de ellos 57 fueron considerados relevantes a partir de su inclusión en revistas indexadas o arbitradas, además de reflejar información relevante y concisa generada en los últimos 5 años sin embargo también se consideró artículos fuera del rango de 5 años para evaluar y analizar la evaluación de los conceptos sobre marketing social. El análisis de estas fuentes permitió realizar una aproximación a la evolución teórica de este aspecto para concluir que aunque el marketing social y responsabilidad social son conceptos relacionados no deben ser confundidos. Especialmente, porque el primero es considerado una táctica que tiene lugar en un determinado lapso de tiempo, se enfoca hacia un público objetivo para influir en un comportamiento o idea deseada, mientras el segundo, es considerado una estrategia asumida por una empresa en todos sus aspectos dirigida a los stakeholders en un plazo más largo. Palabras clave: Marketing social, Responsabilidad social, teoría, stakeholders, público objetivo.Escuela de Posgrado Newman S.A.C.2020-12-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionOriginal articles in pairsArtículos originales por paresapplication/pdftext/htmlhttps://journals.epnewman.edu.pe/index.php/NBR/article/view/207Newman Business Review; Vol. 6 No. 2 (2020): July - December; 40 - 66Newman Business Review; Vol. 6 Núm. 2 (2020): Julio - Diciembre; 40 - 662412-373010.22451/3002.nbr2020.vol6.2reponame:Revistas - Escuela de Posgrado Newmaninstname:Escuela de Posgrado Newmaninstacron:NEWMANspahttps://journals.epnewman.edu.pe/index.php/NBR/article/view/207/401https://journals.epnewman.edu.pe/index.php/NBR/article/view/207/412Derechos de autor 2020 Jorge Alberto Vargas Merino, Giordana Ysabel Abad Acostahttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/2072024-09-17T11:51:38Z
score 12.667861
Social Marketing and Social Responsibility. A theoretical confrontation
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