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

Summary/Abstract: 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.

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