МARKETING AND SOCIAL INNOVATION
МARKETING AND SOCIAL INNOVATION

Author(s): Atanas Luizov
Subject(s): Economy, Marketing / Advertising, Socio-Economic Research
Published by: Бургаски свободен университет
Keywords: marketing; social innovation; marketing communications; behavioral change
Summary/Abstract: Social innovation offers new solutions that enhance the quality of life and societal development, addressing issues like poverty, unemployment, and climate change. Despite their benefits, some social innovations face societal resistance. Effective marketing communication strategies are crucial for acceptance. This article examines the impact of marketing communication on the acceptance of social innovation. The analysis highlights the pivotal role of marketing in promoting social innovations and achieving behavioural change.

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