KOREASCHOLAR

BARRIERS TO IMPLEMENTING SOCIAL MARKETING IN ASIA: A CRITICAL REVIEW

Bo Pang, Sameer Deshpande, Yara Almosa, Amna Arif, Denni Arli, Marat Bakpayev, B. Zafer Erdogan, Haruka Fujihira, Samanthika Gallage, Mohammad Kadir Kadir, Jeawon Kim, Mai Nguyen, Derek Ong Lai Teik, Patama Satawedin, Nedra Kline Weinreich, Murooj Yousef
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401896
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1367-1372
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The purpose of this paper is to provide a critical overview of the use of social marketing in Asia. A total of 17 countries were included in this paper. We demonstrate the development and trends of social marketing in Asia by highlighting prominent and effective cases. Our findings reveal that social marketing practice represents a wide spectrum of topics. However, public policy and education outweigh adoption of social marketing to address social issues. Several barriers influence adoption and effectiveness of social marketing. We highlight a few and recommend strategies to overcome them.

Keyword
historyasiasocial marketingcritical review
Table Content
ABSTRACT
Introduction
Method
Findings
    Limited and inaccessible literature
    Confusion of the definition
    Lack of robust formative research
    Poor outcome evaluation
    Vulnerable demographics
    Lack of addressing the local cultures
    Overreliance on governments
    Lack of associations/networks
Conclusion
REFERENCES
Author
  • Bo Pang(Griffith University)
  • Sameer Deshpande(Griffith University)
  • Yara Almosa(Griffith University)
  • Amna Arif(Anadolu University)
  • Denni Arli(University of Minnesota Duluth)
  • Marat Bakpayev(University of Minnesota Duluth)
  • B. Zafer Erdogan(Anadolu University)
  • Haruka Fujihira(Griffith University)
  • Samanthika Gallage(Staffordshire University)
  • Mohammad Kadir Kadir(Griffith University)
  • Jeawon Kim(Griffith University)
  • Mai Nguyen(Griffith University)
  • Derek Ong Lai Teik(Sunway University)
  • Patama Satawedin(Bangkok University)
  • Nedra Kline Weinreich(Weinreich Communications)
  • Murooj Yousef(Griffith University)