IROCAMM - International Review Of Communication And Marketing Mix

Social marketing is about influencing people's behaviour towards a common goal that is
beneficial to all (Andreasen, 1994). This approach has given rise to several research models
that consider how organisational decision-makers can act to change the behaviour of
individuals towards this social goal. In this sense, some researchers propose that people
should become public involved with organisations and their causes.
From this perspective, there are several research studies that aim to generate changes in
attitudes and offer audiences content of interest to them that will lead to greater dissemination
and visibility of information. In this way, organisations can work to determine how to transform
their supporters into advocates for their causes (Bernhardt, Mays & Hall, 2012). Along the
same lines, research by Dooley et al. (2012) and Kotler (2011) showed that social marketing
can go beyond raising awareness and changing behaviours: mobilising its target audience and
understanding how social media can activate the recipients of messages.
In this sense, IROCAMM calls for all research that proposes theoretical and/or practical studies
on the importance of social marketing, the management of digital social networks as
communication and marketing tools for social or non-profit organisations, as well as those that
explore the benefits of adequate management of social causes in organisations through their
advertising and, therefore, those that address a new approach to social marketing and
communication.
The following topics will therefore be accepted:
- Social communication
- Social marketing
- Communication in the third sector
- Information and communication management in NGDs/Non Profit Ogs.
- Social public relations
- The advertising and communication industry from a social purpose perspective
- Corporate Social Responsibility