Designing a Social Advertising Framework for Attracting Popular Help Based on Religious Patterns

Authors

1 Researcher at Makaz Rushd, Imam Sadegh University

2 Department of business management, Central Tehran Branch, Islamic Azad University

Abstract

These days, Marketing is known as a type of knowledge beyond the scope of business. The application of the principles and tools of this field has expanded to non-commercial fields. One of these areas is the use of marketing knowledge in solving social problems, which is referred to as social marketing. Poverty and deprivation can be regarded as the most important challenges of human societies. Different scientific disciplines have tried to come up with different approaches to solve this issue. One of these scientific disciplines which can provide a solution to the problem of poverty is social marketing, which makes an attempt to help deprived people by using its devices for attracting popular support. This research is aimed at designing a model for social advertising for attracting popular help for solving the problem of poverty. Applying theme analysis, all of the verses of the holy Qur'an relating to keyword charity were reviewed in order to identify the publicizing framework of the holy Qur'an for attracting people to help the poor. In the second stage, the researchers used a hierarchical analysis method to measure and prioritize aspects. Finally, it was found out that paying attention to the components of knowledge and attitude, as well as addressing the intentions of behavior are two main content components for social advertising of charity.

Keywords

References

Andreasen, A. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social   Development, and the Environment, Jossey-Bass, San Francisco, CA.
Barna, G. (1992). A Step-by-Step Guide to Church Marketing: Breaking Ground for the Harvest. Regal Books.
Boyatzis, Richard E. (1998). Transforming qualitative information: Thematic analysis & code development. Thousand Oaks: Sage Publication.
Donovan, Rob & Henley, Nadine. (2010). Principles and Practice of Social Marketing: An International Perspective. Cambridge University Press.
Hastings Gerard, Kathryn Angus and Carol Bryant. (2011). The sage Handbook of Social Marketing, sage.
Kotler Philip, Nancy R.lee. (2008). Social marketing: influencing behaviors for good, 3ed edition, sage.
Kotler Philip; Keller Kevin Lane. (2012). Marketing management, Prentice Hall.
Kotler, P. T., & Lee, N. R. (2009). Up and out of poverty: The social marketing solution, Pearson Prentice Hall.
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change, Journal of Marketing, 35(3), pp.3–12.
Ryan, Grey W. & Bernard, H. Russell. (2003). “Techniques to Identify Theme”, Field Method, Vol 15. No.1,85-109.
Stead Martine, Gordon Ross, Angus Kathryn and Laura McDermott. (2006). A systematic review of social marketing, Health Education, Vol. 107. No. 2, 126-191.
Stewart David W. (2015). The Handbook of Persuasion and Social Marketing, Praeger Frederick.
Weinreich Nedra Kline. (2011). Hands-on Social Marketing: A Step-by-Step Guide to Designing Change for Good, SAGE Publications
William A. Smith and John Strand. (2008). Social Marketing Behavior: A Practical Resource for Social Change Professionals, ACD.
Scientific Journal of Islamic Management
Volume 25, Issue 4 - Serial Number 4
February 2018
Pages 123-149

Files

History

  • Receive Date: 02 January 2017
  • Revise Date: 04 December 2019
  • Accept Date: 19 September 2018

Share

How to cite

Statistics