Abstract
Social brands are meant to address the most pervasive issues faced by consumers. Such issues relate to
consumers’ wellbeing and their relationship with the society. In developed countries, social brands are
already playing a vital role in addressing issues prevalent in the society which have deep-rooted effects on
consumers’ wellbeing. Although the role of social services in developing countries is significant, it needs to
be explored further, so that such services may create an identity among the consumers in order to be a
social brand. As a prerequisite, the various dynamics of the consumer-society relation and the social
concerns therein should be studied through some interactive research approach. In this regard, social
marketing is a key strategy adopted by service organizations to gear themselves towards effecting social
change and sustainable change in behavior. In developing countries, social issues are ubiquitous, being
pervasive because of the incapacity of governments to respond cogently. In such scenario, private social
services which do exist have considerable social impact and are seen to create a sense of affiliation among
the stakeholders involved; which is characteristically similar to the phenomenon of brand-identification.
Exploring the phenomenon of branding in social services, this research used grounded theory approach to
unveil the process of a social brand. The main source of data was focus group discussions conducted with
the stakeholders of a social service. The focus groups were the recipient and beneficiaries of a social
service. Their experience with the social services tend to bring about a finding if a social service can be
regarded as a social brand. The findings of the study indicate that given a service platform, the social
services’ agenda is implemented through stakeholders’ shared participation, interaction, and engagement
encapsulating value co-creation as social brand phenomenon. Value co-creation help social services
develop trust, commitment, deliverance and relationships, factors considered vital for a social brand. The
study contributed to social marketing theory by introducing eight key factors which represent social
services activities and processes that lead them to be a social brand.
Dr. SYED ALI RAZA HAMID, Dr. FAROOQ AHMAD, FAISAL MASUD. (2020) A Social Marketing Approach to a Social Brand. Findings and Implications from a Social Service of a Developing Economy, International Review of Management and Business Research, Volume 9, Issue 1.
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