Social marketing contributions to mitigate global epidemics

Beatriz Casais, João F. Proença

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    Social marketing focuses on citizens’ change for social welfare. By adopting marketing tools and principles from multidisciplinary fields, social marketing has developed theories to attract citizens’ involvement with the purpose of social attitude and behavior change. Health is a topic to which social marketing applies, and so health outcomes provide insights for social marketing theory and managers worldwide. This chapter presents the principles of social marketing, particularly in their application to global epidemics response. It intends to be a helpful guide for public policymakers, public health strategists, and multidisciplinary professionals in society with the responsibility of implementing public health programs for epidemic response. The chapter evaluates how different multidisciplinary theories influencing behaviors may be used in a social marketing strategy targeting heterogeneous segments. The application of social marketing to public health is discussed, particularly the adaptation of social marketing to epidemic dynamics in proactive and reactive ways. In the meantime, challenges of a consistent strategy to be applied at the global, national, or local level with various stakeholders are presented. The authors nudge the control management approach and, in the end, highlight the evaluation of the goals’ achievements.
    Original languageEnglish
    Title of host publicationIntegrated science of global epidemics
    EditorsNima Rezaei
    Place of PublicationCham
    PublisherSpringer
    Pages347–360
    Number of pages14
    Edition1st
    ISBN (Electronic)978-3-031-17778-1
    ISBN (Print)978-3-031-17777-4
    DOIs
    Publication statusPublished - 9 May 2023

    Publication series

    NameIntegrated Science (IS)
    PublisherSpringer
    Volume14
    ISSN (Print)2662-9461
    ISSN (Electronic)2662-947X

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