Marketing social: evolución y tendencias
DOI:
https://doi.org/10.18041/1900-3803/entramado.1.10378Palabras clave:
Problemas sociales, Estilos de vida, Comportamiento del consumidor, Salud pública, Bienestar socialResumen
La relevancia del marketing social continúa creciendo dado que ofrece a las organizaciones la capacidad de fomentar comportamientos que sean beneficiosos para los individuos. Esto contribuye directamente a la solución de una variedad de problemas sociales, que abarcan áreas como la salud, la educación, la inclusión social y el medio ambiente. Al mismo tiempo, se presenta como una herramienta efectiva que permite a las empresas establecer una conexión genuina con su público, nutriendo así su lealtad y compromiso. Dada la relevancia del tema, este documento realiza un análisis de la evolución y tendencias en las que se ha enmarcado la investigación mundial sobre Marketing Social. Para lograr esto, se realiza una búsqueda en las bases de datos Scopus y WoS. Los registros obtenidos se dividen en documentos clásicos, documentos estructurales y documentos orientados a tendencias, utilizando herramientas bibliométricas. Los resultados permitieron identificar tres principales de investigación sobre el tema, el primero analiza la evolución teórica del MS, el segundo, trata sobre asuntos de salud pública y campañas de prevención, y el tercero examina las intervenciones mediante programas de nutrición y comportamientos alimentarios. A partir de los hallazgos, se sugiere un plan de trabajo para investigaciones futuras que traten el tema.
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