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A Review on Effect of Social Marketing during COVID-19 in India
Pacific Business Review International ; 14(5):96-102, 2021.
Article in English | Web of Science | ID: covidwho-1743945
ABSTRACT
In the view of Philip Kotler, Nancy Lee, and Michael Rothschild (2006) "Social Marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society as well as the intended audience. Social Marketing does not work to exploit turnover or sales;rather the aim of Social Marketing campaigns is to change the activities in the society that will support the overall public of a country to use only competent lighting to preserve the energy or persuading more individuals to use seat belts. Our study is based on only India and this chapter explored how Social Marketing can bear a significant impact during COVID -19 pandemic and with the help of various reviews we will catch out the positive and negative effects of Social Marketing in COVID - 19 in India.

Methods:

A systematic review conducted on the recent COVID situation for the last one-year (i.e. published papers along the last one year) in Scopus, Web of Science, Science Direct and Sage. For this, we have searched digital marketing, restricted to the title, "Interest" and "Market", COVID lockdown.

Results:

Since the COVID has broken down for the past one year only and there are very few papers are published based on the very contemporary title considered for the article hence this study identified45 articles in the scientific literature, but only 17 articles were classified as eligible according to the previously established criteria.

Discussion:

This methodical review highlight the positively association between COVID on Social Marketing in digital era.
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Collection: Databases of international organizations Database: Web of Science Type of study: Experimental Studies Language: English Journal: Pacific Business Review International Year: 2021 Document Type: Article

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Collection: Databases of international organizations Database: Web of Science Type of study: Experimental Studies Language: English Journal: Pacific Business Review International Year: 2021 Document Type: Article