Abstract

DUQUE, Pedro; CARDENAS, Mario  and  ROBLEDO, Sebastian. Social marketing: evolution and trends. Entramado [online]. 2024, vol.20, n.1, pp.1-.  Epub May 07, 2024. ISSN 1900-3803.  https://doi.org/10.18041/1900-3803/entramado.1.10378.

Social marketing enables organizations to promote behaviors beneficial to society, addressing issues such as health, education, social inclusion, and the environment. Moreover, it is a tool used to strengthen relationships between companies and their stakeholders, particularly their customers. Due to the topic's growing interest among researchers, academics, and experts, this study contributes to social marketing by examining its evolution and trends. For this, publications recorded between the years 2000 and 2022 in the Scopus and WoS databases are utilized. Data is analyzed using tools such as Bibliometrix, Tree of Science, and Gephi, and results are organized through the metaphorical framework of the "tree of science." This analysis facilitates the identification of classic and structural works, as well as the main trends in the field. Of these, three approaches stand out: firstly the theoretical development of social marketing, secondly, the use of strategies in public health and prevention, and thirdly, the application in nutrition programs and eating behavior A path for future research in the subject is also proposed.

Keywords : Social problems; lifestyles; consumer behavior; public health; social well-being.

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