Sosyal Pazarlamada Kullanılan Teori ve Modeller

Teoriler, olgu ve olayların karmaşıklıklarını insan kavrayışı için çözen ve basitleştiren, birbiriyle ilişkili bir dizi kavram, tanım ve önermelerdir. Modeller ise, olgu ve kavramların anlaşılabilir formalarını oluşturan, vakaları görselleştiren, bilimsel olgulara izahlar getiren şekiller ve önermeler olarak tanımlamaktadır (Coll, 2006). Son yirmi yıldır sosyal pazarlamada teori ve model kullanımı çokça tartışılmakta, araştırmacılar ve uygulamacılar teori ve model kullanımına önem göstermeye davet edilmektedir. Bununla birlikte yapılan araştırmalar pek çok sosyal pazarlamacının teori ve model ayrımını yapamadığını, hangi sosyal müdahale için hangi teori ve modellerin kullanıldığı konusunda bilgi sahibi olmadığını, sosyal müdahalelerin betimleyici araştırma, uygulama ve değerlendirme süreçlerinde teori ve modellerden nasıl yararlanabilecekleri hakkında her hangi bir fikir sahibi olmadığını ortaya koymaktadır. Söz konusu eksikliklerin giderilmesine akademik katkı sunmak adına çalışmada teori ve model kullanımının önemi, sosyal pazarlamada kullanılan teori ve modellerin neler olduğu ve nasıl kullanıldığı ele alınmıştır. Yapılan literatür araştırması çerçevesinde sosyal pazarlama müdahalelerinde en çok kullanılan teori ve modeller bir araya getirilmiş ve örnek uygulamalarla açıklanmıştır. Yine bu teori ve modellerin sosyal müdahalenin hangi aşamalarında kullanılabileceği aktarılmış, verilen bilgiler tablo aracılığıyla özetlenerek araştırmacıların istifadesine sunulmuştur.

Anahtar Kelimeler:

sosyal pazarlama, sosyal pazarlama karması, davranış değişimi

Theories and Models Used in Social Marketing

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