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Social Marketing Contributions to Mitigate Global Epidemics

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Integrated Science of Global Epidemics

Part of the book series: Integrated Science ((IS,volume 14))

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Summary

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.

Graphical Abstract/Art Performance

A flow diagram explains social marketing balance with three major components which are the cost of behaviour change and health gain. The voluntary or involuntary responses result in a social product, reduced cost barriers and increased behaviour accessibility or opportunity to change.

Social marketing balance in public health

The code of this chapter is 01000101 01,110,000 01,101,001 01,100,100 01,100,101 01,101,101 01,101,001 01,100,011 01,110,011.

For governments across the world, understanding human behaviour sits at the heart of developing interventions to tackle big social and health challenges.

Jeff French [1]

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Acknowledgements

João F. Proença gratefully acknowledges financial support from FCT – Fundação para a Ciência e Tecnologia (Portugal), national funding through research grant UIDB/04521/2020. His work is financed by national funds through FCT – Foundation for Science and Technology, I.P., within the scope of the project «UIDB/04647/2020» of CICS.NOVA – Interdisciplinary Centre of Social Sciences of Universidade Nova de Lisboa.

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Authors and Affiliations

  1. School of Economics and Management, University of Minho, Campus de Gualtar, 4710-057, Braga, Portugal

    Beatriz Casais

  2. CICS.NOVA.UMinho, Braga, Portugal

    Beatriz Casais

  3. Integrated Science Association (ISA), Universal Scientific Education and Research Network (USERN), Braga, Portugal

    Beatriz Casais

  4. Faculty of Economics, University of Porto, Porto, Portugal

    João F. Proença

  5. ADVANCE, ISEG, University of Lisbon, Lisbon, Portugal

    João F. Proença

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  1. Beatriz Casais
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  2. João F. Proença
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Correspondence to Beatriz Casais .

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  1. Universal Scientific Education and Research Network (USERN), Stockholm, Sweden

    Nima Rezaei

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Casais, B., Proença, J.F. (2023). Social Marketing Contributions to Mitigate Global Epidemics. In: Rezaei, N. (eds) Integrated Science of Global Epidemics. Integrated Science, vol 14. Springer, Cham. https://doi.org/10.1007/978-3-031-17778-1_15

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