Skip to main content
SpringerLink
Log in

The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal

  • Original Article
  • Published:
International Review on Public and Nonprofit Marketing Aims and scope Submit manuscript

Abstract

The present study aims at establishing a relationship between communication strategies and consumer behavior in social and nonprofit specific contexts of marketing (e.g. Public Security Police (PSP) in Portugal). The actions of raising awareness among the schools about the themes of “animal mistreatment” and "preventing dating violence" among the young are examples of interpersonal communication established with the population and materializing along with social networking policing. Based on a qualitative approach, it also aims at analyzing the good digital marketing and communication practices in social networks. Two in-depth interviews (police subcommittee and marketing coordinator) and a focus group (11 residents / participants) were conducted. The results show that the digital communication strategy can be advantageous to bring police forces closer to the local community and, therefore, promote a sense of belonging and commitment for the benefit of global well-being.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4

Similar content being viewed by others

References

  • Alves, H. (2010). The who, where, and when of social marketing. Journal of Nonprofit & Public Sector Marketing, 22(4), 288–311.

    Article  Google Scholar 

  • Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing, 33(12), 1029–1038.

    Article  Google Scholar 

  • Baptista, N., Alves, H., & Pinho, J. C. (2020). Uncovering the use of the social support concept in social marketing interventions for health. Journal of Nonprofit & Public Sector Marketing, 1–35.

  • Bergen, N., & Labonté, R. (2020). “Everything is perfect, and we have no problems”: Detecting and limiting social desirability bias in qualitative research. Qualitative Health Research, 30(5), 783–792.

    Article  Google Scholar 

  • Blery, E. K., Katseli, E., & Tsara, N. (2010). Marketing for a non-profit organization. International Review on Public and Nonprofit Marketing, 7(1), 57–68.

    Article  Google Scholar 

  • Denhardt, R. B., & Denhardt, J. V. (2000). The new public service: Serving rather than steering. Public Administration Review, 60(6), 549–559.

    Article  Google Scholar 

  • Denzin, N. K., & Lincoln, Y. S. (2000). Strategies of inquiry. Handbook of Qualitative Research, 2, 367–378.

    Google Scholar 

  • Dolnicar, S., & Lazarevski, K. (2009). Marketing in non-profit organizations: An international perspective. International Marketing Review, 26(3), 275–291.

    Article  Google Scholar 

  • Elliott, M. R. (2003). Causality and how to model it. BT Technology Journal, 21(2), 120–125.

    Article  Google Scholar 

  • Fernandes, P. O., & Correia, L. F. (2013). Consumer attitudes toward the marketing practices in Portugal. Tourism & Management Studies, 9(2), 86–92.

    Google Scholar 

  • Gountas, J., Gountas, S., Ciorciari, J., & Sharma, P. (2019). Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages. Journal of Business Research, 105, 121–135.

    Article  Google Scholar 

  • Kotler, P., & Lee, N. (2008). Social marketing: Influencing behaviors for good. Sage.

  • Kotler, P., & Zaltman, G. (1971). Social Marketing: An approach to planned social change. Journal of Marketing, 35, 3–12.

    Article  Google Scholar 

  • Kotler, P., Roberto, N., Lee, N., & Marketing, S. (2002). Improving the quality of life. Social marketing. (2nd ed.). Sage Publications.

  • MacFadyen, L., Amos, A., Hastings, G., & Parkes, E. (2003). ‘They look like my kind of people’—perceptions of smoking images in youth magazines. Social Science & Medicine, 56(3), 491–499.

  • Mawby, R. C., & Worthington, S. (2002). Marketing the Police–from a force to a service. Journal of Marketing Management, 18(9–10), 857–876.

    Article  Google Scholar 

  • Rundle-Thiele, S., David, P., Willmott, T., Pang, B., Eagle, L., & Hay, R. (2019). Social marketing theory development goals: An agenda to drive change. Journal of Marketing Management, 35(1–2), 160–181.

    Article  Google Scholar 

  • Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students. Pearson education.

  • Sawyer, S. M., Afifi, R. A., Bearinger, L. H., Blakemore, S. J., Dick, B., Ezeh, A. C., & Patton, G. C. (2012). Adolescence: A foundation for future health. The Lancet, 379(9826), 1630–1640.

    Article  Google Scholar 

  • Sousa, B., & Soares, D. (2019). Combat to abandonment and mistreatment of Animals: A case study applied to the public security police (Portugal). In M. Mercedes Galan-Ladero & Helena M. Alves (Eds.), Case Studies on Social Marketing. A Global Perspective (pp. 245–252). Springer. https://doi.org/10.1007/978-3-030-04843-3.

  • Wymer, W., & Sargeant, A. (2006). Insights from a review of the literature on cause marketing. International Review on Public and Non Profit Marketing, 3(1), 9–15.

    Google Scholar 

  • Yorke, D. A. (1984). Marketing and non-profit-making organisations. European Journal of Marketing, 18(2), 17–22.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Economics and Management, University of Minho, Braga, Portugal

    Daniela Braga Soares

  2. Polytechnic Institute of Cávado and Ave (IPCA), Barcelos, Portugal

    Bruno Barbosa Sousa

Authors
  1. Daniela Braga Soares
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Bruno Barbosa Sousa
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Bruno Barbosa Sousa.

Additional information

Publisher's note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Soares, D.B., Sousa, B.B. The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal. Int Rev Public Nonprofit Mark 19, 1–13 (2022). https://doi.org/10.1007/s12208-021-00294-3

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12208-021-00294-3

Keywords

Search

Navigation