IS SOCIAL MARKETING HAVING AN INFLUENCE ON PANDEMIC COVID'19? A REVIEW BASED STUDY
DOI:
https://doi.org/10.31674/ijrtbt.2022.v06i01.005Abstract
The application of commercial marketing principles and technologies to influence target audiences' voluntary behaviour to enhance their lives or the society in which they live is known as social marketing. Since its inception in the early 1970s, Social Marketing (SM) has made tremendous progress and has had a significant positive impact on social issues such as health, injury prevention, the environment, community involvement, and, more recently, financial well-being. Our research focused solely on India, and this paper examined how Social Marketing can have a large impact during the COVID – 19 epidemics, as well as the good and bad consequences of Social Marketing in COVID – 19 in India, using a variety of reviews.
Methods: For this study, a systematic Literature review using the PRISMA approach was undertaken for the last one and a half years, from January 2020 to July 2021, on the current COVID condition. The Article has been collected from many good databases with good index like ABS, ABDC, Scopus, WOS and Science Direct. To this investigation, Researcher have searched digital marketing, restricted to the title, ‘Digital marketing’, ‘Effect of SM’ and COVID’19 lockdown.
Results: Since the pandemic has been down for only 1.6 years and very little bit article have published based on current title, this study found 53 articles in the scientific literature, but only 23 were qualified as eligible according to the scientific criteria.
Discussion: This review paper focused on the favourable impact of Social marketing in post the Covid'19 digital world.
Keywords:
Social Marketing (SM), Positive & Negative Effect, Post Covid Pandemic, Marketing Strategy, Covid 19 & Indian CommunityDownloads
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