The Effects of Social Marketing Activities on Purchasing Behaviour

Article Information
Journal: Business and Economics Research Journal
Title of Article: The Effects of Social Marketing Activities on Purchasing Behaviour
Author(s): Suleyman Can Yildirir
Volume: 12
Number: 3
Year: 2021
Page: 685-703
ISSN: 2619-9491
DOI Number: 10.20409/berj.2021.345
Social problems have been monitored closely by almost all countries since the middle of the 20th century. Regarding the subject, the regulations of the countries and institutions, as well as the perspective of the people, have pushed the enterprises to create systems for social issues in their activities. The aim of this study is to examine the effects of enterprises’ social marketing activities on attitudes, buying intentions, and behaviors of consumers. In addition, it is aimed to determine whether there is a difference between the attitudes of consumers towards social marketing activities according to their demographic characteristics. The convenience sampling method was used for the selection of samples. 383 data were obtained and structural equation modeling was used for analysis. Results of the study show that consumers prefer the companies which make social benefits, also they prefer the firms which disseminate these activities via the mass medium. Likewise, consumers who have participated in the study said that they might pay more to the products and firms that make social benefits than the other same quality and cheaper products.

Keywords: Social marketing, Attitude, Intention, Behavior, Consumer

JEL Classification: M30, M31 Full Text