{"id":"https://openalex.org/W2883486573","doi":"https://doi.org/10.5772/intechopen.73683","title":"Marketing Strategies for the Social Good","display_name":"Marketing Strategies for the Social Good","publication_year":2018,"publication_date":"2018-07-25","ids":{"openalex":"https://openalex.org/W2883486573","doi":"https://doi.org/10.5772/intechopen.73683","mag":"2883486573"},"language":"en","primary_location":{"id":"doi:10.5772/intechopen.73683","doi":"https://doi.org/10.5772/intechopen.73683","is_oa":true,"landing_page_url":"https://doi.org/10.5772/intechopen.73683","pdf_url":"https://www.intechopen.com/citation-pdf-url/59152","source":{"id":"https://openalex.org/S4306463447","display_name":"InTech eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4237917425","display_name":"Marketing"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://www.intechopen.com/citation-pdf-url/59152","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5046073980","display_name":"Alicia de la Pe\u00f1a","orcid":"https://orcid.org/0000-0001-6338-2067","observed_orcids":["https://orcid.org/0000-0001-6338-2067"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Alicia De La Pena","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5046073980"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.173,"has_fulltext":true,"cited_by_count":2,"citation_normalized_percentile":{"value":0.78243513,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":93},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9580000042915344,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9580000042915344,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11120","display_name":"Nonprofit Sector and Volunteering","score":0.020099999383091927,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10803","display_name":"Innovative Human-Technology Interaction","score":0.0019000000320374966,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-marketing","display_name":"social marketing","score":0.9480000138282776},{"id":"https://openalex.org/keywords/social-network-sites","display_name":"social network sites","score":0.9419999718666077},{"id":"https://openalex.org/keywords/nonprofit-organizations","display_name":"nonprofit organizations","score":0.8309999704360962},{"id":"https://openalex.org/keywords/nudge-theory","display_name":"nudge theory","score":0.7990000247955322},{"id":"https://openalex.org/keywords/behavioral-economics","display_name":"behavioral economics","score":0.9359999895095825},{"id":"https://openalex.org/keywords/prosocial-behavior","display_name":"prosocial behavior","score":0.9929999709129333},{"id":"https://openalex.org/keywords/well-being","display_name":"well-being","score":0.6510000228881836},{"id":"https://openalex.org/keywords/social-change","display_name":"social change","score":0.7670000195503235},{"id":"https://openalex.org/keywords/consumer-behavior-change","display_name":"consumer behavior change","score":0.6079999804496765},{"id":"https://openalex.org/keywords/citizen-participation","display_name":"citizen participation","score":0.5080000162124634},{"id":"https://openalex.org/keywords/netnography","display_name":"netnography","score":0.6010000109672546}],"concepts":[{"id":"https://openalex.org/C158608086","wikidata":"https://www.wikidata.org/wiki/Q2990613","display_name":"Prosocial behavior","level":2,"score":0.8495931625366211},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5650111436843872},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5587408542633057},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.5474768280982971},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.4487636089324951},{"id":"https://openalex.org/C18762648","wikidata":"https://www.wikidata.org/wiki/Q42213","display_name":"Work (physics)","level":2,"score":0.4481215476989746},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.23509982228279114},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.16301065683364868},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.1226000189781189},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.09691262245178223},{"id":"https://openalex.org/C78519656","wikidata":"https://www.wikidata.org/wiki/Q101333","display_name":"Mechanical engineering","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5772/intechopen.73683","doi":"https://doi.org/10.5772/intechopen.73683","is_oa":true,"landing_page_url":"https://doi.org/10.5772/intechopen.73683","pdf_url":"https://www.intechopen.com/citation-pdf-url/59152","source":{"id":"https://openalex.org/S4306463447","display_name":"InTech eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing","raw_type":"book-chapter"},{"id":"pmh:oai:biblioboard.com:65b89607-048b-4454-a524-f8f4e00b0e48","doi":null,"is_oa":true,"landing_page_url":"https://openresearchlibrary.org/viewer/65b89607-048b-4454-a524-f8f4e00b0e48","pdf_url":null,"source":{"id":"https://openalex.org/S4306401131","display_name":"BiblioBoard Library Catalog (Open Research Library)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"MODID-6d55e02e354:IntechOpen","raw_type":"CHAPTER"}],"best_oa_location":{"id":"doi:10.5772/intechopen.73683","doi":"https://doi.org/10.5772/intechopen.73683","is_oa":true,"landing_page_url":"https://doi.org/10.5772/intechopen.73683","pdf_url":"https://www.intechopen.com/citation-pdf-url/59152","source":{"id":"https://openalex.org/S4306463447","display_name":"InTech eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing","raw_type":"book-chapter"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2883486573.pdf","grobid_xml":"https://content.openalex.org/works/W2883486573.grobid-xml"},"referenced_works_count":25,"referenced_works":["https://openalex.org/W1564752027","https://openalex.org/W1964678639","https://openalex.org/W1983895294","https://openalex.org/W1985749074","https://openalex.org/W2000577124","https://openalex.org/W2048340479","https://openalex.org/W2059518795","https://openalex.org/W2070710930","https://openalex.org/W2074546768","https://openalex.org/W2076167116","https://openalex.org/W2091226615","https://openalex.org/W2099556653","https://openalex.org/W2110472749","https://openalex.org/W2119324391","https://openalex.org/W2130950828","https://openalex.org/W2133750248","https://openalex.org/W2160848358","https://openalex.org/W2171884968","https://openalex.org/W2266736781","https://openalex.org/W2741771040","https://openalex.org/W2771741540","https://openalex.org/W3025286645","https://openalex.org/W3122012753","https://openalex.org/W4211068185","https://openalex.org/W4232530080"],"related_works":["https://openalex.org/W2982541480","https://openalex.org/W2988491340","https://openalex.org/W3021908504","https://openalex.org/W7033989074","https://openalex.org/W7117966285","https://openalex.org/W7206979855","https://openalex.org/W4401219029","https://openalex.org/W3098704608","https://openalex.org/W2066382613","https://openalex.org/W2257712715"],"abstract_inverted_index":{"Social":[0,26],"network":[1],"sites":[2],"(SNS)":[3],"have":[4],"proven":[5],"to":[6,11,33,54,71,76,93,102,108,146],"be":[7,31],"a":[8,57],"good":[9],"environment":[10,124],"promote":[12,34,84],"and":[13,16,37,45,67,74,81,87,105,142,154,159],"sell":[14],"goods":[15],"services,":[17],"but":[18],"marketing":[19,27,130],"is":[20,92],"more":[21],"than":[22],"creating":[23],"commercial":[24],"strategies.":[25],"strategies":[28],"can":[29,120],"also":[30],"used":[32],"behavioral":[35,99],"change":[36],"help":[38],"individuals":[39,104],"transform":[40],"their":[41],"lives,":[42],"achieve":[43],"well-being,":[44],"adopt":[46],"prosocial":[47,111],"behaviors.":[48],"In":[49],"this":[50],"chapter,":[51],"we":[52,132],"seek":[53],"analyze":[55],"with":[56],"netnographic":[58],"study,":[59],"how":[60,95,118],"SNS":[61,119],"are":[62,97],"being":[63],"employed":[64],"by":[65],"nonprofits":[66],"nongovernment":[68],"organizations":[69,96],"(NGOs)":[70],"enable":[72],"citizens":[73],"consumers":[75],"participate":[77],"in":[78,110,148],"different":[79],"programs":[80],"activities":[82],"that":[83],"social":[85,129,160],"transformation":[86,150],"well-being.":[88],"A":[89],"particular":[90],"interest":[91],"identify":[94],"using":[98],"economic":[100],"tactics":[101],"nudge":[103],"motivate":[106],"them":[107],"engage":[109],"actions.":[112],"By":[113],"providing":[114],"an":[115,122],"understanding":[116],"on":[117],"provide":[121],"adequate":[123],"for":[125,140],"the":[126,149,155],"design":[127],"of":[128,151,157],"strategies,":[131],"believe":[133],"our":[134],"work":[135],"has":[136],"practical":[137],"implications":[138],"both":[139],"academicians":[141],"marketers":[143],"who":[144],"want":[145],"contribute":[147],"consumer":[152],"behavior":[153],"achievement":[156],"well-being":[158],"change.":[161]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2018,"cited_by_count":1}],"updated_date":"2026-10-27T15:51:10.671819","created_date":"2018-08-03T00:00:00"}
