Study of the influence of commitment in social marketing : the case of “Coordinadora de lucha contra la droga, barrio vivo”

Authors

  • María José Foncubierta Rodríguez University of Cádiz
  • Rafael Ravina Ripoll University of Cádiz
  • Araceli Galiano Coronil University of Cádiz

DOI:

https://doi.org/10.5377/typ.v0i30.6356

Keywords:

Social Marketing, Commitment, non proft organizations, Relational Marketing, Campo de Gibraltar.

Abstract

In this paper a theoretical model of sustainable behavior is developed. Through this theoretical model, that we have called Commitment Model Applied to Social Marketing, we propose to establish a relation between the use of social marketing strategies from an integrative perspective and the consumer engagement or commitment. The methodology used has been a literature review about some of the most important social marketing and engagement theories. To explain how to apply the model we have used the case method, through the study of the non profit organization: “Coordinadora de Lucha contra la Droga, Barrio Vivo” (“Coordinator for Combating Drugs, Living Neighborhood”), in Algeciras, a city in the of South-East of the province of Cádiz, in the area denominated Campo de Gibraltar. This area has experienced a dramatic amount of drug consumption by a significant part of its youth population, facilitated by its geographical proximity to North Africa.

TEORÍA Y PRAXIS Year 15, No.30, January-May 2017, pp.25-50

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Published

2017-05-31

How to Cite

Foncubierta Rodríguez, M. J., Ravina Ripoll, R., & Galiano Coronil, A. (2017). Study of the influence of commitment in social marketing : the case of “Coordinadora de lucha contra la droga, barrio vivo”. Teoría Y Praxis, (30), 25–50. https://doi.org/10.5377/typ.v0i30.6356

Issue

Year 15, No.30, January-May 2017

Section

Articles

License

The articles published in this number may be freely reproduced as it is done for academic purposes, provided the source is acknowledged. Reproduction in magazines or other media, or when done for commercial purposes, whether whole or in part and by any mechanical or electronic means, must be requested in writing and approved in writing by the Publisher of the Universidad Don Bosco or by the author, as appropriate.

This article is published using a CC BY-NC license
http://creativecommons.org/licenses/by-nc/4.0/