Social Marketing for Social Change: The Case of Egyptian Social Marketing Campaign in Educating Positive Parental Behavior

Social Marketing for Social Change: The Case of Egyptian Social Marketing Campaign in Educating Positive Parental Behavior

behavioral change

positive parenting

social impact

web 2.0 technologies

Social marketing would improve overall health, boost awareness, and cause be-havioral changes. Web 2.0 technologies have revolutionized the way people con-nect and communicate all around the world. This paper is the first paper to pre-sent the effect of a social marketing campaign, undertaken by the Egyptian gov-ernment, in addressing parental behavior. The nature of this work is exploratory, following a qualitative approach. This study adopted the case study research method. The authors collected data in two consecutive phases: 1) In-depth inter-views were held with social marketing experts who are in charge of this cam-paign 2) In-depth interviews were conducted with parents that marketers consider to be from their target audience because they have children who fall in the target’s age range. The study assesses the response of parents to this social marketing campaign and serves as a foundation for further research and discussion on social marketing discipline.

Allam, Yousra

Kaoud, Hebatalla

International Journal of Interactive Mobile Technologies (iJIM); Vol. 16 No. 15 (2022); pp. 125-139

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2022-08-17

Copyright (c) 2022 Yousra Allam, Hebatalla Kaoud

https://creativecommons.org/licenses/by/4.0

application/pdf

eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article