A Social Marketing Approach to a Social Brand. Findings and Implications from a Social Service of a Developing Economy

Abstract

Social brands are meant to address the most pervasive issues faced by consumers. Such issues relate to consumers' wellbeing and their relationship with the society. In developed countries, social brands are already playing a vital role in addressing issues prevalent in the society which have deep-rooted effects on consumers' wellbeing. Although the role of social services in developing countries is significant, it needs to be explored further, so that such services may create an identity among the consumers in order to be a social brand. As a prerequisite, the various dynamics of the consumer-society relation and the social concerns therein should be studied through some interactive research approach. In this regard, social marketing is a key strategy adopted by service organizations to gear themselves towards effecting social change and sustainable change in behavior. In developing countries, social issues are ubiquitous, being pervasive because of the incapacity of governments to respond cogently. In such scenario, private social services which do exist have considerable social impact and are seen to create a sense of affiliation among the stakeholders involved; which is characteristically similar to the phenomenon of brand-identification. Exploring the phenomenon of branding in social services, this research used grounded theory approach to unveil the process of a social brand. The main source of data was focus group discussions conducted with the stakeholders of a social service. The focus groups were the recipient and beneficiaries of a social service. Their experience with the social services tend to bring about a finding if a social service can be regarded as a social brand. The findings of the study indicate that given a service platform, the social services' agenda is implemented through stakeholders' shared participation, interaction, and engagement encapsulating value co-creation as social brand phenomenon. Value co-creation help social services develop trust, commitment, deliverance and relationships, factors considered vital for a social brand. The study contributed to social marketing theory by introducing eight key factors which represent social services activities and processes that lead them to be a social brand.