The Role of Social Marketing in the Prevention of Corona Virus (Covid-19) in Jordan

Abstract

This study aimed to identify the role of social marketing (government role, community culture, reference groups) in the prevention of Coronavirus in Jordan. The study was conducted on a random sample targeting all individuals in Jordanian society from different groups lived in other regions, The outcomes of the study indicated that the variable of governmental role adopts the concept of social responsibility with a high average, and the results of the survey signposted that each of the variables of community culture and reference groups has broad contributions in the field of social marketing; represented in the guidance and educational dimensions in combating the pandemic, and the most significant recommendation proposed by the study is the necessity to intensify the efforts of reference groups and celebrities - especially economists - in raising the level of awareness regarding health and economic risks in such exceptional circumstances, and the need to strengthen the community-partnership between the government and community - companies and individuals - in all aspects regarding social responsibility towards the country, and raise awareness levels of societies, especially in developing countries.

Lavem as mãos! Análise das campanhas de marketing social desenvolvidas em torno do coronavírus

“…Diante do exposto, é possível argumentar que as mudanças nos comportamentos podem ser encorajadas por meio de campanhas de marketing social, já que quando aplicadas de maneira estruturada e abrangente, qualificam-se como estratégias atrativas que podem resultar em mudanças nas práticas cotidianas relacionadas aos cuidados com a saúde. Esse é o caso, por exemplo, da campanha de marketing social desenvolvida pela Jordânia, que enfatizou a responsabilidade nacional e seu aprimoramento progressivo de suas capacidades e competências em resposta a pandemia do COVID-19 (Andreasen, 2002;Assaf;Hudaib, 2021).…”