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The Role of Social Marketing Campaigns in Achieving Sustainable Development (a Field Study Applied to the Campaign ‘STAY AT HOME’ in the United Arab Emirates) |
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PP: 2147-2157 |
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doi:10.18576/isl/110622
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Author(s) |
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M. Shukri Alomari,
B. Fouda,
M. Abd-elrhman,
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Abstract |
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| Social marketing is a modern concept on Arab research in the field of sustainable development, so there is an urgent need to write about this topic and to provide a kernel on which to base knowledge on developing the concept, so that it can be applied and used in organizing social marketing campaigns that achieve the goals of sustainable development aimed to create Social change that improves the lives of individuals and councils. From this standpoint, the idea of this research came as the researchers discussed the development of the concept of social marketing, its importance, principles, forms, strategies, and steps for its application within the framework of the practice of sustainable development with an explanation of the scientific and skill foundations that need to be enjoyed by those working in the field of social marketing with a stand on Difficulties and obstacles that may hinder its application in Arab societies in general and the UAE in particular. Therefore, the search seeks to identify the social values included in social marketing campaigns (stay home) targeting the UAE society and its relationship to achieving sustainable development, as the research focused on identifying the most important values that social marketing campaigns seek to spread in the members of the targeted research community.
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