The Role of Social Marketing in Development Communications: An Analysis of the "Mototrsavare Khoob" Campaign on Instagram and Twitter

Document Type : researcher

Authors
amir hossein Alemi 1
hadi khaniki 2
1 Ph.D. student of Faculty of Communication Sciences, Allameh Tabataba'i University
2 Professor of Communication Sciences Department of social relations, Faculty of Communication Sciences Allameh Tabataba'i University
10.22034/scm.2024.478037.1801
Abstract
Abstract
Behavioral change, leading to social change, requires effective communication programs, especially in developing societies where strong governance-public interaction and positive social change are needed. Social marketing is thus introduced as an effective communication strategy, particularly in development communications. In this study, we review contemporary methods of social marketing such as macro and systemic social marketing interventions, design thinking, and the Weinreich model. Using a design-based research methodology, a 12-step process was proposed. Following this, the "Motorsavare Khoob" campaign was designed and implemented. Netnography and hashtag analysis were employed to evaluate the level of audience participation and their sentiments towards the campaign, assessing its success. The campaign garnered 480 tweets from 238 users on Twitter, 4.4k likes, and 3103 public posts from 3083 users with six million likes. High participation rates and positive sentiments suggest the campaign’s relative success on social media.

Keywords: Social marketing, Netnography, social media, Development communications.

Keywords

Subjects

 
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Top of Form
Society Culture Media
Volume 13, Issue 53
Winter 2025
Pages 11-48

  • Receive Date 11 September 2024
  • Revise Date 05 October 2024
  • Accept Date 10 October 2024