Factors Affecting the Success of Social Marketing: A Case of Bangladesh

Mohammad Solaiman, SM Sohel Rana, Mahamudul Hasan

Abstract


Social marketing means exploiting the commercial marketing techniques to influence the behaviour of target audience. Government, non-profit institutions and private companies are engaged in a variety of social marketing projects in Bangladesh. Since the independence of Bangladesh a range of organizations are practicing social marketing techniques to solve social problems. This study attempts to find out the factors that are important for the success of social marketing of Bangladesh. The researchers have used factor analysis to decompose the variables into four meaningful factors and regression analysis to find out the effect of those variables on the success of social marketing. Results of the analysis show that benefit of the project, product, promotion and monitoring the implementation of the project are significantly and positively correlated with the success of social marketing.

Aus. & NewZe J. Soci Busi. Env. Sus. Vol 1(1), October 2015, P 69-80


Keywords


Social Marketing; Factors; Bangladesh.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.