The Influence of Social Marketing Factors on Social Benefits in Thailand
Keywords:
Social marketing, Marketing, Business CorporateAbstract
This study analyzed the impact of corporate social marketing on societal benefits in Thailand using a quantitative approach. Drawing on social marketing, social cognitive theory, social exchange theory, and behavioral economics, data were collected from 400 consumers across nine provinces through simple random sampling. Questionnaires were used to gather information, which was analyzed using descriptive and inferential statistics, including multiple regression. Key findings indicate that consumers perceive corporate social marketing in Thailand as having a significant impact. Participants emphasized the need for an environment that supports behavior change for effective social marketing. A predictive model was developed, suggesting that successful social marketing should highlight both short-term and long-term benefits of behavioral change while leveraging social influence and support. This model explained 23.2% of the variance in societal benefits resulting from corporate social marketing. The study provides actionable insights for enhancing corporate social marketing initiatives in alignment with societal benefits in Thailand.
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