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Authors
Abstract(s)
As organizações têm vindo a investir mais nos problemas sociais e ambientais, verificando-se maior envolvência na procura de soluções. Com os mercados e a sociedade a passarem por grandes alterações, as organizações têm recorrido ao marketing social para divulgarem o seu contributo para promoverem uma sociedade melhor e têm dado mais importância à responsabilidade social empresarial.
O principal objetivo deste estudo é analisar e entender a relação entre o marketing social e a responsabilidade social empresarial.
A investigação carateriza-se como um estudo quantitativo, de cariz descritivo, transversal e correlacional. A recolha de dados foi feita com recurso a inquérito por questionário, constituído por duas escalas, de modo a averiguar a relação entre as variáveis marketing social e responsabilidade social empresarial. Este foi enviado para várias organizações de diferentes zonas do país e de diferentes ramos de atividades, o que permitiu constituir uma amostra com 208 organizações que desenvolvem a sua atividade em Portugal. Os dados obtidos foram trabalhados no programa Statistical Package for the Social Science (SPSS), versão 18.0.
Os resultados obtidos permitiram concluir que não existe uma relação positiva do marketing social e a responsabilidade social empresarial, no entanto as empresas mostram-se recetivas à ideia de que a responsabilidade social empresarial pode constituir uma vantagem competitiva e ser um bom investimento.
O marketing social é visto como um meio para melhorar a imagem institucional da organização. Ambos os conceitos marketing social e responsabilidade social empresarial são vistos como potenciais meios para dar resposta e ajudar a resolver problemas sociais e ambientais
Em síntese, conclui-se que, em linhas gerais, em termos teóricos, o marketing social e a responsabilidade social têm objetivos diferentes e que, em termos empíricos, não existe uma relação positiva entre as duas variáveis.
Corporations are investing more on the social problems, checking more envolvement in the search of solutions. With markets and society going through those changes, corporations are using social marketing to divulge their contribute for promoting a better society and are giving more importance to corporate social responsibility. The main objective of this study is to evaluate the relaionship between social marketing and the corporate social responsibility, which means, to understand if one promotes the other one. The investigation is caracterized as a quantitative study, of descriptive, cross-sectional and correlational character. The data gathering was made with the use of inquiry by questionary, constitued by two scales, to find out the relationship between the social marketing and corporate social responsibility variables. It was sent to various organizations of different zones of the country and of different activity branches, which allow to constitute a sample of 208 organizations that develop activity in Portugal.The obtained data was worked by using the program Statistical Package for the Social Science (SPSS) , version 18.0. The obtained results allowed us to conclude that there is no positive relationship between social marketing and the corporate social responsibility, however companies show themselves recetives to the idea that corporate social responsibility can constitute a competitive advantage and be an investment base. Social marketing is seen as a way to improve the organization’s institutional image. Both social marketing and corporate social responsibility concepts are seen as potential means to give answer and help solving the environmental and social problems. In short, we conclude that, generally, in theoretical terms, social marketing and corporate social responsibility have different objectives and, in empirical terms, there is no positive relationship between the two variables.
Corporations are investing more on the social problems, checking more envolvement in the search of solutions. With markets and society going through those changes, corporations are using social marketing to divulge their contribute for promoting a better society and are giving more importance to corporate social responsibility. The main objective of this study is to evaluate the relaionship between social marketing and the corporate social responsibility, which means, to understand if one promotes the other one. The investigation is caracterized as a quantitative study, of descriptive, cross-sectional and correlational character. The data gathering was made with the use of inquiry by questionary, constitued by two scales, to find out the relationship between the social marketing and corporate social responsibility variables. It was sent to various organizations of different zones of the country and of different activity branches, which allow to constitute a sample of 208 organizations that develop activity in Portugal.The obtained data was worked by using the program Statistical Package for the Social Science (SPSS) , version 18.0. The obtained results allowed us to conclude that there is no positive relationship between social marketing and the corporate social responsibility, however companies show themselves recetives to the idea that corporate social responsibility can constitute a competitive advantage and be an investment base. Social marketing is seen as a way to improve the organization’s institutional image. Both social marketing and corporate social responsibility concepts are seen as potential means to give answer and help solving the environmental and social problems. In short, we conclude that, generally, in theoretical terms, social marketing and corporate social responsibility have different objectives and, in empirical terms, there is no positive relationship between the two variables.
Description
Keywords
Marketing social Responsabilidade social empresarial Problemas sociais Sustentabilidade Social marketing Corporate social responsibility Social problems Sustainability