TRANS Asian Journal of Marketing & Management Research (TAJMMR)
Year : 2019, Volume : 8, Issue : 5
First page : ( 4) Last page : ( 12)
Online ISSN : 2279-0667.
Article DOI : 10.5958/2279-0667.2019.00016.6

Emerging trends of social marketing in creating sustainable customer value for business organisations

Dr. Suresh R

Director, SSIET as Director MBA Department, Chennai, India, Email id: fdi.impact@gmail.com

Online published on 13 June, 2019.

Abstract

Predominantly ‘Social Marketing ’has been and is a medium adopted by most of the nations across the world to percolate information and awareness on health and related issues to the general public. Of-late, the rapidly growing electronic media supported by most advancing information technology has transformed social marketing to become powerful medium both for personal communications and for organisations which obviously is something that can not be undervalued. Recent times have shown key trends in how social marketing works for different business organisations to create and maximise customer value. Social marketing uses the benefits of doing social good to secure and maintain customer engagement. Value creation is important in social marketing and perhaps ‘Consumer Participation ’is the basis for value creation in social marketing as consumers not only jointly create value with an organisation, but co-construct the experience to suit their contexts. Business Organisations that are active in positioning themselves as most successful, involve customers ’participation as a necessity to create long term and sustainable customer value. This paper endeavours to highlight the emerging trends of social marketing in creating value for business organisations.

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Keywords

Business Organizations, Social Marketing, Commercial Marketing, Customer Value, Social Media, Positioning.

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