O papel dos líderes religiosos no marketing social e a sua relevância para a concretização dos Objetivos de Desenvolvimento Sustentável (ODS)

  • M. Mercedes Galan-Ladero Universidad de Extremadura
Palavras-chave: marketing social, Objetivos de Desenvolvimento Sustentável (ODS), líderes religiosos, intervenções sociais, campanhas de marketing social, diálogo

Resumo

O marketing social, como uma extensão do marketing (uma ciência comportamental que tenta explicar as relações de intercâmbio - neste caso, quando o produto é uma ideia ou causa social), pode ser uma ferramenta fundamental para alcançar os ODS propostos na Agenda 2030 da ONU, porque procura o bem comum, contribui para a mudança social e melhora o bem-estar e a qualidade de vida das pessoas.

No entanto, para que as campanhas e intervenções de marketing social sejam bem-sucedidas, é importante identificar o contexto cultural e os líderes de opinião (em particular os líderes religiosos, que têm um papel especial a desempenhar devido à sua influência nas respetivas comunidades).

Assim, este artigo centra-se na reflexão e na exploração do papel dos líderes religiosos no marketing social. Através de um estudo exploratório, foram identificados diferentes casos, de diferentes partes do mundo, em que os líderes religiosos influenciaram, positiva ou negativamente, a causa social promovida ou o comportamento procurado. Por fim, foi apresentada uma proposta de design para o planeamento de uma campanha de marketing social com recurso a líderes religiosos.

Desta forma, este artigo pretende servir de exemplo de como as ciências comportamentais e as crenças religiosas podem não só ser compatíveis como até complementares (neste caso, no contexto do marketing social).

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Publicado
2025-04-10
Como Citar
Galan-Ladero, M. M. (2025). O papel dos líderes religiosos no marketing social e a sua relevância para a concretização dos Objetivos de Desenvolvimento Sustentável (ODS). Austral Comunicación, 14(2), e01413. https://doi.org/10.26422/aucom.2025.1402.gal
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Seção monográfica