Moderating role of entrepreneurial marketing in enhancing society through social entrepreneurship: an Indian perspective

Jugal Kishor

International Journal of Business and Globalisation, 2021, vol. 28, issue 4, 450-467

Abstract: Social entrepreneurship provides a platform for analysing and solving social issues such as illiteracy, unemployment, lack of staple goods, clean drinking water, health and medicine, sanitation, and educating society towards use of environment-friendly products. This study investigates the prevalence of social entrepreneurship activities that create a feeling among society to standardise its living. This study attempts to provide important inputs regarding the inclusion of marketing practices in social entrepreneurship. The current study elaborates on the marketing strategies being practiced by social entrepreneurs towards enhancing society. Furthermore, using a sample of 188 social entrepreneurs, it estimates the effectiveness of entrepreneurial marketing towards enhancing society through social entrepreneurship such as guerrilla marketing, buzz marketing, and viral marketing.

Keywords: social entrepreneurship; guerrilla marketing; buzz marketing; viral marketing; entrepreneurial marketing. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=117350 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:28:y:2021:i:4:p:450-467

Access Statistics for this article

More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().