Social marketing for change : strategies to combat poverty through consumer engagement in Iraq
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"This research examines the potential of social marketing as a strategic mechanism for alleviating poverty in Iraq through diverse consumer-engagement approaches aimed at fostering awareness and involvement in a pro-poor agenda. Given Iraq’s critical economic challenges, the study highlights how social marketing facilitates tangible behavioural change among consumers to support impoverished communities. Social marketing tools serve to educate individuals on poverty-related issues while simultaneously mobilising resources and support through targeted outreach initiatives, enabling developing nations to address social challenges effectively. A mixed-methods approach was employed to assess the effectiveness of social marketing in motivating consumer participation. A comprehensive questionnaire was utilised to collect data on participants' awareness of social marketing strategies and their perspectives on assisting those in poverty. Social marketing campaigns actively engage consumers, and this participation generates solutions that contribute to poverty reduction within communities. The findings underscore the efficacy of social marketing in addressing economic challenges and providing practical solutions for poverty relief initiatives. The study offers valuable insights for policymakers and social responsibility professionals in formulating effective strategies to integrate social marketing into poverty alleviation efforts through digital investment partnerships and community-based interventions." -- first page
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.