An empirical study on the social marketing of companies in india

Abstract

It’s well known that India is a country with high expectations for corporate social contribution and social responsibility. Accordingly, social marketing for sustainable management and corporate responsibility is the main issues in India recently. Social marketing activities in India are more active than in other countries. However, research on the social marketing activities of companies in India has been very limited. In this regard, the purpose of this study is to analyze characteristics of social marketing in India. This study investigates the social marketing activities of the top 100 companies in India based on market cap in 2019. We analyzed their social marketing practices, focusing on the target audiences and marketing topics as realms of social marketing objectives. This paper used descriptive analysis to analyze the characteristics of social marketing, and variance analysis to test hypotheses by Pearson chi-square test. As a result, the main target audience of social marketing of the top-level of companies was the nation followed by adolescents. In social marketing topics, health care was overwhelmingly high at 49%. The hypotheses test between companies showed that there is a statistically significant difference in social marketing themes according to the nationality of the company as well as in marketing topics by ownership of companies. Although some hypothesis tests are not statistically significant, we could get in-depth implications for the social marketing of companies in India from the results of frequency and variance analysis. The main implications are as follows. First, most companies emphasize health for the whole nation. Second, it is noteworthy that foreign companies have a high proportion of children as target audiences. In conclusion, research on social marketing by Indian companies provides important information for companies in many developing countries to benchmark. ? 2020, Success Culture Press. All rights reserved.