Empowerment in social marketing : systematic review and critical reflection

Kamin, Tanja (author), Kubacki, Krzysztof (author), Atanasova, Sara (author)

This paper analyses how social marketing scholarship engages with the concept of empowerment and reflects critically on its usage and conceptualisations. Based on a systematic literature review, the paper discusses the importance of empowerment theory for increasing the emancipatory potential of social marketing in pursuit of community betterment and social change. The paper offers a definition of empowerment for the social marketing discipline, constructs a conceptual framework of empowerment for social marketers, and clarifies the main aspects and principles of empowerment theory relevant for the development of critical social marketing, thereby providing sources for future research, continuing critical reflections and critique.

• Language: English
• Keywords: empowerment, empowerment theory, critical social marketing, systematic review, social marketing, social change
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publication status: Published
• Publication version: Version of Record
• Year: 2022
• Number of pages: Str. 1104–1136
• Numbering: Vol. 38, no. 11/12
• PID: 20.500.12556/RUL-137060
• UDC: 364.614.2:339.138
• ISSN on article: 0267-257X
• DOI: 10.1080/0267257X.2022.2078864
• COBISS.SI-ID: 109889795
• Publication date in RUL: 31.05.2022

Record is a part of a journal

• Title: Journal of marketing management
• Shortened title: MM, J. mark. manage.
• Publisher: Taylor & Francis, Westburn Publishers
• ISSN: 0267-257X
• COBISS.SI-ID: 16458333

Licences

• License: CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
• Link: http://creativecommons.org/licenses/by-nc-nd/4.0/
• Description: The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

• Language: Slovenian
• Keywords: socialno trženje, družbene spremembe