Factors affecting the success of social marketing: a case of Bangladesh

Abstract

Social marketing means exploiting the commercial marketing techniques to influence the behavior of the target audience. Government, non-profit institutions and private companies are engaged in a variety of social marketing projects in Bangladesh. Since the independence of Bangladeshi range of organizations are practicing social marketing techniques to solve social problems. This study attempts to find out the factors that are important for the success of social marketing in Bangladesh. The researchers have used factor analysis to decompose the variables into four meaningful factors and regression analysis to find out the effect of those variables on the success of social marketing. Results of the analysis show that benefit of the project, product, promotion and monitoring the implementation of the project are significantly and positively correlated with the success of social marketing.