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  • Empowerment in social marketing : systematic review and critical reflection
    Kamin, Tanja ; Kubacki, Krzysztof ; Atanasova, Sara
    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.
    Source: Journal of marketing management. - ISSN 0267-257X (Vol. 38, no. 11/12, 2022, str. 1104-1136)
    Type of material - article, component part
    Publish date - 2022
    Language - english
    COBISS.SI-ID - 109889795

    Link(s):

    Repository of the University of Ljubljana – RUL
    DOI

source: Journal of marketing management. - ISSN 0267-257X (Vol. 38, no. 11/12, 2022, str. 1104-1136)

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