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Role of Social Marketing in Social Enterprises: The Case of Gavle
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Sustainable development
The essay/thesis is mainly on sustainable development according to the University's criteria
Abstract [en]

Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society.  

Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews

Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns.

Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors.

Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.  

Place, publisher, year, edition, pages
2015. , 60 p.
Keyword [en]
Social Enterprises, Social Marketing, Gavle, Adventure Gavle, Rapatac, Sandaga, Relationship Marketing, Marketing 4ps.
National Category
Business Administration
URN: urn:nbn:se:hig:diva-19036Archive number: FE1: 27/2015OAI: diva2:790124
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Available from: 2015-03-09 Created: 2015-02-23 Last updated: 2016-01-05Bibliographically approved

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