Devenir teórico-práctico del Marketing social en el cambio de comportamiento de ciudadanos en la era actual

The harmonious combination of commercial marketing objectives with the solution of social problems led to the emergence of a new concept: social marketing focused on changing the behavior of citizens. The purpose of the study was to analyze through a systematic review the theories and practices in the application of this marketing strategy, for which content analysis, bibliographic and documentary review were used. The units of analysis were obtained from the following databases: Web of Science, Scopus, Scielo, Proquest, Semantic Scholar, Redalyc and academic Google; reviewing and selecting them through the content analysis method, then a total of 307 sources were identified according to the model, subsequently excluding 278 and selecting 29 articles (units of analysis) for their relevance, relevance and eligibility with the topic of study. study. Obtaining as findings that: the key to social marketing is to create new clients, improving the value of the brand with an image of ecological, social and co-responsible concern for the health of the population, the prevention of social problems, among other aspects of impact.