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Social marketing and its impact on consumer behavior

Abstract:

This article seeks to determine the effects of social marketing on consumer buying behavior. For this, the questionnaire was used as a data collection instrument, this tool was subjected to a reliability test obtaining a Cronbach’s alpha of 0.815, which was applied to 432 Ecuadorians. Next, a correlational study was developed between the variables, the result of the investigation demonstrates the existence of a low intensity correlation (Spearman’s rho = .322), result that corroborates that social marketing does not have the ultimate purpose of motivating or positively influencing the consumer’s purchase decision, on products that the company sells, however, if it favors the corporate image.