Title: Moderating role of entrepreneurial marketing in enhancing society through social entrepreneurship: an Indian perspective
Authors: Jugal Kishor
Addresses: Department of Management, Central University of Rajasthan, Rajasthan, India
Abstract: Social entrepreneurship provides a platform for analysing and solving social issues such as illiteracy, unemployment, lack of staple goods, clean drinking water, health and medicine, sanitation, and educating society towards use of environment-friendly products. This study investigates the prevalence of social entrepreneurship activities that create a feeling among society to standardise its living. This study attempts to provide important inputs regarding the inclusion of marketing practices in social entrepreneurship. The current study elaborates on the marketing strategies being practiced by social entrepreneurs towards enhancing society. Furthermore, using a sample of 188 social entrepreneurs, it estimates the effectiveness of entrepreneurial marketing towards enhancing society through social entrepreneurship such as guerrilla marketing, buzz marketing, and viral marketing.
Keywords: social entrepreneurship; guerrilla marketing; buzz marketing; viral marketing; entrepreneurial marketing.
International Journal of Business and Globalisation, 2021 Vol.28 No.4, pp.450 - 467
Received: 22 Nov 2018
Accepted: 20 Jun 2019
Published online: 01 Sep 2021 *