Giddens’ Structuration Theory seeks to explain how social structures are created and maintained through the actions, practices, and interactions of individuals.
According to Giddens, social structures are not merely external forces that influence human behavior; they are constantly reproduced and modified through individual actions.

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Social marketing is an approach that leverages marketing techniques to encourage behaviors that have a positive impact on society. Unlike traditional marketing, which primarily aims to maximize sales, social marketing seeks to address issues such as public health, the environment, and human rights. It relies on a deep understanding of the needs and obstacles of the target audience, as well as strategic partnerships. For example, campaigns might encourage people to reduce their plastic consumption or engage in regular physical activity. To succeed, it's not just about communication; it's also about making desired behaviors more accessible, more appealing, and less expensive. By integrating these elements, social marketing contributes to improving collective well-being.
TRELOHAN Magali - |
- Management Dictionary
- Marketing, Sales and Communication
