The Pattern of Applying the Social Marketing Approach to Cultural Marketing Campaigns

Document Type : Original Article

Authors
Morteza Anoosheh 1
Seyed Mojtaba Mousavi Neghabi 2
1 Assistant professor of Marketing Management, Imam Khomeini International University (IKIU)
2 Assistant professor of Marketing Management, Faculty of Literature and Humanities, University of Gonabad
10.22034/jcsc.2020.123788.2115
Abstract
The purpose of cultural marketing campaigns is to identify and respond to the cultural needs of society. Since no comprehensive study of cultural marketing mechanism has been conducted so far, the present study uses a Grounded theory to develop a cultural marketing model based on the social marketing approach. According to the research findings, cultural marketing has two dimensions: domestic and international. Internally, the goal of cultural marketing is cultural enrichment and responding to the cultural needs of domestic audiences, especially young people. However, the purpose of international cultural marketing is to export the values and principles of Islamic-Iranian culture to other countries. According to experts, using a social marketing approach increases the chance of success of cultural marketing campaigns. To this end, it is suggested that cultural marketing campaigns emphasize, on the one hand, the richness of Islamic-Iranian culture and, on the other hand, the problems of Western society's culture. The success of cultural marketing campaigns requires public engagement, which is possible through social networks. In fact, cultural marketing campaigns should involve government agencies, people, and NGOs. For international cultural marketing campaigns whose main purpose is to spread the values of Islamic-Iranian culture among other nations, it is necessary in addition to cultural programs such as translating Persian literary and artistic works into living languages of the world, to extend cultural tourism, so people from other cultures become more familiar with the culture of Iran.

Keywords

 
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Cultural Studies & Communication
Volume 20, Issue 75
Summer 2024
Pages 197-225