مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 3, Pages 257-273
2024-11-01

Social Marketing Approaches Amidst The Covid-19 Crisis: A Study On Addressing Vaccine Hesitancy



Authors : Chami Fatima Zohra .

Abstract

Amidst the global crisis of the Covid-19 pandemic, governments have turned to social marketing as a pivotal instrument for effecting behavioral change. This paper delves into the strategic application of an individual-centered social marketing approach during the Covid-19 crisis, specifically focusing on its role in mitigating vaccine hesitancy. As societies grapple with the imperative to actively engage in vaccination campaigns, understanding and addressing vaccine hesitancy becomes paramount. Through an exploration of the evolving landscape and consideration of public health priorities, this study aims to elucidate the multifaceted nature of vaccine hesitancy and underscore the critical role played by social marketing in fostering a positive transformation in public attitudes and behaviors towards Covid-19 vaccination initiatives.

Keywords

Social Marketing ; Covid-19 ; Vaccine hesitancy ; Ethics

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