Social Marketing for Digital Transformation: Digitalizing Social Action for the Development of Women at Risk of Exclusion
Keywords:
Social marketing, micro-learning, digitalization, empathy, women, social exclusion, interpersonal relations
Abstract
The third sector, key to social and personal development, needs to evolve and adapt to the technological revolution and digitalization that accelerated due to the global pandemic of COVID-19. Social marketing offers strategies and tools that allow digitalizing processes of female empowerment in contexts of poverty, violence, inequality, and social exclusion. People living in these contexts were the ones that suffered the most from the pandemic, both due to the number of deaths coupled with a lack of access to quality health care, and an increase in interpersonal conflict. The latter aggravated by the mandatory isolation measures imposed by the governments, which made it practically impossible for civil society organizations (CSOs) to intervene. This article presents a case of social marketing oriented to the development, implementation, and evaluation of a people-centered protocol (EduQualitas SM) for the digitalization of empowerment and positive personal development, based on interpersonal relationships and reflexiveness. Through qualitative and quantitative methodologies, the study analyses the impact of its application in a social marketing campaign (Orientación Familiar Digital - OFD) that aimed to improve the quality of life of women in the area of greatest social exclusion in Argentina. The implemented campaign sought to digitalize the formative processes of an international CSO and develop empathy, a fundamental capacity for the quality of life and the reduction of both structural poverty and violence against women. The impact assessment of EduQualitas SM was of a mixed design that included a quasi-experimental intervention without a control group, based on the Argentine adaptation of the Interpersonal Reactivity Index (IRI). This research presents one of the first Latin American cases of CSO digitalization strategies for the development of empathy of women in situations of social exclusion.Downloads
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References
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Richaud, M. C. (2008). Evaluación de la empatía en población infantil argentina. Revista de investigación en psicología, 11(1), 101-115.
Rivera, R. (2011, mayo 11). Estrategias de alfabetización mediática. 1o Congreso Comunicación y Educación. Safe Social Media – Integrando Teoría Y Evaluación De Impacto Para La Prevención De La Violencia En Medios Interactivos, Barcelona. http://communicationandeducation.wordpress.com/
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Rivera, R. (2019a). Preventing Youth Violence in El Salvador: A Relational Social Marketing Model. En M. M. Galan-Ladero & H. M. Alves (Eds.), Case Studies on Social Marketing: A Global Perspective (pp. 195-204). Springer International Publishing. https://doi.org/10.1007/978-3-030-04843-3_17
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Rivera, R. G., Castro Sanchez, M., & Dimier de Vicente, M. D. (2019). Marketing social y violencia interpersonal. Un modelo aplicativo para el desarrollo de programas de prevención. QUADERNS DE POLÍTIQUES FAMILIARS, 05, 50-65.
Rivera, R., Santos, D., Brändle, G., & Cárdaba, M. Á. M. (2016). Design Effectiveness Analysis of a Media Literacy Intervention to Reduce Violent Video Games Consumption Among Adolescents The Relevance of Lifestyles Segmentation. Evaluation Review, 40(2), 142-161. https://doi.org/10.1177/0193841X16666196
Rodrigo, A., Ortale, S., Sanjurjo, A., Vojkovic, M., & Piovani, J. (2006). Creencias y prácticas de crianza en familias pobres del conurbano bonaerense. Arch. argent. pediatr, 203-209.
Rodríguez Espínola, S., & Salvia, A. (2019). Malestar subjetivo (2010-2018). Asimetrías sociales en los recursos emocionales, afectivos y cognitivos. (Observatorio de la Deuda Social Argentina. Barómetro de la Deuda Social Argentina. Documento de trabajo.). Universidad Católica Argentina. https://repositorio.uca.edu.ar/bitstream/123456789/8300/1/malestar-subjetivo-asimetrias-sociales.pdf
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Salinas, J., & Marín, V. I. (2015). Pasado, presente y futuro del microlearning como estrategia para el desarrollo profesional. Campus Virtuales, 3(2), 46-61.
Segal, E. A. (2007). Social Empathy: A New Paradigm to Address Poverty. Journal of Poverty, 11(3), 65-81. https://doi.org/10.1300/J134v11n03_06
Segal, E. A. (2018). Social Empathy: The Art of Understanding Others (p. 256 Pages). Columbia University Press.
Sze, J. A., Gyurak, A., Goodkind, M. S., & Levenson, R. W. (2012). Greater emotional empathy and prosocial behavior in late life. Emotion, 12(5), 1129-1140. https://doi.org/10.1037/a0025011
Tonon, G. (Ed.). (2016). Indicators of Quality of Life in Latin America. Springer International Publishing. https://www.springer.com/gp/book/9783319288406
Tonon, G. (2017). Quality of Life in Communities of Latin Countries. Springer.
Trabaldo, S., Mendizábal, V., & González Rozada, M. (2017). Microlearning: Experiencias reales de aprendizaje personalizado, rápido y ubicuo. IV Jornadas de TIC e Innovación en el Aula (La Plata, 2017). http://sedici.unlp.edu.ar/handle/10915/65550
UNESCO. (2016, diciembre 15). NGOs and the Digital Revolution. UNESCO. https://en.unesco.org/news/ngos-and-digital-revolution-0
Baron, J. N. (2013). Empathy wages?: Gratitude and gift exchange in employment relationships. Research in Organizational Behavior, 33, 113-134. https://doi.org/10.1016/j.riob.2013.10.006
Bartholomew, L. K., Markham, C. M., Ruiter, R. A. C., Fernández, M. E., Kok, G., & Parcel, G. S. (2016). Planning Health Promotion Programs: An Intervention Mapping Approach. John Wiley & Sons.
Choi, J. (2006). A Motivational Theory of Charismatic Leadership: Envisioning, Empathy, and Empowerment. Journal of Leadership & Organizational Studies, 13(1), 24-43. https://doi.org/10.1177/10717919070130010501
Deane‐Drummond, C. (2017). Empathy and the Evolution of Compassion: From Deep History to Infused Virtue. Zygon®, 52(1), 258-278. https://doi.org/10.1111/zygo.12317
DeWall, C. N., & Baumeister, R. F. (2006). Alone but feeling no pain: Effects of social exclusion on physical pain tolerance and pain threshold, affective forecasting, and interpersonal empathy. Journal of Personality and Social Psychology, 91(1), 1-15. https://doi.org/10.1037/0022-3514.91.1.1
Dutta, S., & Bilbao-Osorio, B. (2012). The Global Information Technology Report 2012—Living in a Hyperconnected World. INSEAD - World Economic Forum. https://core.ac.uk/download/pdf/30679485.pdf#page=147
Hall, N., Schmitz, H. P., & Dedmon, J. M. (2020). Transnational Advocacy and NGOs in the Digital Era: New Forms of Networked Power. International Studies Quarterly, 64(1), 159-167. https://doi.org/10.1093/isq/sqz052
Hockenhull, J. C., Whittington, R., Leitner, M., Barr, W., McGuire, J., Cherry, M. G., Flentje, R., Quinn, B., Dundar, Y., & Dickson, R. (2012). A Systematic Review of Prevention and Intervention Strategies for Populations at High Risk of Engaging in Violent Behaviour: Update 2002–8. Appendix 6. Protocol. Health Technology Assessment, 16(3). https://www.ncbi.nlm.nih.gov/books/NBK97417/
Jensen, D. C., Pedersen, L. B., & Pedersen, L. B. (2017). The Impact of Empathy—Explaining Diversity in Street-Level Decision-Making. Journal of Public Administration Research and Theory, 27(3), 433-449. https://doi.org/10.1093/jopart/muw070
Jolliffe, D., & Farrington, D. P. (2004). Empathy and offending: A systematic review and meta-analysis. Aggression and Violent Behavior, 9(5), 441-476. https://doi.org/10.1016/j.avb.2003.03.001
Kessler, G. (2015). Historia De La Provincia De Buenos Aires. Tomo 6. EDHASA. https://www.cuspide.com/9789876283601/6++Historia+De+La+Provincia+De+Buenos+Aires
Lane, R. E. (2001). Self-Reliance and Empathy: The Enemies of Poverty: And of the Poor. Political Psychology, 22(3), 473-492. JSTOR.
Marcus, R. F., & Swett, B. (2003). Violence in close relationships: The role of emotion. Aggression and Violent Behavior, 8(3), 313-327. https://doi.org/10.1016/S1359-1789(01)00070-2
McLaren, K. (2013). The Art of Empathy: A Complete Guide to Life’s Most Essential Skill (Edición: 10/16/13). Sounds True.
Observatorio de la Deuda Social UCA. (2020a, junio 24). Impacto Social de las Medidas de Aislamiento Obligatorio por COVID-19 en el AMBA. http://uca.edu.ar/es/noticias/serie-estudios-impacto-social-de-las-medidas-de-aislamiento-obligatorio-por-covid19
Observatorio de la Deuda Social UCA. (2020b, septiembre 21). Según la UCA, la pobreza alcanza a 18 millones de personas | Política y Sociedad | Radio Universidad. Radio UNR. https://radio.unr.edu.ar/nota/6729/segun-la-uca-la-pobreza-alcanza-a-18-millones-de-personas
OC UNGS. (2020). Contenido COVID-19. Observatorio del Conurbano Bonaerense. http://observatorioconurbano.ungs.edu.ar/?page_id=13507
OECD. (2019). Perfilando la transformación digital en América Latina. https://www.oecd-ilibrary.org/content/publication/4817d61b-es
Plataforma de ONG de Acción Social. (2019). El Tercer Sector de Acción Social en España 2019. NUEVOS HORIZONTES PARA UN NUEVO CONTEXTO SOCIOPOLÍTICO. https://www.plataformaong.org/ARCHIVO/documentos/biblioteca/1583424466_informe-poas-completo.pdf
Prochaska, J. O., & DiClemente, C. C. (1982). Transtheoretical therapy: Toward a more integrative model of change. Psychotherapy: Theory, Research & Practice, 19(3), 276-288. https://doi.org/10.1037/h0088437
Richaud, M. C. (2008). Evaluación de la empatía en población infantil argentina. Revista de investigación en psicología, 11(1), 101-115.
Rivera, R. (2011, mayo 11). Estrategias de alfabetización mediática. 1o Congreso Comunicación y Educación. Safe Social Media – Integrando Teoría Y Evaluación De Impacto Para La Prevención De La Violencia En Medios Interactivos, Barcelona. http://communicationandeducation.wordpress.com/
Rivera, R. (2013). Adolescentes y Social Media: 4 Generaciones del Nuevo Milenio. Intermedia Social Innovation.
Rivera, R. (2019a). Preventing Youth Violence in El Salvador: A Relational Social Marketing Model. En M. M. Galan-Ladero & H. M. Alves (Eds.), Case Studies on Social Marketing: A Global Perspective (pp. 195-204). Springer International Publishing. https://doi.org/10.1007/978-3-030-04843-3_17
Rivera, R. (2019b). Exploring Data Driven Youth Character Education Frameworks: A Systematic Literature Review on Learning Analytics Models and Participatory Design. Estudios sobre Educación, 37(0), 179-198. https://doi.org/10.15581/004.37.179-198
Rivera, R. G., Arrese, A., Sádaba, C., & Casado, L. (2019). Incorporating Diversity in Marketing Education: A Framework for Including All People in the Teaching and Learning Process. Journal of Marketing Education, 0273475319878823. https://doi.org/10.1177/0273475319878823
Rivera, R. G., Castro Sanchez, M., & Dimier de Vicente, M. D. (2019). Marketing social y violencia interpersonal. Un modelo aplicativo para el desarrollo de programas de prevención. QUADERNS DE POLÍTIQUES FAMILIARS, 05, 50-65.
Rivera, R., Santos, D., Brändle, G., & Cárdaba, M. Á. M. (2016). Design Effectiveness Analysis of a Media Literacy Intervention to Reduce Violent Video Games Consumption Among Adolescents The Relevance of Lifestyles Segmentation. Evaluation Review, 40(2), 142-161. https://doi.org/10.1177/0193841X16666196
Rodrigo, A., Ortale, S., Sanjurjo, A., Vojkovic, M., & Piovani, J. (2006). Creencias y prácticas de crianza en familias pobres del conurbano bonaerense. Arch. argent. pediatr, 203-209.
Rodríguez Espínola, S., & Salvia, A. (2019). Malestar subjetivo (2010-2018). Asimetrías sociales en los recursos emocionales, afectivos y cognitivos. (Observatorio de la Deuda Social Argentina. Barómetro de la Deuda Social Argentina. Documento de trabajo.). Universidad Católica Argentina. https://repositorio.uca.edu.ar/bitstream/123456789/8300/1/malestar-subjetivo-asimetrias-sociales.pdf
Rogers, D. (2016). The Digital Transformation Playbook: Rethink Your Business for the Digital Age. Columbia Business School Publishing.
Rosa, H. (2013). Social Acceleration: A New Theory of Modernity. Columbia University Press.
Salinas, J., & Marín, V. I. (2015). Pasado, presente y futuro del microlearning como estrategia para el desarrollo profesional. Campus Virtuales, 3(2), 46-61.
Segal, E. A. (2007). Social Empathy: A New Paradigm to Address Poverty. Journal of Poverty, 11(3), 65-81. https://doi.org/10.1300/J134v11n03_06
Segal, E. A. (2018). Social Empathy: The Art of Understanding Others (p. 256 Pages). Columbia University Press.
Sze, J. A., Gyurak, A., Goodkind, M. S., & Levenson, R. W. (2012). Greater emotional empathy and prosocial behavior in late life. Emotion, 12(5), 1129-1140. https://doi.org/10.1037/a0025011
Tonon, G. (Ed.). (2016). Indicators of Quality of Life in Latin America. Springer International Publishing. https://www.springer.com/gp/book/9783319288406
Tonon, G. (2017). Quality of Life in Communities of Latin Countries. Springer.
Trabaldo, S., Mendizábal, V., & González Rozada, M. (2017). Microlearning: Experiencias reales de aprendizaje personalizado, rápido y ubicuo. IV Jornadas de TIC e Innovación en el Aula (La Plata, 2017). http://sedici.unlp.edu.ar/handle/10915/65550
UNESCO. (2016, diciembre 15). NGOs and the Digital Revolution. UNESCO. https://en.unesco.org/news/ngos-and-digital-revolution-0
Published
2021-01-28
How to Cite
Gustavo Rivera, R., & Nogaró, J. (2021). Social Marketing for Digital Transformation: Digitalizing Social Action for the Development of Women at Risk of Exclusion. Journal of Business, Universidad Del Pacífico (Lima, Peru), 12(2), 52-69. https://doi.org/https://doi.org/10.21678/jb.2020.1484
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Articles
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