دور التسويق الاجتماعي في تعزيز سلوك المستهلك المسؤول اجتماعيا

Abstract

This study aimed The study aimed to highlight the role played by Algerian telecommunications companies in serving the community by raising social responsibility by dropping the ABCs on their programs, and to identify the most important methods and mechanisms entrusted with controlling the dimensions of socially responsible consumer behavior and motives. . On this basis, an indicator was proposed to measure the social orientation in the Algerian telecom companies, which led us to realize that the development of this trend has to be controlled by social marketing methods to increase the effectiveness of corporate social responsibility programs and thus target the socially responsible consumer category. The researcher concluded that there is a qualitative development for the awareness of the employees of the studied sector of social marketing and its fields, and its methods in measuring social performance that can be employed by profit organizations such as orientation in the community market, joining efforts to achieve development with civil society organizations, and these methods will enhance consumer motivations Socially responsible, by engaging in social change campaigns. .