Analyzing Social Marketing Characteristics of Indian Companies
AUTHORS
Jinyoung Shin,Research Professor, Institute of Indian Studies, Hankuk University of Foreign Studies, Seoul, Korea
Jaesin Oh,Professor, Dept. of Industrial Management, Research Fellow of BERI,Gyeongsang National University, Jinju, Korea
Dae-Yul Jeong*,Corresponding Author, Professor, Dept. of Management Information Systems, Research Fellow of BERI, Gyeongsang National University, Jinju, Korea
ABSTRACT
This study analyzed the social marketing characteristics of Indian companies. The top 100 Indian companies in terms of market caps were selected, and their latest social marketing activities in 2017-2019 were researched. This study focused on the social marketing topics of the companies. Empirical analysis was conducted to compare the difference among the company group. The most common social marketing topics are health, followed by environment and education. As a result of the difference analysis between groups, there was a statistically significant difference in social marketing theme according to the nationality of the company. On the other hand, there was no statistical difference according to the ownership type of the company and the industry. However, although some tests are not statistically significant, the difference analysis provided in-depth implications for the social marketing characteristics of Indian companies.
KEYWORDS
Indian companies, Social marketing, Social marketing topics, Corporate social responsibility, CSR
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