사회자본이론을 통한 사회마케팅의 응용확장에 관한 탐색적 연구- 시장실패와 복잡한 교환의 맥락을 중심으로 = Exploring the Application Extension of Social Marketing Based on Social Capital Theory

다국어 초록 (Multilingual Abstract)

Social marketing emerged as a significant paradigm in the late 1960s when the conceptual boundaries of marketing were broadened by some scholars. Accordingly, social marketers have tended to apply traditional marketing tools, albeit within a vastly different context. After reviewing and classifying the social marketing literature into traditional and interdisciplinary approach, the author found out that both approaches disregarded the special context in which social marketing operated. In this regard, the author maintains that social marketers, operating in an environment that is characterized by intricate exchange and amplified market failure brought about by externalities, may be ill-equipped to foster change utilizing conventional marketing tools. Therefore, this paper proposes that social capital is an appropriate theory to supplement traditional notions of marketing to further enhance the field of social marketing as it takes into account market failure, intricate exchange, and behavioral and social phenomena.

국문 초록 (Abstract)

사회마케팅은 1960년대 후반에 마케팅 개념의 확장이 필요하다는 주류 마케팅관리학파에 속하는 일부 학자들의 주장이 제기되면서 태동되었다. 이러한 이유로 인하여 사회마케팅 종사자들은 주로 전통적인 마케팅 수단에 의존하여 사회적 문제를 다루는데 응용하여왔다. 그러나 사회마케팅에 관한 지금까지의 연구문헌을 보면 사회마케팅 종사자들이 상업마케팅의 경우와는 매우 상이한 상황이라 할 수 있는 시장실패와 복잡한 교환을 간과하고 있음을 알 수 있다. 따라서 사회마케팅은 이러한 상황에 직면하고 있음을 고려할 때 전통적인 수단만으로는 사회적 문제를 충분히 다룰 수 없다. 이에 따라 본 연구에서는 사회자본이론이 시장실패와 복잡한 교환현상은 물론 행동변화와 사회적 현상도 고려하고 있기 때문에 사회마케팅 종사자들에게 유용한다는 점을 보여주었다. 사회자본이론을 사회마케팅에 원용하면 사회마케팅 종사자들이 유익한 행동변화를 추구하는데 하나의 지침이 될 것이다.

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