How Socially Responsible Marketing Affects TV Viewership and Household Conflict Peer-Reviewed Journal

Open, View, and/or
Download this Document

Total Length: 3654 words ( 12 double-spaced pages)

Total Sources: 30

Page 1 of 12

The Impact of Socially Responsible Marketing on TV Viewership and Household Conflicts: A Theoretical Descriptive StudyAbstractMarketing is used by business organizations to promote the beneficial attributes of their product and services. The increased focus on promoting ethical and socially responsible business practices has contributed to the emergence of socially responsible marketing. This study explores this concept and how it promotes good/positive social and cultural norms. The research demonstrates how businesses are forced to practice socially responsible marketing though its impact on TV viewership and household conflict remains unknown. A qualitative descriptive study is carried out to examine the effect of socially responsible marketing on TV viewership and household conflict. Data was collected from a sample of 15 marketing experts using a self-administered question and analyzed through thematic analysis. The study found no significant link between socially responsible marketing and TV viewership. Additionally, this research found that socially responsible marketing reduces household conflict. These findings are supported by the Uses and Gratification Theory, Functionalist Theory, and Conflict Theory.Keywords: socially responsible marketing, TV viewership, household conflict, marketing and advertising.IntroductionMarketing basically focuses on promoting the beneficial attributes of a product or service based on societal values and beliefs. When marketing products/services, marketers ignore their harmful attributes because such information could damage public perception and affect the purpose of advertising. The marketing process is usually geared toward enabling the society digest new values developed by the marketer. As a result, marketers utilize various mediums to communicate the attributes of their products and services. Television advertising is one of the most commonly used marketing channels given its potential to reach a large target audience. Even though marketing seeks to influence the society regarding products/services, it ends up having a widespread impact on the society. Marketing is an avenue through which different societal ideals and values are shaped. The widespread impact of advertising has contributed to the emergence of the concept of socially responsible marketing, which helps promote positive societal values and ideals.Socially responsible marketing is a concept that originates from corporate social responsibility, moral philosophy, institutional economics, and marketing history (Laczniak & Shultz, 2020). This concept is based on three essential elements/components – stakeholder orientation, corporate citizenship, and social/ecological sustainability. These elements serve as the foundation for socially responsible marketing because they promote a pro-social instead of an instrumental-financial approach to marketing practice. Therefore, the concept of socially responsible marketing seeks to help create a better society and world. This idea was influenced by the widespread impact of marketing on the society and the world. By adopting socially responsible marketing, businesses would play a critical role in the development of a better society and world for all.Landrum (2017) contends that socially responsible marketing has become increasingly critical in today’s business world as millennials force brands to practice it. Millennials are forcing businesses to practice socially responsible marketing because they are more risk-averse and less like to spend their money unnecessarily.

Stuck Writing Your "How Socially Responsible Marketing Affects TV Viewership and Household Conflict" Peer-Reviewed Journal?

View All Our Example How Socially Responsible Marketing Affects TV Viewership and Household Conflict Peer-Reviewed Journal

Have A Custom Example Essay Written

Unlike previous generations, millennials have a preference to do business with companies and business organizations that are pro-social messages, have ethical business standards, and adopt sustainable manufacturing techniques. Millennials’ preference for socially responsible marketing has changed the advertising practices of many corporations and brands. Corporations and brands are increasingly exploring and embracing measures to practice socially responsible marketing in attempt to appeal to millennials and demonstrate corporate social responsibility.Statement of the ProblemWhile socially responsible marketing is more preferred in today’s society, its impact on TV viewership and household conflicts remains unknown. Media and advertising are generally agents of social change as they influence societal perceptions, ideals, and values. Millennials increasingly prefer socially responsible marketing since…

[…… parts of this paper are missing, click here to view the entire document ]

…(Creative Commons, 2010). This theory postulates that the establishment of a strong society requires social stability, which is a by-product of adequate socialization and social integration (Crossman, 2020). In this regard, socially responsible marketing promotes social values and ideals that seek to create social stability resulting in reduced household conflict. By incorporating societal needs and interests, socially responsible marketing helps to reduce household conflict. Conflict Theory postulates that conflict is a by-product of power inequalities and imbalances (Creative Commons, 2010; OpenStax CNX, n.d.). Socially responsible marketing addresses these inequalities by ensuring businesses cater to society’s needs and interests.In conclusion, mass media plays an important role in the society as it helps to inform, educate, and entertain. Businesses are increasingly using mass media to communicate to the target audience through advertising and marketing. Television advertising is one of the most commonly used forms of marketing by corporations and brands. Socially responsible marketing has become an important component of modern television advertising because of the increased focus on ethical and socially responsible business practices. As businesses are increasingly exploring how to implement socially responsible marketing, its impact on TV viewership and household conflict remains relatively unknown. This study explored the issue and found no significant link between socially responsible marketing and TV viewership. However, the study found a strong link between television marketing and household conflict. In this case, socially responsible marketing helps to lessen household conflict by promoting good ideals and values.OriginalityThis study is the original work that I have carried out from the beginning to the end. None of the sections of this research have been submitted previously for any academic or other purposes. This research paper has not been submitted to any other individual or institution......

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"How Socially Responsible Marketing Affects TV Viewership And Household Conflict" (2021, February 17) Retrieved May 6, 2025, from
https://www.aceyourpaper.com/essays/socially-responsible-marketing-affects-viewership-2181344

Latest MLA Format (8th edition)

Copy Reference
"How Socially Responsible Marketing Affects TV Viewership And Household Conflict" 17 February 2021. Web.6 May. 2025. <
https://www.aceyourpaper.com/essays/socially-responsible-marketing-affects-viewership-2181344>

Latest Chicago Format (16th edition)

Copy Reference
"How Socially Responsible Marketing Affects TV Viewership And Household Conflict", 17 February 2021, Accessed.6 May. 2025,
https://www.aceyourpaper.com/essays/socially-responsible-marketing-affects-viewership-2181344
   

Open, View, and/or
Download this Document
order custom essay example