An Analysis of Social Marketing Theory and the Dilemma of Marketing between Societal Values and the Demands of Globalization

Abstract

The topic of consumption and the consumer has become one of the controversial topics, particularly with the shift in the values of production and consumption, as well as the relationship between the producer, the seller and the consumer. This triad has been influenced by the values of globalization and social changes the international community has witnessed following the industrial revolution, technological advancements and digital revolution. This has led to the rise of modern values and ethics in economics and product marketing, especially with the emergence of electronic or digital marketing, in addition to the shift from the traditional consumption to the electronic consumption, which has affected the ethics of marketing, consumer products and the ethics of consumer behavior itself. This has prompted researchers, social theorists and economists to develop modern theories in order to study the marketing ethics and consumption patterns. Marketing and consumption are both linked to the social aspect of the consumer, which means that the impact of the social environment on the consumer, the producer and the marketer is what determines the marketing pattern and ethics.