دانلود رایگان مقاله شمول اجتماعی نظری: انتقاد مفهومی از بازاریابی جامع اجتماعی

ABSTRACT

This paper draws on an interdisciplinary theoretical background to define the new construct of subjective social inclusion and initiate a new theoretical framework of inclusive marketing. We define subjective social inclusion as a multi-dimensional construct comprising of acceptance, belongingness, empowerment, equality and respect. The proposed framework of inclusive marketing explains the potential effect of multi-ethnic embedded marketing communications on self-feelings of social inclusion by ethnic consumers, as well as the intervening effects of ethnic self-referencing, ethnic self-awareness, ethnic self-identification and self-congruity. The analysis shows that multi-ethnic embedded marketing communications may represent an effective means to more inclusive communication with ethnic individuals for the benefits of consumer wellbeing and marketing effectiveness. This paper initiates a new research agenda of marketing to disadvantaged individuals, with implications for future research, practice, and public policy.

5. Limitations and further research

Although this paper advances understanding of ethnic consumer research, empirical testing of our conceptual model is necessary to provide evidence for the plausibility and soundness of the proposed theory. The conceptualization of subjective social inclusion needs further scrutiny, particularly through empirical tests that could provide empirical support for the definition and conceptual dimensionality. Our collection of definitions and descriptions of social inclusion from the extant literature is not exhaustive and may be strengthened through meta-analysis techniques. Future research directions may include 1) conducting qualitative research with ethnic consumers to further explore the concept of social inclusion and its inherent dimensions; 2) developing a new measurement scale for the concept of subjective social inclusion based on the current paper's conceptualization; 3) identifying salient marketing communication factors that have direct impact on the perceived level of subjective social inclusion, such as product category, language, slogan, degree of ethnic embeddedness; 4) examining the causal effects of ethnic primes (e.g., multi- vs. mono-ethnic primes) on ethnic individuals' subjective social inclusion through controlled experimental procedures; 5) empirically testing the proposed model especially the mediation and moderation effects. Future research could also consider the adaptation of the current conceptual framework at different levels of vulnerability: sexual orientation, disability, gender, age or social status.